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Study on the Cultural Contents of Brand Costume-the Application of Confucian Culture in Brand Costume

Author: MengLei
Tutor: YuZuoJun
School: Dalian University of Technology
Course: Art of Design
Keywords: Brand Strategy Brand Costume Culture Confucian Culture Investigation and Analysis Brand Costume “Origin Cloth Word”
CLC: TS941.12
Type: Master's thesis
Year: 2009
Downloads: 54
Quote: 0
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In our30years of reform and opening door to the world, social economy developed fast,high technology sprouted, and people’s way of living changed a lot. All these boosted thedevelopment of costume industry and made it thrive little by little. Therefore, the costumeindustry was led to a high level. Because of our short period of reform and the immaturity ofour market economy, the domestic fashion brand has a lot of shortage, such as the poorunderstanding of brand globalization, the unclear orientation of brand, lack of knowledge inbrand culture, and lack of core competitiveness of the costume enterprise. It’s a hard task toset up the superior status of Chinese costume brand in other countries by following thedevelopment method of brand globalization. Nowadays people’s taste of costume developsvery fast and fashion changes frequently. In order that our costume could play a leading roll inthe world, the costume industry triggered an interesting question: what’s the developing trendof Chinese costume industry in the future competition? Definitely the answer is the brandstrategy.The booming of costume brands becomes the best view of the modern costume industry.As a result, the competition among the big and small costume brands begins. Though in acertain way there could be some achievement, the construction of costume brand has manyproblems and shortcomings, for instance, for the costume brand enterprise, there is a lack oflong term plan and integrated scheme in terms of external construction, and in terms of innerconstruction, there is a lack of culture deposition and culture contents in the foundation ofcostume brand enterprises as if a people’s life loses soul. Hence, if a costume brand wants toexist and grow gradually, the culture of costume brand is a vital part to be improved, which isalso the starting point and goal of this thesis.This thesis analyzes the current competition status of brand in the costume industry inthe point of view of culture. The study of the relationship between culture and costume brandin this thesis aims to change the current problematic status of costume brand and find out theway of the application and design of culture in costume brand. By combining the theoretical research and design practice, and using rational analyzingmethod, this thesis studies the relationship between culture and brand, analyzes the role,function, embodiment and spread means and the attached valued brought to the enterprises.Based on the study of Confucian culture, this thesis uses a virtual costume brand “origin ofcloth word” as example. Reading lots of related worldwide reference and doing so muchmarket investigation and analysis, this thesis designs the systematic scheme of costume. Fromthe conceiving of design elements and the theoretical application of the orientation of costumeelements, by adopting the interactive design method, using the exhibition of cloth as the finalintegration, this thesis adopts Confucian culture as theory foundation. This thesis aims todiscuss the application of Confucian culture in the practical costume brand. And it tries to fusethe Confucian culture element into the costume product of brand costume, which ismeaningful for the development of costume brand and helpful to increase the attached valueof brand. Using the cultural study of the on-going virtual costume brand “origin of clothword” as example, this paper expects to propose some helpful advices for merchant whowants to build his own costume brand, and to give theoretical construction and practicereasoning for our costume industry development so as to make brave attempt on the way ofcreating costume brand.

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CLC: > Industrial Technology > Light industry,handicrafts > Garment industry,footwear industry > Garment industry > Basic theory > The Psychology of Clothes,clothing Sociology
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