Comparison Of International Knitted Brand

In recent years, with its unique knitwear fabrics in fashion in the style characteristics of the growing proportion of the international clothing market, there have been many knitted garments as the main product categories of apparel brands. Based on market conditions, this paper selects different cultural backgrounds, different styles of representation of the brand Missoni, Sonia Rykiel and St. John, by the value of its brand, the brand of a comparative analysis of the three brands, with a view to the development and current status of knitwear brands. There is a macro grasp.In this paper, theories of brand's value and knitwear design principles have been used frequently. Based on the integrated use of comparative analysis, KMO, SPSS and other methods, the three knitted brands Missoni, Sonia Rykiel, and St. John's historical and cultural value, aesthetic value and economic value have been comparatively analysed. Meanwhile, the paper has summarized the similarities and differences between the three. On this basis, the paper will summurize international knitwear brand in China's development strategy, with a view to the development of Chinese knitwear industry inspiration. For the brand's history and cultural value, this by looking for information, interviews, etc. hand, the history and culture of the brand symbols and other elements of analysis, the three major brands of knitting a comparative study of the history of human values. Aesthetic value for the brand, this will take research, summarize and compare the methods, design elements and technology from the brand elements of both explore Missoni, Sonia Rykiel, and St. John's three major international knitwear brand design style and design, through pictures of brand advertising and retailing services to analyze the situation and concluded that three of the same and differences with a view to high-end fashion knitwear brand design and marketing models have a superficial grasp.For the brand's economic value, this will find information, field research, interviews, etc. related personnel in China for three knitting knitwear brand consumer attitude analysis, summarized and concluded, but also for Chinese consumers from knitwear overall demand perspective, analyzes and summarizes the characteristics of Chinese consumers, knitted garments, knitted garments to the Chinese market has a more comprehensive understanding. By surveying the international knitted brands'market, the paper will extract the three major brands in the Chinese market, including China's knitting development strategy. Knitted by three major international brand Missoni, Sonia Rykiel, and St. John brand value in the comparison of different studies, this paper the following conclusions:(1) three knitting brand Missoni, Sonia Rykiel, and St. John a good use of the state and society to give the brand's strengths, have historic value.(2) the value of the brand lies in its symbolic cultural meaning and symbolism, and this significance should be mainly based on the brand itself relying on the local culture and way of life. Knitting for three brands, three caught to better achieve their own cultural values.(3) the three major brands in the product-level knitting styles and techniques from different angles such as the full realization of the brand's aesthetic value. Knitted by three brands of products in the shape, color and workmanship for a comparative analysis, we can see all three on one aspect of the product focus. Missoni focus on mix and match colors and patterns, emphasizing the visual "Bohemian" feeling; Sonia Rykiel is more in shape to make a fuss, and the reflection of the enduring elegance of its ideas; and St. John is large increase in the knitting process as, focusing on the technological content and quality. For the brand characteristics of the three brands do always knitting heritage and promote.In the brand image of the three knit both through its own brand advertising to convey to consumers the brand's own cultural ideas advocated, each with its unique. In the corporate image of the terminal, it is St. John most likely to promote the place.(4) The reason why the three major international knitwear brand has a good reputation because of its high historical value and cultural value, represents a certain region of the most unique historical precipitation, culture and lifestyle. By the preceding analysis, is based on the Chinese market, Missoni and Sonia Rykiel are not well to achieve its economic value. In comparison, St. John is a good grasp of the situation in the Chinese market, will open stores mainly in the "office workers" more concentrated urban Beijing, and in the end have a good sales performance. For this situation, the international knitwear brand should be based on the realities of the Chinese market, set the appropriate branding and marketing strategies, and supply the needs of the Chinese market the appropriate product in order to obtain greater benefits.