轻定制——中高端品牌服装可持续性发展的应用分析-light customization —— application analysis of sustainable development of medium and high - end brand clothing.docx

浙江理 浙江理工大学硕士学位论文 万方数据 万方数据 “LIGHT CUSTOMIZATION”-THE HIGH-END BRAND CLOTHING SUSTAINABILITY APPLIED RESEARCH Abstract Faced with changes in consumer’s trends and competitive market environment, the production methods how to changes, industrial how to be upgrading, and sustainable development how to achieve and other issues are being more attention. This paper is studying for the concept of customized what doesn’t show when high-end brand of clothing is currently seeking to develop custom clothing and extending existing in the process clear, and many application issues. From the perspective of a customer, and then take the customer as the center of marketing strategy to meet the higher difference, diversity, personalized consumer demand for clothing to make micro-innovation light customization concept, defined with light customization, so that the high-end brand clothing custom separated from the large concept; architecture light custom mode, a method of exploring the high-end brand of clothing and sustainability solutions for the sustainable development of high-end clothing brand to provide relevant research data and directional strategies. This paper combined with the related custom types research, consumer psychology, experience marketing, marketing and other multidisciplinary cross with reference to the research method to define the current high-end brand clothing when is seeking to develop and extend the integration of all kinds of clothing custom relationship customization for the light customization , which is a new extension of light luxury experience; analysis of the present situation and the problem during development of high-end brand clothing ;discuss the intrinsic relationship between the high-end brand clothing sustainable development and light customization; architecture light custom three modes of operation:1. a designer-driven brand concept for terminal mode; 2 consumer-driven self-service interactive terminal mode; 3 overall brand image as the leadi