南通大学纺织服装学院二O一一年四月题目：服装品牌与流行趋势浅析姓名：张畅指导教师：专业：服装工程与服装设计（服装艺术设计）南通大学毕业论文摘要二十一世纪是品牌竞争的世纪，流行在当下瞬息万变，而流行性、时代感、顺应市场潮流之变化是每个服装品牌都应考虑的因素。无论是经典的还是年轻的、中庸的还是前卫的品牌都是如此。如著名时装品牌的创始人范思哲所说：“你不可能住在象牙塔里设计时装和其他艺术品，你必须生活在实际社会中。”服装企业通过各种方式获取当季和下一季的流行趋势信息，结合自身产品的种类、定位以及风格特点等将概念性的流行内容，转化成自身产品的具体内容，细化自身企业产品的色彩、材料、款型、细节等等。这个整合的过程要求服装品牌对流行预案有独特的理解及巧妙地运用，对流行趋势把握得好、分寸到位，可以强化品牌风格，得到消费者的青睐，从而捉升品牌的竞争力。关键词：品牌，流行，定位，风格ABSTRACTThetwenty-firstcenturyisthecenturyofbrandcompetition,popularinthepresentrapidlychanging,andpopularity,contemporary,followthemarkettrendofchangeiseveryclothingbrandshouldbetakenintoaccount.Whetherclassicorayoung,moderate,oravant-gardebrandsarethecase.FounderofthefamousfashionbrandssuchasVersace,said:"Youcannotliveinanivorytowerdesignfashionandotherart,youmustliveintherealsociety."Garmententerprisesthroughavarietyofwaystogettheseasonandnextseason'sfashiontrendsinformation,combinedwiththeirownproductrange,locationandstyleofthepopularfeaturessuchastheconceptualcontentintothespecificcontentoftheirproducts,refinedcoloroftheirenterpriseproducts,materials,models,detailsandsoon.Thisprocessrequirestheintegrationofthepopularclothingbrandhasauniqueunderstandingofplansandcleveruseoftrendthesituationwell,measuredinplace,canstrengthenthebrandstyle,getconsumerstocatchliterbrand'scompetitiveness.Keywords:Brand,fashion,location,style目录摘要....................................................IABSTRACT...................................................II第1章绪论1.1课题的目的和现实意义................................................................................11.2课题研究背景、成果和进展...................................................................11.3课题研究内容...........................................................................................11.3.1课题研究方法.................................................................................11.3.1课题创新及预测趋势.................................................................................1第2章服装品牌概述2.1服装品牌的定义.......................................................................................22.2服装品牌的文化传播...............................................................................22.3服装品牌建设...........................................................................................22.3.1服装品牌设计策略.........................................................................22.3.2服装品牌建设的意义.....................................................................2第3章服装流行趋势2.1服装流行的定义.......................................................................................32.2服装流行的主导因素...............................................................................3第4章服装品牌与流行趋势研究3.1服装品牌对流行的影响...........................................................................43.2如何构建一个可以引导流行趋势的服装品牌.......................................4参考文献........................
