The Research On The Creative And Operation For Branded Garment Advertisement

Garment advertisement is the bridge that connects manufacture and consumers; meanwhile it is the window that shows apparel brand and culture. Advertisement plays an important part to built and develop the apparel brand. Present apparel advertisement change from traditional advertisement just for production into corporate image.After entering WTO, the garment industry faces to the new opportunity and challenge. Advertisement is already taken into account by Chinese corporation as the important measurement of garment brand build. In spite of that, garment advertisement in China has much disadvantage compared with overseas. Therefore, it is the new task for Chinese enterprise to research the advertisement theory.In this paper, the techniques such as document proof, case analysis and picture analysis are used. First, the background of the garment advertisement in china is analyzed and the main disadvantage is pointed out, therefore, we take the originality and operation of the garment advertisement as the research field. And then the development history, characteristic and function of garment advertisement are analyzed, and garment advertisements are divided from many sides. This paper mainly researches the originality theory for garment advertisement completely. According to analyzing the advertising creative and operation experience for Benetton and LiNing, we put forward to a set of perfect operation strategy of garment advertisement. As per survey, garment advertisement is the important part for garment brand development, creative is the soul for garment advertisement. Garment advertisement should be operated overall.This paper concludes the creative and operation theory for garment advertisement in the first time. According to the analysis for case of brand garment at home and abroad, terminal display and fashion show are put forward creatively. Based on this, it is concluded that the garment advertisement should be original and unique and be operated systematically and overall. We hope that this conclusion can be used for reference. With the globalization, garment brands compete more and more. Therefore, it is still researched how the Chinese enterprise give play to advertisement in the brand transmission and creative and how they use the operation strategy to create the famous international brand.