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现代市场中服装行业很普及,但是人们却忽略了内在的发展因素,很多企业商家只看重销售率,服装行业正在向一个多元化发展趋势当中,如何让这种多元化形成规整体系,其中最重要的就是品牌定位和服装设计的内在联系,诠释这一点正是文章的核心。
什么是品牌?品牌是一个名称、名词、符号或设计,或者是它们的组合,其目的是识别某个销售者或某群销售者的产品,并同竞争对手的产品区别开来。品牌是通过一系列市场活动而表现出来的结果,从而形成的一种形象认知度、感觉等,它是一种我们看不见的无形资产。品牌定义实际来说应该是品牌经营者和消费者之间心灵的连接点,是消费者潜意识的追求,这种追求会受客观因素的影响而变化。
什么是品牌定位?就服装而言,品牌定位是服装商家在市场定位和服装定位的基础上,建立的一个与目标市场有关的品牌形象的过程和结果,为某个特定的服装品牌定一个适当的市场位置,使商品在消费者潜意识里占有主导地位。服装品牌定位是品牌经营的首要任务,是服装品牌建设的基础,是服装品牌经营成功的前提。
在现代社会中,物以稀为贵似乎是宗旨,民族的是世界的就是原则。对于服装设计,近几年在中国已经普及,各大服装院校都设有服装设计课程,并成为了特色专业,但是随着服装设计的日益发展,也出现了相应的问题,其中人们如何让服装在市场上占有一席之地成为了各大商家最头疼、最实际疑问点,而商家的旗下则是设计师们展现自我的平台,各大高校培养的优秀设计人员,开始绞尽脑汁在自己的设计中不断创新。这种设计是要符合市场需求的,并不是理想化的虚拟设计,因为服装本身就是用来满足人们对生活的需求的,从原始时期开始,人们对于服装的要求就已经形成基本体系,生理性需求和心理性需求。
而随着人们生活水平的提高,服装不单单满足于保暖、护体,更多的则是人们心理上的满足,例如:对服装审美性要求、装饰象征性要求等,服装的品牌定位刚好诠释了人们与服装之间的联系。
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