CI战略中的服装设计师

Fashion Designers in Cl Strategy

服装企业Cl品牌战略是个系统工程,服装设计师在这个系统工程中的地位和作用应该正确确定。结合国内外服装业实际情况,对当前国内服装业不重视设计和设计师的情况提出一些看法,认为某些服装企业急功近利的做法时企业本身和中国的服装设计事业都是有害的,如不形成科学的客观的认识,将后患无穷。本文提出的设计文化概念是服装企业品牌战略的重要环节,指出:对服装设计师设计声誉的作用视而不见或剥夺抵制,是毫无远见的、落后的非理智行为——尽管这种行为普遍存在于中国的服装企业中。因此,尽快认识服装Cl战略中的设计文化,认识设计文化中的服装设计师,对一个具有现代企业概念的真正的服装企业家来说是至关重要的,并且对企业制定和落实Cl战略具有积极的现实意义和指导意义。

The CI strategy for garment enterprises is a system engineering. The status and role of the fashion designers in it should be redefined. Some ideas are put foward about the present realities that the designing and designers are much overlooked based on the real situations in the garment industry home and abroad. It argues that such practices which only emphasize on present rather than future development in some garment- enterprises will do harm to the enterprises them-selves as well as the designing under taking of China as a whole. If no scientific objective understandings were not formu-lated, great harms would be ahead. The concept of designing cultures presented is a key link in the CI strategy for gar-ment enterprises. The author suggests it's an ignorant backward and irrational activity to turn a blind eye to or deprive of the role of the fashion designers in the industry besides designing, but unfortunately it' s widely existing in the garment enterprises in China. Therefore, it's of vital importance for an real garment entrepreneur with modem enterprise concept to understand the designing culture in CI strategy and fashion designers in designing cultures as soon as possible and it' s also practical and instructive for enterprises' drawing up and putting into practice the CI strategy.