BRANDING OF THE DONG CULTURE CREATIVE CLOTHING PRODUCTS

Abstract

In the Chinese tourism market, despite a rising demand for souvenirs, the income from tourism shopping had been inversely low. Moreover, the attraction of ethnic clothing products to tourists had been limited. The study focused on the impact of branding strategies on consumer purchase decisions and proposed how to effectively integrate Dong ethnic culture into brand building to enhance market competitiveness. The study adopted three steps: 1) It analyzed the influencing factors of the branding of cultural creative clothing products and examined the characteristics of Dong culture to identify its representative cultural symbols. 2) It clarified the relationship between cultural recognition and branding, constructing a branding model for ethnic cultural creative products. This involved analyzing the various elements of branded design, constructing a branding evaluation model based on cultural recognition, analyzing the characteristics of workshop products, and summarizing a set of regular and followable fusion design methods and procedures. 3) It assessed consumer satisfaction with Dong culture creative products. Through literature review and questionnaire surveys, this research confirmed the necessity of branding, built a branding model, collected Dong cultural elements through literature research and field investigations, and constructed a branding evaluation model through literature research and case studies. Finally, participatory workshops and sales data verified the effectiveness of the integrated design methods and procedures. Findings: 1) The inevitability of branding cultural creative clothing products had been established: Dong's cultural elements lacked fashionability and were not tightly integrated with popular trends. 2) Cultural recognition was identified as the core element of branding cultural creative clothing products. The Dong elements were integrated with fashion through the various elements of the branding evaluation model, and brand shaping was completed through the integrated design process. 3) Modern Dong fashion brands and products had been popular among most consumers. Overall, this study confirmed the effectiveness of the cultural and creative clothing branding model and evaluation model, as well as the applicability of the integrated design pattern, providing practical guidance for creating attractive Dong fashion brands.

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