On the Advantages and Disadvantages of Design Elements of Chinese-style Clothing in China

This paper analyzes the use of Design Elements of Chinese-style Clothing Brand with SWOT analysis in four aspects: strengths, weaknesses, opportunities and threats. Four brands were selected as Case Study: SHIATZY CHEN, SHANGHAI TANG, TANGY and JINZHIYUYE. The SWOT analysis shows that four main points should be concentrated on. Firstly, constructing a stable market is important. Existing market should be consolidated and potential market need expanding. Secondly, paying attention to design and technology is crucial. We should carry forward traditional elements and also use western draping. Thirdly, seeking balance between market and design is valued. The most valuable design followes the law of market segmentation. Finally, creating unique brand culture that embodies Chinese traditional design philosophy and aesthetics is imperative.