快時尚服飾品牌視覺形象設計研究
發(fā)布時間：2019-05-17 23:00
【摘要】：隨著社會發(fā)展和人們消費觀念的轉變,從“快速消費品”中脫穎而出的快時尚服飾憑借其時尚、平價、款式更新快速的特點受到了消費者的喜愛。近年來,國外先驅快時尚品牌ZARA、HM、UNIQLO、CA等紛紛將目光瞄準中國市場,短時間內在我國市場取得了巨大的成功,在這種情境下,中國本土服飾品牌看到了快時尚品牌的巨大優(yōu)勢,也開始創(chuàng)建新的快時尚品牌或者由傳統服飾品牌向之轉型,在這個過程中,除了對國外快時尚品牌的生產與經營管理模式進行借鑒外,國外快時尚所擁有的簡潔優(yōu)質的品牌視覺形象也成為中國快時尚品牌效仿的對象。本文以快時尚服飾品牌視覺形象設計為研究對象,以國際性先驅快時尚品牌與中國式本土快時尚品牌兩個視點分別切入,在對國內外相關文獻資料的研究與實地考察基礎上,挑選出在中國市場上銷售并具有代表性的國際性快時尚品牌與中國式快時尚品牌案例,基于品牌視覺形象的各設計要素分別對兩者進行分析,并在此基礎將兩者進行比較,從而初步得出中外快時尚服飾品牌視覺形象設計的一致性與差異性特點,與此同時,通過調查問卷的方式,對已知的結論進行修正、補充,最終找出中國式快時尚品牌視覺形象設計上所存在的一些問題,并相應提出幾點切實可行的建議。論文共分為七個部分,第一部分為概述,主要包括研究目的和意義、國內外研究現狀綜述、研究內容與研究方法以及本文研究中出現的一些重要概念的界定。第二部分為快時尚品牌與品牌視覺形象概述,在這里主要對快時尚品牌和品牌視覺形象的內容與設計原則做了進一步介紹和解釋。第三部分至第六部分為本文的核心部分。第三部分主要以ZARA、HM、UNIQLO為典型案例對國外快時尚服飾品牌的視覺形象設計進行了探討。第四部分與第三部分的結構基本相同,即以UR、拉夏貝爾、MECITY三個品牌為案例對中國式快時尚品牌進行了分析與研究。第五部分為中外快時尚服飾品牌視覺形象設計比較分析部分,主要包括二個方面,第一個方面是基于論文三、四部分的分析對兩者進行差異性與一致性比較。第二個方面是對快時尚品牌的消費者進行關于“中外快時尚品牌的視覺形象設計的感知與滿意情況”的實證調查。第六部分是基于上述的研究結論為基礎來探討并得出了中國式快時尚品牌目前存在的四點問題,并嘗試為本土品牌提供了三點改進建議。第七部分為全文的總結性章節(jié),包括結論與研究展望。本文以整體性、多維度的視角對快時尚品牌的視覺形象設計進行分析,并以定性分析與定量分析相結合的研究方法進行探究,進而找出中國式快時尚品牌在視覺形象中所存在的問題,以期能夠對我國視覺設計的發(fā)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.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：J524
本文編號：2479473
[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.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：J524
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