Research On The Consolidative Optimization Of Silk Scarf Design And Branding

Silk scarves,as a form of dress accessories with a long history and cultural heritage,are much-loved for their unique charm by many people.With their cultural and artistic inspiration,scarves' role is well beyond their practical functions,and has become symbols of cultural and historical heritage,providing artistic and decorative functions.On one hand,silk scarves form an important part of major international luxury brands in a variety of styles,and the various styles of scarves became the key indicator of the fashion trends.On the other hand,Chinese silk scarves are rooted in the rich traditional culture.How to promote the cultural value of local silk scarves and how to upgrade such products to higher end with innovative development have become important issues of our study for developing domestic brands.At present,the study of silk scarves are mostly focusing on the aspects such as surface patterns or wearing styles,while the study of designing silk scarves has been focusing on design motifs,pattern compositions,fabric colours,or production process.There is little research on the consolidative optimization of silk scarf design and branding.This dissertation is therefore based on the design of silk scarves,with visual display methods used by scarf brands as the starting point,to analyze the current practices in scarf design,brand culture of silk scarf,the integrated visual display,brand promotion and innovation,further explore the possibilities of consolidative optimization of silk scarf design and branding.The focus of this dissertation is on the domestic and international brands of silk scarves,with scarf design and brand display as the main targets of my research,and the consolidative optimization of silk scarf brands as the aim of my study.There are three main parts of this study: Part One is the discussions of silk scarf design,with analyses on the course of development of silk scarves and the elements in scarf design,and presentation of the value of scarf design reflected in its cultural connotation and innovation spirit.Part Two is a comprehensive examination of silk scarf brands,through the investigations and analyses of current state of domestic and international silk scarf brands,revealing the importance of brand development is to give the brand culture connotation and form their own unique brand style.Part Three is about the direction of brand display development,starting from the display design,with selected case studies,analyzing in details the routes and methodology used in displaying domestic and international silk scarf brands,and discussing the significance of visual display for presenting silk scarves and the overall brand visual merchandising strategy.Finally,through the above three aspects and summarizes the integration and optimization of silk art design and brand display,starting from the innovative art design for silk integration and optimization of the multi subjects through brand innovation,analyzing with diversified technique to illustrate the integration of artistic design and brand culture.To maintain the consistency with display image and brand image,the coherence of the overall brand system has to be created in order to achieve the ultimate purpose of brand marketing and promotion.In this study,a range of research methods have been used,including literature review,brand tracking,field survey,comparative analysis and other relevant methods.The main aim of this study is to find a breaking point to develop traditional silk scarf designs,from analyzing the overall scarf brand presentation,visual merchandising systems adapted by major domestic and international brands have been categorized and summarized,tracking investigations of selected domestic silk brands have been carried out.Continues efforts have been made through comparing the domestic and international brands to build up the framework of effective and consolidative optimization of silk scarf design and branding,and therefore provide the theoretical basis and a practical guide for the future development of silk scarf brands.