基于4W原则的服装陈列创新设计与技巧应用  

Innovative Design and Technique Application of Clothing Display Based on 4W Principle

作　　者：魏晓娟 李泊雯 马辉[1] 赵蓓[1] Wei Xiaojuan;Li Bowen;Ma Hui;Zhao Bei(Ningxia Polytechnic,Yinchuan,Ningxia 750021,China)

机构地区：[1]宁夏职业技术学院,宁夏银川750021

出　　处：《天津纺织科技》2022年第1期1-5,共5页Tianjin Textile Science & Technology

基　　金：教育部“十四五”教育科研规划全国重点课题(JKY12584);宁夏职业技术学院宁夏开放大学科研发展基金资助重点课题(XJ202102)。

摘　　要：服装陈列设计对于服装产品营销起着至关重要的作用,不仅为消费者营造良好的视觉氛围,让消费者在赏心悦目中购买服装,又在潜移默化中让消费者了解并接受服饰设计理念和文化内涵,引导大众文化素质审美倾向。文中从传统服装陈列设计的不足之处入手分析,创新性地提出服装陈列创新设计4W原则,从一定程度上实现了基于4W原则下的服装陈列创新设计技巧,其应用方法对服装多途径网络视觉营销、品牌文化推广、卖场陈列设计等均有指导意义,也为我国服装卖场的陈列设计发展之路提供了一种全新的理论基础。The clothing display design plays a vital role in the clothing product marketing,not only creates the good vision atmosphere for the consumer,lets the consumer purchase the clothing in the feast for the eyes.It also makes consumers understand and accept the concept of costume design and cultural connotation,and guides people’s aesthetic tendency of cultural quality.Based on the analysis of the shortcomings of the traditional fashion display design,this paper puts forward the 4W principle of fashion display innovative design,and realizes the fashion display innovative design skills based on the 4W principle to some extent.Its application method will have the instruction significance to the clothing multi-way network vision marketing,the brand culture promotion,the store display design and so on,and also provides a brand-new theoretical foundation for the clothing store display design development road in our country.

关 键 词：服装陈列创新设计 4W原则 焦点吸引力 色彩渲染力 陈列艺术力 记号学 

分 类 号：TS942.8[轻工技术与工程—服装设计与工程]