Study On Brand Iconic Color’s Application In Fashion Brand Culture Construction

The most important competition among clothing brand lies in the core value of brand competition, besides the products of brand competition.The brand culture directly reflect the core value of brand, while brand culture has shaped the spiritual value for brand. So each enterprise is constantly seeking for a new breakthrough on its brand in order to attract consumers and occupy more market share.The brand iconic color is one of the elements composed of a brand image, and it has direct influence on consumers.So its position of functional value is self-evident.Combining the brand iconic color with its brand culture can provide some useful references for clothing brand on how to construct the brand culture and where to find new breakthrough in order to promote and improve brand reputation, and so on.The core research objects of this topic is on the brand iconic color, which revolved around the relationship between brand iconic color and brand culture co nstruction. By analyzing the three core contents of brand culture--brand iconic color and clothing products, brand iconic color and visual image, brand iconic color and cultural concept, the author summarized the coloring regularities of brand iconic color and the characteristics of application.Eventually formed a set of common method on how to build and developt brand iconic color for fashion brand designers in China.Firstly, the author briefly summarized not only the influence factors of clothing brand culture construction but also its content.Secondly, we analyzed the importance of brand iconic color in fashion brand culture construction in detail.Third ly, we demonstrated deeply the application of brand iconic color in the brand culture construction by analyzing a large number of successful cases. In terms of brand iconic color and products application, the brand iconic color could be classified into brand iconic color body, brand iconic color auxiliary and brand iconic color ornament according to its proportion.The different proportion of coloring influenced the expression of the brand culture.In terms of brand iconic color and visual image, brand iconic color could enhance brand reputation by adapting the trend and marketing promotion,which make consumers understand the brand culture and brand iconic color, and achieved a win-win situation.In terms of brand iconic color and cultural concept, brand iconic color contains the core value of brand culture, and ran through the whole clothing process of product research and the visual image promotion.Brand iconic color was attached to the concrete things and at the same time delivered the brand culture.The article based on the exploration of the above methods and the characteristics of the local culture to offer some help to C hinese designer brand.Standing on the macroscopic perspective, brand iconic color and cultural concept should be integrated into the clothing products research and the the visual image. The author aimed at making a preliminary attempt to apply the research results by designing a set of 2017 spring and summer color scheme for the idea of designer brand "BUYIFAN G", which also provided some practical cases on how to developt and apply the brand iconic color. We hope that the research results can help enterprises to rich their brand iconic color, brand culture construction and cultural concept.