Research On Situation And Developmenet Of Domestic Clothing Brand Culture

In the 1990s, along with the development of domestic economy, Chinese see a lot of clothing brand and experience of brand of magic power. Thus China brand clothing culture consciousness began to sprout. At present, China has become the world's largest garment processing base, the total clothing production is very large but the value of single clothing is on a low level and the worldwide brand is almost zero. Brand on the market, the power of the brand operation method, these are the weak link of clothing industry in China. So the current clothing industry is not lack of quality and quantity, but international brand design concept and the international brand marketing idea. So we must develop brand economy, establish brand culture brand awareness, to ensure the products of international competition.With the improvement of living standard, the consumer concept also gradually matured. In the past,people care about clothing functional and if the clothing is washable and so on but now they pay more attention to the brand culture and design features. This suggests that people in the clothing brand consumer replaced product consumption。Finally, the clothing consumption idea localization and expedites the more personalized dress brand emerged.Although our clothing brand overall level compared with the developed countries have great distances,the rapid development of clothing industry and clothing enterprise and brand culture consciousness, and provides better environment of national policy, make our clothing industry is entering the acceleration period.Because of the above reasons, the development of domestic clothing brand culture has made a good beginning. But domestic clothing brand culture and foreign famous international brand still have a large gap. Through the same type and class enumerate the brand culture and specific indexes, such as product category and brand wire, design concept and marketing concept of domestic and foreign clothing brands, a comparative analysis of the cultural system, various brands of optimal slightly points, thus summarizes the present situation of the development of Chinese clothing brand. Based on the domestic clothing industry's specific situation, puts forward a new idea of domestic brand clothing. Such as classification of design style,update the design content,marketing methods,marketing content and so on.At last, through the domestic and international dress brand culture research, base on design concept and marketing idea for the basis of domestic brand garment summarized the present situation of the development of culture, we know that"Brand equilateral triangle rule". The rules show us that the brand design,brand marketing and brand culture have the same develop level the brand can develop smoothly. Conversely , are not.