线上小众女装中时尚造型设计的视觉特征与作用  

VISUAL CHARACTERISTICS AND FUNCTIONS OF FASHION STYLING DESIGN OF ONLINE NICHE FEMALE APPAREL BRANDS

作　　者：解秦戈 王俊 

机构地区：[1]东华大学服装与艺术设计学院

出　　处：《包装与设计》2019年第6期116-117,共2页Package & Design

摘　　要：近年来,我国不同类型的电商平台快速发展,尤其是近几年社交电商的出现让线上服装品牌之间的竞争不断加剧。并且随着消费者经济、文化及审美水平的提高,他们更追求个性化和高质量的视觉体验,一些小众女装在众多店铺中脱颖而出。而时尚造型设计对服装的穿着与展示效果有着愈加重要的影响力,造型的好坏决定能否吸引消费者注意力,能否引导购买行为的产生,成为线上品牌间新的竞争点。In view of the serious homogenization problem of online female fashion brand and the increasingly fierce competition,this paper points out the importance of fashion styling design.The authors first introduce the definition of fashion design and give an overview of the stylists'competency.Taking the representative online niche female apparel brands as examples,the authors summarize the visual characteristics of the design of online niche female apparel brands from the matching style,the beauty in form and the visual performance of fashion photography,etc.Finally,the authors summarize the role of fashion styling design aiming to optimize the consumer's visual and emotional experience,distinctive brand image,and enhance customer loyalty.

关 键 词：电商平台 购买行为 审美水平 视觉体验 展示效果 时尚造型 消费者注意力 女装 

分 类 号：F42[经济管理—产业经济]