以测款流程为依据的线上女装品牌造型设计案例研究

Case study of online women’s clothing brand styling design based on the style sales testing process

线上女装品牌的运营模式在很大程度上克服了传统线下女装品牌研发周期长和库存风险高的缺陷,线上测款流程产生的各类数据为产品研发提供了科学和精准的判断依据。文章通过多个设计与运营实践案例分析了测款流程中造型设计方式与测款数据的关联度,列举了筛选优质造型元素并对其进行延伸设计的若干技法,根据具体的商业实践数据总结了造型设计方式的利弊,从而达到控制库存周期、及时止损和整体利润最大化的商业目的。

The operational model of online women’s clothing brands has largely overcome the shortcomings of traditional offline women’s clothing brands,such as long research and development cycles and high inventory risks.The various data generated by the online style sales testing process provide scientific and accurate judgment basis for product development.This paper analyzes the correlation between styling design methods and style sales testing data in the style sales testing process through multiple design and operation practice cases.It lists several techniques for selecting high-quality styling elements and extending their design,and summarizes the advantages and disadvantages of styling design methods according to specific commercial practice data,in order to achieve the commercial goals of controlling inventory cycles,timely stopping losses,and maximizing overall profits.