The Research On The Development Of Chinese Fashionable Niche Brands And The Design Style Of Niche Fashion

Throughout the development trend of China’s fashion market, you can see an import ant feature that the traditional market was divided into many diverse niche markets. In t he high-end segments of the Chinese consumer demand for design products become more intensive, the demands of the unique style has become aesthetic evolution of these cons umer groups and consumer attitudes reflected maturing, which contribute directly to the l ocal small minority of the costume design the rapid development division and niche appa rel brand.The next few years, China will continue to appear more accurate positioning, more i nnovative clothing brand, leading to even more clothing market segmentation. But the ma rket more segments of the clothing requirements of the developer, the higher the brand p ositioning accuracy requirements of the higher, which is the inevitable trend of China’s g arment industry. In this paper, a small minority of Chinese clothing brand development f or the observation and study, focuses on the importance of developing a niche brand des ign style, and Japanese fashion designer Rei Kawakubo of Comme des Garcons brand as the main case study. Causes of China from a niche brand clothing, several aspects of t he growth situation, strengths and weaknesses, the main problems currently exist, as well as a small minority of the design style of classification were studied and analyzed, for Comme des Garcons design style from the design Concept to style, color, fabric and oth er elements of the design echoes the inquiry conducted, aimed at its impact on the audie nce recognition of design, a clear niche apparel brand products required on the design st yle and audience reach higher fit, provide some reference for the local niche apparel brand in the developing adhere unique style and innovative corresponding business promotio n model, to seek methods of operation and more fit to survive the market.