Research On The Phenomenon Of Cross-border Cooperation Between Local Clothing Brands And Contemporary Artists

In recent years,with the continuous improvement of life standards and increasement of aesthetic consciousness of domestic consumers,the demand for self-realization of commodities is increasing,the clothing enterprises in China also adjust their own development strategies and increase the frequency of cross-border cooperation with artists to roll with trend.As a mean to break the dilemma of inspiration exhaustion for clothing enterprises,the cross-border cooperation between clothing fashion and art play a certain role in promoting the cultural value of clothing brand,and also can innovate thinking and break through the development.In addition,the cross-border cooperation with art can promote the industrial upgrading of Chinese clothing industry and accelerate the pace of transformation from production-manufacturing industry to cultural innovation industry.Through the cross-border cooperation,not only consumers can obtain new consumption experience,but also brands and artists can achieve win-win situation in the process.At present,many researchers focus on fashion brands and artists cross-border cooperation theory,but there are still remains weaknesses.On the one hand,many of them stay mostly in the the background of cross-border cooperation,the way of cooperation and considerable benefits it brings.On the other hand,this kind of research is mainly aimed at the successful case of international brand,which lack of relevant theoretical research on local clothing brand and artist cross-border cooperation.Therefore,according to the necessary data research,this paper make a system research on cross-border cooperation of local clothing brand and contemporary artists,which aims to enrich the theoretical knowledge about the localization of cross-border cooperation,and explore more possibilities of local clothing brand and artist cross-border cooperation.In the paper,the economy and culture background of the local clothing brand and artist cross-border cooperation was analysed firstly,as well as the possibility and necessity of cross-border cooperation based on the economic situation of China,the ways of cross-border cooperation between brands and artists was summarized,as well as the benefits that may be brought to both brands and artists across the border.Secondly,based on the introduction of Maslow’s hierarchy of needs theory,it exemplified the cases of brand cross-border cooperation at home and abroad,and constructed the cooperation model of Chinese and foreign brand cross-border artists,and compared the intentions of it,as well as the value of cross-border cooperation.And then,according to Maslow’s hierarchy of needs theory,it designed a questionnaire for consumers to know the sense of identity on the local clothing brand product identity of cross-border cooperation,the results showed that market acceptance of cross-border cooperation products is not high,to analysed of reasons of differences combined with successful cases of foreign brands of cross-border cooperation,it could be cased by the comprehensive role of brand and artists’ popularity,the way of cross-boundary cooperation,and the error of brand judgment on Consumer Intentions.According to the reasons for the difference,it put forward suggestions on how to make a better cooperation with artists for cross-border cooperation,so as to provide suggestions for the long-term development of local brands.Finally,the cooperation practice of product brand and artist cross-border was simulated,it inspired by the installation of Grace Variscon,and set the style of Wei Yi Kou(Ⅲ VIVINIKO)as the tone,a series of clothing products was designed from the structure,color,fabrics,etc.