Analysis On The Theme Design Of Towel Brand "Cotton Shop"

With the increasing development of our economy and the rising of people's living standard, the public's ideology and aesthetic consciousness have been improved dramatically. As for the massive production and common styles of the daily towels, more and more young consumers are no longer satisfied with the traditional simple functions, so they are turning to the new demand of the decorative appearances and personalized styles. The production technology and weaving abilities enrich the variety of the towels which in the meanwhile are paying great attention to the comfort level and the likes of the young group. They attach lot of importance to the original styles and the changing design, as well as the decorations, uniqueness, trendiness and varieties.This paper firstly begins with the research of the existing towel market, then it analyses and defines the customer base, brand objectives and brand characteristics of the COTTONSHOP towels. Secondly, the paper covers the description of the designing elements of the COTTONSHOP brand consisting of the pictures, crafts, materials and packaging. Thirdly, according to the sequence of three themes, namely “sweet candies”, “romantic dreams” and “natural life”, the paper elaborates on the designing and application process of the those three themes being reflected on the towel brand—COTTONSHOP. The research and the practice prove that the brand not only meets the functional use, but also the customers' aesthetic need, and helps the brand gain more value-added brand competitiveness. Lastly, it concludes with a brief summary an description of the online and offline marketing ways the COTTONSHOP adopted.