On Fashion Communication Of Costume Brands In East Cnina Area

Our national apparel industry is not only the pillar industry related to national economy and the people's livelihood, but also the forerunner industry in our national industrialization's process. China is the large garment producer in the world. Its garment production, export and consumption all rank first in the world. The apparel industry plays an important role in the national economy. However, though our apparel industry belongs to the large garment producer and exporter in the world,there is still improvement room for the development of our national independent clothes brands. The real powerful and competitive independent clothes brands not only need the exquisite technique, high quality fabric, excellent design, but also need good communication strategies, suitable marketing media and means. Especially with the development of the Internet, the communication means and ways in the marketing communication become more and more diverse. The right, suitable and effective communication means play a vital role in the brands promotion and development.As the Golden Delta of our national apparel industry, East China Area is an important production base of the clothes and textiles. East China Area not only cultivates lots of famous domestic brands, like YOUNGOR,BOSIDENG, but also plays an crucial role in our garment export. Therefore, the essay specially takes the independent clothes brands in East China Area as the research object to study and analyze its fashion communication modality. The study on the utilization and development of the communication media and means in the marketing activities in the regional apparel industry, would provide guiding meaning and representative valuenot only for the clothes enterprises, but for the development of the whole Chinese apparel industry.First, the essay applies for the Documentary Research Method to define for the relative concept of Fashion Communication and Integrated Marketing Communication Theory; Through overall review of the apparel industry of East China Area and the analysis of the East China Area' representativeness as the study object,to introduce the history and current development situation of the apparel industry of East China Area. Then, to analyze costumers and clothes enterprises' attitude and application for the traditional media, new media and the integrated marketing communication in the marketing activities through questionnaire; Taking HLA and TRIGENTS as the examples, to analyze the importance of fashion communication in the marketing activities and provide suggestions for the problems appeared in marketing communication. Last, the essay bases on the above analysis of the theory and examples, through the analysis and summary of the development environment of our apparel industry, to give advice and solutions for our national independent clothes brands' marketing communication.