| From material satisfaction to psychological satisfaction,people’s consumption needs began to change.Personalized and diversified consumption extension makes clothing products with distinguishing characteristics become an important factor to satisfy consumers’ alienated psychology.As one of the elements of clothing brand identification,pattern can express the design style and positioning of a brand in the most direct way.Compared with other patterns,Chinese traditional patterns contain a strong national cultural atmosphere.The combination with clothing products can not only meet the differentiated needs of consumers,but also arouse emotional resonance with consumers,thereby better improving clothing The degree of brand recognition.This article first combs and interprets the basic concepts of traditional patterns and brand recognition.By analyzing the coverage of traditional patterns and the concept,and the concept of brand identification,constitutes elements and characteristics,and clarifies the role of traditional patterns in brand recognition.Secondly,it discusses the traditional pattern redesign method from the perspective of brand identity.Analyzed the entry point of the traditional pattern redesign and the identification transformation method,combed and summarized the common traditional pattern composition form in the clothing brand,as the theoretical basis of the follow-up case study.Finally,a comparative study of the case brands was conducted from five dimensions of pattern design style,application form,pattern content,application location and color combination,Then,the application status of each brand’s traditional pattern recognition application and the application status of brand identification elements have been laveired.Based on comparative data,clarify the determinants of brand recognition,and propose a design strategy for traditional patterns from the perspective of brand recognition.That is,when the brand is in the design and development of traditional patterns,they should first determine the exclusive pattern design style and color based on brand market positioning,put forward the traditional pattern differentiation design principle under the recognition strategy,and then determine the content range of the pattern,and carry out the differentiated design from the aspects of style,theme and brand value concept.On the basis of theoretical research,the article takes the virtual brands as an example,uses traditional pattern redesign methods based on brand recognition,analyzes brand positioning and audience groups,and clarifies traditional pattern redesign methods and color matching strategies,designed a series of brand spring and summer clothing in a targeted manner,in order to provide a reference for the traditional pattern design of clothing brands. |
