Abstract: In view of the serious homogenization of star IP design and the dilution of brand value caused by poor IP conversion effect in recent years, the paper studies and analyzes the conception of star IP in the apparel industry and the evolution of apparel brand design and related problems arising from the perspective of star IP economy based on literature, market research, and generalization methods. Results indicated that design innovation is an important means to enhance the core competitiveness of brand IP operation. The effective strategies of design technology innovation, design symbol innovation and design channel innovation are proposed to popularize the star IP value of apparel brands, so as to enhance the competitiveness of apparel brands in the market.

Key words: star IP; apparel brands; design innovation; homogenization