INTEGRATING LOCAL CULTURE AND DIGITAL TECHNOLOGY INTO BRAND VISUAL DESIGN: A FRAMEWORK FOR PUTIAN FOOTWEAR AND APPAREL BRANDS

Abstract

With the deep integration of digital technology and cultural consumption, Putian’s footwear and apparel industry, a global manufacturing hub with an annual output value of 140 billion yuan, faces a critical transition from OEM dependence to independent branding. This study explores the business model innovation of brand visual design for Putian’s footwear and apparel brands in the digital era, focusing on cultural value transformation and consumer cognitive mechanisms. Adopting a mixed-methods approach, including semi-structured interviews with 10 key informants (five industry practitioners and five experts in branding and cultural heritage), questionnaires (n=400), and field observations, the research identifies core challenges such as homogenized visual identity, weak cultural integration, and inadequate digital adaptation. Findings indicate that design-driven business models integrating local cultural elements (e.g., Mazu culture, Puxian opera) with digital tools (AR try-ons, AI design) significantly enhance brand recognition (M=4.87, SD=1.23) and purchase intention (M=4.62, SD=1.31) among Generation Z consumers. A VIS toolkit and strategic guidelines are proposed to support sustainable brand development. This study provides actionable insights for traditional manufacturing clusters pursuing digital and cultural transformation.

Keywords: Brand Visual Design, Business Model, Digital Transformation, Footwear and Apparel Industry, Cultural Integration