Hermes丝巾时尚元素的艺术性和商业性

Artistry and commerciality of fashion elements in Hermes silk scarves

通过对Hermes旗下单品丝巾的品牌文化、色彩图纹、营销策略三方面的叙述,阐明了在商业性与艺术性之中,如何适度把握两者的平衡,既能使商业性较好地为艺术服务,又能成功实现将艺术技巧转变成商业神话的奇迹。研究认为,商业化的奢侈品设计行为亦是一项艺术行为。作为奢侈品世界的领军人物,如何做好消费者物质和精神需求最好的载体,如何将商品设计与艺术最大程度地结合,利用艺术的独特魅力,在商业竞争市场中独树一帜,这才是引人耳目,具有发展空间的长久之计。

This paper clarifies how to grasp the balance between the commerciality and artistry appropriately so as to make commerciality serving artistry well and successfully realizing the miracle of transforming artistry into commercial myth by describing the brand culture, color pattern and marketing strategy of Hermes single silk scarf. The research thinks that commercialized luxury design behavior is also an artistic behavior. As the leader in the luxury world, being the best carrier of consumers＇ material and spiritual demands, combining product design and artistry to the maximum extent and dominating the commercial competitive market using the unique of art are long-term strategies catching others＇ eyes and having development space.