The Research Of The Iconic Patterns’ Application In Clothing Based On Brand Culture

Along with the rapid expansion of city urbanization and the increase in the general standard of per capital income, apparel industry has achieved great development accordingly. At present, China’s garment industry has diversified from OEM(the Original Equipment Manufacturer) stage gradually transition to the brand of personalized, diversified management stage, self-owned brand and international brands have emerged in the consumer market. However, plagiarism rampant and apply mechanically pop elements was existing between those clothing brands and Whether from design to marketing cannot build their own unique characteristics, therefore it is difficult to establish a unique loyal customer group in the consumer market. To have a unique brand culture is the first thing in clothing industry should be greatly changed, for instance like the world renowned clothing brand Chanel、Dior、Dolce & Gabbana. Brand culture make the brand clear its own position and prospective development direction in the future, the key concept is joining concept of culture into the brand thus the brand can sustainable development.The clothing design image pattern plays an important role in fashion design in it can not only reflect the brand information and can adapt to the theme of the design to make the change. How to intergrade the unique brand culture in pattern design concept of culture philosophy is a garment enterprise in the rapid update market gain a secure position as a key factors.This reports collects of literature, case analysis, field survey and other research methods, firstly to analysis the brand culture and iconic pattern through theoretical overview. Enterprise recognized by consumers’ identity, products with similar brand to distinguish one of the effective means is to use iconic pattern. The style and appearance features of the iconic pattern are included and embodies the brand of cultural characteristics, inheritance and carry forward the brand to precipitate the excellent characteristics, let the consumers to have these characteristics have spiritual resonance in common. And then, summarize the iconic pattern by international brand of Chanel and Dolce & Gabbana as well as the application technique and image pattern analysis of domestic brand Choc, to analyze how to demonstrate their own brand culture. The last point is to found the pattern design problem of Choc through the graphics development process and point out the pattern design flow path and iconic patter design for Choc of Spring & Summer collection of 2017 with empirical brand clothing design rationality of the development process.To conclude, this report will through the analysis of iconic pattern applications of clothing design, to explore the path and method of the applications of modern brand iconic pattern, to provide a theoretical basis for the application and development of iconic patterns in fashion design industry.