Study On Clothing Brand Culture Construction Of "BACKSTAGE"

With the rapid development of economy and progress of social civilization, people hope to express their emotion and self-value through clothing, and not simply to keep bodies warm.Clothing has become a spiritual and cultural product above its material function. Nowadays, today’s clothing products are under the form of tending to more and more homogeneity, Success of any clothing brand is based on the culture of its brand,national, and even the country. In the end, today’s battle of clothing brand is a cultural contest.In the construction of the brand culture, "BACKSTAGE"-one of the developing local brands in domestic, has achieved some results. However,it still has some shortcomings. Therefore it has certain meaning of investigating.In order to give other Chinese clothing brands of reference in the cultural construction, this paper mainly carries on research an analysis of the "BACKSTAGE" brand culture construction through a variety of research methods, such as case study method, comparison method, literature reading method etc.The first part mainly elaborates the related research ofclothing brand culture international and domestic. The second part focus on analysis of the meaning, elements, significance and its influencing factors of the clothing brand culture construction. The third part analyzes the brand culture construction of "BACKSTAGE" in all aspects, including its spiritual culture, behavior culture and material culture, then build the model of "BACKSTAGE" brand culture construction.The fourth part analyzes the advantages and disadvantages on the brand culture construction of "BACKSTAGE". Finally, to solve the problem of existing shortcomings in brand behavior culture construction and material culture construction during the process of "BACKSTAGE" brand culture construction, this paper has proposed appropriate countermeasures, such as timely perfecting existing clothing brand behavior culture,developing brand behavior cultural in other areas, achieving the brand extends horizontally and so on, and on this basis,perfecting the new clothing brand culture model of "BACKSTAGE".