定制服装的品牌模式研究

发布时间：2018-01-22 07:21

本文关键词： 定制服装品牌模式分类定位核心维度　出处：《丝绸》2013年03期 　论文类型：期刊论文

【摘要】：对定制服装与品牌模式进行界定,提炼出品牌模式的核心维度。以经营模式、业务模式、盈利模式和服务模式为切入点,将定制服装品牌模式划分为三类:以高级定制为主营业务的工作室或定制服装品牌、成衣品牌的定制业务延伸或多品牌家族子品牌和大规模定制的服装品牌。基于对三种定制服装品牌的分类,展开关于定制服装品牌模式的分析。通过对定制服装品牌模式的研究,一方面为定制服装企业找到自身的定位方法与业务流程提供依据,为进一步的品牌规划及品牌战略战术制定作铺垫,同时也在某种程度上推动了丝绸产业的发展和织造技艺的提升。
[Abstract]:Define custom-made clothing and brand model, extract the core dimensions of brand model. Take business model, business model, profit model and service model as the starting point. The custom-made clothing brand model can be divided into three categories: the studio or the custom clothing brand which is the main business of advanced customization. The custom business extension of ready-to-wear brand or multi-brand family sub-brand and mass customization clothing brand. Based on the classification of three kinds of custom-made clothing brand. Through the research of the custom clothing brand mode, on the one hand, it provides the basis for the custom clothing enterprise to find its own positioning method and business process. It paves the way for further brand planning and brand strategy and tactics, at the same time, it also promotes the development of silk industry and the improvement of weaving technology to some extent.
【作者单位】：浙江理工大学服装学院;东华大学服装·艺术设计学院;
【分类号】：F426.86;F273.2
【正文快照】： 定制服装古已有之,它的出现与发展无疑与社会背景、文化思潮的变迁相匹配[1]。从高级定制的兴衰到当今服装品牌多元化及产品线不断延伸,再到定制产品及其理念的回归;从中国古代的龙凤朝服、江南三织造到今日的定制理念为大众品牌服务,再到高级定制服装品牌与成衣品牌界限的一

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