高端品牌针织服装的识别化图案研究

Study on recognizable pattern of high-end knitted brand

针对国际高端知名品牌针织服装的图案设计,利用品牌设计和运作理论的研究,通过识别化图案概念的提出,结合实际案例分析品牌标识类图案、品牌风格类图案和品牌流行类图案的应用形态,并总结归纳出图案内容、图案布局和图案部位的应用量态。该项研究对目前国内针织品牌所面临的市场竞争同质化、缺乏品牌核心竞争力以及图案设计盲目跟风等问题提出了新的解决思路和方案。这一概念的提出和研究,有利于相关品牌寻找竞争差异化的市场卖点,挖掘其自身的文化优势并建立消费群的品牌归属感和忠诚度。

It is just installing the high-end graphic design for well-known brands of knitted garments and using the theory of brand design and operation,the article proposed the concept of recognizable pattern,as well as analyzed the categories of brand logo pattern,brand style pattern and brand popular pattern and their application form by actual cases. As a result,it summed up the application amount of state of pattern content,pattern layout and pattern parts. The study proposed a new solution and program for domestic knitting brands, which faced the problems of competition homogeneity, lack in competitiveness and blindly follow the trend. The concept was proposed and researched in favor of the relevant brands to find competitive differentiation as selling point,furthermore,to tap its own cultural superiority and build a sense of belonging and brand loyalty of consumer groups.