On applications of art of Chinese minorities in brand-localization: Taking the design of a luggage enterprise as an example

This paper is aimed to study the applications of artistic elements of intangible cultural heritage of Chinese minorities in brand-localization. The method is to find out the artistic elements of the intangible cultural heritage of Chinese minorities and its value in brand-localization. Then, focusing on brand-localization and based on a product designed for young man’s fashion by Echolac, a brand of luggage, countermeasures will be given. The conclusions are following: With the popularity of “national tide”, the artistic elements of intangible cultural heritage of minorities can provide a lot of inspiration for the localization and design of brands. The use of these elements is not only a strategy for brand-localization, but also innovation and dissemination of Chinese intangible cultural heritage.