Research On The Joint Design Of Fashion Opinion Leaders And Fashion Brands

In recent years,with the development of fashion industry at home and abroad,the market competition is becoming increasingly fierce.Even if some fashion brands have a certain position in the industry,they urgently need innovation.The hot spot of Co-branding is frequent,and young audiences are very enthusiastic about this kind of symbol consumption.Although the fashion market is becoming more and more saturated,we can dig out the reasons why more and more consumers are willing to pay for "co branding" in the era of consumerism.Through literature research,comparative research,questionnaire survey and other methods,from the perspective of semiotics,combined with the theory and thinking mode of other disciplines,through the analysis of domestic and foreign joint cases,this paper combines theory with design practice.Firstly,the basic concepts are explained.Grasp the essence of the theory of signifier and signified in semiotics,extend it to the field of fashion design,analyze the purpose and type of joint name;secondly,sort out the process of joint name and its significance in semiotics.From the spokesperson and brand ambassador to the joint attempt of single product,then to the joint name of the whole product line,and even the establishment of a sub brand or private brand,with the method of extraction,generalization,addition,reorganization and innovation,the important elements of joint name are explored;moreover,in order to dig out the essence of joint name,combined with the process of joint name,the double-layer structure of symbols and the three division method are used to interpret the characteristics of joint name design.Based on the two axis model of signifier and signified,combination axis and aggregation axis,this paper makes a detailed analysis of joint name cases,explores the connotation of design conception from the perspectives of semantics,language structure,pragmatics,metaphor and metonymy,analyzes the communication,design,communication and feedback path of joint name with the process of symbol interaction,and points out the shortcomings of joint name design in the study of symbolic spirit;finally,surveys the public through questionnaires For the preference and evaluation of joint names,the data is used to verify whether the deduction result is reasonable,and the relevant design practice is carried out as a reference.Design a set of clothing series with multi symbol characteristics for the target brand,and make a summary and prospect combined with the corresponding semiotics theory.Therefore,from the perspective of semiotics,analyzing the process of fashion opinion leaders and fashion brands co branding,combing a set of ways of Co-branding,taking it as a magic weapon to win,can provide many references for industry designers,and has reference significance for the development of Co-branding in the future.As a powerful influencer,fashion opinion leaders can transmit avant-garde fashion ideas.Therefore,cooperation with fashion brands can provide new creative ideas for design,which is conducive to the survival and development of brands.It is an important step on the road of brand rejuvenation and sustainable development.Moreover,Co-branding plays a positive role in strengthening design personality,planting connotation and meeting the needs of diversified spirit,which can make Co-branding present the future trend of normalization and diversification,communication and landscape,localization and emotion.