基于90后设计师群体研究的服装品牌策划类课程教学实践探索

Exploration of “Fashion Brand Planning” Teaching Practice Based on 90's Designer Groups Study

近年,80、90后设计师群体创立的"独立设计师品牌"已成为产业发展中不可忽视的力量,此类品牌更倾向于设计师个人设计表达和创新意识的呈现,其蓬勃发展也反映出服装产业的消费需求变化。"服装品牌策划"类课程是很多服装院校的主干课程,以北京服装学院(简称BIFT)为例,课程要求学生完成"虚拟品牌策划案"和一季产品的研发。面对大量的结课作业,如何使具有潜力的"品牌策划案"能够在商业环节中延伸并落地,是目前该类课程教学探讨的内容之一。本文通过对90后设计师群体的特征及设计状态和品牌意向调研,并结合优秀的"品牌策划案例"实践尝试,探索该类课程教改中如何更接近行业的实际需求,探讨90后设计师品牌孵化的可能性。

Independent designer brands, created by 80s and 90s designer groups, are increasingly significant in the fashion industry. Such brands illustrate indi- vidual expression and creative ideas, and its development reflects the consuming needs changes of fashion industry. Fashion brand planning course is the main curricular in many fashion colleges. Take an example of BIFT, students are asked to finish a virtual brand planning project and development of a certain season＇s product. One of the content of such curricular to be discussed is how to make the potential brand planning project expand and reliable in commercial chain. This paper explored how to close to the needs of industry and discussed the possibility of 90＇s designer brand incubation through investigation of 90＇s designer groups characteristics, design mode and brand nature.