层次感材质设计在高端服装品牌形象体系中的应用  

Stereovision design of fabric based on high-end fashion brands

作　　者：滕兆媛[1] 

机构地区：[1]青岛科技大学艺术学院,山东青岛266061

出　　处：《毛纺科技》2017年第12期56-60,共5页Wool Textile Journal

基　　金：2017青岛科技大学社科基金项目(17XB34)

摘　　要：针对目前国际高端服装品牌市场的多元化形象体系设计潮流,利用品牌设计和形象体系运作理论、层次感材质设计概念,结合实际案例分析服装材质层次感的内部混搭表现及在其他设计元素,如色彩、装饰工艺方面的表现。通过分析,以高端服装产品的视觉形象设计点为基础,提出了材质层次感设计需要以材质内部混搭和外部元素结合手段实现,该研究对目前国内服装品牌所面临的市场竞争同质化、缺乏品牌核心竞争力以及元素设计盲目跟风等问题提出了新的解决思路和方案,有利于相关品牌寻找竞争差异化的市场卖点,挖掘其自身的文化优势并建立消费群的品牌归属感和忠诚度。According to the trend of diversified design trend of international high-end fashion brands market,,this paper makes use of the research of brand design and image system operation theory,puts forward the conception of stereovision design of fabric, and analyzes its performance of inside combination,other design elements,such as color characteristics and decoration technology features with practical cases. Through the above analysis,this article proposed that if the stereovision design of fabric needs to be realized,it should be by means of material inside combination and combines with external design elements based on the visual design point of high-end fashion products. This research puts forward new solutions and schemes to the problem of homogeneity market competition. Furthermore,it found ways of lacking brand core competence and blindly follow the trend of element design,which many domestic apparel brands are facing. The concept was proposed and researched in favor of the relevant brands to find competitive differentiation as selling point,in addition to tap its own cultural superiority and build a sense of belonging and brand loyalty of consumer groups.

关 键 词：服装材质 层次感设计 高端服装品牌 

分 类 号：TS941.2[轻工技术与工程—服装设计与工程]