A Study In Minimalism In Fashion Brand

In the 80’s of the 20 th century, fashion minimalism influenced the development of garment industry, which has been receiving a high amount of praise from the enterprises and designers as a fashion style. Minimalism is used to reduce the stress from the fast-pace lifestyle against the overdressing with “Less is more” as a design principle, which is considered that the simple items can bring people more enjoyment. Minimalism pursues life-orientated, practical and comfortable fashion that fits the modern lifestyle. The philosophy in minimalism is a transition from complexity to simple and this philosophy has affected the trend of fashion throughout the world. Many fashion companies have applied this philosophy into their designs and enterprise culture, which are now reflected on the clothing brands we see(daily).This study described in detail, the evolution of minimalism, the origin of the brand production, the management and operation of the minimalist fashion, and listed some classic marketing case studies that will help develop the industry. From the point of a fashion designer’s view, this article also illustrates the importance of using the marketing methods to promote the long-term growth of minimalism. It analysed and compared some outstanding cases made by both domestic and foreign fashion brands, summarised the current progress of minimalism, and proposed my opinions on this. At the end, I will apply the minimalism into my own design and experience it from practice.