The Study Of High-end Fashion Brand Concept Of Communication In Semiotics Perspective

From the perspective of semiotics, this paper, by the method of brand lineage and withDior and Ralph Lauren brand as the research object.Based on the two brands in the history ofthe typical brand activities in the perspective of semiotics, extracted two brands in theirhistorical stages, the concept of symbols transmitted in eventually induce formed by twoindependent brand symbol concept pedigree.Through the contrast analysis, Dior brand formeda "gorgeous grace" to "modern dream" to the concept of "elegant simplicity" lineage, andRalph Lauren brand building from the "carefree rich" to "cowboy" to "elite" in the streets tothe concept of "elegant gentleman" pedigree.Then in existing Dior and Ralph Lauren brandsymbols on the basis of the concept of spectrum, refined create high-end fashion brandsymbol concept behind the influence of factors, including the first designer with the conceptof the hierarchical construction of native culture source factors and the spectrum of socialchange and the mainstream culture, construct the process factors.This article lies in innovation, from the Angle of the lineage of the concept of brand,interpretation of social culture, historical continuance and age elements on the influence of theconcept of brand symbol building.and put forward the constructing of the pedigree of theconcept of brand symbol to cultural, historical, consistency and manageability fourprinciples.Turning to China at the end of the article, the current situation of the developmentof China’s high-end fashion brand and combining the results of this study.China’s high-endfashion brand should put forward to build cultural concept, shape the brand culture type ofadvice at the same time, focus on domestic high-end fashion brand building brand conceptspectrum need to handle good three pairs of relationships: first, the relationship betweennative culture and fashion culture.Second, the relationship between history and era ofinnovation;Third, the role of designers and managers.