本土新锐服装设计师品牌发展现状研究  

Research on the Development Status of Local New Fashion Designer Brands

作　　者：鄢希宇 杜冰冰[1] Yan Xiyu;Du Bingbing

机构地区：[1]北京服装学院服装艺术与工程学院

出　　处：《服装设计师》2022年第2期143-149,共7页Fashion China

摘　　要：文章在近年本土新锐服装设计师品牌快速崛起的背景下,以目前在一线、新一线城市发展较好的百余个品牌为研究对象,通过消费者调研、设计师访谈等方式,对本土新锐服装设计师品牌的发展现状进行研究,阐明其发展优势与机遇,并从媒体环境、品牌关联、品牌文化、品牌定位、品牌商业化、产权维护、行业资源整合与品牌自主经营等七个方面,深度分析其客观面临的挑战与发展局限,给予正在或未来加入新锐设计师品牌队伍的人们启发与思考。In the context of the rapid rise of local new fashion designer brands in recent years,this paper takes hundred brands that are well developed in first-tier and new first-tier cities.Through consumer research,interviews with designers to study the development status of local new fashion designer brands,expounds its developing advantages and opportunities,make an in-depth analysis of the challenges and limitations of brand development from seven aspects as the media environment,brand association,brand culture,brand positioning,brand commercialization,property maintenance,industry resources integration and brands independent management.Furthermore,it will give some inspirations and thoughts to those who are joining or will join the new designer brand team in the future.

关 键 词：本土新锐设计师品牌 品牌定位 品牌商业化 行业资源整合 品牌自主经营 

分 类 号：F42[经济管理—产业经济]