Research On Product Identification System Of Sustainable Brand Clothing From The Perspective Of Semiotics

In recent years,with the enhancement of people’s awareness of environmental protection,the concept of sustainability has received widespread attention.Influential companies and brands have begun to examine their relationship with society and the environment,and sustainable brands have sprung up like mushrooms after rain.The significance of clothing to contemporary consumers is no longer limited to meeting simple daily needs,but has gradually become a potential symbol of self-expression and identity.Consumers promote their individuality through clothing and choose their favorite lifestyle.They are touched by brand influence and sustainable values and choose to buy branded clothing.This paper injects sustainable concepts into the identification system of sustainable brands,which is conducive to establishing a brand image with a sense of social responsibility and bringing consumers a good impression.This paper summarizes the elements of clothing brand identification and finds that the product identification system in brand clothing has the characteristics of symbolism,stability,difference and continuity.In the current "symbolic consumption era",product symbol elements build a bridge of non-verbal communication between consumers and products.Through systematic research on the sustainable representative brand Stella Mc Cartney,it is found that the identification elements of clothing products can be divided into explicit identification elements and implicit identification elements.The dominant identification elements are conveyed through the four elements of clothing style,color,fabric,and pattern,while the implicit identification elements mainly interact with the external environment,which can be summarized into four aspects: service,public relations,image,and production.Only by applying these elements to the overall design,production and marketing of brand products,and integrating sustainable concepts in multiple links,can we deliver correct information to consumers,build brand core values,and gain good brand trust.This paper mainly uses the research method,comparative method,interdisciplinary method,and empirical method to summarize the identification elements in a large number of specific sustainable brand products,and to find the unique symbols that distinguish sustainable brands from other brands.And reversely deduce the construction elements of sustainable brand clothing product identification.This paper introduces semiotics into the theoretical model of brand recognition system,and regards consumers’ consumption behavior as a process in which enterprises send "codes" and consumers use their personal cognition to "decode".Combining explicit identification symbols and implicit identification symbols to build a sustainable brand product identification application model.Finally,the identification elements are applied to personal clothing design practice,and the symbolic design product development of sustainable concept clothing design is tested in practice.