基于90后设计师群体研究的服装品牌策划类课程教学实践探索

发布时间：2018-05-07 03:35

本文选题：品牌策划课程 + 后设计师　；参考：《艺术设计研究》2015年01期

【摘要】：近年,80、90后设计师群体创立的"独立设计师品牌"已成为产业发展中不可忽视的力量,此类品牌更倾向于设计师个人设计表达和创新意识的呈现,其蓬勃发展也反映出服装产业的消费需求变化。"服装品牌策划"类课程是很多服装院校的主干课程,以北京服装学院(简称BIFT)为例,课程要求学生完成"虚拟品牌策划案"和一季产品的研发。面对大量的结课作业,如何使具有潜力的"品牌策划案"能够在商业环节中延伸并落地,是目前该类课程教学探讨的内容之一。本文通过对90后设计师群体的特征及设计状态和品牌意向调研,并结合优秀的"品牌策划案例"实践尝试,探索该类课程教改中如何更接近行业的实际需求,探讨90后设计师品牌孵化的可能性。
[Abstract]:In recent years, the "independent designer brand" created by the group of post-80s designers has become a force that cannot be ignored in the development of the industry. This kind of brand is more inclined to present the designer's individual design expression and innovative consciousness. Its vigorous development also reflects the clothing industry's consumer demand change. " Clothing brand planning is the backbone course of many clothing colleges and universities. Taking Beijing Institute of Fashion (BIFT) as an example, the course requires students to complete "virtual brand planning" and the research and development of first-quarter products. In the face of a large number of homework, how to make the potential "brand planning" in the commercial links to extend and fall, is one of the contents of this kind of curriculum teaching. Through investigating the characteristics, design state and brand intention of the post-90s designers, and combining with the excellent "brand planning cases", this paper explores how to approach the actual needs of the industry in the teaching reform of this kind of courses. This paper discusses the possibility of brand hatching of post-1990 designers.
【作者单位】：北京服装学院服装艺术与工程学院;
【基金】：BIFT科学研究青年创新基金项目2014AL-12《本土独立设计师品牌及多品牌集合平台模式研究》资助项目
【分类号】：TS941.2-4;G642

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