Development of brand identity for a Hanfu-style clothing brand

Abstract

Hanfu is a traditional clothing inherited by the Chinese nation for thousands of years, carrying important cultural genes. In recent years, Hanfu has become increasingly popular among young people. Since the rise of Hanfu movement, more and more young people began to pay attention to and wear Hanfu, as a way to show their national cultural confidence and aesthetic pursuit. This phenomenon is not only wearing traditional clothes, but also an inheritance and development of traditional culture. Now with the development of information technology, Hanfu is not limited to small circles, and began to enter the attention of the public. More and more people bring Hanfu into their lives and participate in Hanfu activities, but many Hanfu activities have a strong commercial atmosphere. This design field has a very heavy single, lack of aesthetic and cultural connotation. This paper expounds the significance of the paper and the research status quo, and then investigates the consumers of Hanfu market, explores the demands of consumers, and clarifies the direction of design. Through questionnaires and cases, the creative design of Hanfu theme is summarized to establish the creative basis of creation, convey ideas with design, and then establish a vibrant design. Through literature research, case analysis and other methods of the current market research and analysis, the purpose is to inject new design elements and creativity to make it full of new vitality, to achieve practical and cultural coexistence, to meet people's growing aesthetic needs.