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这项研究的目的是描述中国国内时装设计品牌的革命，因为中国时尚消费的增长，并找出中国时装设计师如何应对“中国制造”在外部环境下“设计”的转变。
它也旨在了解中国客户目前渴望的国内时装行业。
SUMMARY
The objective of this research project is to describe the revolution of Chinese domestic fashion design brands due to an increase of sophisticated Chinese fashion consumer, and find out how Chinese fashion designers respond to the change that from ‘made in China’ to ‘designed in China’ under an external environment.
This study aims to find out the opportunities and risks that Chinese fashion designer brands currently facing. It also aims to understand the Chinese customer currently desires for the domestic fashion industry.
This project will help Chinese fashion designers in running their independent brands. A mixed-model method research approach will be considered for conducting the project. The project is aimed to identify the attitude of Chinese consumer to the domestic fashion design. It might be helpful for the Chinese domestic designers to recognize the changing fashion taste of the customer nowadays. This will also help the independent Chinese fashion designer brands to identify their target audience. After analyzing the acquired information and getting conclusions, the next step is exhibiting unique brand’s fashion style to the audience..
The consumers can be also benefited by understanding the Chinese domestic designs and organizing an awareness of Chinese fashion lifestyle.
The traditional Chinese dress and fashion style changed considerably through a long term of over 5 thousand years’ history. While to the most people in the world, the history of dressing in China is only an impression full of garments in silk and satin, hemp, or cotton decorated by exquisite technical skills in embroidery, weaving, dyeing and many other traditional handcraft art elements that applied to dress. This can be considered that Chinese fashion hasn’t fully enter into the world’s fashion stage. As the 2015 Met Gala ball shows, the theme of this year was China: Through the Looking Glass. While at this art event which is demonstrated “the Biggest night of Fashion world”, the dressing manner requires to be considered circumspectly in order to not offend the theme of Chinese culture. Unfortunately, due to the less knowledge about Chinese traditions, many foreign celebrities and designers are so unconscious that what they are choosing for this event is unintentionally offensive. Cara Delevingne and Bee Shaffer even wore the cloths decorated with Cherry blossoms print which is totally Japanese elements.
However, the 2015 Met Gala set the theme of Chinese culture, it is no secret showing signs that Chinese design industry is on its way to rule the world’s fashion stage. An emergent boom of Chinese fashion designers with globally educational experience began to debut on this stage, such as Ma Ke, Guo Pei, Qiu Hao, Masha Ma, Christopher Bu, Huishan Zhang, Feng Fei, etc.(Appendix: SWOT analysis)
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