女装廓形中人格理论的体现及应用研究.pdfVIP

女装廓形中人格理论的体现与应用研究 摘 要 服装与人类的生活息息相关，当今意义下的服装不再局限于其表层含义，而是涵盖了 更为深层的精神需求。其中服装三要素之一的廓形，作为一种视觉化的表现形式，往往最 能够彰显穿着者的个性及审美，因此廓形也就成为了展现人们内心的潜在人格的重要手段。 本文首先梳理了现有女装廓形的界定及划分，以不同类型消费者对廓形的偏爱作为切 入点，以大五人格作为研究依据，试图探究出廓形选择与人格之间的潜在关联性，并探究 这种潜在的关联性是否对构建及强化品牌特质产生影响。 通过探究廓形选择与人格之间的潜在关联性，从深层次把握服装消费行为的内在本质， 了解行为背后隐含的心理变化规律，准确定位以助于服装品牌制定有效的时尚营销战略， 以满足不断变化发展的消费需求。本文旨在对服装品牌借助廓形要素创造独特风格和品牌 形象起到一定的理论支持和应用指导价值。 关键词：女装廓形；人格理论；大五人格；品牌风格；品牌营销 I 万方数据 THE APPLICATION STUDY AND THE REFLECTION OF THE PERSONAL THEORY IN THE WOMEN CLOTHES’ SILHOUETTE Abstract Clothes are vitally interrelated with people’s life. In contemporary times, the significance of them has no longer been constrained to surface functions, but has involved deeper spiritual needs of people. That is exemplified well by silhouette, one of the three key elements of clothes. As a visualized expression form, silhouette is frequently able to present the wearer’s personality and aesthetic judgment most, hence one of the important approaches to unfold the underlying personality in people’s inwardness. Summarizing silhouette’s definition and classification of the existing women dress firstly and based on Big Five personalities, this article starts from the preference of different types of consumers towards silhouettes, attempts to explore the implicit association between silhouette choice and personalities, and further digs up the question whether such association has influence on brand building and reinforcement, striving to provide certain theoretical support when brands choosing unique silhouette that matches their positioning. By pursuing the implicit association