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

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