服装品牌跟流行趋势浅析.doc

南 通 大 学 南 通 大 学 毕 业 论 文 题目 题目： 服装品牌与流行趋势浅析 　　　　　　　　 姓 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）　　　　　　 南通大学纺织服装学院 二O一一年四月 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  ABSTRACT The twenty-first century is the century of brand competition, popular in the present rapidly changing, and popularity, contemporary, follow the market trend of change is every clothing brand should be taken into account. Whether classic or a young, moderate, or avant-garde brands are the case. Founder of the famous fashion brands such as Versace, said: You can not live in an ivory tower design fashion and other art, you must live in the real society. Garment enterprises through a variety of ways to get the season and next seasons fashion trends information, combined with their own product range, location and style of the popular features such as the conceptual content into the specific content of their products, refined color of their enterprise products, materials, models, details and so on. This process requires the integration of the popular clothing brand has a unique understanding of plans and clever use of trend the situation well, measured in place, can strengthen the brand style, get consumers to catch liter brands competitiveness. Key words: Brand, fashion, location, style 目 录 TOC \o \h \z HYPERLINK \l _Toc144862221 摘 要 PAGEREF _Toc144862221 \h I HYPERLINK \l _Toc144862222 ABSTRACT PAGEREF _Toc144862222 \h II 第1章 绪论 HYPERLINK \l _Toc144862224 1.1 课题的目的和现实意义 PAGEREF _Toc144862224 \h 1 HYPERLINK \l _Toc144862225 1.2 课题研究背景、成果和进展 PAGEREF _Toc144862225 \h 1 HYPERLINK \l _Toc144862226 1.3 课题研究内容 PAGEREF _Toc144862226 \h 1 HY