The International Exploration Of The Chinese Nation Apparel-Casual Wear Design

The development of Chinese apparel industry in the international environment and its strengths and weaknesses in domestic situation were investigated in this paper. It’s necessary to bring the traditional Chinese apparel language to the modern fashion design. Meanwhile,In order to reverse the existence of "Made in China" and transform it to "Designed in China", we should develop our apparel industry in two aspects, one is brand mechanism and the other is innovative design. Both of these are the important premise and guarantee for enterprises so that it master the right of "system of record".China has the world-class garment manufacturing technology but have many drawbacks e.g.few clothing brands can go out of country. The fundamental reason is our country doesn’t have established brand operating mechanism. The primary task of the enterprises’ operation is to use the brand planning strategies for marketing and to build a successful brand image. How to establish a excellent brand image in the minds of the public so as to enhance its comprehensive brand value, higher margin and wider living space. The paper involved in two respects, the intrinsic value of brand culture and the external brand image.Both the construction of the brand image and the application of the innovative design need to be tightly attached to Chinese traditional culture, especially traditional national dress culture. So firstly, we interpret the traditional Chinese clothing culture and external material elements from the longitudinal regime national dress development context and horizontal Ethnic Dress development context. Secondly, we analysis how to apply the traditional national costume elements to the innovative design of modern clothing in-depth, especially the innovative use of casual and draw some practical principles to be followed. Finally, we discusses a series of steps of the ethnic style clothing innovative design process, from researching, data integration to completing the drafts. This article is intended to provide an executable detailed method of operation for the relevant designer refer.Only if China’s traditional costume culture integrate into the core value of brand and design innovation can we really make the national dress to be cultural renaissance.Therefore, the brand clothing will show the beauty of the Chinese style and the atmosphere of the national spirit.