新中式服装品牌的设计与发展策略  

Design and Development Strategies of New Chinese Fashion Brands

作　　者：胡忧[1] 谭琪 HU You;TAN Qi(Hunan Normal University,Changsha,Hunan,410081)

机构地区：[1]湖南师范大学,湖南长沙410081

出　　处：《湖南包装》2024年第2期137-139,共3页

摘　　要：新中式服装是中国传统服装衍生出的服装类别,在结构变化上比较灵活、取材上比较广泛、工艺方法上比较考究等,在文化自信、文化强国国策的引领下,为了规范新中式服装品牌的概念,弘扬中国传统服饰文化,让非物质文化遗产、传统手工艺等传承通过新中式服装为载体得到更好的保护,文章对目前新中式服装品牌发展过程中存在的问题进行了详细的分析,提出了新中式服装品牌UCD、PIS、USP设计策略,为新中式服装品牌良性发展、服装品牌运营,从建立保障机制、构建数字博物馆、完善供应链、4P战略合作伙伴等视角指出发展路径,为新中式服装品牌的发展提供参考意见。New Chinese clothing is a clothing category derived from Chinese traditional clothing,which is relatively flexible in structure change,widely used in materials,exquisite in craftsmanship and so on.Under the guidance of cultural self-confidence and the national policy of cultural power,in order to standardize the concept of new Chinese clothing brand and carry forward Chinese traditional clothing culture,the inheritance of intangible cultural heritage and traditional handicrafts can be better protected through the carrier of new Chinese clothing.This paper makes a detailed analysis of the problems existing in the development of new Chinese clothing brands,and puts forward the design strategies of new Chinese clothing brands UCD,PIS and USP.For the healthy development and operation of new Chinese clothing brands,the development path is pointed out from the perspectives of establishing guarantee mechanism,building digital museum,perfecting supply chain and 4p strategic partners,so as to provide reference for the development of new Chinese clothing brands.

关 键 词：新中式 服装品牌 发展策略 

分 类 号：F426.86[经济管理—产业经济] F273.2[轻工技术与工程—服装设计与工程] TS941.2