Research On The Application Of Curation In Brand Communication Of Fashion Designers

Fashion designer brands are based on creativity and design,and are rooted in contemporary social culture.With the joint force of their emergence and the rapid growth of consumers’ demand for individualization,on the one hand,the support of showrooms and buyer stores have paved the way for the brand for commercialization,and realized the transformation from "fame" to "profit".On the other hand,due to the continuous development of aesthetic dividends,cognitive upgrades and the design industry,the market for the fashion designer brand which is available to consumers has become saturated.As a form of carrying artistic taste,curation has caught up with the trend and helped brands embrace young consumers.Focusing on "how to substitute curatorial applications in fashion designer brands",in a more visual,academic or avant-garde way,they need to tell the internal story of the brand,design the external aesthetics,and output cultural images and intangible values.Using methods such as literature research,comparative analysis,case study,and field investigation,firstly,sorting out the development,evolution and positioning of fashion designer brands,clarifying the cognition of fashion designer brands,analyzing the interpretation changes of curation,discussing the reality and causes of fashion designer brand curation application.Secondly,demonstrating the collaborative relationship between fashion designer brands,buyer stores and showrooms through cases,providing ideas for the implementation of brand curation,analyzing the role and uniqueness of curation in the construction of fashion designer brands,also inspiring curation design around the deep core of brand culture.Thirdly,referring to the exhibition experience,the curatorial process design in the brand communication of fashion designers has been studied and completed,and each link has been defined,summed up and described in essence.Also from the case analysis,it explains the feasible classification of fashion designer brands from different cultural types in the retail market.Under the foundation of the above theoretical research,turning to practical operation,launching the curatorial application of the brand called SYTOMOON,designing the content of the curatorial process,and establishing an interactive relationship with cultural cognitive value among brand concepts,products,and consumers,so that we can confirm the curation has a positive role in promoting the brand communication of fashion designers.This dissertation considers that communication of fashion designer brand should use curation as a medium to convey the deep meaning of brand culture hidden under the design to contemporary consumers.Therefore,the curation link and content of fashion designer brands are determined,and in the consumption concept oriented by taste community,it inspires new ways of brand communication and display centered on culture for fashion designer brand communication.