【摘要】：目前,國(guó)內(nèi)休閑男裝市場(chǎng)出現(xiàn)了一系列新的挑戰(zhàn)和機(jī)遇。新的趨勢(shì)要求服裝品牌能依靠成熟、穩(wěn)定的設(shè)計(jì)手法,來(lái)實(shí)現(xiàn)其鮮明的品牌風(fēng)格與定位,而這也正是本文的研究對(duì)象一“個(gè)性化休閑男裝品牌”。本文在綜合產(chǎn)品風(fēng)格和銷售渠道兩方面信息的基礎(chǔ)上,對(duì)上海地區(qū)市場(chǎng)上的個(gè)性化休閑男裝品牌進(jìn)行了分類。認(rèn)為就品牌風(fēng)格而言,個(gè)性化休閑男裝有時(shí)尚休閑及運(yùn)動(dòng)休閑兩大類,又根據(jù)產(chǎn)品的特點(diǎn),每類另有細(xì)分。在細(xì)致分類的基礎(chǔ)上,選取了具有一定研究性的典型案例,進(jìn)行了長(zhǎng)期的跟蹤調(diào)查。據(jù)調(diào)查結(jié)果,對(duì)不同類型品牌的產(chǎn)品策劃及設(shè)計(jì)手法進(jìn)行了分析。又通過(guò)不同類型產(chǎn)品特點(diǎn)的相互比較,進(jìn)而了解不同類型品牌在產(chǎn)品結(jié)構(gòu)、產(chǎn)品設(shè)計(jì)上的特點(diǎn),并對(duì)如何通過(guò)設(shè)計(jì)手法來(lái)實(shí)現(xiàn)品牌風(fēng)格、穩(wěn)定品牌定位等問(wèn)題,提出了一些建設(shè)性意見(jiàn)。
[Abstract]:At present, the domestic leisure men's wear market has appeared a series of new challenges and opportunities. The new trend requires clothing brands to rely on mature and stable design techniques to achieve their distinctive brand style and positioning, which is precisely the research object of this paper "personalized leisure men's wear brand". On the basis of synthesizing the information of product style and sales channel, this paper classifies the individualized leisure men's wear brand in Shanghai area market. As far as brand style is concerned, there are two categories of personalized casual men's wear: fashion, leisure and sports leisure. According to the characteristics of the products, each category is further subdivided. On the basis of detailed classification, a typical case is selected and a long-term follow-up investigation is carried out. According to the results of the investigation, the product planning and design methods of different brands are analyzed. Through the comparison of the characteristics of different types of products, and then understand the characteristics of different types of brands in product structure and product design, and how to achieve brand style through design techniques, and stabilize brand positioning, etc. Some constructive suggestions were put forward.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：TS941.2;J523.5

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 季小霞;粱惠娥;;休閑男裝的藝術(shù)性表征及設(shè)計(jì)準(zhǔn)則[J];南通紡織職業(yè)技術(shù)學(xué)院學(xué)報(bào);2013年03期

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本文編號(hào)：2387549