Research On The Brand Value Promoting Design Strategies Of Female Outfit

This thesis aims to analyze the brand value and brand value factors, referring to brand value theories at home and abroad, and establishes suitable brand value models for female outfit. From the perspectives of design, the author summed up the value elements of the corresponding design and analyzed role of design played in the brand value promoting. By comparing brand value promoting focuses of different types, stages and ages, and design strategies key points of different types, stage, and ages, the author tries to define the dimensions of brand value promoting design strategies. Then the author takes Hangzhou's female outfit as a case study. Through analysis of female outfit brand development in Hangzhou and the current constraints, study of motivation of female outfit brand value promoting and then drawing the experience of the mature brand value system from abroad, under the guidance of brand design strategy management theories, taking the framework of brand value as brand value system to study female outfit brand in Hangzhou, the author finally proposed strategies for female outfit's brand value promoting: 1) culture aspects of design strategies, including culture ideas'evolution, brand culture construction, cultural narrative forms, design on behalf of art, design on behalf of art– building artistic taste of a brand, changing from consuming a product to consuming art, people-oriented design concept, design for women, design for emotion and design for ways of living; 2) product aspects of design strategies, including design information management, features of high-end design, experience design and life design, design for positioning, sub-strategy to guide people of different ways of life, Population stratification - Cluster Location Awareness, emotional positioning strategies; 3) image aspects of design strategies, including brand personality establishing - design differentiation, situational interactive terminal image, building public ecological brand -orientation - green design strategies. Promote the formation of female outfit brand value for Hangzhou, the design strategy of the brand value and the procedure of implementation strategy. In the future, these strategies can become value innovative tools for female outfit in Hangzhou and regarded as references in this field. Moreover, called to the goodwill-design products contributed to human life, thus appealing social responsibility.Upgrading of the current brand is the trends in Hangzhou female outfit industry. This thesis sees design as an innovative strategy. Through research on the brand value design strategy of culture, products, image of female outfit in Hangzhou, establishing a culture-products-image strategy, a Trinity system, to enhance the brand value of Hangzhou female outfit. Hence, the consumer not only consumes a physical commodity, but also enjoys the brand culture and the design. This makes the brands develop from the whole low-end of physical nature to the intensive high-end product. Hope this thesis will be the guidance and reference of female outfit brand development in Hangzhou.