新形势下服饰品牌创新的关键点分析  

Analysis on the key points of clothing brand innovation in the new situation

作　　者：易莉莉[1] YI Lili(Fashion College, Henan Institute of Engineering, Zhengzhou, Henan 451191, China)

机构地区：[1]河南工程学院服装学院,河南郑州451191

出　　处：《毛纺科技》2017年第3期68-71,共4页Wool Textile Journal

摘　　要：透视新形势下中国品牌的困境,对服饰新产品的设计环境不佳、服饰产品库存量逐年增长、服装行业大量关店现象仍在持续、产品老化跟不上消费者时尚步伐等问题进行综述,结合当前中国社会经济的商业模式、投资方式、消费观念的变化情况,发现服饰产品消费主体趋向年轻化,提出了服装企业开发产品的关键点要贴近消费者的审美需求、个性需求、体验需求,给用户一个消费理由,增强产品的流行爆点和新潮卖点,促进中国服饰品牌设计创新的融合,助力企业的创新能力,结合消费趋向,全力推动中国服饰品牌创新发展。The plight of Chinese Brand Perspective in the new situation, this poor design environment of new products, clothing apparel inventory increased year by year in apparel industry, a large number of closed shop phenomenon continues, ageing products consumers can not keep up the pace of fashion and other issues, combined with the current social China by changes of business models, investment, consumption economy the main consumer apparel products that tended to be younger, put forward the aesthetic demand, key points of product development of garment enterprises to he closer to the consumer demand, experience demand, give users a reason to enhance the product consumption, popular burst point and new selling point, to promote the integration of design innovation Chinese clothing brand, power enterprises innovation ability, combined with consumer trends, to promote the innovation and development of China clothing brand.

关 键 词：服饰品牌 关键点 消费需求 爆点 卖点 

分 类 号：F426.86[经济管理—产业经济] F273.2