The Connotation And Relation Research Among Brand Culture, Dress Style And The Theme Of Product

Apparel industry has always been an important pillar industry in China, today's Chinese clothing industry has begun to move towards the brand of the road, from the "Made in China" to the Created in China. " After nearly 20 years of accumulation, China's apparel industry, the brand development has been made achievements that attracted worldwide attention. However, compared Chinese clothing brand to the culture and dress style of Chanel's "legendary", Givenchy's "elegant", Versace's "sexy", Armani's "sophisticated city life" and other well-known international apparel brand, it lacks a distinctive brand cultural connotation. Besides, strain of the style are not the same, and the brand personality blurred. So how to seek the operational rule from brand culture to dress style, from dress style to the theme of product on the basis of brand culture, dress style, the theme of product, and how to take this rule applied to the clothing brand product planning practice has become an important theoretical and practical significance of research issues. Research results enrich both theory clothing brand, also can guide the design clothing and apparel brand management education. The author combines theory and practice, using the survey method, literature, logical method, case method, simulation and other research methods. Take the ladies brand as an example, from the connotation and extension of brand culture, take the connotation and relationship among brand culture, dress style, product theme as the core, comprehensively researched the connotation and value of brand culture, the kinds and value of dress style, the usage and significance of the theme of product, the difference and relationship among brand culture, dress style and the theme of product. This article is an initial study on the aspects among brand culture, dress style and the theme of product, striving to both theory and practice exploration, hoping to provide a reference for the modern fashion brand development and fashion design education.