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Fashion Customization Brand Design Model Study Based on Dynamic Multi-Dimensional Positioning

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Tutor: LiuXiaoGang
School: Donghua University
Course: Fashion Design and Engineering
Keywords: Fashion customization,Brand model,Dynamical Multi-dimensionalpositioning,Design
CLC
Type: PhD thesis
Year:  2013
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Abstract:
This article through the methods of subject crossover and experience assimilation to study contemporary domestic fashion customization brand and it¡¯s positioning procedure, design method. Basing on consideration about brand model analysis and brand strategic application, domestic fashion made-to-order brand dynamic and multi-dimensional positioning system and design model can be constructed.Relevant study can be classified to several parts, they are as follows.1. Fashion customization brand model classificationDeeming business model, operation model, benefit model and service model as the core dimensions to classify fashion customization brand model to three main kinds. First one is the high-end fashion customization brand, which focused only on high-end market, based on handcraft¡¯s workshop. Second one is the customization sub-brand of the successful ready-to-wear brand, which is a member of the whole brand family, offering made-to-order product or service to target customer. Third one is the mass customization fashion brand, which based on digital technology and assembly producing line. Moreover, through comparison and analysis, the distinctions of these three main kinds fashion customization brand models are obviously.2. Fashion customization brand development status and design theory studyBasing on domestic fashion made-to-order industry and regional analysis, the general status of fashion customization industry can be described. The core value of fashion customization brand can be summarized as that, they are humanism value, symbol value, new style luxury value, economic value, and product value. Characteristics of fashion customization brand can be extracted and purified accompany with that, they are long brand history, exiguous brand product, delicate brand craftsmanship, considerate brand service, and other distinguishing features (personal driving, customization experience direction, brand strategy coordination). Three dimensional design theory can be put forward, core contents of that are integrated design, standardize design and systematic design.3. The dynamic multi-dimensional positioning system of fashion customization brandThe dynamic multi-dimensional positioning system of fashion customization brand can be disassembled into several concrete steps. Step one is about the procedure of brand dynamic positioning. The main dimensions are consumer, competitor, and company itself. The sub-dimensions are macro environment and industry surroundings. Useful information can be acquired from these dimensions constantly. Step two is the procedure of brand positioning point selection. According to the motivation analysis and main needs of customization consumer, through the viewpoint of benefit, value, and attribute positioning points to finish this positioning point choosing. That is not only the content, but also the pathway. Step three is to identify the brand core positioning point. Basing on brand positioning point, study composited four marketing mix elements to realize the combination of brand strategy and tactic. Brand main point, sub-main point and average point can be decided finally.4. Construction and application study of fashion customization brand design modelThis article summarize the concept of fashion customization brand design model as a problem solving proposal, which based on the view point of brand operation, according to the brand specific positioning point, considering the specialty of customization brand model and design model. After corresponding analysis, the study be directed against to customization sub-brand only. Supporting theories of fashion customization brand design model are as follow. First one, modular theory rooted from contemporary mechanism design theory. Second one, diamond positioning model comes from modern marketing positioning theory. This article multiple construction fashion customization brand design model, it can be subdivided into four sub-models. They are three dimensional design sub-model; dynamic multi-dimensional positioning sub-model; brand elements hierarchical structure sub-model; and fashion customization brand marketing mix composition sub-model. To select representative fashion customization brand as study object, and to analyze the problem brand facing. Using customer satisfaction, sales volume, expert appraisement as the evaluation indexes to prove the function of fashion customization design model.The creative points of this study are as follow.1. Fashion customization brand classification according to brand model analysis be introduced first timeFashion customization brand can be classified into three main kinds based on brand model analysis. First one is the high-end fashion customization brand. Second one is the customization sub-brand of the successful ready-to-wear brand. Third one is the mass customization fashion brand.2. The dynamic multi-dimensional positioning system of fashion customization brand is builtCombining with relevant theory of dynamic positioning model and diamond positioning model, three positioning constructional characteristics are summarized. Those are systematic, multi-level and dynamic characters. Positioning point concept is introduced, which is made sure through the procedure of benefit, value and attribute positioning point finding. And recombination of positioning procedure and method, fashion made-to-order brand dynamic multi-dimensional positioning system can be sorted out.3. The construction of fashion customization brand design modelPaper put forwards fashion customization brand design model, which based on dynamic multi-dimensional positioning system. This design model can be disintegrated by horizontal part, vertical part and compound part. Vertical part presents positioning process, horizontal part means positioning content, triangular part equals positioning scope. After combination of these three parts, composition of brand design model is finished. Modular design theory and diamond positioning model are used for reference. After functional model and structure model analysis, design model is divided into four sub-models, which are as follow, three dimensional design sub-model; dynamic multi-dimensional positioning sub-model; brand elements hierarchical structure sub-model; fashion customization brand marketing mix composition sub-model. Then study the step by step procedure and application function of fashion customization brand design model.
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