Inheritance And Innovation Of Silk "time-honored" Brand

The silk "time-honored" brand carries the history and memory of the times,inherits the silk civilization and spreads the silk culture.It is a guarantee of high reputation and high quality,and plays a pivotal role in the development of China's textile industry.With the occupation of the Chinese market by many foreign clothing brands,the rise of domestic emerging silk brands and third-party online platforms is a great challenge for the silk "time-honored" brand with traditional clothing,and its development is difficult.However,due to the improvement of people's quality of life and consumption level,consumers pay more attention to the history and culture behind the products,and begin to pursue emotional and spiritual personalized products,giving the silk "time-honored" brand new hopes and opportunities.How does the silk "time-honored" brand catch up with this express train,under the guidance of modern fashion concept,market-oriented,to meet the different needs of different customers,on the basis of inheritance,innovation has become a new direction for the upgrade of silk "time-honored" brand.This article takes the inheritance and innovation of the silk "time-honored" brand as the entry point,and takes Gao Yitai as a specific case.Based on the research and analysis of domestic silk enterprises,it analyzes silk through literature review,data analysis,in-depth interview and case analysis.The development history,existing situation,development dilemma and innovation opportunities of the "time-honored" brand,combing the competition pattern of the silk market,summing up the development history of Gao Yitai brand and modern development methods.Exploring the inheritance and innovation direction of the "time-honored" brand of silk,relying on the inheritance to meet the spiritual needs of consumers,and effectively solving the shortcomings of brand image aging through innovation,to meet the diverse and individualized needs of consumers.In the increasingly competitive market situation of the apparel market,this paper proposes how to awaken the silk "time-honored" brand and how to strengthen the brand characteristics,stimulate the nostalgic feelings of customers and increase customer brand loyalty in the face of diversified business models.The inheritance of the silk "time-honored" brand is subdivided into the inheritance of brand culture,the inheritance of production techniques,the inheritance of service quality and the inheritance of product quality.The brand innovation is subdivided into brand image innovation,process technology innovation,product development and brand communication innovation,according to different inheritance directions and innovative ways,put forward corresponding suggestions,and promote the new concept,new technology and new format of silk "time-honored" brand to promote the "time-honored" brand and upgrading has important theoretical and practical significance.