Abstract
Hip-hop clothing makers struggle to stand out from the competitors in this market. Retailers are implementing brand culture enhancement as a strategy to engage customers in response to the rising trend of customers wishing to develop empathetic ties with companies in an effort to promote brand competitiveness. While a brand's technical information, such as its product attributes, features, and functioning, may be hard for customers to recall, their perceptions of the brand may be more positively influenced by its visual appeal and image.The objective of this study is to examine the visual identity designs of hip-hop menswear brands in order to gain knowledge of the connotations associated with these designs and to formulate wise recommendations to guide the visual identity designs of hip-hop menswear brands, particularly for online brands when reinventing their brand visions in a competitive market. By examining the brand's visual identity and its cultural connotations, and by putting forth a brand strategy model that emphasizes brand vision and brand culture. The study's conclusions might serve as a guide for hip-hop apparel companies reinvent their visual identity.
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