In the context of increasingly serious environmental pollution, to maximize the use of resources and ensure sustainable development of human society has become a hot topic in recent years. The ecological concept centered by environment and environmental protection has emerged as the times require, and penetrated into all walks of life. With the rapid development of social economy, well-educated young parents have been growing in number. With the basic premise to provide adequate food and clothes to their children, they have developed increasingly high and diverse demands on kids’wear brands. Early intelligence development and fun-based emotional experience of preschool kids have become the main demand. On the one hand, some strategic adjustments should be made to apply the ecological concept and intelligence and fun-improving method into the design and development of kids’ wears, in order to actively respond to the changing demands of consumers. On the other hand, owing to the increasingly intense competition among kids’wear brands and serious product homogeneity, kids’wear companies are required to make unified adjustment and design of constituting elements of their brands and improve their marketplace, advocacy, service and other elements, so as to survive in the fierce market competition.Therefore, in this paper, an analysis is made of the brand kids’wear under the ecological environment. Firstly, the relevant theoretical knowledge of ecological concept, brand children’s wear and intelligence and fun-improving is studied. Secondly, the current situation of the kids’wear design both in China and foreign countries is introduced. Meanwhile, combined with the consumer psychology of parents and the psychological and physiological characteristics of preschool children, the author pinpoints requirements of parents and children for intelligence and fun-improving design of brand kids’wear. Thirdly, the intelligence and fun-improving kids’wear design is put forward under the ecological concept, based on the four constituting elements of the brand image including the brand product, advocacy, marketplace and service. Lastly, the ecological concept-based and intelligence and fun-improving kids’wear design method is applied to design UKBERRY products, to verify the applicability of the method.In this study, the author strives to understand the current situation of kids’wear design both in China and foreign countries, Study 3-6 years old pre-school children’s brand children’s clothing for a Intelligence and Fun-improving design method. by cooperating with kids’wear companies, practically designing brand products and viewing relevant literature, combines practices with theory to make an in-depth analysis of the impact of the ecological concept and intelligence and fun-improving design on brand kids’wear, puts forwards the intelligence and fun-improving method for kids’wear design under the ecological concept, and makes an empirical study of a kids’ wear brand, with the hope that this study can provide theoretical support and reference to kids’wear companies to apply the ecological concept-based and intelligence and fun-improving method to design kids’wear under the ecological concept, and give implications to study the kids’wear design theory system in the future. |