Analysis of Transcultural Communication of Eastern Brands Based on Encoding and Decoding Theory-Taking Issey Miyake for Example

Abstract

With the globalization of communication nowadays, the needs of fashion brands are also increasing especially for those eastern brands, which appeared less in the global fashion stage before. This paper focuses on and explains how to conduct transcultural communication successfully for eastern brands based on the encoding and decoding theory proposed by Stuart Hall. Taking three cases of Japanese brand Issey Miyake for examples, this research analyzes how the brand encoded information in the advertisements and designs and then concludes three aspects of problems, different social contexts, orientalism stereotype and fashion system leaded by the west, to dig into the flash point of strategies of an eastern brand that is seen as successful internationally. Then universal implications matching with the problems, which are concluded in concrete cases, are provided for eastern brands to use for reference. The essay strives to explore for eastern brands in the cultural integration process of fashion industry.