Yuan Peng portfolio

EXECUTIVE

BRAND INTRODUCTION

BURBERRYBURBERRY

CUSTOMER ANALYSIS

COMPETITIVE BRAND ANALYSIS

COMPETITIVE BRAND ANALYSIS

DEFICIENCIES&IMPROMENTS

OUTDOOR PRODUCTS MARKET RESEARCH

CUSTOMER INFORMATION

OUTDOOR BRAND ANALYSIS

PRODUCT ANALYSIS

PRODUCT DESIGN PACKAGE

POSTER DESIGN

Méromantique

DESIGN INSPIRATION

FUNCTIONAL STYLE

QUESTIONNAIRES

COMPETITIVE BRAND ANALYSIS

ANALYSIS OFSELFCREATED BRAND

SKETCH

PROCESS

FINALLINE UP

PACKAGING DESIGN

COLOUR BOARD

OCCASIONS

FABRICS

PROCESS

BRAND INTRODUCTION

FASHION TRENDS

ARTIST INTRODUCTION

INSPIRATION

Addingsomemirroringelementstothe installationgivesthewindowastronger senseofspaceandbreaksupthe otherwisedullpattern.

Aholographicprojectionscreenisused toplacebrandslogansandlogos, combinedwithavant-gardeelectronic music.

ByYuanPengpeng

1.Introduction..............................................................................................................3

2.HistoryoftheinterminglingofHanfuwithotherethnicgroups............................4 3.OverviewoftheChineseHanfumarketandcasestudiesanalysis........................5 4.TheanalysisoftheHanfumarketdataandtargetcustomer.................................7 5.SuggestionsfortheadoptionofHanfuelementsinfuturefashion......................10 6.Conclusion.............................................................................................................12

HanfuhasalonghistoryandistheproductandepitomeoftheculturaldevelopmentandinnovationoftheChinese dynasties.ThroughoutthehistoryofChineseHanfu,theTangDynastywasthemostfreeandpersonalizedperiodfor women'sdressTheTangDynastywasaneraofintensecollisionbetweenthecultureoftheCentralPlainsandthe culturesofothercountries.Thecollisionandexchangeofdifferentnationalculturescreatedtheopencivilizationofthe TangDynasty,whichgreatlyprosperedthecultureandeconomyatthattime,andtheSilkRoadwasaninevitablefactorto promotethisprosperity.TheSilkRoadplayedanimportantroleincommercialandculturalexchangesbetweentheEast andtheWestItwasthemaintraderouteconnectingAsia,AfricaandEuropeinancienttimesItcanbedividedintothe overlandSilkRoadandtheMaritimeSilkRoad(figure11).

Today'ssocietyisanagewherediversityanduniquenessfullycoexist,whichrequiresustoinherittraditionalcultureand artwhilealsoabsorbingthecultureandartofdifferenterasandregions,allowingmodernityandtradition,EastandWest tomerge.[15]ThemainresearchaimofthispaperishowtocombineelementsofTangDynastyclothingwithcasual clothinginmodernwomen'sclothingdesigntocreateclothingproductsthatarecomfortabletowear,meetwomen's aestheticsandreflectthebeautyofthefusionofdifferentcultures.Thiswillmakefemaleclothingmoreculturally innovative,increasetheculturalheritageofwomen'sclothing,breakdownpaststereotypesandprejudicesaboutwomen's clothingandwomen,andinnovativelyincreasethebeautyandfashionofwomen.

2.HistoryoftheInterminglingofHanfuwithOtherEthnicGroups

TheearliestreformandmixingofChineseclothingwasintheWarringStatesPeriod,whenthearmycombinedtheHu clothingtodesignaconvenientmarchingclothingIntheperiodofWei,Jin,SouthernandNorthernDynasties,all nationalitieslivedtogether,andtheinnovationofclothingborrowedfromeachotherreachedaclimax.UntiltheSuiand TangDynasties,economicdevelopmentandtheexpansionoftheSilkRoadledtotheunprecedented"HuFucraze"

21TheprocessofintegrationofHuClothingandHancostumes(340BC907AD)

Theassimilationofpeoplesisalwaysatwowaystreet,andtheSinicizationoftheHupeoplewasaccompaniedbythe HuicizationoftheHanpeopleTheinterminglingofdifferentculturespromotedculturalprogress,whichinturn acceleratedeconomicdevelopmentandsocialstability.Theseclassicpieces,theHanfu,areacceptedandlovedbymodern peopleaspartoftheexcellenttraditionalcultureIthasdevelopedmoreandmoresplendidlythroughtime,asitcontinues todrawonelementsoftheChinesecultureandotherethnicminoritydresscultures,interminglingandcomingtolife.

