| Based on the correct value-oriented brand building concept,this selected study combines the geographical advantages of the main production area of Jiangxi summer cloth,using the unique fabric texture and tough character of remain cloths,and proposes strategies and methods for brand building of linen cloths apparel accessories from two dimensions: the design side and the marketing side.From the design dimension,the author proposes:(1)clarify the positioning of product design and research and development of practical function and aesthetic decoration(2)focus on exploring the modern expression of traditional elements and classics(3)actively cooperate with relevant head enterprises in the research and development of co-branded models(4)pay attention to the design and development of the visual system of remain clothing accessories brand supporting a series of measures and ideas.From the marketing dimension,the author proposes: through(1)remain cloths culture promotion,cultivate and expand the target consumer groups(2)storytelling brand image management and shaping(3)online self-media interactive communication and promotion(4)offline new retail experience sales mode use and other ways to create a series of brand hot marketing topics in a timely manner,enhance the added value of the product,expand the influence of Jiangxi non-heritage remain cloths territory,to create a rich international influence of the non-heritage remain cloths clothing accessories brand,to help the promotion and dissemination of remain cloths culture,to create a new cultural landmark in Jiangxi.This study is based on the example of the branding and practical exploration of remain cloths apparel accessories by "Bodaofang" brand,targeting consumers aged25-40 with aesthetic and purchasing ability.In terms of product design,we use a youthful visual language,combine the elements of the family name and comprehensive fabric TPU with remain cloths to make bags,and design the size according to users’ needs;draw on the shape and color of exclusive flowers combined with remain cloths,and design jewelry accessories for different women in line with their own tones;cooperate with the well-known enterprises;exclusive VI to improve user loyalty and brand awareness.In marketing,through the millennial generation consumer portrait design operation plan,shaping the "Bodaofang" brand story and brand IP,and stationed in the Wanshou Palace non-heritage cultural district for new retail interactive experience practice.Further research and exploration of the survival of more summer cloth non-heritage brands,for the reference and discussion of design colleagues. |
