The Development Of China's Independent Fashion Designer Brand Strategy Strategy Research

With the rapid development of Chinese economy,people's living standards have improved significantly,the direct reaction is brought about by the people of the China gradually increase the level of consumption,Chinese consumers began to pursue the cultural spirit of consumption,and consumer attitudes are also increasingly rational.Before China have a higher level of consumption crowd from the blind material consumption gradually transformed into cultural consumption.Consumption upgrade performance in the domestic high-end consumer gradually shifting to more design originality,unique style of designer brand.So the scope of the audience is smaller,the unique design style of the designer brand advantage gradually.So as to promote domestic become The driving force behind the development of garment industry,is conducive to innovation and development of the industry,but also against foreign competition in the industry support force.Chinese independent designer brands need to learn from the international successful independent designer brand development case,and to learn.The existing design master brand Chinese to be among the international stage,very few,the development of domestic brand designer life is very fragile.Therefore,the establishment of an independent designer brand in the true sense,requires a combination of Chinese conditions,while avoiding disadvantages,weaknesses,learn appropriate foreign clothing brand development model,to find out the suitable development model for China conditions,let Chinese independently.Designer brands are among the best in the world.The Chinese independent fashion designer brand as the research subject.The main content of this article is divided into four parts.The first part discusses the related theory of China independent designer brands made the outline to the systematic overview of the birth and development of independent designer brands,from the China International Fashion week issued China top ten fashion designer award,find out the typical designer brand Chinese gold thimble award,find the typical Chinese independent designer brands the establishment of development characteristics.According to the international fashion week issued from Chinese Chinese top ten Fashion Designer Award,find the typical designer China golden thimble award,for typical China independent designers Select the brand characteristics of typical domestic independent designer brand case.The third part is based on the "7Ps" theory analyzed and summed up the Chinese designer brand development problems,to lay the theoretical foundation for the thesis.The fourth part to understand the consumption way China consumers through the questionnaire survey,to explore suitable brand management mode Chinese consumer consumption.This based on the "7PS" marketing theory analysis China independent designer brands in the product combination and brand culture,brand management oriented pricing in terms of price,distribution in the way pay attention to innovative sales model,focusing on the promotion of innovation in the mode of propaganda In the new,people should give full play to people's initiative,in the visible display focus on store display and display a full range of services,in the process of attention to enhance customer participation.The research results show that based on the "7Ps" brand marketing theory in the process of the development of independent designer brands need to strengthen the construction of management the perfect plan.Chinese garment industry in many aspects of the conclusions of the research,and based on the theory of "7Ps" system of marketing analysis according to the existing problems in the development of independent brand China designers put forward the corresponding countermeasures.Finally,a brief statement of the limitations of this study,and the Chinese independent design Looking forward to the future development of division brand.