Research on Shanghai-style Culture's Impact on the Development of Chinese Domestic Luxury Brands - From the Perspective of "Shanghai Tang"

Abstract

"Shanghai-style culture", which was rooted in the traditional Chinese culture, produced the ,modern urban culture with unique Chinese characteristics after lasting collision and integration with the Western culture. It was inseparable from the development of Shanghai, which was China's first city to have a "capital market". Due to the unique historical background, Shanghai's economic development, social patterns and consumer attitudes contributed to the breeding of domestic luxury brands. As the earliest domestic luxury brand in Shanghai, "Shanghai Tang" has been affected by "Shanghai-style culture" since its creation. This paper attempts to illustrate the direct impact of "Shanghai-style culture" on the brands by analyzing the brand culture as well as the clothing design styles, which are characterized by revival of Chinese traditions and integration with current fashion.

In this paper, through the introduction and the first part summarizes the origin and development of local culture, expounds the relationship between the Shanghai style culture and brand culture, through the brand culture influence to the product design style.

The second part from the design of color and style reflects the idea of Shanghai style culture influence on design style, from the classical and modern combination of style, color change reflect the influence of the design to the brand.

Finally come to the conclusion that the influence of the Shanghai style culture from the design style that extends to the company culture, to the generation of Chinese luxury brand laid a solid cultural foundation.