快时尚服饰品牌视觉形象设计研究

发布时间：2019-05-17 23:00

【摘要】：随着社会发展和人们消费观念的转变,从“快速消费品”中脱颖而出的快时尚服饰凭借其时尚、平价、款式更新快速的特点受到了消费者的喜爱。近年来,国外先驱快时尚品牌ZARA、HM、UNIQLO、CA等纷纷将目光瞄准中国市场,短时间内在我国市场取得了巨大的成功,在这种情境下,中国本土服饰品牌看到了快时尚品牌的巨大优势,也开始创建新的快时尚品牌或者由传统服饰品牌向之转型,在这个过程中,除了对国外快时尚品牌的生产与经营管理模式进行借鉴外,国外快时尚所拥有的简洁优质的品牌视觉形象也成为中国快时尚品牌效仿的对象。本文以快时尚服饰品牌视觉形象设计为研究对象,以国际性先驱快时尚品牌与中国式本土快时尚品牌两个视点分别切入,在对国内外相关文献资料的研究与实地考察基础上,挑选出在中国市场上销售并具有代表性的国际性快时尚品牌与中国式快时尚品牌案例,基于品牌视觉形象的各设计要素分别对两者进行分析,并在此基础将两者进行比较,从而初步得出中外快时尚服饰品牌视觉形象设计的一致性与差异性特点,与此同时,通过调查问卷的方式,对已知的结论进行修正、补充,最终找出中国式快时尚品牌视觉形象设计上所存在的一些问题,并相应提出几点切实可行的建议。论文共分为七个部分,第一部分为概述,主要包括研究目的和意义、国内外研究现状综述、研究内容与研究方法以及本文研究中出现的一些重要概念的界定。第二部分为快时尚品牌与品牌视觉形象概述,在这里主要对快时尚品牌和品牌视觉形象的内容与设计原则做了进一步介绍和解释。第三部分至第六部分为本文的核心部分。第三部分主要以ZARA、HM、UNIQLO为典型案例对国外快时尚服饰品牌的视觉形象设计进行了探讨。第四部分与第三部分的结构基本相同,即以UR、拉夏贝尔、MECITY三个品牌为案例对中国式快时尚品牌进行了分析与研究。第五部分为中外快时尚服饰品牌视觉形象设计比较分析部分,主要包括二个方面,第一个方面是基于论文三、四部分的分析对两者进行差异性与一致性比较。第二个方面是对快时尚品牌的消费者进行关于“中外快时尚品牌的视觉形象设计的感知与满意情况”的实证调查。第六部分是基于上述的研究结论为基础来探讨并得出了中国式快时尚品牌目前存在的四点问题,并尝试为本土品牌提供了三点改进建议。第七部分为全文的总结性章节,包括结论与研究展望。本文以整体性、多维度的视角对快时尚品牌的视觉形象设计进行分析,并以定性分析与定量分析相结合的研究方法进行探究,进而找出中国式快时尚品牌在视觉形象中所存在的问题,以期能够对我国视觉设计的发展有所助益。
[Abstract]:With the development of society and the change of people's consumption concept, fast fashion clothing, which stands out from FMCG, has been loved by consumers because of its fashion, parity and rapid style renewal. In recent years, foreign pioneer fast fashion brand ZARA,HM,UNIQLO,CA has focused on the Chinese market, and has achieved great success in the Chinese market in a short period of time. In this context, Chinese local clothing brands have seen the great advantages of fast fashion brands, and have also begun to create new fast fashion brands or transform them from traditional clothing brands to them. In this process, In addition to drawing lessons from the production and management mode of foreign fast fashion brands, the concise and high quality brand visual image of foreign fast fashion brands has become the object of imitation of Chinese fast fashion brands. This paper takes the visual image design of fast fashion clothing brand as the research object, takes the international pioneer fast fashion brand and the Chinese style local fast fashion brand separately, on the basis of the research and field investigation of the relevant literature at home and abroad. Select the representative cases of international fast fashion brand and Chinese style fast fashion brand sold in the Chinese market, analyze the two based on the design elements of brand visual image, and compare the two on this basis. Thus, the consistency and difference of visual image design of Chinese and foreign fast fashion clothing brands are preliminarily obtained. at the same time, through the way of questionnaire, the known conclusions are revised and supplemented. Finally, some problems in the visual image design of Chinese fast fashion brand are found out, and some practical suggestions are put forward accordingly. The paper is divided into seven parts. The first part is an overview, including the purpose and significance of the study, the review of research status at home and abroad, the research content and research methods, as well as the definition of some important concepts in this study. The second part is an overview of fast fashion brand and brand visual image, in which the content and design principles of fast fashion brand and brand visual image are further introduced and explained. The third part to the sixth part is the core part of this paper. The third part mainly takes ZARA,HM,UNIQLO as a typical case to discuss the visual image design of foreign fast fashion clothing brands. The structure of the fourth part is basically the same as that of the third part, that is, taking three brands of UR, Rahyabel and MECITY as examples, this paper analyzes and studies the Chinese fast fashion brand. The fifth part is the comparative analysis of visual image design of Chinese and foreign fast fashion clothing brands, which mainly includes two aspects. The first aspect is based on the analysis of the third and fourth parts of the paper to compare the differences and consistency between the two. The second aspect is an empirical investigation on the perception and satisfaction of visual image design of fast fashion brands in China and foreign countries. The sixth part is based on the above research conclusions to explore and draw the current four problems of Chinese fast fashion brands, and try to provide three improvement suggestions for local brands. The seventh part is the summary chapter of the full text, including the conclusion and the research prospect. This paper analyzes the visual image design of fast fashion brand from the perspective of integrity and multi-dimension, and probes into the research method of combining qualitative analysis with quantitative analysis. Then find out the problems existing in the visual image of Chinese fast fashion brand, in order to be helpful to the development of visual design in our country.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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