基于动态多维定位的定制服装品牌设计模式

Fashion customization brand design model study based on dynamic multi-dimensional positioning

定制服装品牌设计模式的复合架构有助于解决本土服装品牌在品牌升级过程中遇到的问题,改变品牌多元化背景下定制服装子品牌存在的定位模糊与缺乏系统品牌模式、设计方法指导的现状。以业务模式、经营模式、盈利模式、服务模式为核心维度,将定制服装品牌模式分为3类:以高级定制为主营业务的工作室或定制服装品牌;基于成衣品牌业务延伸的定制服装子品牌;基于数字技术与流水线生产的大规模定制服装品牌。对三者进行比较,确定设计模式的研究对象与范围。其次,归纳出定制服装品牌的定位结构特征,提炼出3种主流定制动机,结合三维定位组合,提出定制服装品牌动态多维定位体系的4个步骤。最后,将定制服装品牌的设计模式分解为4个子模块:三维设计模块、动态多维定位模块、要素分层模块、营销要素组合模块,从而构建基于动态多维定位的中国定制服装品牌设计模式。

The composition of fashion customization brand design model is helpful to solve the problems which existed during the indigenous brand upgrading procedure and to change the present situation in which fashion customization brand has ambiguous market niche,lacks systematic brand model and design guidelines under the background of brand multi-variant. To deem operation model,benefit model,business model,and service model as core dimensions,fashion customization brand model can be classified into the following three kinds： high-end fashion made-to-order brand; sub-brand which offers made-to-order product or service and belongs to the successful ready-to-wear brand; and mass customization fashion brand depending on digital technology and assembly line. The study field and object of specific design models are determined after comparison. Then the positioning constructional characteristics can be concluded and three main customization motivations can be abstracted simultaneously,along with the three dimensional positioning concept. So a four-step procedure of fashion customization brand positioning system is given. Finally,the design model of fashion customization brand is divided into four sub-models as follows： three dimensional design model,dynamic multi-dimensional positioning model,core brand elements model,marketing mix model. And thus the fashion customization brand design model of China is developed based on dynamic multi-dimensonal positioning system.