新消费时代湖湘地域文化融入湖南服装品牌策略研究

Research on the integration of Hunan regional culture into Hunan clothing brand strategy in the new consumer era

在新消费时代,湖南服装产业面临品牌升级、产品升级、销售模式升级等多重挑战。文章概括了新消费时代的特点、湖湘地域文化特征和典型代表,从5个方面阐述了湖湘地域文化融入湖南服装品牌的必要性,对地域文化融入湖南服装品牌的策略与方法进行了深入研究,为湖南服装企业在新消费时代下快速发展提供参考。

In the new consumer era,Hunan clothing industry is facing multiple challenges such as brand upgrading,product upgrading and sales model upgrading.The article summarizes the characteristics of the new consumer era,the cultural features of Hunan region and typical representatives.It elaborates on the necessity of integrating Hunan regional culture into Hunan clothing brands from five aspects,and conducts in-depth research on the strategies and methods of integrating regional culture into Hunan clothing brands,providing reference for the steady development of Hunan clothing enterprises in the new consumer era.