Monday, 22 November 2010

MA FASHION DIARY- 28/10/2010: Brand names and Luxury

By keep reading the book named "Chinese Fashion from Mao to Now" , it shows the brand-name fashions not only changed Chinese appearance, it also signified a change in life attitudes and behaviors.

After 1980s, Chinese people finally came to accept new ideas as well as more casual and individualistic expressions in dress. More and more international brands open their store in big cities such as Shanghai. 

The younger generation in the 1990s embraced global brand names without any of the governmental restrictions that marked their parents' first encounters with Western fashions in the late 70s and early 80s. They took pride in owning popular labels like the German brands Puma and Adidas; the american brands Nike, Lee, and Esprit; and Australian brand Jeanswest. 

"Anyone can be a luxury brand in China if they market the right image," said Chris Torrens, editorial director of consulting firm Access Asia. As a result, virtually all homegrown fashion brands adopted an English or French name as a marketing strategy to capitalize on the prestige associated with foreign brand names. But the effective ad campaigns and promotional events of global brands started to make brand wearers aware of the hierarchy of brand names, which were differentiated not only by price but also by brand image.  

The points in last paragraph shows the importance of the visual brand image and styling, in my opinion, is the most important ways in brand image. These make me think that I can using styling to crated a new luxury look for vintage style. It seems more exciting and more suitable for what I want to do after get the knowledges of the Chinese fashion market. 

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