香奈儿高级时装品牌的设计管理方式研究

THE DESIGN MANAGEMENT METHOD RESEARCH OF CHANEL HAUTE COUTURE BRAND

为了厘清高级时装品牌设计管理概念,探讨法国高级时装屋历史样本所映射的当代价值。通过个案映射全局的研究方法,一方面对现有文献整理,统筹设计管理的已有研究与高级时装品牌的特殊性,另一方面围绕典型案例进行历史与空间视角的综合研究,从设计风格、运营方式、品牌战略三个要素切入。将高级时装品牌的设计管理方式界定为由高级时装设计师驱动,以高级时装品牌核心消费群为中心,基于设计与管理的双重职能,统筹涵括设计、运营、战略三个要素的设计与管理过程。通过以点带面的研究,加深对香奈儿高级时装品牌源流与设计管理方式转型的认识。

In order to clarify the concept of design management of Haute Couture brands and to explore the contemporary values mapped by the historical samples of fashion.The research method of mapping the whole picture through individual cases,on the one hand,organizes the existing literature and integrates the existing research on design management with the special characteristics of Haute Couture brands,and on the other hand,conducts comprehensive research around typical cases with integrated historical and spatial perspectives,starting from three elements:design style,operation method and brand strategy.The design management of Haute Couture brands is defined as a design and management process driven by Haute Couture designers,centered on the core consumers of Haute Couture brands,and based on the dual functions of design and management,which integrates the three elements of design,operation and strategy.Through a point-by-point study,we deepen our understanding of the origin of the Chanel haute couture brand and the transformation of the design management approach.