品牌驱动:基于设计管理的时尚丝巾展示策略研究

Brand-driven: Research on fashion scarf display strategy based on design management

针对当前众多国内丝巾品牌在展示时所存在的滞后性问题,文章基于时尚品牌丝巾展示推广实际调研及案例研究整理,系统分析设计管理理论与品牌丝巾创新设计展示的关联,并根据时尚产业发展探析丝巾的展示设计优化策略。研究表明:设计管理学与丝巾展示在基本概述、适配应用、创新运作等方面存在关联性,基于设计管理理论探析出策略管理、流程管理、空间管理和形象管理四个维度的丝巾展示驱动路径,并提出丝巾展示创新需顺应时代,拓宽合作视角,利用好新兴数字技术与系统性设计思维等方面的融合,以期更好地为国内时尚产业的丝巾展示应用模式提供可借鉴的设计升级转型思路。

In the context of globalization,the frequent cooperation of domestic and foreign fashion brands has become an important way to drive development.Silk scarves,as the primary clothing accessories of brands,are important products for fashion consumer groups to meet their psychological needs.In recent years,the combination of art and technology has promoted the vigorous development of the fashion industry,and the management mode with systematic strategy has become an important way for brands to enhance their visibility and influence.The effective association between design management and brand scarf display can attract a large number of consumer groups and promote the optimal display path and sustainable development of their own brand silk scarf products.However,there are some problems in the display of China’s existing silk scarf brands,such as zero management mode,lagging display form,and failure to adapt to the changes of the times to make corresponding measures,and there is still some room for improvement.To explore the innovation of display strategy,break the ice at the design level,fill the current research gap,improve the standardized management measures of Chinese brand silk scarf display,and strengthen the communication,this paper explores the display strategy and feasibility of fashion silk scarves based on the design management theory.First of all,through the field visit to more than 20 silk scarf stores in Jiangsu,Zhejiang and Shanghai to conduct in-depth market research,the article collates the historical records of graphic materials to summarize the four defects existing in current domestic silk scarf display.Then,the paper describes the development and system of design management theory,analyzes the relationship between design management theory and silk scarf display design,and finds out the feasibility of theory guiding practice.It integrates the summarized defects into the development background of the times to make corresponding strategies one by one,and puts forward four relevant innovation viewpoints at the design management level.Finally,the feasibility of the study theory is verified with the model of the Hermes brand as a case for in-depth analysis.Through the research,it is concluded that the design management theory and silk scarf display are compatible,which reflects that the two have relatively good theoretical and practical guiding significance in the aspects of system thinking,communication intensity,technology application and product development.Based on design management,this paper explores the strategy system from the four dimensions of strategy management,process management,space management and image management.That is,in displaying silk scarves,it is necessary to have the thinking of globalization,systematicness and fine selection,improve the quality and effectiveness of the display through effective whole-process management,take into comprehensive consideration of layout,lighting,technology integration,etc.to strengthen the brand image,grasp the story expression and diversified display form embedment of design from the source,and establish a deep connection with customers.Through the effective closed loop of design management,attention is paid to the feedback and evaluation of silk scarf display,and optimization measures suitable for their own brand characteristics are formed.For the future local silk scarf display design,it is necessary to pay attention to the management of the form and process,but also to the fit of the brand concept and cultural connotation of the silk scarf.In the Chinese silk scarf brand display strategy based on design management theory,we can make full use of silk scarf media to tell the story of Chinese culture,promote the global design progress and effective communication of Chinese silk scarf brands,and attract consumers’attention,so as to better highlight the design and communication of domestic silk products.