作　　者： (张煜琳）; (汪建华）;

机构地区： 湖南工程学院纺织服装学院（中国）

出　　处： 《国际纺织导报》 2017年第6期60-63,共4页

摘　　要： 自从中国加入世界贸易组织,中国服装品牌正逐渐超越实体产品本身而向文化衍生品的方向发展。消费者选择服饰品牌时,不再只看重产品的款式、材质和色彩等,而倾向于服饰产品所能带来的内涵,即品牌的价值以期望找到自身认可的产品并借此塑造理想的个人形象来体现。中国品牌与国际品牌存在较大差距是国内服饰产品缺乏竞争力的根本原因,服装品牌文化的塑造是一个长期积淀的过程,并需要为之持续不断地创新。只有当品牌包含相应的服饰文化内涵时,才能被社会认可而得到消费者的青睐。 Since China joined into WTO,the development speed of Chinese clothing brand was beyond the product itself and tended to become a cultural derivative,Consumers didn＇t only consider the design,material and color of product when they purchase a brand in the market,Meanwhile,they expected that the brand of apparel products could bring something that contained value and represented their own approved products and thereby created the ideal personal image,There was still a huge gap between Chinese brands and international brands due to the lack of Chinese brand competition,The building of Chinese clothing brand culture needed a long-term process and great innovation,A clothing brand could be recognized by society and consumers widely if it included appropriate clothing culture,

关 键 词： 服装 品牌文化 塑造