国潮服装发展现状及应对策略研究

Research on the development status and countermeasures of fashion clothing in China

国潮服饰是传统文化与潮流文化相互结合的服饰类型,受到消费者关注。国内服装品牌也拓展了国潮方向的设计,部分服装品牌借助国潮态势实现了服装品牌的转型。文章分析了当前国潮服装发展现状与主要问题,结合中国李宁品牌国潮服装发展的历程,探讨了应对国潮服装发展问题的策略,以期为提升国潮服装核心竞争力提供参考。

China-Chic clothing is a kind of clothing type that combines traditional culture and fashion culture,which is widely concerned by consumers.Domestic clothing brands have also expanded the design in the direction of China-Chic,and some clothing brands have realized the transformation of clothing brands with the help of China-Chic.This paper analyzes the current development situation and main problems of China-Chic clothing,and discusses the strategies to deal with the development problems of China-Chic clothing in combination with the development process of China-Chic clothing of China's Li Ning brand,in order to provide reference for improving the core competitiveness of China-Chic clothing.