The Exploration on Clothing Fashion and Brand Culture

摘要

In recent years, a large number of multinational companies exit the Chinese market for "unaccustomed" , while the clothing industry is exactly the opposite. There is still not a national brand could represent China in the international market. This paper analysed the lack of the brand culture construction in domestic clothing industry, and some successful cases in other countries like United States and Japan, then put forward a few suggestions on the construction of the domestic clothing brand culture.