Three Sources Of Clothing Brand Culture

Historical natural formation law

Naturally precipitated

Culture means that no one deliberately designs and builds the cultural connotation of the brand. The events, stories and interesting stories experienced in the development of the brand products (clothing) become part of the brand association. In the memory of later generations, the brand has become a cultural symbol and has a cultural connotation.

For example, the famous American Levi 's cowboy is a typical example.

&nbspLevi 's is rooted in the rough life of the western United States in the early years.

Cowboy is the embodiment of freedom and individuality. It is a symbol of independence, democratic ideal, social change and full of fun. It is also the most classic Cowboy brand.

For foreigners, Levi 's is a symbol of American culture. Wearing Levi' s jeans has a foreign flavor.

The above culture of Lewis's brand is the accumulation of history.

Once a smart company finds that the brand has a cultural connotation of historical accumulation, it will take care of it and carry it forward. (Lewis did so).

But this method is too slow, and there are few historical opportunities.

In modern information society, it is not appropriate to use this approach to form brand culture.

But it gives us the inspiration that the history of brand development is of great value and that it is necessary to establish historical archives for brands that want to establish a century old brand.

The formation of personality culture projection

Most of the top clothing brands in the world are

Brand.

Such as France's Pierre Cardin, Italy's Prada, Armani, American Calvin Klein (CK) and Ralph, these brands have a large number of loyal consumers, some brands have a history of more than 100 years, not just the fashionable clothes, the style needs designers' interpretation, the designer's interpretation is the designer's personal understanding of his clothes and the projection of his personality on clothes.

Psychological research shows that people's personality is quite stable, and there is usually no big change.

Therefore, the cultural and spiritual connotations of designer brand are usually stable, and this stability will be reflected clearly in fashion design style.

This is reflected in the domestic clothing industry called the design style, a stable design style.

But in essence, style is determined by brand culture and brand personality.

In the case of skirt, miniskirts and different brands of mini skirts will show a difference in the length of the pendulum, the size of the skirt and other symbolism.

Planning giving method

This is the fastest way to create brand culture, which is usually communicated and communicated by senior managers of planning companies and enterprises. The planners are refining and upgrading the idea of brand operation of top management personnel, especially the company leaders or founders, and carrying out artistic design. In this process, a specific brand is endowed with certain cultural connotations.

Once this is deliberately designed.

The connotation is recognized by the target market, and when the brand and the specific culture establish effective association, then the brand has cultural connotation.

The classic example of the great success of this method is "Marlboro" (cigarettes).

Marlboro served as the brand of women's cigarettes for over 30 years before 1950s.

Then, after repositioning the brand and giving the brand culture similar to the Weiss cowboy, Marlboro began its success.