设计师品牌的包袋设计战略研究.docVIP

设计师品牌的包袋设计战略研究 　　Abstract：As the part of fashion designer brand’s development strategy， bag design plays increasingly important role in the business planning of designer brand. Through the case studies of designer brands such as Anya Hindmarch and Paul Smith， this paper evaluates the value of different bag design and discusses different brands’ strategy. By means of the sustainable branding strategy and the crossover design strategy， this research puts forward how to increase designer brands’ high added value. 　　Key words：Bag Design；Branding Strategy； Design Value；Designer Brand；Trend Research 　　摘要：包袋设计作为时装设计师品牌发展战略的一部分，在商品企划中起着越来越重要的作用。通过对安雅?希德玛芝、保罗?史密斯等英国设计师品牌进行包袋设计调研和品牌案例分析，进而对不同的包袋设计价值进行评估，对不同品牌战略进行探讨。研究提出如何通过可持续发展品牌战略和跨界设计战略，增加设计师品牌的高附加值。 　　关键词：包袋设计；品牌战略；设计价值；设计师品牌；趋势研究1Introduction 　　The development of bags and accessories has been such a strong power to push the fashion industry forward. It can be a very straightforward way to get a brand if you buy a handbag. Meanwhile， it is very simple just because a bag can fig anyone without considering one’s figure. “In the huge and ever growing accessories market， bags have evolved into unique design pieces status symbols that many aspire to own” （Huey and Draffan， 2009）. Bag is a very interesting fashion category. You can use them effectively without a “zero size”， because everyone has arms. Handbag sometimes can change one’s emotion more effectively than clothes. Meanwhile， as the requirement of bag design and design strategy increases heavily， both of them attract more and more attention. 　　In the brand operation or fashion design teaching， more and more design and branding research about bag has been done. Fashion designers will try to think about bag design’s future through analyze and comparison of different designer brands’ case studies. The research methods that used in this study include case series study， compared observation， expert interview. All of the methods were combined with literature review for