Fashion, Brand And Design

With the developments of society, technology, and culture, coupled with theincreasing diversity of consuming groups, the spread of fashion, the construction of brands,and the design of advertising are forced into becoming more and more complicatedprocesses. Simultaneously, the unprecedented fierce market competition that comes afterthe entrance of multitudinous overseas garment brands is seriously threatening thedomestic garment companies. Hence, a pressing issue about how to use advertising topromote the construction of brands and product sales effectively has been raised.Fashion, garment brands and advertising design are highly interrelated and mutuallyreinforcing each other, while the garment advertisements on fashion magazines is the bestreflection of the intersection of them. Based on the existing literature and marketresearch data, this essay selects garment advertisements from five kinds of print fashionmagazines from2009to2011as sampling analysis objects, and then used the visualanalysis method to discover the current fashion trends, fashionable visual expressions, andthe interaction between brands, culture and fashion, thereby directing the domestic garmententerprises to have a further understanding about fashion characteristics, the way of usingadvertising design to incarnate the fashion culture and brand spirit, and even the creature ofcompletely new fashion culture.