How Can Design Strategies Be Used to Promote Traditional Nanjing Yun Brocade in an Accessible Way to Engage with a Contemporary Audience?
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Nanjing Yun brocade is the eminent representative of Chinese traditional culture. It had been used as tributes to the royal families in the three dynasties of Yuan, Ming and Qing. Due to its rich cultural and scientific context, it is honoured by experts as “the last milestone in the technological history of Chinese ancient silk fabrics” (Yan, 2005). It is acknowledged by the public as ‘oriental treasure’, and ‘China’s wonder’, and is a rare historical cultural tradition in China and the world. The purpose of passing on traditions is to make new creations, to make practical use of it and to make tradition serve the material and cultural needs of the people in modern times. With this point of view in mind, the researcher applied a modern marketing strategy and modern design technology to bring the new Yun brocade products up-to-date with a new look. The project is divided into the following six chapters. The first part is the introduction of the project and the second discusses the definition, the origins, the variety and the craft of Yun brocade, and its further development. The third section describes which methodologies and methods the researcher has adopted to study this project. The fourth chapter analyses information about the Chinese consumers, and the strategy for promoting Yun brocade. The fifth chapter discusses some findings about Yun brocade. The last part is the conclusion of the project.