Research on the Change of Cultural Values in Clothing Company Brand Slogans

¹ Business School, Sichuan University, Chengdu 610065, People’s Republic of China
² School of Hospitality and Tourism Management, University of Surrey, Guildford, Surrey GU2 7XH, United Kingdom

^* e-mail: longyangyang@stu.scu.edu.cn

Abstract

The brand slogan change is an important measure to adjust the brand image and maintain the brand’s vitality in the fierce market competition. Clothing is both a product of culture and a carrier of culture, and changes in clothing company brand slogans are closely related to changes in consumer culture. This study selects clothing company brand slogans that have changed in the Chinese market in the last 20 years (2000-2019) and adopts a combination of statistical analysis and content analysis to discuss the trends and characteristics of brand slogans in the process of change from the perspective of cultural values. It was found that: (1) the individualism, collectivism, and high power distance presented by Chinese clothing companies’ brand slogans increased significantly between the two successive decades during the change process; the low uncertainty avoidance presented by them decreased significantly between the two successive decades; while low power distance, high uncertainty avoidance, masculinity, and feminism did not change significantly. (2) Among the cultural value claims, the claim “Succorance” in collectivism is found to have increased significantly, while the claim “Plain” in low power distance has decreased significantly. The remaining 28 demands did not change significantly. This paper enriches the discussion of brand slogan change from the perspective of cultural values. When designing a new brand slogan, clothing companies need to anticipate the current consumer culture in the context of the times to develop a brand slogan that is in line with consumer values.