In the 21st century, more and more people in the clothing industry perceive it as a kind of cultural consumption, which is not the same as watching movies and appreciating works of art, rather than a material consumption. Therefore, the consumption of clothing is not only a material consumption, but also a kind of cultural consumption. Clothing is a kind of self-presentation of consumers and an expression of lifestyles and values. The origin of the cultural connotation of clothing brand can have the following three ways: First, natural precipitation from the historical evolution. Refers to the prior no one deliberately to design and create the cultural connotation of the brand in the branded products (clothing) development process experienced events, stories and anecdotes became part of brand association, the memory of future generations, the brand becomes Some kind of cultural symbol, and then has a cultural connotation. Such as the famous American Levi's cowboy is one of the typical examples. Levi's® is rooted in the rugged western American life of the early years. Levi'sLevi's® denim is a manifestation of freedom and individuality. It is an icon of independence, democratic ideals, social change and interest, as well as the most classic denim brand. For foreigners Levi's® is a symbol of American culture, wearing exotic Levi's® jeans. The above culture of Levi's brand is the source of history. The second is consciously created under the guardianship of the founder. Brand people, in the brand theory there is a brand personality theory, the "personality" in Western called "personality", psychology translation is human personality, referred to as personality. However, the "personality" of a brand is not unique to other brands, but refers to a brand such as a person or a brand. "Personality" means that when we think of a brand as a person, the "person" Personality: youthful or mature sexy, avant-garde or elegant, introverted or extroverted, passionate or calm ... The source of brand culture is usually the cultural connotation of brand personality. Most of the top international apparel brands are designer brands. Such as France's Xiangner, Pierre Cardin; Italy's Prada, Armani; the United States Calvin Klein (CK) and Ralf, the reason why these brands have a large number of loyal consumers, some brands already have For hundreds of years of history, not only the fashion models are not just fashionable clothing styles require the interpretation of the designers, the designer's interpretation is the designer's personal understanding of their clothing and personality projection on the clothing. Third, through the conscious planning and operation. Through refining and promoting the founders' idea of ​​brand operation and designing artfully, certain cultural connotations are given to this particular brand in the process. Once the brand culture connotation is recognized by the target market, establish an effective association between the brand and a particular culture, then the brand has a cultural connotation. An example of this method is MAGGEY®. MAGGEY® Megumi has undergone a series of evolutions since it was founded in the late 19th century by designers MartineSitbon. In 1952, MAGGEY® Megumi began a drastic reorganization of the brand image of the verge of extinction, blending the latest French fashion elements with a perfect wrapper of post-war fashion women with elegance and elegance. Subsequently, influenced and nurtured by the multi-fashion culture and more open femininity in the United States, MAGGEY® Megumi transformed the traditional aristocratic image into a brand new sexy modern fashion brand and created the brand concept of sexy charming and fashionable personality , New positioning and rejuvenation of the MAGGEY ® Megumi has brought unprecedented growth in the peak. Over the years, it has brought people one after another surprise, not only MAGGEY ® Megumi became synonymous with extraordinary refined, but also make it into every desire for successful young fashion women dream job market.