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The Investigation of Promotion Models of China’s Independent Costume Designer’s Brands

Author: ZhuJia
Tutor: LinZhiYuan
School: Beijing Institute of Clothing Technology
Course: Art
Keywords: Independent Costume Designer Fashion Media Star Buyers Shop Promotion
CLC: TS941.2
Type: Master's thesis
Year: 2012
Downloads: 46
Quote: 0
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Abstract


China’s independent costume designer’s brands emerged and developed on the basis of garment industrialization in recent ten years. Though possessing the general characteristics of this kind of brand, compared with western countries, they, without long history and support from the government and the industry, are at the initial stage of groping and a bit weak. But the independent costume designers behind those brands think highly of original design which results in personalized productions. In addition, independent costume designer’s brands are welcomed by celebrities and middle classes, particularly by white collars, because of flexible forms, reasonable price and considerate services. They’re good to carry forward industrial innovation and brand building, good to motivate the transformation of industrial economic growth mode, and good to improve the aesthetic consciousness and the quality of life of the whole nation.However, up-and-coming young designer’s brands are still weak. Designers are responsible for design as well as operation. Obviously, they’re helpless with brand promotion. Fortunately, along with the growing of brand influence, the public begin to keep a watchful eye on them. Designers, with their works, frequently expose on fashion media; stars walk on the red carpets of a range of international movie festivals wearing customized dresses from these designers; emerging domestic buyers shops start to sell their productions in succession.To China’s independent designer’s brands, fashion media is the most powerful propagandist, while stars may attract more attention for them, and buyers shops are the most direct distribution channel and build a bridge between design productions and consumers. Superficially, respective cooperation between independent designer’s brands and the three above have achieved a win-win result, but actually, without professional sales promotion teams, independent designer’s brands are always passive in this kind of relationship. Sometimes, even, after spending much time or money, they cannot reach the expected effect.So, in the future, when China’s independent costume designer’s brands carry out brand promotion, they should draw up a plan and consider the ultimate destination, and carefully choose as well. If permitted, they had better build their own team of sales promotion, meanwhile, open their minds to explore more models which are more suitable and more effective.

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CLC: > Industrial Technology > Light industry,handicrafts > Garment industry,footwear industry > Garment industry > Design, calculations,diagrams
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