Author(s)

Ruochen Zhong

Corresponding Author

Ruochen Zhong

ABSTRACT

Sansen is the most distinctive sub-brand of Pechion. Pechion Sansen has created a unique retro and stylish brand image through its individual and beautiful brand name, Shanghainese style retro packaging design and oriental beauty fashion communication. Keeping close to consumer psychology and brand characteristics, providing excellent examples for the building of Chinese national brands and it is worthy of study and research.

KEYWORDS

China Pechion, Sansen, retro, fashion, brand image