Research On The Localization Of Denim Apparel Design

Denim apparel has been introduced into China for more than 40 years,but there is no brand of denim apparel that can arouse strong resonance among consumers in China.In order to make jeans more localized in China and improve its competitiveness in the domestic market,it is necessary to study its localized design.In the course of the research,I entered the Jasonwood brand for practice,and went into the market for many times to investigate,and got a deeper understanding of the current situation of jeans design in China.At the same time,a large number of documents and pictures were collected,and these data were studied by induction,deduction,comparative analysis and other methods.In this paper,starting from the lack of national characteristics in Chinese jeans,first of all,in order to set a historical tone for modern jeans clothing design,the historical and cultural implications of jeans clothing are analyzed.In the second chapter,the historical development of jeans is studied.The origin and development of jeans at home and abroad are systematically summarized and analyzed.The cultural connotations behind different historical stages of jeans are summarized.For the United States and China,denim clothing contains the meaning of innovation and change,people-oriented,but for the United States,it also has the meaning of hard struggle,glory for the country,and for China,it more reflects the political,economic and cultural innovation of the society at that time.Secondly,in order to find out the problems of local jeans,the development status of jeans in different countries is analyzed in Chapter 3.The jeans in the United States,Japan,Europe and China are mainly analyzed from the aspects of outline,color,washing and decorative elements.It is concluded that under the influence of cultural background in different regions,The jeans in the United States,Europe and Japan all show the characteristics of different nationalities.However,there are some problems in the localization design of Chinese jeans,such as lack of national characteristics and vulnerability to foreign culture.Then,according to the problems of the lack of national characteristics existing in the localized jeans,the improvement ideas of the localized jeans design are put forward in the fourth chapter.Black,white,red,green,yellow and other colors with Chinese characteristics can be selected in color;Chinese traditional clothing planar structure design can be used for reference in outline;auspicious,text,symbols and other traditional patterns can be selected in decoration elements,as well as traditional decorative techniques such as inlay,roll,buckle,etc.can be knotted in fabrics.Combined with tie dyeing,batik,blue printing and other traditional processesor combined with traditional Ma,Ge and other materials.At the same time,the Millennium generation has the characteristics of loneliness,self,close connection with the Internet,open-minded consumption concept and so on.Through the previous analysis of jeans and the analysis of localization ideas,in Chapter 5,“Chinese characters” is chosen as the local element,combined with the popular network theme among young people,jeans are designed and innovated.The integration of local elements and fashion culture can not only reflect the national characteristics,but also respond to the trend of the times,which is conducive to the protection and inheritance of national culture,strengthen the cultural connotation of jeans,and improve their market competitiveness.