基于年轻消费者情感需求的丝绸服装设计创新 - 《丝绸》杂志社.pdf

Vol.49 第49卷 2012年12月 第12期 No.12, Dec. 2012 设计与产品 基于年轻消费者情感需求的丝绸服装 设计创新 顾 文 娟 (苏州经贸职业技术学院 艺术系，江苏 苏州 215009) 摘要：从年轻消费者的情感需求出发，提出针对这一消费群体丝绸品牌服装的设计改进认知，对年轻消费者情感需求下丝绸服装设 计改进进行了创新探索，并从发掘品牌理念、突破传统设计、拓宽推广渠道三方面进行探讨与实践，提出在情感品牌理念的基础 上，力求从面料材质、款式风格、装饰手段上进行设计创新，从而进一步引导中国丝绸服装品牌的消费新时尚。丝绸服装应把握住 年轻消费群体，掌握年轻人的精神诉求，抛弃对丝绸服装的传统设计观，运用新的技术与工艺，使功能与审美统一、传统与时尚融 合，创造出更多符合年轻消费群情感需求的丝绸服装。 关键词：年轻消费者；情感需求；丝绸服装；设计创新 中图分类号：TS941.2 文献标志码：B 文章编号：1001-7003(2012)12-0046-04 Exploration on design innovation of silk garment based on emotional needs of young consumers GU Wen-juan (Art Department, Suzhou Institute of Trade and Commerce, Suzhou 215009, China) Abstract: Starting from the emotional needs of young consumers, this paper puts forward the awareness of design improvement of brand silk clothing in allusion to the consumer group, conducts innovative explorations on the design improvement of silk garment based on emotional needs of young consumers, makes discussions and practices from three aspects: exploitation of brand concept, breakthrough of traditional design and expansion of promotion channel and puts forward that it is necessary to make design innovations from the fabric material, style and decoration means based on emotional brand concept so as to further guide the new consumption fashion of Chinese silk garment brands. Silk garment brands should master young consumer g