3.OverviewoftheRecentHanfuMarketandCaseStudiesofBrands

WiththerestorationofnationalindependenceintheCentralPlains,culturalconfidencewasgraduallybuiltupagainand peoplebegantopayattentiontotraditionalcultureandtraditionaldressMoreandmorepeoplearetakingpridein traditionalculture,andHanfuasacostumecultureisbeinglovedbymoreandmorepeople.Peopleweartheirfavourite Hanfuandtraditionalhairornamentstotravelbetweenhighrisebuildings,whichhasbecomeabeautifulscenery

31SomepoorqualityHanfu

AsfarastheanalysisinFigure31isconcerned,Hanfuisnotsuitablefortherhythmofmodernlife,andinsistingon retroisnotconducivetothepromotionofHanfucultureOnlybymakinghugeadjustmentsinpatterns,stylesandfabrics cantheybefullyadaptedtotherhythmofmodernsociety.

AsshowninFigure33,CHUYANintegratesHanfuelementsintohiscostumedesign,suchasthetraditionalChinese techniqueof"grassandwooddyeing".ThesimpleOrientalelementscollidedwiththeEuropeanArtNouveauandArtDeco movementsintheearly1920sand1930s,perfectlypresentingafusionofinheritanceandchange,afashioncollisionofEastern andWesternart.However,fewwomen'sclothesaresoldinphysicalstoresandmostconsumershavetobuyonlineorplace ordersprivately,failingtocreatealargesalesmarketOnChina'sTaobao,forexample,theHanfuthemedonlinestorehas nearly400,000followers,makingitthehighestmonthlysalesinTaobao'sapparelindustry.Thisshowsthatthereisahuge demandformodernwomen'shanfu,butthelackofphysicalstoreshascausedtheindustrytolosealargenumberofpotential customers

ClothingproducedbyChuyanissoughtafterbymanyTangDynastyclothingloversIthasestablishedauniqueOriental costumemakingsystemthatreproducestheetherealeleganceandgravitasofclassicalOrientalaesthetics,whilebeing presentedinmoremodernandminimalistfashiondesigns,revitalizingChineseclothing[10]"CHUYAN"istheonlyhigh fashionbrandwithuniqueChineseelementsinChina,whichnotonlypromotesthedevelopmentofChineseclothingelements inthefashionindustry,butalsopushesChineseclothingculturetotheworldfashionstage

4.HanfuMarketDataandTargetCustomerAnalysis

AsacollectionofancientChinesecostumes,HanfucanberoughlydividedintothreecategoriesaccordingtoTheTimes. SuiandTangdress,Songdress,MingdressAlthoughthe"Hanfucraze"hasonlybeendevelopedinChinaformorethan twodecades,ithasformedarelativelycompleteindustrialchainandintegratedintoallwalksoflife,creatinga multibillioneuroindustryThemarketsizeofHanfuisexpectedtoreach18billioneurosin2022and27billionEuros in2025,withayearonyeargrowthofnearly132%ThereisstillalotofroomfortheHanfumarkettoriseinthefuture

41HanfuIndustryChain(report.iimedia.cn)

AsshowninFigure41,withthedevelopmentoftheHanfuindustry,HanfurentalandHanfuexperiencehallswillalso becomeanimportantpartoftheHanfuindustry,helpingHanfubrandstobreakthroughtheiroriginalusercirclesand increasebrandawareness.Itisnotonlylimitedtomerchantsandconsumers,butalsodrivesthedevelopmentof peripheralindustriessuchasselfpublishing,photographyandculturalactivities[9]

42DataanalysisofHanfuconsumersintheChinesemarket(reportiimediacn)

AsthedatainFigure42shows,theHanfuindustryhasanaudienceofover3.5millionpeople,afigurethatcontinuesto growandisexpectedtoreachamarketsizeof€39billionby2025Datashowsthatnearly70%ofconsumerspurchase Hanfuononlineshoppingplatforms,while29.8%purchaseHanfuinphysicalofflineHanfushops.Whileonline platformsofferawidevarietyofHanfuatlowprices,offlinebrickandmortarshopsofferabetterexperienceforHanfu consumers.

