Study On The Visual Image Design Strategies Of Clothing Brands

Since 1980s, Chinese economy developed rapidly, China became the "world factory" and a big trading nation. In the mid 90s China became the biggest clothing production and export country in the world. However, China still doesn’t have an internationally influential clothing brand. The focus of modern clothing industry in the international competition has changed from low-cost productivity to the world famous clothing brand comparison. The lack of the world famous clothing brand is the main reason why Chinese high-end clothing has few internationally competitiveness, the construction of the clothing brand visual image has become the problem which needs to be solved immediately in the development of China’s clothing industry.After China’s entry into WTO* the clothing market of our country has developed rapidly and gradually connecting with the world. Foreign well-known clothing brands have poured into our country. Foreign clothing brands’ advanced brand awareness, brand planning played an active role in the construction of domestic fashion brand visual image design. The visual brand image design of foreign clothing brands made the domestic clothing brands understand the true meaning of the brand clothing, realizing that only brand design consciousness is far from enough. In the process of building brands, clothing brand visual image design is the real core.The article in view of this situation, combined with the characteristics of fashion industry, through the exploration of domestic and foreign well-known clothing enterprises on how to make a clear brand positioning and how to carry out a comprehensive system of visual brand image design and so on, formed a theoretical system-visual image design strategies of the clothing brand.This paper is divided into six parts. In the first part, bases on the analysis of the development situation of Chinese clothing brand, I determined the characteristics and existing problems of Chinese clothing brand development. The second part discusses on constructing the strategies of clothing brand visual image design, and analyses the composition of the clothing brand visual identity and the role of various components. The third part presents the characteristics of our famous clothing brand image identity design strategies and states the feasibility and necessity of import brand visual image design strategies. In the fourth part, chooses Chinese clothing brand reshaping the brand vision as a case study, points out that reshaping the brand vision has strategic meaning to the clothing brand development in the future. The fifth part is focused on the realistic problem of the development of Chinese clothing brand vision design, through the analysis of the problems at present puts forward a perfect response for Chinese clothing brand visual image design. The sixth part systematically describes the developing trends of the clothing brand visual image design in the future.Clothing brand visual image design strategies and its application has been more widely appreciated and spread by domestic clothing enterprises. Put forward the concept-study on the visual image design strategies of clothing brands, as well as study on the necessity and reality of visual image of clothing brand construction. The thesis lays the theories foundation for the Chinese clothing brand to become the world’s leading clothing brands.