Study On China Local Personality Women’s Apparel Brand Design Connotation In21th Century

Today’s society has rich material resources, people’s consumption concept and consumer demand has gradually shift from the common to the individual, clothing consumption is also shift from functional consumer to cultural,tastes and personality consumer. Costume design is human-centered design, with the ultimate goal of human and clothing combined. Apparel products are the material and spiritual unity, good clothing design not only contains rich content, but more rely on people’s emotion and personality.Early in the last century, there are a large number of personalized clothing brand established in the international community.In recent decades, with the improvement of Chinese people’s material and cultural living standards, the domestic market began to emerge some personalized clothing brand, which the majority of women’s brands.These local women’s brand personality traits based on the Chinese women in the21st century, sought to shape the brand personality by personality and clothing design, delivery and unique design of its brand connotation clothing, and meets the individual needs, to establish distinctive even unique clothing brand personality. At the same time, a large number of internationally renowned fashion brands into China apparel consumer market, in the face of fierce market competition environment, local clothing brand personality still have many difficulties and weakness. Currently, theoretical academic research in this area is also small.This study is based on the theory of personality psychology, clothing brands and art design. Firstly, build a theoretical model of personalized clothing brand.Secondly, research the domestic costume market, especially the Shanghai brand, as well as interviews fashion schools and industry experts, make sure the Z brand as a local women’s personality benchmark brand in Shanghai, and analyze their individual design content from the fashion design and brand design, find the brand personality development and tendencies.Furtherly, through a questionnaire survey, research and compare brand designer’s expected brand personality with consumer’s true clothing personality,explore the validity of the benchmark brand.Finally, as the basis of the above research, discovery and analysis of local women brand in shaping and dissemination of personality’s strengths and weakness, opportunities and challenges, specific recommendations in shaping and designing personalized dissemination of local clothing brand personality. And expected not only to contribute to the spread of local clothing brand design, but also provide some inspiration for the staff and students of tertiary institutions related industries.