赣南非遗客家服饰品牌助力文化软实力提升——以“客家衣锦”品牌为例  

Promoting Cultural Soft Power through the Nongyi Hakka Clothing Brand in Southern Jiangxi:Illustrated with the Example of the "Hakka Dress Accessories" Brand

作　　者：王姣[1] 蔡艳燕 WANG Jiao;CAI Yanyan(College of Art and Design,Gannan Normal University,Ganzhou 341000,China;Ganzhou Fanpai Culture Communication Co.,Ltd.,Ganzhou 341000,China)

机构地区：[1]赣南师范大学美术与设计学院,江西赣州341000 [2]赣州凡派文化传播有限公司,江西赣州341000

出　　处：《西部皮革》2024年第8期129-131,共3页West Leather

基　　金：江西省高校人文社会科学研究项目“提升赣鄱文化软实力视域下非遗赣南客家服饰的传承与创新策略研究”(YS22229)。

摘　　要：赣南客家服饰,作为赣鄱文化的重要组成部分,彰显出独特的传承性与创新性。文章以“客家衣锦”品牌为例,结合创始人的设计实践,分析了该品牌的定位、产品类型、产品创新设计原则、职业装系列产品创新设计案例和品牌的推广策划,认为“客家衣锦”服饰品牌以原真性和守正创新为本,深入挖掘非遗赣南客家服饰的文化价值和艺术价值,通过深描的方式提取设计元素进行产品的设计与推广,实现了对品牌的塑造。The Hakka clothing in Southern Jiangxi,serving as a significant component of the Ganpo culture,exudes a unique blend of tradition and innovation.Taking the"Hakka Dress Accessories"brand as an illustrative example,this article delves into the positioning,product types,principles of innovative design,innovative design cases for professional wear series,and brand promotion strategies based on the founder's design practice.It argues that the"Hakka Dress Accessories"clothing brand,rooted in authenticity and innovation,has dug deep into the cultural and artistic values of the Hakka clothing in Southern Jiangxi,a non-heritage item.By meticulously extracting design elements for product design and promotion,the brand has successfully shaped its identity.

关 键 词：赣南客家服饰 品牌策划 品牌定位 赣鄱文化 品牌实践 

分 类 号：TS941[轻工技术与工程—服装设计与工程]