A Research On Chinese Fashion Designer Brand Development Mode

Chinese fashion designer brand has been focused on at home and abroad with the state visitto Russia on March in2013. However, Chinese fashion designer brand has not reachedhigh-level whose innovation capability of fashion design and brand management have far way togo. This paper is aimed to make a research on Chinese fashion designer development modewhich can provide a reference for them.The noun Chinese fashion designer brand in this thesis refers to clothes fashion brandswhich have unique style and rich cultural connotations, and build their popularity and good famein mainland china. These fashion designer brands are leaded by designers whose popularity relieson the designers’reputation.Chinese fashion designer brands have not reached maturity even having developed forabout20years. The development process is divided into four stages that are gestation stage,embryonic stage, growth stage and powerful stage. Brands created by the Best Ten Designers areusually fashion designer brands, which are typical sample of all the Chinese fashion designerbrands. Chinese fashion designer brands that have mostly same brand positioning mainly operatein ready-made mode with some running in couture mode and gather in tier cities and in easternand southern coastal provinces.Chinese fashion designer brands have three categories which are ideal fashion designerbrand, characteristic brand and haute couture brand. This paper creates a model based on twodimensions which are brand personality and expansion rate. As a result, there are fourdevelopment modes, namely public and radical mode, low-key and sound mode, specific andcharacteristic mode and haute couture mode. To make the model easier to understand and morepractical, another chapter gives four typical and successful brand cases respectively explaining each mode.