The clothing brand is the spirit distillation of the clothing individuality, it is not the clothing itself, but is the direct dialogue carrier with the consumer's perception.

Culture includes two levels: brand spirit culture and brand material culture.

The spiritual culture of clothing brand is the information about the business philosophy, consumer rights and common values attached to the brand, while the material culture of clothing brand is the product and enterprise information pmitted by the brand through product style, logo, packaging, storefront, designer image, Advertising Spokesperson and so on.

Brand spirit culture is the soul of the brand and the foundation of the brand culture construction. Brand material culture is the explicit aspect of the brand. Consumers usually recognize their implicit brand spirit culture through the explicit material aspect of the clothing brand.

It can be seen that the cultural connotation contained in the clothing brand is not abstract, and it is clearly displayed in front of consumers through the overall image of the product.

Clothing brand without cultural accumulation is like a person losing their soul and mind.

The reason for the success of the internationally famous clothing brands is that they all have their own unique style, and are skillful in integrating the brand's perfect design ideas and profound cultural details into their costumes.

Of course, the concept of "culture" in clothing brand culture is quite broad. Brand identification, brand operation, management strategy, product design, service quality, staff quality, advertising promotion, shop decoration, brand reputation and so on are all part of brand culture.

Clothes & Accessories

The construction is the result of the joint efforts of apparel enterprises and consumers.

The meaning of brand is that it can make consumers play different roles, and the value of brand culture lies in the strengthening of roles.

Therefore, clothing enterprises should consciously discover, discriminate, cultivate or create some core values to construct the cultural connotation behind the clothing brand and make it resonate with the target consumer groups in terms of values.

In order to find out the real motive of women's participation in physical fitness activities, Nike talked to women of various professions in tennis courts, gyms, oxygen bars and other places for three or four years.

The research work is so successful that it is natural for consumers to approve their brand core values.

Cultural value demand is the internal basis for consumers to choose clothes.

Once the core value of clothing brand is formed, it should remain relatively stable in a certain period to emphasize its distinctive brand personality.

But we must not simply interpret it as "immutable" because cultural needs are in a state of constant negation and constant renewal.

Therefore, clothing brands should be good at catching the characteristics of the times.