The Study of European Luxury Brands Use Chinese Zodiac Culture
Volume 7, Issue 4, August 2019, Pages: 110-114
Received: Aug. 18, 2019;
Published: Sep. 27, 2019
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Wang Siyu, Luxury Brand Design and Management, Beijing Institute of Fashion Technology, Beijing, China
Ning Jun, Luxury Brand Design and Management, Beijing Institute of Fashion Technology, Beijing, China
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Chinese Zodiac culture, as a crucial part of Chinese traditional cultures, is widely adopted by European luxury brands designers under the accelerating waves of globalization. It provides a glorious rising section for the culture connotation of luxury costumes and enhances the communication between eastern-western culture. This reconciliation also benefit for diminishing the potential PR crisis, and it takes into account the aesthetic needs of consumers containing different cultural background simultaneously.This essay aimed at the current atmosphere of European luxury brands which presenting Chinese culture by coalescing Chinese Zodiac portion in their ready-made products, the patterns that how Chinese zodiac elements are applied in these luxuries would be analyzed in this study according to two authentic research methods: relative literature analysis and design comparative approaches, mainly by three different dimensions which are multiple techniques of forming a pattern, various color application methods and appropriate character choosing skills from the aspect of visual communication, based on eight well-known Western fashion luxury brands that produced products emerging Chinese Zodiac elements from 2017 to 2019. Plus, it is important to point out that the essential purpose of approaching research is to provide a valid discussion and summary about the design framework of luxury brands series that relating to Chinese Zodiac elements.
Luxury Brand, Chinese Zodiac Culture, Visual Communication
To cite this article
The Study of European Luxury Brands Use Chinese Zodiac Culture, Science Innovation.
Vol. 7, No. 4,
2019, pp. 110-114.
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