In the context of global informatization, the trend of economic and cultural globalization has continued to strengthen, which has promoted the integration of economies and cultures in more fields and scopes, at a higher level, and to a greater extent. Culture has increasingly become an important part of a country's comprehensive national strength, and competition between nations is increasingly manifested as cultural competition and integration, the collision and exchange of civilizations.
The most fundamental thing for the prosperity and development of culture is innovation, and innovation is the essential characteristic of culture. In contemporary China, whether it is to strengthen its own vitality and meet the growing cultural needs of the people; to adapt to the deepening of reforms in various fields and improve the socialist market economic system; to comply with the rapid development of modern information technology and the new trend of widespread application, to seize the commanding heights of cultural development It is necessary to us to vigorously promote cultural innovation in order to adapt to the new situation of continuous opening up and improve the international influence and competitiveness of Chinese culture.
Cultural innovation supports the revival of the great power
Looking through history, we find that the history of China's "powerhouse" is often the history of China's "cultural powerhouse". Clothing is an important material carrier for recording China's becoming a world power. The two world-famous "Silk Roads" have transmitted China's splendid culture to the rest of the world from land and sea respectively, which not only had an important impact on the clothing, clothing, culture and art of other nations, but even became a politics of European medieval times. And an important driver of economic change.
However, since the beginning of the 20th century, Western learning has spread all over the country, creating an illusion and misleading people. Everything is based on learning from the West, with Western values as the standard, and the traditional political, economic, cultural, and artistic aspects of the Chinese nation are all Being placed under the Western Court of Justice, the value trial and value reassessment were regarded as non-modern, and its value and status in modern life were lost. The influence of Chinese culture was gradually diminishing, and Chinese clothing was also lost. Cultural border and development foundation.
If a country or nation has no culture, it will have no soul, and will lack charm and vitality, and will have no centripetal force and cohesion. The great rejuvenation of the Chinese nation must have a high degree of cultural self-confidence, and it must be driven, supported, and guided through cultural innovation. It is necessary to eliminate all kinds of national nihilism through cultural innovation, copying Western models and cultures as well as feudal vintageism, closed conservativeness, adherence to rules, and negative defenses against Western culture.
The "Decision" of the Sixth Plenary Session of the Seventeenth Central Committee of the Party states: "Insist on the road of socialism with Chinese characteristics and strive to build a socialist cultural power." The "Report" of the 18th National Congress of the Communist Party of China further called for "solidly advancing the building of a socialist cultural power."
To build a well-off society in an all-round way and realize the great rejuvenation of the Chinese nation, it is necessary to promote the great development and prosperity of socialist culture, raise a new upsurge in cultural construction, increase the soft power of the country's culture, and enhance cultural self-confidence. The party and the state have put cultural work to unprecedented heights, demonstrating that the central government attaches great importance to the work of promoting the construction of a culturally strong country.
To this end, we must carry forward the vitality, cohesion, and creativity of the outstanding Chinese traditional culture, maximize the value of modernity, carry out cultural innovation under the guidance of cultural self-confidence, and strengthen cultural self-confidence in the practice of cultural innovation.
New advantages of cultural innovation and industry
Production number one, export number one, and consumption number one. China has become the world's largest clothing country, but it is not yet a strong clothing country. How to change the big but not strong situation of China's clothing industry, having the right to speak global fashion, is the common expectation of all Chinese clothing people, but clothing is different from other products and belongs to products with greater added value. Among them, culture and services are Very important part.
In the final analysis, national competition and corporate competition are cultural competitions. In the future, the higher development stage of China's clothing industry will be the shaping of fashion and cultural values.
Cultural innovation penetrates and radiates the clothing industry, which will generate strong vitality and promote the development of the clothing industry to a large extent. It will provide people with high cultural content products and services to meet people's spiritual needs, thereby effectively stimulating them. Domestic demand forms a new consumer market, and at the same time is conducive to the extension of the industrial chain and expands the development space.
At present, the "building of a strong cultural nation" has been officially put on the agenda by the country. Digging down and inheriting innovative clothing culture and establishing a modern clothing industry cultural system have also become key nodes for reshaping the value ecology and changing thinking orientation of the Chinese clothing industry. Extending cultural creativity, promoting the exchange and integration of cross-border areas such as aesthetics, literature, economics, history, film and television in the industry, and studying the application and operation of contemporary Chinese clothing in brands, etc., have undoubtedly become the high-end value of the Chinese clothing industry. Important way.
