Research On The Innovative Design Of Modern Menswear Based On The Deconstruction Of Fashion Culture Symbols

China’s rapid economic growth and urbanisation over the past 40 years has made it one of the most dynamic markets in the world in terms of economic development.With the growing strength of the Chinese economy,the rapid rise of the middle class and the increase in disposable income and wealth of the population,there has been a dramatic change in the consumer behaviour of Chinese consumers.The rapid influx of international apparel brands into the Chinese mainland market,the rapid development of the domestic department store retail industry and the iterative development of the internet have made it possible to diversify the ways in which people can access various fashion information and purchase various products.Chinese consumers have upgraded their consumption levels and concepts,moving from the material level to the pursuit of cultural confidence and cultural satisfaction in the spiritual and cultural fields.Faced with an increasing variety of choices,consumers are no longer blindly pursuing brands,but are gradually looking for personalisation and diversification of clothing,as well as paying more attention to the cultural qualities of the clothing itself.However,as China’s menswear market continues to expand,modern menswear design is already experiencing serious homogenisation,confusing cultural codes and low brand recognition,which urgently requires the innovative design of modern menswear to be based on fashion and culture,providing new momentum for the development of innovative design in modern menswear.Therefore,the innovative design of modern men’s clothing is now how to better meet the psychological recognition of consumers,respond to the trend of upgrading the consumer market,and achieve the rapid increase in the market competitiveness of modern men’s clothing products has gradually become a problem that needs to be solved in the development of innovative design of modern men’s clothing.To this end,this study will be based on the perspective of modern menswear innovation design based on the deconstruction of fashion culture symbols,based on practice,with theory as a guide,to explore the construction of modern menswear innovation design theoretical elements system.To address the above issues,this paper firstly composes the theories related to the development of fashion culture codes and modern menswear innovative design,and elaborates on the basic concepts of culture codes,fashion culture and deconstruction of fashion culture codes and their current manifestations;at the same time,it also combines the content,methods and design paradigms of modern menswear innovative design with a comprehensive elaboration.Secondly,the relationship between deconstruction of fashion culture symbols and innovative design of modern menswear is elaborated,as fashion culture symbols reflect the changes and development of society and culture,while innovative design of modern menswear is based on the changes and development of these fashion culture symbols to realise the diversification and personalisation of modern menswear design.Thirdly,the ROST-CM6 text measurement method was used to summarise the current consumer tendencies,and the evaluation system of the factors influencing the innovative design of modern menswear was constructed based on the deconstruction of the fashion culture codes in combination with the expert focus group interviews.The core high-frequency design elements of modern menswear innovative design are summarised.Accordingly,three specific innovative design methods for modern menswear are described in terms of big data technology,differentiated design methods and 3D virtual technology.Finally,the results of this research were applied to the Yalu menswear brand,which showed a more obvious optimisation of its product operations and brand image,and tested the theoretical feasibility of this research.In the course of this research,through literature review,market research,case study analysis,category product evaluation analysis,expert group interview,project practice,fuzzy comprehensive evaluation and other methods,combined with some theories of design,branding and other related disciplines,the innovative design methods and strategies of modern menswear based on the deconstruction of fashion culture symbols are proposed,aiming to provide some theoretical guidance and practical guidance for the innovative design of modern menswear in the era of comprehensive consumer upgrading.It aims to provide some theoretical guidance and practical solutions for the innovative design of modern menswear in the era of comprehensive consumer upgrading,which can in turn enhance the fashion and cultural connotation attributes of China’s modern menswear design and promote a more sustainable and stable development of the innovative design of modern menswear in China.