我国中小学校服现状研究及服装品牌企划

Current Situation of School Uniforms and Clothing Brand Planning in Primary and Secondary Schools in China

以市场调研为基础,分析我国校服现状,指出目前校服主要存在校服设计同质化问题严重、校服服务体系不健全、部分校服质量较差、无品牌校服4方面问题。同时结合调研结果,明确提出一个校服品牌企划方案,详细介绍品牌命名、品牌定位、校园品牌门店设计、校服系列设计及配套产品设计。以改变校服服务体系、提高校服功效性、加强区域民族文化、注重安全舒适性为目的,打造新时代背景、符合学生审美及倡导校园文化需求的服装新品牌体系。

The school uniforms should adapt to the development background of the new era and keep pace with the times,as well as meet the aesthetic needs of students.Based on the market research,this paper analyzes the reasons for the current problems of school uniforms in China.Being combined with the research results,a school uniform brand plan is clearly put forward,which aiming at changing the school uniform service system,improving the effectiveness of school uniforms,strengthening national culture and paying attention to safety and comfort.Then a new clothing brand system is built up towards creating a new era background,meeting the needs of students’aesthetics and advocating campus culture.