Showroom模式对设计师皮具品牌销售及传播的作用  

The Role of Showroom in Designer Brands of Leather Goods’Sales and Communication

作　　者：曾琦[1,2,3] ZENG Qi(College of Biomass Science and Engineering,Sichuan University,Chengdu 610065,China;National Engineering Laboratory for Clean Technology of Leather Manufacture,Sichuan University,Chengdu 610065,China;Key Laboratory of Leather Chemistry and Engineering of Ministry of Education,Sichuan University,Chengdu 610065,China)

机构地区：[1]四川大学皮革化学与工程教育部重点实验室,四川成都610065 [2]四川大学制革清洁技术国家工程实验室,四川成都610065 [3]四川大学轻工科学与工程学院,四川成都610065

出　　处：《皮革科学与工程》2022年第4期92-97,共6页Leather Science and Engineering

基　　金：皮革化学与工程教育部重点实验室(四川大学)开放课题基金资助项目阶段性成果(SCU2021D005)。

摘　　要：对目前国内时尚业showroom模式的现状进行了概括与梳理,并结合皮具配饰的产品特点分析了showroom模式对于皮具品牌销售与传播的优势。从整体上来说,showroom模式助力皮具手袋行业培育了一批面向小众的风格独特的设计师品牌,使皮具品牌之间的差异性与多元性得以保留。Showroom模式虽然整体上顺应了个性化与时尚化的消费趋势,但也存在一些不足与问题,尤其是在互联网新科技赋能时尚销售与传播的大环境下,showroom在将线上资源融入线下模式的同时需要注意避免虚拟展示为品牌带来的风险以及showroom自身作为桥梁重要性的削弱。This paper summarizes the current situation of showroom mode in domestic fashion industry,and analyzes the advantages of showroom mode for leather brand sales and communication combined with the product characteristics of leather accessories.On the whole,the showroom mode has helped the leather product and handbag industries cultivate a number of niche and unique designer brands,so that the differences and diversity among leather product brands can be preserved.Although the showroom mode conforms to the consumption trend of personalization as a whole,there are still some deficiencies and problems,especially in the environment of fashion sales and communication enabled by new Internet technology.While integrating online resources into the offline mode,showroom needs to pay attention to avoid the risks brought by virtual display to the brands and the weakening of its importance as a bridge.

关 键 词：销售展示平台 买手店 皮具 设计师品牌 时尚配饰 

分 类 号：TS56[轻工技术与工程—皮革化学与工程]