探析中国独立设计师品牌的发展模式——以Chictopia为例为例

发布时间：2018-06-08 12:27

本文选题：设计师品牌 + Chictopia　；参考：《现代装饰(理论)》2016年06期

【摘要】：随着社会不断的发展人们对待自己的穿着也越来注重,服装不仅仅只是御寒保暖,得体的穿着体现的是对他人的尊重也是自我风格的展现。自从改革开放以来中国服装设计经历飞快的发展,中国的服装设计师也越来越注重设计的原创性,很多独立设计师品牌如雨后春笋般的出现在大众的视线里,越来越多的平台为设计师们开放,又有各式各样的机会,让他们展示自己的作品与才华。现在是一个多元化的社会,也是一个自媒体的时代,独立设计师受到越来越多人的关注,设计师们可以通网络让人们了解自己的作品,购买自己的作品,完成自己的设计梦想,但是设计师需要在做设计的同时,懂得品牌的营销推广和生产,并且在设计之前做好市场定位。互联网能让大众看到独立的服装品牌,但是关注之后如何使顾客认同品牌,愿意去了解品牌,对产品感兴趣才是重点,对于设计师来说做好设计才是成功的第一步。本文通过分析独立设计师品牌建立所需要的条件,以刘清扬为例,分析独立设计师品牌经营成功的因素,以及分析未来设计师品牌发展的趋势。
[Abstract]:With the continuous development of society, people pay more and more attention to their own clothes, clothing is not only to keep warm and cold, but also to show respect for others and self-style. Since the reform and opening up, China's fashion design has experienced rapid development, and Chinese fashion designers are paying more and more attention to the originality of design. Many independent designer brands have sprung up in the sight of the public. More and more platforms are open to designers, and there are all kinds of opportunities for them to show off their works and talents. This is a pluralistic society and an era of self-media. Independent designers are getting more and more attention. Designers can connect with the Internet to let people know their works, buy their own works, and fulfill their design dreams. But designers need to know the marketing and production of the brand while doing the design, and make the market positioning before the design. The Internet can allow the public to see independent clothing brands, but after attention to how to make customers identify with the brand, willing to understand the brand, interested in the product is the focus, for designers to do a good design is the first step to success. This paper analyzes the conditions needed for the establishment of independent designer brand, taking Liu Qingyang as an example, analyzes the factors of success of independent designer brand management, and analyzes the trend of designer brand development in the future.
【作者单位】：浙江理工大学服装学院;
【分类号】：F426.86;TS941.2

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