我国是世界服装生产、出口的第一大国，但打入世界市场的知名服装品牌却很少。原因何在呢？分析表明，这是由于我国的服装缺乏品牌竞争力，从我国服装营销的现状和存在问题中可以充分看到。品牌概念模糊无法体现品牌个性首先，在设计上就没有品牌概念，设计上抄袭现象较普遍， China is the largest producer and exporter of apparel in the world, but few well-known apparel brands have entered the world market. What is the reason? Analysis shows that this is due to the lack of brand competitiveness of China’s clothing, apparel marketing from the status quo and existing problems can be fully seen. Brand concept can not reflect the brand ambiguity First of all, there is no brand concept in the design, the phenomenon of plagiarism on the design is more common,