Research On The Historical And Cultural Value Of Luxury Fashion Brands

As the economy takes off and people’s living standard improves rapidly, thesociety of China has entered a stage of active consumption for hedonistic purposes.The consumption of luxuries shows a blowout trend, and spreads from China to theworld. However, the Chinese people just eagerly pursue luxuries on a superficial levelof loving things exquisite and beautiful, showing off fortune and even worshipingthings foreign and fawning on foreign countries, but are utterly ignorant of thecultural and historical value advocated by the luxury brands. Inferiority of nihilismhas also emerged among the domestic practitioners in the fashion industry, due to thelack of understanding of the luxury brands and their cultural and historicalcharacteristics, as well as the knowledge of and confidence in the fashion culture andhistory of our nation. As a result, we have not developed a world-renowned luxuryfashion brand of China up to now.This paper starts from the various elements constituting the luxury brands, toexplain the core value and functions of the cultural and historical characteristics inthem. A case study is also made on famous foreign luxury brands, to introduce thecultural appeal and historical tradition contained in luxury brands, which are mostvalued by the foreigners. An in-depth analysis is made on the ways and meansadopted by foreigners to highlight the cultural and historical value in the operation ofluxury brands.Meanwhile, this paper also studies and analyzes the emergence and characteristics of the consumption of luxuries in China, the current marketingsituation of famous domestic fashion brands, and the reasons for the lack of culturaland historical value in local fashion brands. Opinions and suggestions are presentedon how to make use of the abundant historical and cultural resources of our nation inthe creation of luxury fashion brands with Chinese characteristics. The author’sintention is to work together with compatriots and colleagues in this industry toimprove the understanding of the cultural and historical value of luxury brands, todevelop and promote our local luxury brands, and ultimately to find our own placeamong the luxury fashion brands in the world.