The Study And Practice On The Effect Of Fashion Design Planning On Brand Optimization

As a pillar industry of the Chinese economy, garment industry plays an important role ineconomic construction. However, with the change of economic situation at home and abroad andthe internal transformation of Chinese garment industry, the current state of Chinese garmentindustry is not encouraging. At present Chinese garment enterprises maily give priority to OEMand processing trade, few of them have their self-owned brands to make a fine figure oninternational market. With the Chinese labor cost inflation, RMB exchange rate increase andexport rebates decease, the profit earned from OEM and processing trade becomes less and less.On the whole Chinese garment industry is in the low side of global value chain. With the situationbeing more and more worse, the price of Chinese fashion brand tended to increase by a higher rate,and a series of problems such as immature pricing mechanism became very prominent, therefore,rebranding in the Chinese garment industry the fashion brands is imperative. At the same time,international famous brands with different levels began to ocupy all kinds of markets in ourcountry, which brought a huge competition pressue to Chinese garment industry. As a result, thecompetition between the enterprises is not limited to the price any more, but involves the garmentbrands under such situation that our society is shifting from the clothing and food era of extensiveeconomy into the intensive economy era of well-off, and stepping into the humanistic era ofindividualized economy. Since2011many local enterprises are facing a survival crisis due to theincreasing brand competition and immature brand operation mechanism. At the same time thetraditional marketing method in its bottleneck and the inexorable rising e-commerce brought ahuge chanllege to the traditional garment enterprises. Facing the serious situation, Chinesegarment enterprises suddenlly realised that when the new concept became the enterprise commonview and entrepreneurial skills are no longer secrets, the only way for the enterprise developmentshould be individualized, brand era will be an inevitabe result. Furthermore, the problems thatlocal garment enterprises faced in the development process make them realised that if theenterprises want to remain invincible, they should improve themselves, that is, the self-brandoptimization should be accomplishedThrough literature researches, practice in enterprice and visiting salers, this thesis discusses the role of the fashion design planning, an important influent factor on brand optimization, tobrand optimizaeion in four steps:Step1, the correlation about fashion design planning with industry status quo is studied bythe way of consulting literatures, and at the same time the two parts of the contents of brandoptimizaeion——brand perfection and outstanding performance are analyzed.Step2, by studying the apllication of the fashion design planning the necessity of fashiondesign planning for the brand optimization is analyzed and the main content, the developmenthistory and the problems of the fashion design planning are summarized.Step3, aiming to brand optimaization, the problems in the brand optimization of FIOCCObrand are analyzed according to the implementing elements of fashion design planning. On thebasis of the analysis the2013spring and summer FIOCCO fashion design planning isaccomplished.In the end, the2013spring and summer FIOCCO fashion design planning is taken asguadline to trace the product design work. The results are analyzed and verified the feasibility ofthe fashion design planning.