Zhijiang Youth Forum | Excellent traditional culture promotes high-quality development of the fashion industry
2024-08-14
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Chao News Client Jinyu
Image source: Visual China
Cultural confidence is a more fundamental, deeper and more lasting force in the development of a country and a nation. The Third Plenary Session of the 20th CPC Central Committee proposed that we must enhance cultural confidence, inherit the excellent traditional Chinese culture, and stimulate the cultural innovation and creativity of the whole nation. Fashion is rooted in culture, and the fashion industry is an important carrier for the close connection between the excellent traditional Chinese culture and modern society. In recent years, the fashion industry has created a large number of excellent brands based on the excellent traditional Chinese culture, integrating fashion elements and modern design. Zhejiang has a long history and profound cultural heritage. The fashion industry is an industry that Zhejiang is striving to build. Fully tapping the essence of Zhejiang's traditional culture and giving it contemporary connotations will effectively promote Zhejiang to embark on a path of development of a fashion industry with cultural characteristics.
First, the in-depth dialogue between traditional culture and the fashion industry. The fashion industry is a new type of industry with high creativity, high added value, high market control ability, and can lead consumer trends. The development of the fashion industry is an objective requirement to comply with the development trend of the world industry, and is an important measure to accelerate the transformation and upgrading of traditional industries and cultivate new economic growth points. The rise of "national tide" fully reflects the characteristics of China's excellent traditional culture that conforms to the trend of the times and is timeless, and shows the important role of the fashion industry in promoting the creative transformation and innovative development of China's excellent traditional culture. my country's unique rich cultural resources and unique charm can provide more fresh elements for the fashion industry, bring more inspiration to the design, and make fashion full of cultural connotations. Fashion designers strive to fully inject traditional culture into the design by systematically combing and tapping into excellent traditional cultural resources. In recent years, Zhejiang has further optimized the layout of fashion industry development, highlighting the cultural characteristics of each city with "one core", "two belts" and "multiple points", and actively promoted the construction of provincial fashion industry characteristic towns such as Hangzhou Yishang Town, Tongxiang Sweater Fashion Town, Zhuji Sock Art Town, and Ouhai Fashion Smart Manufacturing Town from increasing quantity to improving quality, and the fashion industry is accelerating. The profound traditional culture has injected impetus into the development of Zhejiang's fashion industry, and the good industrial foundation has provided conditions for the development and utilization of local cultural resources. The two complement and promote each other.
Second, the mutual empowerment of cultural institutions and fashion brands. Cultural heritage is an important carrier of China's excellent traditional culture, and cultural relics protection units are people's specific understanding of immovable cultural relics. Closely combining the essence of Chinese civilization with scientific and technological development and the requirements of the times, and deeply grasping the key supporting role played by new quality productivity in promoting the fashion industry and deepening the reform of cultural systems and mechanisms, can inject ideological power to consolidate the foundation and cultivate the soul for the inheritance and development of excellent traditional culture, and promote the balanced development and mutual promotion of Chinese-style modern material and spiritual civilization. Promoting the joint construction of cultural heritage and cultural relics protection units with "Guochao" brands will help the rapid grafting of traditional culture and promote the deep integration of culture and fashion. Combining the historical and cultural resources of various places, taking local conditions into consideration, and adhering to the path of characteristic development, we will promote various places to better understand the cultural roots and connotations of local brands, so that product design will be more local. Establish a "Guochao" brand cultural logo certification system, accelerate the construction of the "Zhejiang Standard" system that integrates the fashion industry and traditional culture, support enterprises to apply for Zhejiang Province's standardization pilot projects, and vigorously guide "Guochao" brands to form a brand culture protection alliance. Guide fashion brands to carry out trademark layout and realize brand value through trademark brand protection in a timely manner. At the same time, based on the characteristics of fashion products such as strong timeliness and short update and iteration cycles, a fast track for intellectual property patent review is opened up for fashion brands, which promotes the rapid conversion of creative products into market profits and ensures the next round of investment and innovation for fashion brands.
Third, the integration and exchange of local brands and international fashion. The fashion industry is an important part of cultural communication and development. The "going out" of the fashion industry is not only a communication of design and creativity, but also a communication of design concepts and lifestyles, and an important way to show China's excellent traditional culture on the world fashion stage. We should strive to promote exchanges and cooperation between international fashion media organizations, fashion designers and our "national tide" brands, expand the road to brand internationalization, and expand the international visibility and influence of national tide brands. First, establish a three-dimensional marketing system. Strengthen international exchanges and cooperation, expand all-media and all-round marketing platforms and channels, build a diversified international mainstream media fashion communication force, form a comprehensive, three-dimensional and multi-dimensional communication situation, define the Chinese fashion industry on a global scale, convey Chinese culture and aesthetic values, and lead new social consumption needs. Second, focus on brand building. Brand is the business card of the fashion industry going global. Enterprises should be encouraged to formulate brand development strategies, form well-known brands with independent intellectual property rights, and create world-class brands with international influence. Through marketing expansion, technological innovation, management innovation, and service innovation, we will promote the continuous upgrading of existing brands, cultivate a group of "national tide" brands and designer brands, and strive to form a group of fashion brand matrices that can reflect the comprehensive competitiveness of Zhejiang's fashion industry, have strong innovation capabilities, and have obvious competitive advantages. The third is to layout the global supply chain. Guide enterprises to expand their global vision and international perspective, adapt to the trend of industrial transfer and industrial upgrading, actively optimize the domestic and foreign layout of production and manufacturing links, support qualified enterprises to build global R&D bases and overseas showrooms and overseas warehouses, and use the advantages of cross-border e-commerce to create an online and offline integrated sales network to form a resilient and competitive global supply chain pattern.
【Author’s unit: Zhejiang Sci-Tech University Law and Politics College】
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