on chinas apparel market on the lack of brand（中国服装市场上缺乏品牌）.docVIP

On China’s apparel market on the lack of brand Feed consumption of clothing is not just physical, but also a cultural consumer, but the current in the Chinese market, the replica and imitation is widespread. The lack of culture, lack of self-values, it is currently missing in Chinese clothing brand. Keywords: clothing; culture, self-values, awareness In the 21st century, the consumption is not just clothing style competition, is the brand’s competition, which has undoubtedly become a market reality. Brand clothing made for a variety of explanations, has consciously given clothing cultural significance, so more and more people understand the consumption of clothing as a kind of cultural consumption, and watch movies, listen to similar art program, rather than a purely material consumption, and clothing is a consumer kinds of self-expression, is a way of life and values ??inherent in the expression, but in China’s current apparel market, to a certain extent, this means the texture is still lacking in China by the lack of brand culture, brand there in the West very embodiment of what is causing the value of the brand in the West such a big gap? for the people of this issue has been discussed. First, the culture of Western countries, the meaning of performance apparel brand Throughout the cultural history of Western clothing, often values ??the pursuit of performance in various ‘isms’ approach, the basic framework of the main classical, romantic two main lines, the development of their cultural style of several distinct ‘style’, the main There are Baroque, Rococo style, etc., often appear repeatedly interactively. Clothing as a cultural symbol of Western cultural history in a variety of ‘isms’ in progress, can see the distinctive culture of performance apparel, such as the Renaissance, from retro to the innovation of a shift to the center of human observation, and praise human good, against God’s authority, a human instead of divine, fully a