43People'sacceptanceofHanfu(report.iimedia.cn)

Accordingto42itwasrevealedthatroughly90%ofpeopleareabletoacceptHanfu,with729%ofthemsayingthat theyarewillingtowearitintheirdailylife.Morethan80%oftheseHanfuenthusiastsarewillingtobuyaHanfuof150 Eurosormore,and12%arewillingtospend400EurosonabetterqualityHanfu

44HanfuMarketResearchData(reportiimediacn)

AccordingtothesurveyinFigure44,theaverageconsumerbuysHanfuabout10timesayear,withmorethan20%of thembuyingmultipletimesamonthandonly10%buyingonlyonceayearInrecentyears,China'sHanfuindustryhas graduallycomeintotheviewofcapital,andmanycapitalshavestartedtotrytoinvestintheHanfuindustry.

45HanfuConsumerBrandPortrait(report.iimedia.cn)

AsthesurveyinFigure45shows,theproportionoffemaleusersintheHanfumarketisashighas70%,mostHanfu enthusiastshavehigheducationandincome,andaremainlyyoungandmiddleaged,withnearly30%ofthem concentratedineasternChina.TheyliveindevelopedcitiesandhavemoreaccesstomoreHanfuactivitiesandhave moretimeandmoneytobuytheirfavouriteHanfu,mostofthemgobacktotheboutiquestocustomizetheirfavourite styles,whichisthemainconsumergroupintheHanfuindustry

Tosumup,theHanfumarkethashugepotential,largedevelopmentspace,completeindustrialchain,manyyoungpeople, andmanyhighqualityconsumers.People'sloveforHanChineseClothingbeganwithitsbrilliantcolorsandelegant appearanceMoreandmorepeopleareeagertobuydelicatehanfuwithcharacteristicelementsoftraditionalhandicraft, andthisuniquehandicraftgraduallybecomesthemostattractivefactorforconsumers.

63Hanfuonthestreet

5.SuggestionsfortheAdoptionofHanfuElementsinFutureFashion

Besidesitseleganthuesandantiquestyle,themostvaluablefeaturesofHanfuaretheskillsusedtomaketheclothes, suchaspatternmaking,embroideryandembroideryThesetraditionalcraftshavethemostculturalvalue,arethemost popularwithconsumers,andaretheeasiestwaytoincorporateelementsofHanfuintoclothingdesign

IntermsoftheresearchandanalysisinFigure51,thestyleoftheTangwomenwithhatscoveringtheirfaces,thehigh waistlineandflatcollarofthejacketandskirt,thepleatsintheskirt,thewomenwearingmen'sclothing,andthelapel shapeofthefalcondresscanallbeusedformodernwomen'sdesignsAftercollectingalotofbrandresearchand analysingfashiontrends,itwasfoundthattheseHanfuelementsareverysuitableforuseinfashion,andmanybrands havealreadyrealisedthisandstartedtousethemintheirfashiondesigns

TraditionalpatternsarethemainformofHanfuelementsusedinwomen'sclothing,andthispatternisalsowidelyusedin furniture,jadecarving,architectureandotherdecorativefieldsinalllevelsofsociety,inadditiontoclothingInrecentyears, moreandmoreHanfuinspiredclothinghasappearedonthecatwalksofmajorfashionweeks,andDriesVanNotenFallfurther explorestheapplicationofthe'seawaterriverbankpattern'incombinationwithmodernwomen'sfashiondesign,fusing traditionalelementsintheformofmodernclothingtopresentanewvitality,sothattraditionalpatternsThisisawaytobring traditionalpatternstolife,sothattheycanbepassedonanddevelopedinawaythatwilllastforyearstocome

53TheuseoftraditionalHanfuSilkTapestryinfashion

SilkTapestryistheessenceofChinesesilkart.ItisoneofthemosttraditionaltypesofChinesesilkweavinginwhichthe warpandweftrevealthepattern,formingapatternedborderwithacarvedeffectasifitwereacarvingItisa doublesided,threedimensionalsilkcraftthatishighlyappreciatedanddecorativewhenusedinfashion.

