Internationalization Strategies of National Casual Wear Brands from the Perspective of Cultural Identity
DOI:
https://doi.org/10.18063/lne.v3i4.950Keywords:
Cultural identity, National brand, Casual wear, Internationalization strategy, Brand communicationAbstract
With the development of global economic integration, the internationalization of national brands of casual wear has become an inevitable trend, and cultural identity plays a crucial role. This topic, from the perspective of cultural identity, explores the internationalization strategies of national casual wear brands from three angles: enhancing brand differentiation advantages through the modern translation of cultural symbols, strengthening consumers' emotional resonance and brand loyalty, and helping brands break through cultural barriers with local culture. This thesis focuses on two aspects: the principle of "harmony without uniformity" and the transformation forms of cultural capital, as well as the global fashion ecosystem from cultural capital to civilizing dialogue. It specifically elaborates on the modern translation of cultural symbols, the exploration and inheritance of local culture, and the stratified strategies and innovative practices for expanding the communication channels in the international market through case studies. It provides references for national brands of casual wear to enhance their international competitiveness, thereby achieving sustainable development.
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