The Research Of New Mode Of Amoy Designer Brand

In recent year,with the increasing consumption of brand clothing,China has become the biggest market of brand clothing in the world,and the state of it in the world clothing industry has been more and more important.However,in case of history reasons,China has long been bothered its awkward position---"the factory of world".While the globalization has promoted the clothing industry and its solid market gradient,China become to realize it has been in the poor position of world clothing industry and urgent to find the best way from "Made in China" to "Design in China".To take a competitive position in the globalization of fashion industry requires brand with international influence emerged in China.So it's priority among prioritiesfor government offer financial and legal support to the designer brand.However,it seems impossible for a single brand to take over this mission,hence to develop a clothing cluster of aggregation and build a regional brand is an effective way to meet the goal of "Design in China".Amoy,an emerging first-tier cities,though still have a long way to become a fashion capital both software and hardware,its position of center of clothing industry in Fujian Province and its role of one of the free market of strait economic zones,Amoy has great potent to be a fashion capital with the industrial policy supported by country and local government.The designer brands in Amoy,as a representative of fashion industry,its state of development have great value to the sound progress of clothing industry and the clothing industry upgrading.This paper is divides into five parts,the first chapter mainly discussed the background,meanings,break point and related concept.The second chapter explore the way to build Amoy Designer Brand by analyzing the four development mode of world's fashion capitals at abroad and combining the managed experiences of cities at home.The third chapter figured out the advantage and shortcoming of present Amoy Designer Brand by analyzing the elements of Amoy and its fashion industry background based on the interview of local designers.The fourth chapter is the key part of this paper,to transform the disadvantage of Amoy Designer Brand,it put forward the idea that Amoy need improve both the city's intangible infrastructure and the inner development of fashion industry by contrast the regional designer brand development at home and abroad.The last part is the conclusion.This paper tries to find a way to build a new mode for the development of Amoy Designer Brand by analyze the develop mode of fashion capital at home and abroad base on Amoy situation,which is the intersection of the development mode of designer brands and mode of city branding.It aims at prompting Amoy becoming the indispensable part of"Design by China".