服装设计师在服装品牌网络销售中的作用研究

发布时间：2018-08-13 21:10

【摘要】：服装设计是艺术学与设计技术的综合体,而设计师鲜活的创造力和动手能力对于服装品牌有着非比寻常的重要性。随着网络技术的发展,网络销售迅速渗透到服装行业当中来,因此,消费者与服装公司之间已被架起一座新型桥梁,便是互联网。眼下,原本居于“幕后”的服装设计师也在网络技术的冲击下,逐渐走向了“前台”。建立高效的中国服装品牌网络销售渠道以及提高消费者对本土的服装品牌和服装设计师的认知度,已成为中国服装设计学术界和中国服装企业实践中面临的重要研究课题。目前,绝大多数的服装企业都已经意识到了网络销售的重要性。我国除了很多的本土服装企业之外,还有很多国外品牌也随着世界贸易的进程而发展到我国来,因此,现在我国市场上拥有众多的服装品牌,竞争也尤为激烈。面对不容乐观市场前景,为了更好地吸引消费者,很多预见性强的企业把销售渠道扩展到了网络上,并取得了相当不错的成效。 21世纪初,中国的服装市场开始引进高设计附加值的奢侈品品牌,Louis Vuitton、 Christian Dior、Gucci等国际知名奢侈品品牌纷纷登陆中国市场,逐渐被消费者认知,而他们背后的设计师也随着那些品牌的认知而被广大消费者所熟悉,消费者因为Louis Vuitton而认识了马克·雅各布；因为Christian Dior而认识了约翰·加利亚诺。服装品牌和设计师之间起到了“相互影响、相互促进”的作用,不但扩大了服装品牌在消费者当中的知名度,也使服装设计师在消费者的心目中取得了较高的人气。然而中国的服装企业忽略了对于设计师作品的宣传和推广,导致设计师的设计附加值未能较好的体现到品牌的产品中。所以,我们只知道那些本土的服装企业和服装品牌的名称,却不能随口说出这些品牌背后设计师们的姓名。由此我们可以清楚的认识到中国的服装设计师在消费者心目中的知名度和国外相比存在着较大的差距。针对以上所述,我们可以得出：服装设计师是服装品牌的幕后使者和灵魂,他们的所作所为直接决定了产品的风格和品牌的个性。作为服装设计师,只有不断的与时俱进,及时了解服装品牌网络零售日益变换的动态更新,了解当下的流行时尚元素和消费者对于最新服装时尚的认知度和购买心理,再结合自己的创作才华,才能够设计出被消费者所赏识的服装产品,打造出最新的“爆款”服装款式,在网络销售市场中获得相应的市场份额,也使消费者在消费服装过程中感到称心如意。如果我国的本土设计师的赏识度不被消费者们所提高,国产服装品牌的产品附加值就很难在设计师的作品中体现。品牌也就很难成就为世界级的服装品牌。本文主要创新之处在于：其一,设计师对于服装品牌网络销售的重要性。作为服装设计师,必须顺应当下最流行的时尚元素和服装款式的变化与革新,让国内的服装品牌和服装设计师与消费者有效的互动,使服装品牌在网络零售中打造爆款、引领潮流、提高零售业绩。其二,在当前网络信息技术高速发展的背景下,传统的服装销售已经转变成了网络销售,但这一过程中,依旧存在着不少制约因素。在网络销售中也存在瓶颈,如：设计的理念缺乏时效性,网络销售的推广无法如期获得收益,消费者的访问深度和购买转化率不高等。作为服装设计师,必须积极配合服装企业中各个部门的工作人员,了解制约因素的所在并有效的解决。使服装品牌能够突破瓶颈,销售业绩得到显著提高。
[Abstract]:Fashion design is a complex of art and design technology, and Designers'fresh creativity and hands-on ability are of great importance to clothing brands. With the development of network technology, network sales penetrate into the clothing industry rapidly. Therefore, a new bridge has been built between consumers and clothing companies. At present, under the impact of network technology, fashion designers who originally lived behind the scenes are gradually moving towards the "front desk". Establishing efficient network sales channels for Chinese clothing brands and improving consumers'awareness of local clothing brands and designers have become Chinese clothing design academia and Chinese clothing enterprises. It is an important research topic in practice.
At present, the vast majority of apparel enterprises have realized the importance of online sales. In addition to many local apparel enterprises, there are also many foreign brands developed in China along with the process of world trade. Therefore, there are many apparel brands in China's market, and the competition is particularly fierce. Market prospects, in order to better attract consumers, many foreseeable enterprises to expand the sales channel to the network, and achieved quite good results.
At the beginning of the 21st century, China's clothing market began to introduce luxury brands with high design value-added. Louis Vuitton, Christian Dior, Gucci and other international famous luxury brands have landed in the Chinese market, gradually recognized by consumers, and the designers behind them are also familiar with the vast number of consumers, consumers because of the recognition of those brands. Mark Jacob was known for Louis Vuitton; John Galliano was known for his Christian Dior; the clothing brands and designers played a role of "mutual influence and mutual promotion", not only expanding the popularity of clothing brands among consumers, but also making clothing designers in the eyes of consumers have achieved higher. However, China's clothing enterprises ignore the publicity and promotion of designer's works, resulting in Designers'design value-added can not be better reflected in the brand products. Therefore, we only know the names of those local clothing enterprises and clothing brands, but can not casually name the designers behind these brands. From this we can clearly understand that there is a big gap between the popularity of Chinese fashion designers and that of foreign fashion designers.
In view of the above, we can draw a conclusion: fashion designers are the envoy and soul behind the clothing brand, what they do directly determines the product style and brand personality. Fashion elements and consumers'cognition and purchase psychology of the latest fashion, combined with their creative talents, can design apparel products that are appreciated by consumers, create the latest "money-exploding" fashion styles, gain corresponding market share in the online sales market, and also make consumers in the process of consuming apparel. If the appreciation of local designers in China is not improved by consumers, the added value of domestic clothing brands will be difficult to reflect in the designer's work. Brands will be difficult to achieve world-class clothing brands.
The main innovations of this paper are:
As a fashion designer, we must adapt to the changes and innovations of the most popular fashion elements and fashion styles, let the domestic fashion brands and fashion designers interact effectively with consumers, make the fashion brands create a boom in online retailing, lead the trend, and improve retailing. Performance.
Secondly, under the background of the rapid development of network information technology, the traditional clothing sales have been transformed into network sales, but there are still many restrictive factors in the process. As a fashion designer, we must actively cooperate with the staff of various departments in the garment enterprises to understand the constraints and solve them effectively, so that the garment brand can break through the bottleneck and improve sales performance significantly.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.86;F724.6;TS941.2

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