DNA Analysis Of Fashion Luxury Brands

In recent years,with the implementation of the supply-side reform,China has begun to usher in a quality economy consumption era.Under the trend of the new normal background,the Chinese people's consumption concept and the requirements for product quality have been upgraded and upgraded.In particular,the demand for apparel brands is now higher,and even more popular with the times.The new wave of creative ideas,the pursuit of quality and the promotion of taste have become the trend of promoting the luxury of apparel brands.The utility of goods,the cultivation of commodity brands(cultural connotation),and the experience of shopping use have become the first elements of the choice and purchase of new consumer groups.Different from the competition of domestic clothing industry,the luxury brand with DNA soul has become a manifestation.A symbol of self-unique taste,cultivation,economic strength or unique values and outlook on life.From the perspective of brand marketing,this paper makes an in-depth analysis of the formation,application and influence of the luxury brand DNA of apparel,and how to cultivate the brand DNA of China's high-end apparel industry.Based on the academic data of domestic and foreign experts and research scholars,this paper makes a comprehensive discussion on the origin,evolution and development of luxury brands of apparel,and elaborates on the luxury brand of apparel from birth to depicting its own DNA.The process,from the summary of the brand DNA,traits,formation factors to strengthen the argument,summed up the main characteristics of DNA,from a historical and cultural perspective to interpret the formation factors of most apparel luxury brands DNA,and Distinguish the differences between traditional apparel luxury brand DNA and emerging apparel brand DNA.Secondly,through the analysis and research of specific cases,the analysis of the DNA of different types of luxury brands of clothing,mainly includes:(1)the brand DNA with the designer as the soul;(2)the brand DNA with the classic design style as the core element;(3)The brand DNA with the marketing communication method as the highlight of the sense;(4)The brand DNA with innovative development as thenew development strategy.A systematic investigation and analysis of the extraction of the elements of the brand DNA in these four directions was conducted.Finally,summing up the conclusions of the study and on the basis of the theory and the actual situation,the main reason for the market phenomenon caused by the imbalance between the existing Chinese consumer demand and the market supply is the root cause of the unbranded DNA in the Chinese apparel industry.Where is the comparison between the business model of Chinese apparel enterprises and the operation mode of foreign apparel luxury brands,it is concluded that the most important thing for contemporary Chinese apparel companies is to be specific to the brand and creative ideas.The brand DNA is the confirmation of the high-end concept of luxury brands.It is the key to thinking and exploring in the process of designing high-end brands and envisioning brand DNA.It is a key business philosophy and survival for enterprises to go to high-end brands and to the international market.The effective way of development is that the industry has its own high-quality DNA brand,which promotes the independent brand and reputation of the company.It is an invincible position for the enterprise,with broad prospects,effectively promoting the development of the enterprise and the grand goal of the enterprise.