Research On The Brand Strategy Of Domestic Fashion Brand Clothing From The Perspective Of Spiritual Economy

In 2018,Tianmao released the “national tide action”,which advocates the revival of old domestic products and the revitalization of Chinese culture.In this context,a large number of domestic fashion brands have emerged.These“ national fashion ”brands have carried out cultural innovation on the basis of the original clothing,integrated into the cultural characteristics of the times,and are deeply loved by consumers.In this paper,from the perspective of spiritual economy,taking“Li Ning”and “Mi shan”brands as cases,the spiritual phenomenon of “national fashion”clothing products is discussed.Based on the analysis of the supply-demand relationship and the current market situation of“national fashion”clothing market,with the theoretical tools of economics and brand science,this paper probes into the problems existing in the current“national fashion”clothing market,and puts forward some suggestions for the development of“national fashion”clothing brand.The development of“national fashion”clothing industry is the product of the birth of the trend of the times.To a certain extent,its birth is the performance of ideological and cultural changes in the clothing industry under the background of“cultural confidence”.The research on it is not only the marketing analysis of the general clothing industry,but also the exploration of cultural products born under the background of the times.