54Thedesigner'sartisticrenderingofthepoinsettiapattern

"BaoxiangFlower"isatraditionalauspiciouspatterninChina,whichsymbolizespurity,sanctity,dignityandother beautifulimages.Designersareusedtothemodern,butalsousedtobigbrandclothing,analyzingitscharacteristics, usingmodernabstractimagestotransformpatternelements,withtraditionalculturalcharacteristics,toconceivethe designcreationofmodernaestheticexpressionThroughcertaintechniquesandprocessingmeans,thepaperterrainis chosenasthecarrierofartisticprocessinganddesign,sothattheworkproducesnewvisualfeelingsandmeanings

Usingtraditionalhandicrafttechniquestopresenthanfuelementscannotonlyenhancetheculturalvalueandaestheticof clothing,butalsopromotethedevelopmentanddisseminationoftraditionalhandicraft,whichisanindispensablepartof thedevelopmentandreformofHanfu.Theseelementsshouldbepromotedinfutureclothingdesign.

6.Conclusion

Comparedtootherfashiondesigns,fashionwithtraditionalhandicraftelementsseemstobemorepopularwiththepublic anddesigners,notonlybecausetheseuniquetechniquescanmakefashionmoreexquisiteandmagnificent,butalso becausetheseuniquetechniquesbringtogetherthewisdomofpeoplewhohavebeenworkingforcenturies,andthe garmenthasbecomeacarrierofthisexcellentculture,ratherthanjustapieceoffabricandagarment. HanfuisverycommononthestreetsofChinatodayandhasbecomeeverydayattireforyoungmodernChinesepeople, whoseloveoftraditionalculturehasmadeitacurrenttrend.[4]

61XitangHanfuFestival

Figure61showstheXitangHanfuCultureWeek,whichisalargescalepresentationoftraditionalChinesecostumeand traditionaletiquetteculturewiththefundamentalaimofpromotingandpassingonthecultureofChinesetraditional costumeandetiquette.ItisheldeveryyearfromtheendofOctobertothebeginningofNovemberinXitangAncient Town,JiashanCounty,JiaxingCity,ZhejiangProvince,inthelunarcalendarThesetypesofculturaleventsarealso increasinginnumber,andtheeconomicvaluetheybringtotheHanfuindustryisgrowingbytheday,asarethechoices consumershavewhenfacedwithpurchasingclothingHanbokwithtraditionalhandicraftssuchasembroideryandwoof willmakethegarmentsstandoutintermsofvalueandrefinement,enhancingthepublicaestheticaswellasbringing moreeconomicbenefits

62Dior'sHorseFaceDress

Hanfucultureisgoingglobal,andmoreandmorefashionbrandsareembracingandusingtheseelements,asinthecase ofDior'shorsefacedressinFigure62,andmoreandmorefashionanddesignersarecombiningHanfuelementswith fashion.Withtheemergenceofalargenumberofnewelementsinmoderndesign,thevariousaspectsofdesignhave becomeincreasinglyintertwined,andmoderndesignisunderstoodas'cosmopolitan'plus'plural'inthecontextofmodern design.[25]Differentculturesshouldbe"harmoniousbutdifferent",theintegrationandunificationofvariousnational culturesisnotarelationshipthateliminatesorreplaceseachother,butshouldcombinetheadvantagesandexcludethe dross,andfurthermore,intheprocessofculturalexchange,newculturesandnewideasaregenerated,andsocietythus progresses

Withtheescalationofconsumptionandtheriseofconsumergroups,businesstodayisnolongersimplyaconsumerbody, intheconstructionofhumancentredscenarios,culturehasbecomeanindispensablesupportbehindthegoods,the integrationoftraditionalculturewithbusinessandits"culturalempowerment"isbecominganewtrend,andtheriseof traditionalcultureisTheriseoftraditionalcultureisaninevitabledevelopmenttrend[1]Inthefuture,therewillbemore andmorecollisionsbetweentraditionalcultureandmoderndesign.Inthefuture,therewillbemoreandmorecollisions betweentraditionalcultureandmoderndesign,andonlybyintegratingthebesttraditionalelementsintomoderndesign conceptsandkeepingupwiththetimescanwedevelopinthelongterm.

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