【摘要】：服裝品牌的設(shè)計(jì)風(fēng)格是在設(shè)計(jì)理念的驅(qū)使下,運(yùn)用設(shè)計(jì)師的創(chuàng)作表達(dá),在駕馭主題并運(yùn)用其相應(yīng)的表現(xiàn)手法和服裝語(yǔ)言組合創(chuàng)意,才能形成服裝品牌特有的風(fēng)格。服裝品牌在服裝設(shè)計(jì)領(lǐng)域中有屬于自己的設(shè)計(jì)理念,這些理念又是形成千姿百態(tài)服裝面貌的根源。服裝理念的設(shè)定和風(fēng)格定位對(duì)品牌的構(gòu)建起著關(guān)鍵性的作用。服裝語(yǔ)言是產(chǎn)品的構(gòu)成單位,在設(shè)計(jì)風(fēng)格確定的前提下,設(shè)計(jì)語(yǔ)言的正確選擇及使用可以控制風(fēng)格的表現(xiàn)結(jié)果。不然,隨意截取設(shè)計(jì)語(yǔ)言符號(hào)只能使品牌化設(shè)計(jì)出現(xiàn)混亂和盲目。所有的服裝品牌都應(yīng)有其設(shè)計(jì)風(fēng)格,服裝設(shè)計(jì)師須通過(guò)把時(shí)代的服裝特點(diǎn)以及規(guī)律性元素提煉出來(lái),并融入的相應(yīng)的文化和觀念,最后運(yùn)用到產(chǎn)品上予以表現(xiàn)。不同風(fēng)格的形式表現(xiàn)與品牌所在的地理位置、民族特征、生活方式、文化潮流、風(fēng)俗習(xí)慣、宗教信仰有密切關(guān)系。服裝品牌的設(shè)計(jì)風(fēng)格就是根據(jù)以上的文脈特點(diǎn),結(jié)合時(shí)代氣息所創(chuàng)作出來(lái)的。服裝品牌設(shè)計(jì)的靈魂就形成和擁有它自己的風(fēng)格,品牌能否穩(wěn)定發(fā)展也是設(shè)計(jì)師對(duì)服裝風(fēng)格和設(shè)計(jì)語(yǔ)言把握的獨(dú)特運(yùn)用與發(fā)揮。 本文參照國(guó)內(nèi)外優(yōu)秀案例,結(jié)合服裝行業(yè)品牌營(yíng)銷(xiāo)的實(shí)踐,開(kāi)創(chuàng)性地提出了服裝品牌產(chǎn)品語(yǔ)義對(duì)服裝風(fēng)格的形成的重要作用和設(shè)計(jì)文化理念對(duì)風(fēng)格形成的指導(dǎo)作用。我國(guó)是一個(gè)服裝生產(chǎn)出口大國(guó),也是貿(mào)易消費(fèi)大國(guó),但是對(duì)于品牌文化理論的認(rèn)識(shí)還較為粗淺,理解也不深入,眾多企業(yè)缺乏真正的品牌設(shè)計(jì)人員和企劃設(shè)計(jì)方面的人才,欠缺對(duì)于流行信息及趨勢(shì)的把握能力,導(dǎo)致產(chǎn)品開(kāi)發(fā)水準(zhǔn)有限,更多的國(guó)內(nèi)企業(yè)設(shè)計(jì)師采取的是抄襲模仿其他國(guó)外產(chǎn)品來(lái)經(jīng)營(yíng)自己的品牌,這就成為我國(guó)服裝行業(yè)普遍存在的現(xiàn)狀：原創(chuàng)產(chǎn)品的設(shè)計(jì)理念越來(lái)越空洞,品牌理念風(fēng)格的設(shè)定沒(méi)有個(gè)性、定位過(guò)度集中,嚴(yán)重缺乏品牌服裝風(fēng)格的個(gè)性?xún)?nèi)涵,導(dǎo)致惡性循環(huán)。服裝產(chǎn)品的風(fēng)格設(shè)計(jì)首先是列出與品牌風(fēng)格相關(guān)的設(shè)計(jì)語(yǔ)言,選擇設(shè)計(jì)方法,制定設(shè)計(jì)語(yǔ)言的組合規(guī)律,努力使全盤(pán)產(chǎn)品具有整體感,顯示出服裝品牌的完整性,服裝產(chǎn)品需要逐一對(duì)產(chǎn)品的色彩、款式、面料、輔料和裝飾等語(yǔ)言的設(shè)計(jì)構(gòu)成狀態(tài)來(lái)進(jìn)行具體的定位設(shè)計(jì)。綜上所述本文要解決的問(wèn)題是對(duì)服裝語(yǔ)義及風(fēng)格的具體形式與表現(xiàn)進(jìn)行嚴(yán)謹(jǐn)?shù)氖崂砼c探索,并對(duì)今后我國(guó)品牌服裝產(chǎn)品設(shè)計(jì)語(yǔ)言表現(xiàn)進(jìn)行體系構(gòu)建。
[Abstract]:The design style of the clothing brand is driven by the design idea, using the creative expression of the designer, controlling the theme and applying the corresponding expression technique and the creative combination of the clothing language to form the unique style of the clothing brand. Clothing brands have their own design ideas in the field of clothing design, which are the root of the formation of a variety of clothing features. The setting of clothing concept and style orientation play a key role in brand building. Clothing language is the constituent unit of product. Under the premise of determining the design style, the correct choice and use of the design language can control the performance result of the style. Otherwise, arbitrary interception of design language symbols can only cause brand design confusion and blindness. All clothing brands should have their own design style. Fashion designers should extract the characteristics and regular elements of the times, and incorporate the corresponding culture and concept, and finally apply them to the products to express them. The forms of different styles are closely related to the geographical location, national characteristics, lifestyle, cultural trends, customs and religious beliefs of the brand. Clothing brand design style is based on the above characteristics of the context, combined with the atmosphere of the times created. The soul of fashion brand design forms and owns its own style. Whether the brand can develop stably is the unique application and play of designer's grasp of clothing style and design language. Referring to the excellent cases at home and abroad, combined with the practice of brand marketing in garment industry, this paper puts forward the important role of product semantics of clothing brand on the formation of fashion style and the guiding role of design culture concept on style formation. China is a large country of garment production and export, but also a large country of trade and consumption, but the understanding of brand culture theory is still relatively shallow, understanding is not deep, many enterprises lack of real brand designers and talents in planning and design. Lack of the ability to grasp popular information and trends leads to a limited level of product development. More domestic enterprise designers adopt plagiarism to mimic other foreign products to manage their own brands. This becomes the present situation of the clothing industry in our country: the design idea of the original product is more and more empty, the design of the brand idea style has no individuality, the localization is too concentrated, and the personality connotation of the brand clothing style is lacking seriously, which leads to the vicious circle. First of all, the style design of clothing products is to list the design languages related to the brand style, to select the design methods, to formulate the combination rules of the design languages, to make the overall product have a sense of the whole, and to show the integrity of the clothing brand. Garment products need to design the color, style, fabric, accessories and decoration language to carry out specific positioning design. To sum up, the problem to be solved in this paper is to carding and exploring the specific form and expression of clothing semantics and style, and to construct the system of the design language performance of brand clothing products in our country in the future.
【學(xué)位授予單位】：河北科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：H15;F426.86;F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 周亞;現(xiàn)代田園風(fēng)格女裝設(shè)計(jì)研究[D];華南理工大學(xué);2013年

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本文編號(hào)：2303798