Therefore, the Chinese clothing industry needs to be down-to-earth, discard impetuousness, and build a new culture of the Chinese clothing industry with a spirit of continuous innovation, a spirit of honesty and trustworthy contract, a spirit of excellence in craftsmanship, and a humanistic spirit; it is necessary to carry out industrial cultural innovation in a multicultural culture To enhance the international cultural identity of the Chinese clothing industry and improve the international image of the industry and enterprises. At the same time, vigorously create a public opinion atmosphere of fashion culture and creativity, improve the cultural literacy of the people's clothing, advocate a civilized consumption concept, and radiate, influence and guide consumption; we must drive brand building with cultural creativity, establish brand cultural spirit and cultural values, and have a high degree of cultural awareness Grasp the right to speak fashion and market initiative with cultural self-confidence to realize value reconstruction.
Cultural innovation drives brand internationalization
Different nationalities have different cultural needs and cultural characteristics. And dialogue among nations is through cultural dialogue, not just linguistic dialogue. Clothing is also a language, which represents different lifestyles. Lifestyles have similarities and individualities. This mutual communication and interpretation is a cultural dialogue.
But internationally, we cannot yet provide the international community with a cultural system or value system that others are willing to accept. Compared with the rapid development of China's economy, our culture is obviously not keeping up. Our interpretation of Chinese culture is not based on Western theories, or ancient Chinese theories, or a simple patchwork of the two. We still cannot come up with original ideas and theories. External cultural dissemination is either ancient or modern piecemeal, and cannot bring out a new systematic and valuable culture that is valuable to foreign countries. As a result, China has gone global, but the world has not really understood China.
The international fashion capitals each have their own cultural background and national characteristics. For example, the simplicity of New York, the luxury of Paris, the avant-garde of London, and the elegance of Milan. Similarly, the international masters also show their abilities in developing the national subjective consciousness. Yamamoto's kimono-style straight cut, Missoni's Scandinavian style. Only Chinese brands with oriental cultural connotations can reflect our personality on the world fashion stage and be recognized by the international community and consumers.
In the 1990s, South Korea, troubled by the financial crisis, proposed the "Milan Plan", which aims to transform Korea into an "Oriental Milan" by promoting the transformation and upgrading of the apparel industry. Later, Korea regarded the clothing industry as a cultural and creative industry. A few years later, South Korea's "cultural rejuvenation" policy came to fruition. TV dramas, movies, and songs produced in South Korea swept China, and Korean Wave became the vanguard of Korean clothing brands entering China. After that, Korean brands naturally gained a foothold in China.
If Chinese clothing brands need to be internationalized and go global, the profound heritage of Chinese national culture is its essence.
Fortunately, in the ongoing international political, economic, and cultural exchanges, we are proud to display fashions full of Chinese culture, and Chinese clothing culture is working hard to shake hands with the world. Now it is very common for the international fashion industry to learn Chinese elements. Many big international fashion brands love Chinese culture.
Cultural innovation enhances the value of ideas
Facing the phenomenon of product convergence, price convergence, shopping environment convergence, and consumer group convergence, the value of the brand's cultural innovation is used to promote the value-added of the product. Through the service value of the brand, the realization of the value of the product has become a winning brand. Indisputable consensus.
From the perspective of consumers, the product value system consists of two parts: functional value and conceptual value. Functional value is the portion of the price that consumers are willing to pay for the physical attributes of a product in order to meet basic needs. It is created by technology and is the material basis of commodities. Conceptual value refers to the part of the price that people are willing to pay for while consuming the physical attributes of a commodity due to differences in the inherent cultural attributes, symbolic meaning of the commodity, and the individual's feelings and experiences brought about by the consumption of the commodity. Idea value is an intangible add-on that can be "resonated" with the spiritual pursuit or cultural advocacy of some social groups, such as taste, meaning, fashion, taste, story, etc.
With the improvement of living standards, consumers are no longer satisfied with the use value of the goods themselves, but are more concerned about the value of the ideas in the goods, that is, the new cultural elements such as ideas, feelings and tastes. Promoting product value appreciation and increasing consumer acceptance will follow the path from functional value to conceptual value.
Chinese clothing brands should strive to create new concepts, new categories, and new expressions that integrate Chinese and foreign cultures through cultural innovation, tell Chinese stories and spread Chinese voices; and use cultural elements such as personalized experiences, story content, symbols, and symbolic elements in product production. In the process of consumption and consumption, let the product become the bearer of cultural significance, and increase the value of the product's conception. In all the environments where the brand is exposed, consumers must feel a distinctive brand culture, thereby establishing a relationship with consumers. Cultural group characteristics and their lifestyle-related connections.
At present, cultural exchange, integration and innovation between China and foreign countries have entered an unprecedented stage of prosperity, and cultural innovation is becoming a new pillar and new engine for the development of economic and social industries. We have every reason to believe that as China's road to cultural power becomes wider and wider, the dream of China's clothing industry to become powerful will become more real and clear.
Source: China Clothing Network
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