明星主理人与品牌联名设计的研究

RESEARCH ON CO BRANDING DESIGN OF STAR MANAGERS AND FASHION BRANDS

随着市场竞争愈演愈烈,时装行业设计层面的趋同化越来越严重。而采用联名策略,凭借创作、深化与竞争品牌的差异点,无疑是设计和营销层面的双赢,能为其他设计者提供联名的设计价值与借鉴意义。文章通过文献整理、案例分析、对比分析等研究方法,对明星主理人与时装品牌联名设计的发展历程及其模式特征展开论述,推演出联名背后的本质,再结合相关案例进行深度解读。得到联名设计的模式、本质原因、对设计的影响及其发展方向。明星主理人的号召力、时尚触觉与品牌的知名度、影响力相互渗透,为满足当今多元化设计需求,兼顾审美与态度,从而深化和延展联名设计,增添设计张力,赋予服装独特含义,能提供新的创意思路。

With the increasingly fierce market competition,the convergence of fashion industry design level is becoming more and more serious.The adoption of CO branding strategy,relying on the differences between the creation,deepening and competitive brands,is undoubtedly a win-win situation at the design and marketing levels,which can provide design value and reference significance for other designers.Through literature review,case analysis,comparative analysis and other research methods,this paper discusses the development process and mode characteristics of star manager and Brand Co branding in fashion design,deduces the essence behind the co branding,and further interprets the relevant cases.Get the reason,characteristics,essence,function and development direction of joint design.The appeal power and fashion sense of star managers are permeated with the popularity and influence of the brand.In order to meet the diversified design needs of today and take into account the aesthetic and attitude,joint brand design can be deepened and extended,the expression of design will be increased,the unique meaning of clothing will be given,and a new creative way will be provided.