Research On Chanel's Advanced Handicraft Workshop From The Perspective Of Cultural And Creative Design

Fashion trend culture is one of the indispensable research directions for the culture creativity design.Luxury brand,as the leader of fashion culture,is undoubtedly the strong performer of fashion industry.By investigating luxury brands,understand the process of brand creation,learn the brand effect and functions,study the business strategy and sustainable development mode of brands and luxury companies,master the relationship between the strategic culture of brand and luxury market and the fashion industry chain,and finally master the ability of brand analysis and planning.As a representative of luxury industry,Chanel has its breakthrough design value.In this paper,taking the luxury brand“Chanel” as an example,its measures taken in the development of brand culture and handcraft were studied,and the strong intangible value of culture and the method to be referred by cultural and creative brands was analyzed.Beginning with the advanced handicraft workshop of Chanel,the design methods for the development and innovation of handicraft culture were interpreted to promote the cultural orientation of fashion products and improve the economic and social benefits with the reference value to the design at the same time.The approach and design method to the development of Chinese traditional craft in the brand orientation was explored to truly realize the economic and intangible value of handcraft on the basis of inheriting and promoting the traditional handcraft.