品牌皮具消费及设计的趋势探析

Analysis on the Trend of Brand Leather Goods Consumption and Design

随着90后人群开始成为时尚皮具市场的消费主力,皮具消费呈现出时尚化、个性化与社交化的发展趋势。皮具消费需求与消费语境的变化促使皮具品牌更加注重在设计中体现品牌的社会责任感与可持续发展目标,动物伦理、创新性的替代材料、个性化定制等成为品牌设计考量的重要因素。皮具设计的时尚性与个性化仍是目前显著的趋势,随着众多新创独立设计师品牌的加入,“可负担奢侈”皮具市场的竞争尤为激烈。品牌在发展中倾向于为目标顾客提供差异化的产品设计与服务,反过来促使皮具在品质与价格上更加趋于平衡,品牌个性也更加彰显。

As the post-90s people became the main consumption force in the fashion market,the consumption of leather goods showed a trend of fashion,personalization and socialization.The changes in the leather consumption demand and context promote leather goods brands to pay more attention to reflecting brand social responsibility and sustainable development goals in design.Animal ethics,innovative alternative materials and personalized customization have become the important factors in brand design.The fashion and personalization of leather goods design are still the significant trend at present.With the participation of many new independent designer brands,the competition in the"affordable luxury"leather goods market is particularly fierce.In the process of development,brands tend to provide differentiated product design and service for target customers,which in turn makes leather goods more balanced in quality and price,and the brand personality more prominent.