服装感性类型风格形象特征及文化元素构成分析

Analysis of image features and cultural elements for clothing perceptual type style

准确把握消费者风格形象,策划设计开发与定位消费者审美需求相一致的产品,通过服装产品向消费者传递文化信息和品牌内涵,是品牌经营之道。从感性层面综合分析多样化美意识,将繁多的风格整理分类,归纳出概括性的感性类型——服装风格形象,是捕捉目标消费群体审美形象的有效切入点。服装风格类型要以设计要素及所融入的各类文化元素等为依据进行甄别,服装文化信息与品牌文化内涵则需要通过设计要素和各种文化元素等构成的风格形象才能完美表达。

Grasping consumer＇ s style image accurately, designing products which consisted with the aesthetic demand of consumers, and transferring cultural information and brand connotation to consumers with the costume products, which were the brand way of business. Analyzing diversified beauty consciousness comprehensively from the perceptual angle, classifying the complex and varied styles, and then summarizing the very general perceptual categories the costume style image, which was an effective point to capture the aesthetic image of the target consumption group. The style types of costume should be identified based on the design elements and embodied cultural elements, and the costume culture as well as the connotation of the brand culture should express perfectly through the style image consisted of design elements and various cultural elements, etc.