皮具品牌视觉营销中的文化语境表达和趋势探析  

Analysis of Cultural Context Expression and Trend in Leather Brand Visual Marketing

作　　者：叶茜[1] YE Xi(College of Fine Arts and Design,Wenzhou University,Wenzhou 325000,China)

机构地区：[1]温州大学美术与设计学院,浙江温州325000

出　　处：《中国皮革》2023年第7期110-115,共6页China Leather

基　　金：2020-2022年度浙江省文化和旅游厅科研与创作项目研究成果(2020KYJ008);2020年度温州大学特色研究培育项目(WDQP20-YB007)。

摘　　要：数字媒体的崛起和生活方式的改变使品牌终端视觉营销模式也不断发展更迭。国际皮具奢侈品牌作为引领时尚风向标的核心典范,从自身品牌文化入手,以艺术、文化、生活、科技多维度融合创新,营造出多感官的沉浸式、交互式场景,提升了品牌的商业附加值。本文从终端视觉的影响因素和文化语境表达切入,对国际皮具品牌的视觉营销案例进行了形式分析,以期获得更多的理念借鉴和趋势引导。The iteration of digital media and the change of lifestyle led to the continuous development and change of brand terminal visual marketing model.As the core model of leading the fashion vane,the international leather luxury brand,starting from its own brand culture,continuously integrates innovation from the multi-dimensional perspectives of art,culture,life and technology,and creates a multi-sensory immersive and interactive scene,which improves the brand's business added value.This article analyzed the visual marketing cases of international leather goods brands from the perspective of influencing factors of terminal vision and cultural context expression,with a view to obtaining more conceptual references and trend guidance.

关 键 词：皮具品牌 视觉营销 文化语境 

分 类 号：TS56[轻工技术与工程—皮革化学与工程]