Fashion And Accessory Product Design Research Of "Jiang Zi Qin Lan" Brand

The land of China with a history of 5,000 years has produced a vicissitudes of historical civilization and a dazzling cultural heritage,and minority culture is the legacy of the history of the Bohai Sea.The industrious and wise minority used their sweat to weave their own unique culture and traditions.However,in today' s modern society,popular culture and fast food culture gradually squeezed out their living space.The Tujia people have been in the magical land of Xiangxi for generations,and the Tujia brocade is the aesthetic product left by the Tujia people' s splendid civilization.However,at present,Tujia brocade skills are facing no one to inherit,and the situation of faults is developed.Ordinary young people are reluctant to learn traditional skills,and skilled masters are already high.Modern industrialization has replaced ancient handicrafts,and the market economy that pursues efficiency and efficiency has left Tujia brocades expensive for consumers.The only impression is that the Tujia brocade cannot enter the public life and is always as high as art.Based on these issues,the unique national fossils face a crisis that may be extinct.Therefore,it is imperative to spread and inherit the Tujia brocade culture.Hunan local brand "Jiang Zi Qing Lan”is inspired by Chinese traditional colors-Jiang purple,slightly reddish color in dark purple represents the tenacity and reluctance of women' s temperament,and also gives the brand a distinct personality.This study will integrate the Tujia brocade,which is the product of national wisdom and aesthetics,with the characteristics of "Jiang Zi Qing Lan" brand to create a modern clothing and apparel products with ethnic characteristics,thus inheriting the craftsmanship and cultural connotation of Tujia brocade and developing and unearthing the market value of Tujia brocade.In the research,the author firstly conducted research on domestic and foreign markets from the perspective of brand.Through the investigation and summary of the brand positioning,design style and product pricing of the same type of brands in China,the author had a clear design idea for the product development of the“Jiang Zi Qing Lan”brand.In the research of foreign markets,the author analyzed the successful cases of Western brands incorporating minority cultural elements into the brand concept,and broadens the ideas for the modern design and application of Tujia brocade.Then,the author explored and analyzed the pattern classification,pattern composition and modeling characteristics of the Tujia brocade in Xiangxi,and summarizes the cultural connotation and ethical implication of Tujia brocade.Finally,under the principle of respecting the traditional culture of the nation,the author designs the products of Tujia brocade according to contemporary aesthetic trends and modern design concepts.After determine the brand background and brand positioning,the author chose the style design and fabric pattern for the main products of this design.Combine different textures and different textures of pure natural fabrics on the material of the product,such as cotton,hemp,silk and so on.The final products are mainly women' s handbags,and the clothing is a derivative product.Combining Tujia brocade with the clothing and apparel products of "Jiang Zi Qing Lan" can not only enrich the cultural connotation of "Jiang Zi Qing Lan " brand,enhancing the market competitiveness of the brand,but also promote the inheritance and spread of Tujia brocade.This study also provided a new way to the future development of traditional culture.