服装品牌策展人角色建构

Role Construction of Curator for Clothing Brand

在饱和的服装消费市场现状下,为了满足差异化、多样化和复杂化的时装消费需求,基于服装品牌自身定位,以实现可持续商业落地为目标,采用文献研究法、比较分析法、个案研究法,梳理分析服装品牌策展人角色建构策略。分析得出,策展过程中存在品牌概念、编辑策划、整合展示、关联推动4个要素的联动规律。同时结合案例提出不同定位的策展设计,为服装品牌拓宽文化中介路径提供可能性。

Under the current situation of saturated clothing consumption market,in order to meet the differentiated,diversi-fied and complicated fashion consumption demand,this paper adopted the method of literature research,comparative analysis and case study,to sort out and analyze the role construction strategy of curator for clothing brand,based on the self-positioning of clothing brand,with the goal of achieving sustainable commercial implementation.The research shows that there is a linkage law between the four elements of brand concept,editing and planning,integrated display and asso-ciation promotion in the curatorial process.Besides,the curatorial design of different positioning was proposed combined with the cases,which provided the possibility for clothing brands to broaden the cultural intermediary path.