Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)

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A Study on the Brand Culture of Avant-Garde Clothing with Yohji Yamamoto as an Example

Authors
Tianyue Chen1, *, Leyang Li2, Jiayi Zheng3
1University of Connecticut, Mansfield, USA
2No. 58 International High School, Qingdao, China
3Hebei Normal University, Shijiazhuang, China
*Corresponding author. Email: tianyue.chen@uconn.edu
Corresponding Author
Tianyue Chen
Available Online 19 November 2022.
DOI
10.2991/978-2-494069-05-3_12How to use a DOI?
Keywords
Brand Culture; Avant-Garde Clothing; Yohji Yamamoto
Abstract

Avant garde is a cultural scene that has attracted much attention in recent years. The application of avant garde art in the field of clothing has become a marketing strategy for many fashion brands to enhance their popularity. This paper mainly focuses on the brand culture shaping and its influence of avant-garde clothing. By combing the relevant research, this paper focuses on the representative figure of avant-garde fashion design, Yohji Yamamoto and its own brand, through the creation and shaping of its own brand, as well as the case analysis of its cooperation with adidas, supreme and other brands. This paper holds that the brand culture shaping of avant-garde clothing is of great significance, and cross brand cooperation is beneficial to provide an effective way for the popularization and marketization of avant-garde clothing. At the same time, this cross brand cooperation is also beneficial for consumers to more effectively understand and accept avant-garde art and its cultural elements. As a case study, this paper will be beneficial to provide reference methods for avant-garde clothing research, and provide new cases for fashion culture research.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 November 2022
ISBN
10.2991/978-2-494069-05-3_12
ISSN
2352-5398
DOI
10.2991/978-2-494069-05-3_12How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Tianyue Chen
AU  - Leyang Li
AU  - Jiayi Zheng
PY  - 2022
DA  - 2022/11/19
TI  - A Study on the Brand Culture of Avant-Garde Clothing with Yohji Yamamoto as an Example
BT  - Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
PB  - Atlantis Press
SP  - 88
EP  - 95
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-05-3_12
DO  - 10.2991/978-2-494069-05-3_12
ID  - Chen2022
ER  -