The Cultural Interpretations Of Chinese Men’s Clothing Brand Positioning

Since China’s reform and opening up, Chinese men’s clothing after more than30yearsof development, has become a more mature children clothing industry development in ourcountry one of the industry, successfully created the Seven Brand, septwolves, LILANZ,k-boxing, SAINT ANGELO, Mark Fairwhale, and many other famous domestic men’s wearbrand, the brand has become the basic thought of the men’s clothing brand creation anddevelopment of our country. Since entering the new century, however, men’s clothing styleshaven’t changed much, the relatively single style makes men’s wear industry of our countryemerged serious homogeneity problem, at the same time, the strength of the internationalmen’s wear brand in also affects the local men’s share of the domestic market, China’s men’swear brand is facing unprecedented challenges, need to seek new development in the newsituation.In the shaping of the brand, the brand positioning in the core position, not only gives thebrand of men’s characteristics, functions and properties, and so on cultural connotation, isalso the foundation of brand design and marketing, the research of brand positioning can notonly provide to the development of China’s men’s clothing brand development andinternationalization of more reference, but also be able to research the development statusquo of China’s men’s wear brand to provide a train of thought.In this paper, based on the research of the domestic well-known local men’s wear brandpositioning, analyze the cultural connotation of brand positioning, the traditional values andmodern values and under the influence of postmodernism, classifies the different way ofmen’s wear brand positioning, research, analysis summed up China’s men’s wear brandpositioning of cognitive and aesthetic characteristics, combined with the related theoreticalanalysis the causes of the formation of men’s wear brand the localization characteristics. Onthis basis, put forward the direction for the future of China’s men’s wear brand positioning: inthe face of the domestic market, there is a need for greater diversity, positioning to meetdifferent consumer demand and lack of brand differentiation. And the face of internationaldevelopment, also need to find the location from the aspects of aesthetic design, and nationalstyle value, for the Chinese men’s clothing on the international stage creates a unique andesteemed brand image.