快时尚理念下中国本土服装品牌发展探讨

发布时间：2018-03-30 14:45

本文选题：快时尚　切入点：中国本土服装品牌　出处：《中国美术学院》2013年硕士论文

【摘要】：快时尚品牌的迅速兴起，使高端奢侈品牌与大众品牌的界线趋向模糊。然而，快时尚作为一种新模式或一种流行风格的呈现，对中国服装的发展意味如何？研究国外快时尚品牌的构成因素，分析其现状及面临的问题，探讨快时尚在消费观和生活环境有独特性的中国的发展，为现今处于观望状态的本土服装品牌提供理论的依据，更助于现代中国服装品牌找到合适的新发展道路，是本论文撰写的出发点。论文以理论与案例相结合进行论述，搜集课题研究的相关资料，分析课题研究现状。通过市场调研，对话消费者与专业人士，，采用问卷等方式，对研究课题进行系统的前期搜集、分析与研究。借鉴专家、学者的研究结果，综合分析、比较、归纳研究快时尚的基本架构原理与快时尚品牌发展的成因与规律、成功的模式与关键要素。针对课题筛选的两个特定的、具有代表性的案例对象：国际快时尚服装品牌ZARA与中国本土服装品牌MECITY，进行具体而深入的案例分析与研究。同时结合本人所在的慕歌服装品牌公司作具体案例实践，对快时尚品牌在中国的发展问题做进一步的研究与论述，并尝试性提出快时尚服装品牌的本土化发展思路与设想。
[Abstract]:The rapid rise of fast fashion brands has blurred the boundary between high-end luxury brands and popular brands. However, what does fast fashion mean for the development of Chinese clothing as a new model or a popular style? This paper studies the composing factors of foreign fast fashion brands, analyzes its present situation and problems, and probes into the development of fast fashion in China, where the consumption view and living environment are unique, so as to provide the theoretical basis for the local clothing brands which are now in a wait-and-see state. It is the starting point of this thesis to help modern Chinese clothing brands find a suitable new way of development. The thesis combines theory with case to discuss, collect the relevant information of the subject research, analyze the current situation of the subject research. Through market research, dialogue between consumers and professionals, use questionnaire, etc. This paper systematically collects, analyzes and studies the research topics, draws lessons from the research results of experts and scholars, synthetically analyzes and compares the basic structural principles of fast fashion and the causes and rules of the development of fast fashion brands. Patterns and key elements of success. The representative case object: the international fast fashion clothing brand ZARA and the Chinese native clothing brand MECITY, carries on the concrete and thorough case analysis and the research, at the same time unifies my Moge clothing brand company to make the concrete case practice, This paper makes a further study and discussion on the development of fast fashion brands in China, and tries to put forward the ideas and ideas for the localization of fast fashion clothing brands.
【学位授予单位】：中国美术学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.86;F274

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