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Three Sources And Creation Of Clothing Brand Culture

2013/5/23 23:02:00 30

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Clothing Brand Culture Clothing Brand Culture

China's reform and opening up for more than 20 years, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > industry has undergone great changes.

People's understanding of clothing has gone through the following aspects: shelter, warmth, physical function, emphasis on internal quality and comfortable clothing, emphasis on style differences, and distinctive and brand oriented cultural consumption.

The evolution of clothing consumption is not the negation of the former one, but the expansion of compatibility.

For example, in the stage of paying attention to the style consumption, consumption still needs the entity function and the inherent quality of the product, but their needs have gone one step further, and the style is novel and unique.

nowadays, there are all kinds of clothes in the market, and copy and imitation are very common in the clothing industry, both at home and abroad.

A a target= "_blank" href= "http://www.91se91.com/" > designer < /a > has just launched a new style, and soon there will be a large number of imitators in the market.

The characteristics of style competition are faster than those of the first ones, and the first ones can get huge profits. If the followers slow down a bit, chances will disappear.

In the early stage of domestic garment enterprises, almost all enterprises have gone through this process: looking for the latest fashions in Hongkong and Europe, usually referred to as "spiritual market". Once they see a certain style, they will be copied in China. If the domestic competitors have good styles, they will be copied immediately.

What is fashionable (now called fashion)?

But the style of clothing lacks soul, which requires consumers to explain themselves or salesmen's explanation, and this interpretation and identification are usually introspective, self and personal rather than social.

There are different explanations for the same style, different people or groups.

For example, how did you look at the ancient Chinese belly bag? For example, a girl dressed in fancy years wore it.

How do you explain it? It's not honest and bad, or has the charm and special charm of Chinese traditional culture? This explanation is essentially a brand's task.

> therefore, entering the twenty-first Century, clothing consumption is not only the competition of the style, but also the competition of the brand.

Nowadays, there are so many styles of clothing that the difference between different styles of the company is shrinking.

Therefore, the important symbol to distinguish the difference is the brand. The brand is making various explanations for the clothing, giving the clothing cultural significance.

Clothing consumption more and more people think of it as a cultural consumption, similar to watching movies and appreciating art works, rather than a material consumption.

Therefore, clothing consumption is not only a material consumption, but also a cultural consumption. Clothing is a self-expression of consumers and a way of life and expression of values.

a leather wallet in Italy is 100 dollars, a bottle of perfume in France is 100 dollars, a small gift in Japan is 100 dollars, and the cost of a CD in the US Microsoft Corp is at least 1 dollars, while the selling price is as high as 300 dollars.

Judging from the angle of the Chinese people (because we are still in an industrial economic society), there is not much raw material, which is not deceptive. However, the economy of modern developed countries is such an economy, in Tom Peters's words, "less material, more wisdom".

A Chinese made garment can only be sold to foreign investors for 100 yuan, and the price tag can reach 1000 or even higher when they go abroad.

This price difference is the value of the brand, mainly the cultural value of the brand.

our current question is how can the culture of clothing brand come from? Through the observation and analysis of recognized brand with cultural connotation, we find that the origin of clothing brand connotation can be divided into three ways:

one is the brand culture from the historical evolution of natural precipitation

Natural Precipitation brand culture is 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 thus has a cultural connotation.

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

Levi "s s" is rooted in the early American life in the western United States. Levi "s" cowboy is a manifestation of freedom and individuality. It is a symbol of independence, democratic ideals, social changes and fun, and 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 historical sources.

a smart company will take care of it and carry it forward once it finds its cultural connotation of historical accumulation. (Lewis did so).

This is the most primitive and natural source of brand culture.

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.

two is to create a brand culture consciously under the guardianship of the founder,

brand like people, there is a brand personality theory in brand theory. This "personality" is called "personality" in western language.

But the brand "personality" is not relative to the unique characteristics of other brands, but refers to brands, such as people or brands, "one person". Brand personality is when we regard the brand as a person, this "human" personality: youth is bright or mature and sexy, it is avant-garde or elegant, introverted or extroverted, passionate or calm and steady.

The source of brand culture is usually the cultural connotation of brand personality.

In the clothing industry, this personality is often the projection of the brand personality of the founder of the brand on the brand, reflecting the ideal personal ideal or ideal social self of the founder of the brand. When this ideal self - brand personality culture is appreciated and accepted by many consumers, the brand culture is formed.

Most of the top clothing brands in the world P are designer brands.

Such as France's incense Nell, Pierre Cardin, Italy's Prada, Armani, American Calvin Klein (CK) and Ralph and so on, these brands have a large number of loyal consumers, some brands have a history of more than 100 years, not only is the fashionable clothing, 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.

Take skirts as an example. Mini skirts and different brands of mini skirts will show off in the length, size of the skirt and other symbolism.

clothing brand culture is usually a brand designer's personal cultural background and projection and refraction on the brand. Understanding of different cultural concepts will often serve different brands. Different a target= "_blank" href= "http://www.91se91.com/" > brand clothing /a > the company will also choose the designer who has the same or similar cultural concept with the company brand.

This is an effective way to maintain and maintain the brand culture of clothing.

If a designer has a strong personal idea of clothing design, and the brand that he is serving now can not make it play or produce contradictions, he will often set up his own door.

Many designers in the world first work in big companies and then set up their own doors.

After all, fashion design is an art, and works of art are the embodiment of artists' personality.

Chinese often say that the style is the same, and the clothing brand is also.

This is another source of clothing brand culture.

three is brand culture through conscious planning and long-term operation to form .

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 leaders or founders of a company, and designing them artistically, in order to endow certain cultural connotations to this particular brand in the process.

Once the intentional brand cultural connotation is recognized by the target market, the brand has an effective association between the brand and the specific culture, then the brand has the cultural connotation.

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

Marlboro, known as the brand of women's cigarettes before 50s twentieth Century, has been operating for over 30 years.

After that, repositioning the brand and giving the brand a brand culture similar to that of the Weiss cowboy, Marlboro began its success.

what needs to be pointed out is that the planning method of brand culture reflects the opinions of the top companies in a certain sense, but more is the idea of planners.

Therefore, if a company recognised the culture that the planners gave the brand, it was the first thing that the management members of the company should be able to get through and agree with, especially the senior management members of the company.

in conclusion, the cultural origin of clothing brand has three ways: historical natural formation method, personalized culture projection method, planning method.

The author recommends that the company adopt second brand culture creation methods, and make use of the planning company to express the brand culture effectively and effectively, so that consumers can fully feel the brand culture.

Of course, all enterprises who want to establish brand culture must pay attention to the accumulation and precipitation of brand culture, and the source and creation of any brand culture will take time to succeed.