Design Research Of Domestic Men’s Wear On The Basis Of Branding Strategy

With the rapid development and expanding of Chinese costume enterprises, the competition among these enterprises is more and more fierce, for which the costume branding strategy gradually become the hot topic of current costume enterprises and relative research field, Meanwhile the increasingly fierce market competition,deepening market segmentation and gradually diversified demands of consumers lead to more and more enterprises aware that it is hard to remain invincible just rely on the competition of single brand, it is imperative for enterprises to implement multi brand strategy while its implementation will also bring relative drawbacks and difficulties,such as: dramatically increase of brands, unclarity of market segmentation, small brand difference and product homogeneity, Facing with the present situation of men’s wear by men’s wear enterprises, multi brand strategy and designer of men’s wear gradually becomes the hot field of related professional research, aimed at above questions, on one hand, the research about multi brands focuses on the successful application of multi brands strategy, strategy model and marketing management; on the other hand, the research about men’s wear products is on the basis of angles of costume industry, costume style and its use, There also design research on branding strategy and most of them are based on the image, vision and shape of products, From synthesizing above analysis of two aspects on brands and design of men’s wear, it can be found that there almost no research on design of men’s products which takes multi brands strategy as breakthrough point, This paper will take domestic multi brands strategy of men’s wear as research background and its product design as research object, analyzed and researched multi brands strategy and relative theory knowledge about product design, carried on survey and analysis to men’s wear enterprises which have adopted multi brands strategy with practice as foundation and theory as guidance,provided a set of product differentiation design principles and strategies for product design plan of men’s wear enterprises’ multi brands strategy, Writer hope this research can fill the gaps of men’s wear design with multi brands strategy and enlarge the research slope of men’s wear designThe introduction of fist chapter in this paper proposed research content and object as well described research method based on current domestic men’s wear’s present condition which implementing multi brands strategy, The second chapter carried on analysis based on domestic men’s wear enterprises and products phenomena which implementing multi brands from an objective point of view, the third chapter conducted market survey around consumers from a subjective point of view, From above three chapters, it could be found that there existed questions of unclarity of market segmentation, indeterminacy of location, inconsistency of image,product homogeneity, There also had questions of consumers’ preference, low resolution of brand men’s wears, The fourth chapter proposed a set design principles and methods guided by differentiation concept which was differentiation design principles of products and differentiation design methods which highlight the brand characteristic as well as the advice of developing young fashion men’ wear, The fifth chapter based on summarized theory to guide practice of men’s wear products design with multi brands strategy specific from aspects of brand location, products location and design methods, etc, Finally, this paper hope enrich and perfect multi brands men’s wear design through exploring out a set of effective guiding principle and design strategy,...