Shaanxi apparel brand innovation from the perspective of the Belt and Road cultural fusion.

To promote innovation ideas of local apparel companies and brands in Shaanxi province, 11 apparel companies in Shaanxi were investigated to analyze the current problems in style design, color collocation, material selection and promotion of Shaanxi local apparel companies. Given the influence of time characteristics and regional culture on the garment industry, under the background of cultural integration of the Belt and Road, the innovative design was proposed of Shaanxi local garment products in silhouette, color and fabric features. The innovation-driven concept was put forward, with which the multimedia communication mode characterized by interaction, emotion and storytelling is applied to enhance the competitiveness of local clothing brands in Shaanxi. [ABSTRACT FROM AUTHOR]