發(fā)布時間：2018-03-30 14:45

  本文選題：快時尚　切入點：中國本土服裝品牌　出處：《中國美術(shù)學院》2013年碩士論文

【摘要】：快時尚品牌的迅速興起，使高端奢侈品牌與大眾品牌的界線趨向模糊。然而，快時尚作為一種新模式或一種流行風格的呈現(xiàn)，對中國服裝的發(fā)展意味如何？研究國外快時尚品牌的構(gòu)成因素，分析其現(xiàn)狀及面臨的問題，探討快時尚在消費觀和生活環(huán)境有獨特性的中國的發(fā)展，為現(xiàn)今處于觀望狀態(tài)的本土服裝品牌提供理論的依據(jù)，更助于現(xiàn)代中國服裝品牌找到合適的新發(fā)展道路，是本論文撰寫的出發(fā)點。 論文以理論與案例相結(jié)合進行論述，搜集課題研究的相關(guān)資料，分析課題研究現(xiàn)狀。通過市場調(diào)研，對話消費者與專業(yè)人士，，采用問卷等方式，對研究課題進行系統(tǒng)的前期搜集、分析與研究。借鑒專家、學者的研究結(jié)果，綜合分析、比較、歸納研究快時尚的基本架構(gòu)原理與快時尚品牌發(fā)展的成因與規(guī)律、成功的模式與關(guān)鍵要素。針對課題篩選的兩個特定的、具有代表性的案例對象：國際快時尚服裝品牌ZARA與中國本土服裝品牌MECITY，進行具體而深入的案例分析與研究。同時結(jié)合本人所在的慕歌服裝品牌公司作具體案例實踐，對快時尚品牌在中國的發(fā)展問題做進一步的研究與論述，并嘗試性提出快時尚服裝品牌的本土化發(fā)展思路與設(shè)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.
【學位授予單位】：中國美術(shù)學院
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.86;F274

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相關(guān)期刊論文 前1條

1 夏添;王小雷;;論快時尚品牌的環(huán)�，F(xiàn)狀與發(fā)展趨勢[J];山東紡織經(jīng)濟;2012年05期

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