Research On Fashion Brand Under The Background Of Shanghai-Style Culture

As China's economy has grown to become the world's second largest economy,the apparel industry's production and consumption volume has also become one of the largest countries in the world,but there are few apparel brands in the apparel industry.It does not match the volume of clothing production and consumption.The national clothing brand of our country is affected by western dress culture and clothing brand.The application of national elements in dress is very few,and only a few national elements are still used in the past.In recent years,China has witnessed a cultural upsurge,the state has vigorously promoted the development of cultural industries,and the consumption of national cultural brands has continued to increase.It is a good time to develop national cultural brands.To develop brands with national characteristics,we need to design works that meet the aesthetic needs of the people of the moment,and learn from the successful fashion brand experience of the nation.The fashion brand shanghai Tang is the nation's successful ethnic cultural brand.The Shanghai Tang brand was born in the Shanghai-style culture.It is a national clothing brand that retains the cultural characteristics of the national dress and absorbs a large amount of Western culture.The article starts from the Shanghai Tang brand inheriting the cultural characteristics of the Shanghai-style culture.Study the application of national cultural elements in fashion design.The first chapter elaborated Shanghai-style culture,fashion brand definition.The second chapter sorted out the fashion phenomenon produced under the background of Shanghai-style culture in the golden age of the 30 th century.The third chapter describes the conditions for the birth of the Shanghai-style culture in the context of the Shanghai Tang school culture,the migration from the Shanghai-style culture,the study of Shanghai in Hong Kong,Hong Kong's nostalgia for the golden age of Shanghai in the 1930 s,and the spread of the nostalgia complex of the film and television media in Shanghai.The fourth chapter clarifies the background of the Shanghai Tang Beach brand and the brand positioning of the founder David Tang.The opportunities for international development,brand positioning in the era of Richemont Group.The fifth chapter analyzes the apparel product structure and theme inspiration,design elements,and design concepts of shanghai Tang brand in the past five years.The sixth chapter summarizes the current situation of Shanghai-style culture characteristics in brand and clothing,the current situation of Shanghai-style culture characteristics in clothing design,and the design concept of clothing in Shanghai Tang brand.To solve the design's integration of the cultural elements of the national fashion,the establishment and development of the national culture of the clothing brand has given some inspiration and experience in the reference.