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随着我国社会经济的快速发展,人们对生活品质的追求也越来越高,人们对于物质的追求也正向着精神层次转变。其中,人们对自己的穿着也越来越讲究。为了满足人们需求的转变,服装企业在设计服装方面,越来越注重品牌设计。服装行业间的竞争也从原来的服装质量方面的竞争、服装单价的竞争,逐渐转变成了服装品牌的竞争。服装企业对于品牌文化的建设也越来重视。本文就对服装品牌文化的重要性进行分析,并对服装品牌设计的定位进行探讨,解析服装设计与服装品牌文化的关系,并针对服装设计提出几点服装品牌文化建设的建议。
With the rapid development of social economy in our country, the pursuit of quality of life is getting higher and higher. People’s pursuit of materiality is also changing towards the spiritual level. Among them, people are more and more about their own dress. In order to meet the changing needs of people, apparel companies in the design of clothing, more and more emphasis on brand design. Clothing industry competition from the original quality of clothing competition, the price of clothing competition, and gradually transformed into a competition in the apparel brand. Apparel enterprises for the building of brand culture is also more and more attention. This article analyzes the importance of the clothing brand culture, discusses the positioning of the clothing brand design, analyzes the relationship between the clothing design and the clothing brand culture, and proposes some clothing brand culture suggestions for the clothing design.