摘要
当前,北京已成为北方地区一个重要的服装工业基地。其"铜牛"、"爱慕"和"依文"三家服装品牌实施创意战略取得了瞩目成就:三个"提升"为铜牛带来新活力;爱慕.敦煌"大型主题内衣发布会,引发全新的时尚品牌文化新概念,全面铺开了内衣文化工程,在全国掀起"内衣艺术视觉体验";依文用情感和文化经营男装",打造了高级服装定制品牌。展望时装创意产业的发展前景,应采取时装设计创新、营销创新和经营模式创新等整体升级的方案,使北京本土服装品牌竞争与国外品牌融合,进一步形成北京服装产业品牌错落有致的多元化发展态势。
Currently,Beijing has become an important base of fashion industry.The three fashion brands of Tongniu,Aimer and Eve de Uomo make great achievements through creative strategy： the three ＂enhances＂ bring new activity for Tongniu;Aimer Dunhuang： Un-derwear Collection leads to a new concept of fashion and brand culture,spreads the project of underwear culture,and starts a visual ex-perience of underwear art across our country;Eve de Uomo operates men＇s clothing with emotion and culture,and creates custom-tailor brand of superfine cloth.According to the development prospect of creative fashion industry,we should take the overall upgrading inno-vative plan of fashion design,marketing,and business model,integrate the competition of local fashion brands in Beijing into foreign brands,and develop diversified fashion-brand trend well-arranged in Beijing.
出处
《商业经济》
2010年第18期77-79,94,共4页
Business & Economy
关键词
时装产业
创意战略
发展研究
fashion business
creative strategy
development
