在自然文化中淘金

Gold Searching in the Natural Culture

服装品牌的文化内涵是一种巨大的资源,是具有再生性的无形资产,越来越多的服装企业正在通过各种策略用品牌文化去引导消费者,为目标消费者倡导一种新的生活方式、生活态度。这其中势头最劲的当属以自然、环保、舒适为核心理念的自然主义风潮。日前,国内该文化的代表品牌谜底特别邀请国内外人士深度解析了自然主义风潮的内涵和外延,以及如何使超越环保的大自然概念与服装服饰设计生产销售的细节相匹配,真实的交锋使我们看到了中国服装服饰品牌与国际时尚源头的距离(那么近,那么远)。

The culture of apparel brands is a huge resource,which are recyclable intangible assets for apparel enterprises.More and more apparel enterprises are focus on brand culture marketing strategies,attracting consumers by presenting a new lifestyle or cool life attitude.Among those strategies,the nature subject has been largely favored.In this issue,the representative brands invite both domestic and foreign industrial insiders to analyze the connotation and extension of naturism trend in fashion industry,and talk about how to combine the nature concept and the operation of apparel enterprises.Through those analyses, we are expecting to know the distance between China apparel brands and international brands in brand culture construction.