服裝設(shè)計(jì)師在服裝品牌網(wǎng)絡(luò)銷售中的作用研究
發(fā)布時間：2018-08-13 21:10
【摘要】：服裝設(shè)計(jì)是藝術(shù)學(xué)與設(shè)計(jì)技術(shù)的綜合體,而設(shè)計(jì)師鮮活的創(chuàng)造力和動手能力對于服裝品牌有著非比尋常的重要性。隨著網(wǎng)絡(luò)技術(shù)的發(fā)展,網(wǎng)絡(luò)銷售迅速滲透到服裝行業(yè)當(dāng)中來,因此,消費(fèi)者與服裝公司之間已被架起一座新型橋梁,便是互聯(lián)網(wǎng)。眼下,原本居于“幕后”的服裝設(shè)計(jì)師也在網(wǎng)絡(luò)技術(shù)的沖擊下,逐漸走向了“前臺”。建立高效的中國服裝品牌網(wǎng)絡(luò)銷售渠道以及提高消費(fèi)者對本土的服裝品牌和服裝設(shè)計(jì)師的認(rèn)知度,已成為中國服裝設(shè)計(jì)學(xué)術(shù)界和中國服裝企業(yè)實(shí)踐中面臨的重要研究課題。 目前,絕大多數(shù)的服裝企業(yè)都已經(jīng)意識到了網(wǎng)絡(luò)銷售的重要性。我國除了很多的本土服裝企業(yè)之外,還有很多國外品牌也隨著世界貿(mào)易的進(jìn)程而發(fā)展到我國來,因此,現(xiàn)在我國市場上擁有眾多的服裝品牌,競爭也尤為激烈。面對不容樂觀市場前景,為了更好地吸引消費(fèi)者,很多預(yù)見性強(qiáng)的企業(yè)把銷售渠道擴(kuò)展到了網(wǎng)絡(luò)上,并取得了相當(dāng)不錯的成效。 21世紀(jì)初,中國的服裝市場開始引進(jìn)高設(shè)計(jì)附加值的奢侈品品牌,Louis Vuitton、 Christian Dior、Gucci等國際知名奢侈品品牌紛紛登陸中國市場,逐漸被消費(fèi)者認(rèn)知,而他們背后的設(shè)計(jì)師也隨著那些品牌的認(rèn)知而被廣大消費(fèi)者所熟悉,消費(fèi)者因?yàn)長ouis Vuitton而認(rèn)識了馬克·雅各布；因?yàn)镃hristian Dior而認(rèn)識了約翰·加利亞諾。服裝品牌和設(shè)計(jì)師之間起到了“相互影響、相互促進(jìn)”的作用,不但擴(kuò)大了服裝品牌在消費(fèi)者當(dāng)中的知名度,也使服裝設(shè)計(jì)師在消費(fèi)者的心目中取得了較高的人氣。然而中國的服裝企業(yè)忽略了對于設(shè)計(jì)師作品的宣傳和推廣,導(dǎo)致設(shè)計(jì)師的設(shè)計(jì)附加值未能較好的體現(xiàn)到品牌的產(chǎn)品中。所以,我們只知道那些本土的服裝企業(yè)和服裝品牌的名稱,卻不能隨口說出這些品牌背后設(shè)計(jì)師們的姓名。由此我們可以清楚的認(rèn)識到中國的服裝設(shè)計(jì)師在消費(fèi)者心目中的知名度和國外相比存在著較大的差距。 針對以上所述,我們可以得出：服裝設(shè)計(jì)師是服裝品牌的幕后使者和靈魂,他們的所作所為直接決定了產(chǎn)品的風(fēng)格和品牌的個性。作為服裝設(shè)計(jì)師,只有不斷的與時俱進(jìn),及時了解服裝品牌網(wǎng)絡(luò)零售日益變換的動態(tài)更新,了解當(dāng)下的流行時尚元素和消費(fèi)者對于最新服裝時尚的認(rèn)知度和購買心理,再結(jié)合自己的創(chuàng)作才華,才能夠設(shè)計(jì)出被消費(fèi)者所賞識的服裝產(chǎn)品,打造出最新的“爆款”服裝款式,在網(wǎng)絡(luò)銷售市場中獲得相應(yīng)的市場份額,也使消費(fèi)者在消費(fèi)服裝過程中感到稱心如意。如果我國的本土設(shè)計(jì)師的賞識度不被消費(fèi)者們所提高,國產(chǎn)服裝品牌的產(chǎn)品附加值就很難在設(shè)計(jì)師的作品中體現(xiàn)。品牌也就很難成就為世界級的服裝品牌。 本文主要創(chuàng)新之處在于： 其一,設(shè)計(jì)師對于服裝品牌網(wǎng)絡(luò)銷售的重要性。作為服裝設(shè)計(jì)師,必須順應(yīng)當(dāng)下最流行的時尚元素和服裝款式的變化與革新,讓國內(nèi)的服裝品牌和服裝設(shè)計(jì)師與消費(fèi)者有效的互動,使服裝品牌在網(wǎng)絡(luò)零售中打造爆款、引領(lǐng)潮流、提高零售業(yè)績。 其二,在當(dāng)前網(wǎng)絡(luò)信息技術(shù)高速發(fā)展的背景下,傳統(tǒng)的服裝銷售已經(jīng)轉(zhuǎn)變成了網(wǎng)絡(luò)銷售,但這一過程中,依舊存在著不少制約因素。在網(wǎng)絡(luò)銷售中也存在瓶頸,如：設(shè)計(jì)的理念缺乏時效性,網(wǎng)絡(luò)銷售的推廣無法如期獲得收益,消費(fèi)者的訪問深度和購買轉(zhuǎn)化率不高等。作為服裝設(shè)計(jì)師,必須積極配合服裝企業(yè)中各個部門的工作人員,了解制約因素的所在并有效的解決。使服裝品牌能夠突破瓶頸,銷售業(yè)績得到顯著提高。
[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.
【學(xué)位授予單位】：浙江農(nóng)林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.86;F724.6;TS941.2
本文編號：2182199
[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.
【學(xué)位授予單位】：浙江農(nóng)林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.86;F724.6;TS941.2
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