| In the 21st century,with the continuous development of network communication and the globalization of economy and trade,the culture of Europe and the United States is also constantly entering the domestic market.Paris,London,Milan and other major fashions are regularly released to provide the clothing industry with the most cutting-edge trend information.The widespread use of social network platforms such as INS,pinterest,etc.enables the public to see the life style and fashion culture of European and American people With the continuous entry of European and American style brand women’s wear into the domestic market,new fashion in the crowd slowly changed,the domestic brand women’s wear market also began to rise,in reference to the continuous integration of local culture,in the process of development,some enterprises gradually have a stable consumer group.In this era of rapid change,local enterprises also challenge and change at any time.How to develop their own brand better still needs continuous efforts.European and American style clothing has an early origin,and has gradually become the mainstream force in the current social clothing market in the development of history.Its style has evolved complicatedly,and the branches and genres under the style are interlaced and unique.This article starts from the introduction in the first chapter.There are very few studies on clothing brands with European and American style positioning,and the theoretical support is seriously insufficient.The research background,significance,focus and innovation of this article are proposed.The second chapter starts from the historical and cultural background of European and American styles,summarizes the European and American styles around the 20th century in the order of time development,and explores the unique aesthetic and cultural connotations under the influence of each style.The third chapter summarizes the style characteristics and differences formed by European and American styles under historical evolution,objectively analyzes the styles,fabric materials,color presentation and style patterns of European and American style clothing,and summarizes European and American styles in modern clothing.Design elements commonly used in development.Chapter 4 conducts research from the European and American style women’s clothing market,understands the domestic market overview and analyzes successful domestic and foreign brand cases,sums up experience,and seeks design rules.Chapter V combined with its own internship work,carried out practical research using the European and American brand "Fairy Pocket" as the carrier,and conducted in-depth analysis of the design and development combined with the actual market sales situation.The purchase status and evaluation situation of the brand can draw the advantages and disadvantages of the brand’s clothing period,so as to continuously improve the brand’s positioning in the European and American style market,and dig out more internal cultural connotations and design ideas for the development and design of the brand.In the last chapter,the sixth chapter is summarized,and the shortcomings of the European and American styles and the direction of efforts are proposed. |
