A Research Of Clothing Brand Strategy Focused On Design Asset

According to industrial designer Victor Papanek,design is the conscious intuitive effortsmade for founding a meaningful order in life.Since we human beings entering the industrialage,as a kind of creating behavior,the value of design embodies in constructing a reasonablebalanced relationship between practicability and artistry,and passes on both the designer‘s andthe firm‘s philosophy to the consumers in material forms of product,logo,advertisement,store,and so on,so as to bring about favourable brand effect and considerable economic benefits to thefirm.Design plays a key role in commercial environment through providing products as well asservice which can show what exactly consumers need and present enterprise value.Indeed,design has been the keyword from all works of life,no matter in domestic or internationalmarket.more and more corporations regard design as an effective market strategy.As to clothingindustry,the main competitions between different firms have focused on the power of design andbrand impact,rather than the volume of production or the cost of labor force.Facing the situation of more intense market competition and more sharp brandingtrend,cloting firms have to grasp the era chance,making design the key point of strategic planningto promote brand image and to develop new markets.Based on this background,I boldly proposeda totally new concept——design asset,and defined it in terms of its great value to both thecompany and the brand.Design asset is composed of a series of visual design elements andinvisible brand design image,it is created by design behavior,at the same time,it can be reused bydesign to create more values.Design asset can increase the value of products and service providedby the firm,as well as promote the corporate image and brand competitiveness,as a result ofwhich,the enterprise can gain profits continuously. This essay is focused on design asset‘s maintance and promotion as the core of brandstrategies for clothing companies,based on a large number of case analysis and research,it draws aconclusion that design asset is quite important to clothing firms,because it can add brandvalue,promote corporate image and increase the value of products and service.It‘s necessary forthe firm to maintain design asset from its origin and develop it through its components.As to the resources of design asset,the essential brand strategy for a clothing firm is toorganize a professional design team and to integrate design information from both outside andinside.Designers are creators of design asset,at the same time,design information is the rawmaterial‘of it.The firm can develop its design asset according to the following3ways:visualdevelopment strategy,connotation development strategy,and comprehensive brand developmentstrategy.Visual development strategy emphasizes tangible design asset,its key point is uniquedesign.Connotation development strategy attaches importance on intangible design asset,its gist isenterprise culture. Comprehensive brand development strategy consists of2main points,namelybrand extension design and crossover design. Brand extension design includes product-lineextension and product-category extension.It‘s very important for a clothing firm to make sure the key role of design asset in its marketplanning.Nowadays,both material civilization and people‘s aesthetical standards are highlydeveloped,so clothing manufacturers must attach great importance to its design asset to keep upwith the pace of the changing market and gain dominant position in fierce competitions.Only thoseclothing firms who can maintain unique design asset and build positive images in design canattract consumers‘attention and master the market opportunities.Design asset is also the key pointfor the fashion brands who want to succeed in domestic clothing market.