Research On Fashion Brand Image Building From The Perspective Of Cultural Influences

With the development of social economy,the garment industry is booming,and the market competition is becoming more and more intense.The strategy of brand image shaping and management becomes one of the core factors for enterprises to win the market position.China costume enterprises generally adopt the non-differentiated marketing strategy in the early stages of development,it seems that the brand strategy in the early is suitable in the present,but the result of the present China clothing brand homogenization serious situation,most of the competitors in the industry of the clothing is in the same individual,mutual imitation competition,thus leading to a strong brand clothing shape the cultivation of cotton with a huge obstacle.At the same time,in the economic and cultural integration of the era,consumers in the choice of clothing apparel brand contains more and more attention in the cultural connotation and value,through the use of cultural marketing strategies of clothing brand image building,let the cultural value attached to the clothing brand,enhance the added value of products and brands,to consumers and businesses the goal of a win-win situation.Target at the questions above,for the application of cultural marketing strategy of shaping the brand image of the clothing,this paper carried out the following research in the clothing brand image and culture marketing: first through the analysis of various kinds of literature search,study the relevant theoretical knowledge of cultural marketing,brand image of clothing;followed by the current development of domestic clothing brand and cultural marketing analysis,clothing brand image analysis,cultural marketing analysis on the feasibility and influence of clothing brand image,from the clothing brand product image,store image,service image,marketing and promotion of research and application of cultural marketing strategy;finally,using the proposed method,the likelihood of brand specific brand planning,through the practice analysis to verify the feasibility of the method.During the course of the research,through literature review,market research,brand building and the actual operation of cooperation with the fashion enterprise practices in a variety of ways to understand to the clothing brand image and market trend,through the theory and practice of the combination of methods,analysis of cultural marketing to the influence and significance of clothing brand the image,thus put forward the application of specific strategies and empirical analysis of the clothing brand.It is hoped that the research of this subject can provide theoretical support and practical reference for the application of cultural marketing in the shaping of the future clothing brand image.Meanwhile,we expect to create brand differences through cultural marketing,form emotional resonance and impress consumers,enhance the core competitiveness,and form a long-term competitive advantage.