corporate culture

Corporate culture mainly includes corporate values, codes of conduct, ethics, employees' sense of responsibility and honor. Once the corporate culture is formed, it has been guiding and stipulating the products, marketing, services, advertisements and internal and external relations of the enterprise, and will not change (the specific forms of expression can be changed). Corporate culture is the deep factor of the basic factors in corporate philosophy, which determines the values of the enterprise and is the pointer of all aspects of the enterprise.

Corporate culture shows the brand and corporate image. In the process of brand building of clothing enterprises, culture will penetrate into all aspects. The process of brand building is the process of cultural infiltration and display, and it is the embodiment of ideas, will, behavior norms and team style throughout the whole process of brand management. Corporate culture is the result of the joint efforts of all employees and the cultural embodiment of the whole enterprise. It aims to create a corporate culture atmosphere that can give full play to the enthusiasm, creativity and harmony of employees. And convey it to consumers through materialization, so that consumers can identify with corporate culture and brand at the same time.

Clothing design and designers themselves, clothing is an expression of culture and art, in the clothing industry, designers' own cultural connotation and taste tendency are the factors that affect clothing marketing. Designers should also pursue individuality. Their own cultural connotation and aesthetics determine their design style, and also determine the target customers who accept and love their designs. The stimulation of other cultures can inspire designers, such as YSL's "mondriaan" series; For example, JohnGalliano designed the facial makeup effect of Peking Opera for Dior fashion show. At the same time, we should learn from and absorb, and form and accumulate our own brand culture.

By understanding some world-famous brands, we can see that every designer leads a group of customers, which is the result of the combination of design taste and consumer pursuit. For example, Chanel used her understanding of clothes to create a culture. Her design is elegant and simple, pursuing liberation and simplicity, impeccable elegance, modernity and unparalleled elegance. Time magazine commented on her that the clothes she designed changed people's views on women and made women know themselves again.

Brand recognition (logo)

Broadly speaking, there are three levels of cognition of LOGO:

One is a sign, intuitive. For example, Nike's "Fei Yi" logo perfectly demonstrated its pure sportsmanship and won the audience's profound emotional exchange and recognition. -

Second, the style is implicit, and it takes some experience to get familiar with it. For example, Chanel's double C, camellia and rhombic pattern all show its elegance. Missoni's geometric abstract patterns and colorful lines combine art with practicality.

Third, taste is the cultural connotation displayed by its added value, that is, the social attribute displayed by the carrier of this brand;

His professional status, rank, consumption class. GAP, for example, represents the classic American urban style: natural and fresh, full of youthful vitality and attention to detail.

Leading clothing brand marketing with "culture"

Looking at the domestic clothing brands, most of them lack strong brand culture, and some even can't talk about brand culture at all. The reason is, of course, the lack of time and cultural precipitation of our clothing brands; Some enterprises lack coherence or even deviation in brand culture construction; Some brands have vague core demands and blindly pursue "big and complete". Of course, it is impossible to compete with foreign excellent brands that represent so many life forms, classes and rich cultural content. Under the impact of foreign mature fashion culture, strengthening brand culture construction is the fundamental way out for domestic clothing brands.

Looking for "Differentiation" of Brand Culture

We can find that a large part of the brand image of clothing is based on cultural taste. The vitality of the brand is based on satisfying the cultural taste of consumers. To some extent, the cultural connotation of the brand is the medium for merchants to summon consumers and talk to them. Consumers can get the satisfaction of entering a cultural atmosphere by appreciating brand culture.

But to accurately express the voice of consumers and the voice of target consumers, and distinguish them from competitors, only differentiated brand culture is valuable. This is also determined by consumers' dual pursuit of individuality and social belonging. For clothing brand culture, we should also talk about "positioning", shape brand personality from the perspective of culture, and shift the strategy from mass to focus and niche positioning. Combine the brand's own culture with China's consumption culture. Strengthen the quality and taste of the brand from the connotation, and admire the national culture to draw design inspiration from it.

Excerpt from: e Shang clothing circle