Fashion Brand

Fashion Design is a subject which is combined with design and marketing, also it's a theme of frontier; the previous diploma hasn't shown us a lot of research and design result. Although the history of fashion design is just hundred years, but the root of fashion design could trace back to thousands years ago. Because when the people began to wear the clothing, it had been planted the seeds of fashion design. In 1920's western, some creators had leaded the fashion brand to a formal way which is included design, marketing and sales. Fashion design is pillaring with industrial design, which is influencing on it a lot. Especially During the period of Second World War, the designer such as Coco Chanel, Christian Dior had used a mature way to run their fashion brand. They tried to use the industrial design element and style into fashion design. The shape of garment was designed in such a creative way, also accessory design has developed step by step. Recent years, accessory design has played a important role in every fashion brand, which could even judge a fashion brand successful or not. Cause of the society's limitation, Chinese fashion brand is still in the beginning step, and there is no any design for the accessories of garment.Through analyzing the brand strategy and design process of fashion brand, and also my half year's internship in Shanghai Tang as the accessory designer, I want to conclude all the process of accessory design for the design research, product position, trend research, theme design to collection design. I will show my accessories design for Shanghai Tang in 2007 autumn/winter, and try to find the direction and way of Chinese fashion brand and accessory design. Finally I hope my diploma could have some constructive influence.