Worth Social Circle And It's Design And Operation Mode Study

In the last half of the 18 th century,due to the rise of western industrial civilization and rapid economic development,the garment industry underwent epoch-making changes,with France leading the way to start the advanced fashion industry.At present,there are a lot of researches on the history of clothing and costume design,but few researches on fashion communication and brand operation.Therefore,it has become the original intention of this paper to deeply explore the key period and representative characters in the history of fashion.The era creates the style,and each era will always breed a certain spiritual leader or fashion pioneer to lead the fashion of this era.Only by understanding the spirit of each era can we further understand the historical inevitability and internal connection of various popular phenomena under the theme of each era.Therefore,this article will focus on the development of high fashion in the 19 th century,the "father of high fashion" Charles Frederick worth high fashion house business and development.Posterity is called the father of the haute couture Charles Frederick Worth(1825-1895 made great contributions to the French haute couture industry,he created the brand concept of consciousness,the true person model salon catwalk,overseas sales and other unique haute couture house senior design operation mode of contemporary fashion industry has important influence.Voss and the haute couture house that he founded also became a typical case in the history of haute couture.Social circles,a cluster of individual interactions,were the dominant mode of communication in werth's 19th-century fashion.This paper,from the perspective of social circle,dug the wass haute couture house,constructed the research path of the wass social circle,analyzed the interwoven connection between the social circle and the design and operation of the wass brand,as well as the operational changes brought by the overlapping transfer of social circle.The discovery of its success is not only because of its superb design talent,but also because of its own marketing and social network marketing.It enables us to have an insight into the operational development of high fashion in the 19 th century,probe into the start and end behind the brand concept,restore the fashion communication mode in the context of The Times,and consider the enlightenment of social circles on brand design and operation,and the influence on brand operation,brand image and brand communication.Based on the analysis of a large number of foreign language materials and the theoretical research methods of a variety of disciplines,this paper makes a multi-angle study on the design and operation mode of western haute couture house brands from the perspective of social circle.The paper objectively summarizes the operational advantages of foreign high fashion brands through social circle "celebrities" and "word of mouth" marketing,as well as the influence on the current brand development strategy and the aspects worth considering and drawing lessons from,and enriches the research content in this aspect,providing reference for further research by scholars in the future.