Clothing Design Method Research Based On Brand Gene

The branding operation of China's clothing enterprises has experienced a long period of development,but there are still many problems that hinder the continue growth of clothing brands.The brand's identification characteristics are vague,the homogenization problem is prominent,and the low identification of brand products seriously affects consumers' perception and identification of the brand.With the improvement of consumers' brand awareness,the situation of weakness awarded of brand building has changed a lot.However,when brand recognition “has not happened” or “inappropriate occurred”,any move to create brand value will be overshadowed.Shaping brand differentiation from the perspective of brand identification is becoming a new idea for brand strategy decision makers and related scholars to explore the brand's sustainable development.The life cycle of brands and products expresses the special meaning of the brand as a lifecharacteristic individual.With the development and maturity of genetic theory,the cross-research results of social sciences and humanities are widely integrated.Combining the successful experience of natural life research with the problems of brand survival and development has become a hot topic in academic circles.But looking at the brand as a living body and conducting research is still relatively later than the research of enterprise and product.Extensively drawing on the advantages of biogenetics,enterprise genetics,and product genetics theory,brand genetics research has identified its own development space.With the main task of exploring brand genes,brand genetics provides new research tools for brands to master their own growth trajectories,eliminate diseases,promote health,and prosper.This article attempts to solve the problem of combining brand recognition and product innovation by exploring the brand genes of clothing brands.The main work can be divided into the following key contents:1.To explore the theoretical basis of brand gene research and relationship with brand identification,we can compare with the relevant research results of enterprise gene and product gene.The three intertwined objects of enterprises,brands and products are often confused in the research process of learning genetics theory.One of the main jobs of this research is to clearly define and clarify the definition,research objects,purpose,theory bases,characteristics,and so on.2.The conceptual structure of brand gene is a key step in the research of brand gene.We can transform the abstract description of brand gene into the specific constituent content that can be observed,through the understanding with it.Based on the in-depth understanding of the gene structure of living organisms,this study reviews the conceptual structure of enterprise genes and product genes,and clearly sorts out the organizational form,composing principle and indispensable composing content of the conceptual structure of brand genes.3.Only on the basis of a clear and definite brand genetic structure,the method of brand genetic inheritance will be truly practical.By comparing the carrier of brand gene(product)and the inheritance mode of brand gene(product design method),this study deeply compares the organization mode of two hereditary brand gene carriers: product family and product series.In comparison,this study selected product series design as an important genetic mode of clothing brand genes,in this paper,systematically sorted out the theory,mode,organizational structure and other key contents of clothing series design methods,and constructed a user-friendly method for brand gene inheritance.4.With the structure,mode and method of brand gene have been preliminarily formed,it is necessary to implement certain technical means to examine the scientific and rationality of brand gene.This study independently developed a set of multi-dimensional information management system for apparel products to extract key identification content of brand genes by means of information technology,computer technology and Internet technology.This is an important step to further implement the concepts and ideas into specific practical application,so as to provide the supporting tools of brand gene research.Through the study of case brand,on the one hand,the usability of the system is comprehensively tested;On the other hand,through the systematic in-depth mining of brand genes and the comparison of the real situation,check whether the results of the system analysis can truthfully reflect the brand characteristics.5.The innovation of researching tools is only the innovative products or theoretical achievements of this study.Only by examining these achievements in practice,the ultimate goal of this research can be achieved.Through cooperation with brand clothing enterprise,this study completed the empirical test with a real small and medium-sized enterprise as an experimental object.The test results proved that the relevant contents of this research are practical value,and to some extent,verify the logicality of the research idea,the rigor of the research process,the scientific of the research method,and the validity of the research conclusion.Brand gene research can play an ideal role in solving some key problems in brand identification and brand product design,among which:1.This research helps brands to master the life track of self-development,self-renewal,and healthy growth.Brand style and brand culture are double chains,brand gene structure with product key elements as bases is an object that no clothing brand can get rid of and can be continuously examined.2.Relevant tools and technical means are needed to sort out and analyze brand genetic information.Therefore,an independent developed system in this study provides tool support for brand genetic mining.It is like a mirror,reflects the most essential and real look of the brand,and only by understanding the brand's real look,the brand can achieve sustainable development in the process of effective means to strengthen or change the "image".3.The series clothing design methods ignored by domestic clothing brands for a long time have been fully analyzed and summarized in this study.The clothing series design model proposed in this study adopts the construction principle of modularization,takes the combination of key elements as the condition,and deduces 186 clothing series design method modules on the basis of the combination of any two key elements.this model provides reference and guidance for brand clothing enterprises to build a "design tools package" with brand personalized characteristics according to their own conditions.4.The creation of branded product information management tools based on brand genes has provided a useful supplement to the multi-information organization and management system and platform of the enterprise.The construction of the information system makes the flow of information within the enterprise more transparent.The design of each product,the organization of each series,and the layout of the entire product collection can be clearly seen from this system.If this system is used to analyze rival brands,it will greatly reduce the cost of brand investment and competition.The results of this research are especially applicable to some small and medium-sized brand clothing enterprises with insufficient products organization ability and brand characteristics,the value of this research outcomes is also worthy of reference for the brand clothing enterprises above the scale.