论服装品牌延伸及其设计关联  

Fashion Brand Extension and Design Association

作　　者：卞向阳[1] 

机构地区：[1]东华大学服装学院,上海200051

出　　处：《浙江工程学院学报》2000年第4期255-258,共4页Journal of Zhejiang Institute of Science and Technology

摘　　要：服装品牌延伸是充分利用品牌资产、延长品牌特别是强势品牌生命周期的有效方法 ,受到国内外服装界的广泛重视。本文运用服装社会心理学和品牌理论 ,以现代服装业的品牌现象为素材作如下讨论 :1.服装品牌延伸的依据 ;2 .服装品牌延伸的形式 ;3.服装品牌延伸的收益和风险 ;4.服装品牌延伸中的设计联系。Fashion brand extension,as a great concern from the fashion industry,is one of the most efficient ways to make full use of brand assets and prolong the life cycle of brand,especially strong brand.Based on analysis of contemporary fashion references and applying social psychology of clothing and brand theory,the basis,forms of fashion brand extension and design associations of different brand or product lines will be discussed.Meanwhile,the economic benefits and risks caused by brand extension will be considered seriously.

关 键 词：服装品牌 设计 品牌延伸 高级女装 成衣 服装社会心理学 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程] TS941.2