Research On The Brand Competitiveness Promoting Design Strategies Of The Clothing

This thesis aims to analyze and study design and management theory on the relationship of competitiveness and design strategies of apparel brands, clothing brands enhance the competitiveness of the elements through the analysis of constraints, from which to explore the interaction of the various elements to reveal the design strategy for enhancing the clothing brand an important role in the competitiveness of the law and the key points of the design strategy, initially built to enhance the competitiveness of the clothing brand design strategy model.On this basis, the actual case of small and medium-sized garment enterprises in Guangdong, the exposition of the doctrine to the practice and validation. Small and medium-sized garment enterprises in Guangdong, clothing, professional market survey questionnaire and interview of the designer to analyze, summarize the current constraints of the factors of brand development of small and medium garment enterprises in Guangdong, the case of learning from the success of the brand, brand strategy, design management theory as a guide, combined with the reality of small and medium-sized garment enterprises in Guangdong, how to use design tools to deal with the realistic demands of small and medium-sized garment enterprises in Guangdong to improve brand competitiveness. First proposed the design of clothing and cultural level strategies, including clothing brand culture shaping, clothing brand positioning strategies, to fully tap the soft power of the clothing culture design strategy; Secondly, the design strategy of the apparel product design level, through the clothing design positioning strategy and apparel products life cycle management strategies to optimize the product design program strategies, clothing, product portfolio strategy to enhance the competitiveness of the apparel products and quality level; again, expand marketing channels, the implementation of network management strategy; Finally, through the strengthening of clothing known as shaping the soul designers a user-friendly management strategies; the majority of garment enterprises to fully utilize the state’s preferential policy is one of the design strategy. This paper attempts to enhance the competitiveness of small and medium-sized garment enterprises in Guangdong clothing brand to provide a theoretical basis and development of ideas, thinking about the design of strategies to deal with social responsibility:to advocate the concept of green, sustainable design; appeal to the fashion designers of ecological, moral, cultural heritage aspects of social responsibility, to achieve the harmonious development of people-business-design.Independent innovation, enhance the competitiveness of the brand is the industry demands and the inevitable trend of the current transformation and upgrading of small and medium-sized garment enterprises in Guangdong, enhance brand competitiveness through scientific design strategy, product features and cultural integration. Design strategy as the object of study to enhance brand competitiveness of Guangdong garment as a response to the Guangdong clothing brands enhance the competitiveness of the effective means and methods of the challenges encountered, and initially to build a set designer for the core and coordinate with the culture, design, market model of the interaction design strategy. This paper attempts to provide the basis for a policy reference to brand development for small and medium-sized garment enterprises in Guangdong.