以休闲牛仔品牌ERQ的风格定位和设计理念为例谈传统品牌的创新发展  

On Innovation Development of Traditional Brands with Examples of Style Positioning of Leisure Jeans Brand ERQ and Design Concept

作　　者：刘耀先[1] 黄宁宁 Liu Yaoxian;Huang Ningning(Changzhou Vocational Institute of Textile and Garment,Changzhou Jiangsu 213164)

机构地区：[1]常州纺织服装职业技术学院服装系,江苏常州213164

出　　处：《山东纺织经济》2020年第6期31-33,共3页Shandong Textile Economy

摘　　要：现代服装产业蓬勃发展的同时也让许多传统经典品牌面临升级改造等诸多问题。消费群体的新需求和品牌竞争给传统经典品牌带来新的挑战,要保持品牌的生命力,需要及时优化品牌定位,品牌要满足年轻一代对服装功能和审美的诉求。新技术、新材料、新的营销方式等也是焕发品牌生命力不可缺少的途径和手段。While the modern clothing industry is booming,many traditional classical brands are facing many problems such as upgrading and transformation.The new demands of consumer groups and brand competition bring new challenges to traditional classical brands.To maintain the vitality of brands,we need to optimize the brand positioning in time,and the brands should meet the demands of the younger generation on clothing function and aesthetics.New technologies,new materials and new marketing methods are also indispensable ways and means to glow brand vitality.

关 键 词：品牌定位 风格跨界 新面料 互联网营销 

分 类 号：TS941[轻工技术与工程—服装设计与工程]