论文部分内容阅读
服装消费不仅仅是风格竞争,更是品牌的竞争.现代服装的风格差异非常大,不同风格的公司之间的差距在缩小.因此,确定分化的重要标志是品牌,品牌的服装,有各种各样的解释.服装风格可以模仿,品牌的精神内容不能复制.服装消费越来越多的将被人们理解为一种文化消费,而不是原来的单一的物质消费,成为消费者自我表达方式、生活方式和价值观的体现.因此,服装品牌的文化内涵已经逐渐成为消费者所关注的重要元素,在这种情况下,越来越多的服装品牌开始重视自己的品牌文化.
Clothing consumption is not only the style competition, but also the brand competition.Differences in the style of modern clothing is very large, the gap between different styles of companies is narrowing.Therefore, an important symbol to determine the differentiation is the brand, brand clothing, a variety of Various interpretations.The clothing style can imitate, the spirit content of the brand can not be copied.More and more clothing consumption will be understood by people as a kind of cultural consumption, rather than the original single material consumption, become the way of self-expression of consumers, Lifestyles and values.Therefore, the cultural connotation of the clothing brand has gradually become an important element that consumers are concerned about.In this case, more and more clothing brands began to value their own brand culture.