“互联网+”时代服装品牌营销与视觉形象设计新趋势  

New trend of fashion brand marketing modes and visual image design in “Internet +” age

作　　者：赵智峰[1] 顾德学[1] 

机构地区：[1]苏州大学艺术学院,江苏苏州215123

出　　处：《丝绸》2017年第12期48-53,共6页Journal of Silk

摘　　要：互联网经济的发展对服装行业带来了不可避免的冲击,原有的服装品牌的内涵、营销方式及视觉形象系统难以适应"互联网+"时代的市场环境变化。根据其特性,文章运用概念推理、案例分析、归纳概括等研究方法重新梳理了服装品牌的内涵、营销方式的革新及视觉形象(VI)体系的构成要素。构建了以服装产品视觉美学风格、品牌标识、秀场视觉形象、体验店面视觉形象、网站视觉形象、移动智能终端平台推广视觉形象六大要素为主体的"互联网+"时代服装品牌视觉形象体系。服装品牌根据自身的情况,选择服装品牌视觉形象体系的若干要素进行重点设计,有效提升了品牌的营销效率。The development of Internet economy brings about inevitable impacts on fashion industry. The original meaning,marketing modes and visual image systems of fashion brands cannot adapt to the change of market environment in ＂Internet ＋ ＂age. Therefore,the methods of concept deduction,case analysis and summarization are applied to sort out the meaning,marketing mode innovation and components of visual image system of fashion brands again. The visual image system of fashion brands in ＂Internet ＋ ＂age is constructed,including visual aesthetics style,brand logo,visual image of show field,visual image of experience store,visual image of website and visual image of mobile intelligent terminal platform promotion. Several elements of visual image systems of fashion brands are selected for key design,which effectively improves brand marketing efficiency.

关 键 词：“互联网+” 服装品牌 视觉形象 营销 新趋势 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]