IP形象在品牌服装设计中的应用  

The Application of IP Image in Brand Clothing Design

作　　者：刘京京 胡瑶 LIU Jingjing;HU Yao(School of Architecture and Art Design,Hunan University of Science and Technology,Xiangtan 411201,China)

机构地区：[1]湖南科技大学建筑与艺术设计学院,湖南湘潭411201

出　　处：《西部皮革》2022年第7期127-129,共3页West Leather

基　　金：湖南省哲学社会科学基金项目“湘潭纸影教育传承与数字化创新设计研究”(21YBA115)成果。

摘　　要：随着泛IP时代的到来,具有IP属性和情感附加值的企业品牌愈加受到人们的关注,IP形象所具有的强延展性与其独有的识别度,可以助力品牌服装实现市场差异化,赋予其附加的情感价值。文章主要运用案例分析法来分析IP形象在品牌服装设计中的应用可行性,并结合网络调研数据分析,提出IP形象应用于品牌服装中的设计策略,运用归纳与演绎的方式对IP形象在品牌服装设计中的应用所起到的作用及价值进行梳理,以此论证IP形象对品牌服装起到积极的传播作用及其重要的应用价值。With the advent of the pan-IP era, corporate brands with IP attributes and emotional added value are attracting more and more attention. The strong extensibility of IP images and their unique recognition can help differentiate brand clothing and give it additional emotional value. The article mainly uses the case study method to analyse the feasibility of applying IP images in brand apparel design, and combines the analysis of network research data to propose the design strategy of applying IP images in brand apparel, and uses induction and deduction to sort out the role and value of the application of IP images in brand apparel design, so as to prove that IP images play a positive role in the communication of brand apparel and its In this way, it is demonstrated that IP images play a positive role in the communication of branded clothing and have an important application value.

关 键 词：IP形象 品牌形象 服装设计 

分 类 号：TS941.2[轻工技术与工程—服装设计与工程]