The Extraction Of Pattern From Ha Fu And Application Consideration Of Original Brand Manufacture

Literally,Huaxia nationality(also named Chinese nationality)derives from graceful gaudery(Hua in Chinese character)and excellent etiquette(Xia in Chinese character)in ancient China.The heritages above also prove that Chinese nationality attached much importance on gaudery and etiquette before.However,with more and more cultural assimilation and deconstruction by different cultures from all over the world,the national culture protection faces more arduous task.As an important symbol,the development of national costume has witnessed a country's or a nationality's prosperous process.In the history,the development Han Fu(the traditional clothing of Han ethnic group)was once interrupted.Fortunately,with the the support of the government and the promotion of the mainstream media and the efforts of the contributors who rejuvenates the culture of Han Fu in recent years,Han Fu has returned to the public along with distinctive Han Fu community in the background of technological development of Internet.The main content of this paper divides into five parts.The first part discusses Han Fu's history and current situation,the development and barrier,the current strengths and feature analysis of its pattern.The second part is talking about the relations between theory of customers' brand participation and the community of Han Fu amateurs.By 25 amateurs' deep interview,the third part explores amateurs' reasons for loving Han Fu,their lifestyle,their expectation and effort toward the future of Han Fu,and suggestion to the brand design and promotion of Han Fu.The fourth analyzes the inclusion of the deep interview above,and introduces the self.created Han Fu brand “?” which means “one” in English.Its brand position is settled which involves the story of the brand,the design of archetype and the visual recognition,as well as its main style and soul.The author puts up the Omnimedia marketing promotion throughout the deep interview and marketing research which includes customers' experience in both online and offline,cross.border cooperation with virtual idol and precision marketing by combining the major and minor platform.The fifth part makes a conclusion.Based on qualitative research,the paper mainly uses the method of deep interview.The methods of literature review,field investigation,observation and design play subsidiary roles in the paper.Among the 25 interviewees,23 amateurs' points of view are worth to study.From their opinions,there are five conclusion.the first one is the main reasons of Han Fu reappearance.The second is the current situation and problem of current Han Fu and its design and development.The third is the generality of Han Fu amateurs' community and their expectation to the design and development.The last one is the solution towards the disadvantage of Han Fu market and new application profile of innovative design and marketing promotion.