Image Design And Research Of Hunan Embroidery Clothing Brand“Unbounded”

In the 21 st Century, China has achieved phenomenal economic growth and significant development in its cultural soft power. The Chinese government has increasingly strengthened its support to cultural industries. Cultural industries in China have entered a critical stage of transformation and upgrade, which presented great opportunities and challenges. Cultural industries in Hunan have continued to grow at a steady pace. Hunan embroidery is a shining pearl in the treasure of traditional Chinese handcraft skills, which is also one of the key representatives of Hu-Xiang culture. Hunan embroidery industry is a featured cultural industry in Hunan. Historically, it has experienced its glory, decline, rebirth and rapid growth. However, the industry is now facing a bottleneck due to the increasing product homogeneity. At present, Hunan embroidery products are still mainly limited to artwork. Hunan embroidery enterprises are competing with each other intensively with constrained competitive strategy. Therefore, it is a big question worth addressing that how the Hunan embroidery product categories can be expanded, to promote the transformation and upgrade of Hunan embroidery industry by combing traditional Hunan embroidery art and modern fashion products, and increase the awareness and acceptance of Hunan embroidery products in the market.This study aims to combine Hunan embroidery and modern clothing, and establish a Hunan embroidery clothing brand with regional cultural features to expand the Hunan embroidery market. First, it provides a general overview of relevant concepts in branding and brand image design. Secondly, it carries out a comprehensive research on the development status of Hunan embroidery industry, and its consumption and market, and conducts theoretical analysis on the reason and brand positioning to establish the Hunan embroidery clothing brand “unbounded”. Finally, it carries out an applied research on the internal and external images of the “unbounded” brand, based on the previous analysis. It primarily focuses on the development of overall image of the brand, via logo design, standard font, standard color, supporting graphics,advert design, website design and App design. It attempts to present the value and feature of the brand to customers through the image design, to promote the “unbounded” brand, increase the competitive advantages of Hunan embroidery products, enable Hunan Embroidery enterprises to obtain new market shares and economic benefit, and offer new connotation and enlightenment to the development of Hunan embroidery culture.