Showroom模式对设计师皮具品牌销售及传播的作用

The Role of Showroom in Designer Brands of Leather Goods’Sales and Communication

对目前国内时尚业showroom模式的现状进行了概括与梳理,并结合皮具配饰的产品特点分析了showroom模式对于皮具品牌销售与传播的优势。从整体上来说,showroom模式助力皮具手袋行业培育了一批面向小众的风格独特的设计师品牌,使皮具品牌之间的差异性与多元性得以保留。Showroom模式虽然整体上顺应了个性化与时尚化的消费趋势,但也存在一些不足与问题,尤其是在互联网新科技赋能时尚销售与传播的大环境下,showroom在将线上资源融入线下模式的同时需要注意避免虚拟展示为品牌带来的风险以及showroom自身作为桥梁重要性的削弱。

This paper summarizes the current situation of showroom mode in domestic fashion industry,and analyzes the advantages of showroom mode for leather brand sales and communication combined with the product characteristics of leather accessories.On the whole,the showroom mode has helped the leather product and handbag industries cultivate a number of niche and unique designer brands,so that the differences and diversity among leather product brands can be preserved.Although the showroom mode conforms to the consumption trend of personalization as a whole,there are still some deficiencies and problems,especially in the environment of fashion sales and communication enabled by new Internet technology.While integrating online resources into the offline mode,showroom needs to pay attention to avoid the risks brought by virtual display to the brands and the weakening of its importance as a bridge.