论区域文化特色纺织服装品牌的构建

Discussions on Building of Textile and Clothing Brands with Regional Cultural Characteristics

以区域文化特色品牌建设为视角,在对区域内代表性的纺织服装品牌进行调研分析的基础上,结合国内外产业发达区域的发展模式及服饰文化学的相关理论,提出构建具有区域文化特质的纺织服装品牌的思路:立足区域文化特色,让文化创意助推品牌传播;关注文化动向,即时更新品牌形象,丰富品牌文化内涵;借助文化创意产业平台,以纺织服装品牌的形式传播区域文化等。本研究为中国服装产业升级和转型提供可行性参考,构建具有区域文化特色的纺织服装品牌对产业欠发达地区及其产业集群地服装产业,均有实践及理论指导意义。

Based on the survey and analysis of typical regional textile and clothing brands,this paper puts forward the thought of building textile and clothing brands with regional cultural characteristics by combining the development pattern of regions with developed industry at home and abroad and relevant theories of costume culture from the perspective of brand building with regional cultural characteristics： allow cultural creative ideas to promote brand communication based on regional cultural characteristics;pay attention to cultural trend,update brand image in time and enrich cultural connotations of brand;spread regional culture in the form of textile and clothing brands with the help of cultural creative industry platform.This research provides a feasible reference for the update and transformation of clothing industry in China.Building textile and clothing brands with regional cultural characteristics have practical and theoretical guiding significances for the development of clothing industry both in underdeveloped areas and industrial cluster.