Humanistic Values Of Culture Marketing Strategy Used By Designer Brands

With the development of economy and the improvement of human culturalquality, consumers more and more pay attention to Ideological values and culturalconnotation from dress-goods when they are selecting clothes. Cultural marketing asan important method which can improve additional value of dress-goods, is paidattention by garment enterprises now. The key of successful cultural marketing is theselection of core value. With the age of human centralism coming, it is necessary thatgarment enterprises pay attention to core value of people foremost. For the past fewyears, with the high development of Designer Brand in China, the unique ideas inbrands are loved by consumers. The article is based on the humanistic values ofculture marketing strategy from the consumers’ demand, which can improve thedevelopment of local Designer Brand.In this paper, literature analysis method、 case study method and inductivedeductive method was be used. As in the first part of the article, the author mainlyused literature analysis to combed the concept of the humanistic value marketing andthe cultural marketing, and through the theoretical comparative and analysis toillustrate the relationship between the humanistic value marketing and the culturalmarketing. In the second part of the article, the author mainly discusses culturalmarketing’s present situation and the problems used in current clothing brand, putforward the role of cultural marketing in the core values of building process ofdesigner brands and several aspects of the cultural marketing strategy based onhumanistic values using in the application designer brands. In the third part of thearticle case study method is be used, the author mainly through the demonstrationof the successful specific case to analyze designer brand’s culture marketing strategywhich is based on humanistic values, from cultural marketing, brand communication,public relations, corporate culture this four aspects of product to illustrate the specificcultural marketing strategy based on humanistic values in detail. In the fourth part ofthe article, inductive deductive method was adopted, the authors generalize aconclusion according to the content of the front, that in the future the betterimplementation of cultural marketing strategy based on the humanistic value shouldbe down for Chinese designer brands in brand personality molding, product management synergy community-based innovation and customer management thisthree aspects. The last part of the article is the practice part, in this part the authorplanning a cultural marketing strategy based on the humanistic values for a designerbrand.The conclusion of the article: core value is the centre of cultural marketing,humanistic values of culture marketing strategy used by Designer Brands, it canreflect humanistic values of one brand from these aspects: the cultural strategy, thebrand communication strategy, public relations strategy, Corporate culture strategyand so on, which can be satisfied to demand of consumers.