On the Communication Strategies of Chinese Designer Brands-Taking the Brand "Guo Pei" as an Example

China's growing economic prosperity increased the visibility of Chinese design and designers internationally. With frequent presence at the horizon of fashion, fashion weeks of various cities, museum exhibitions and retail events, Chinese designers have been becoming more and more globally recognized. When competing with foreign famous brands, Chinese designers should present more powerful works, create their unique brand value and enhance brand attraction in order to thoroughly win the favor of consumers. It is very important for them to implement effective brand communication strategies, which will establish brand image, promote value of their products, and enlarge the influence of their brands. By analyzing the communication strategies of "Guo Pei", one of the famous Chinese designer brands, this paper summed up its experience as well as defect and provided reference for the development of Chinese designer brands.