Brand-driven:Research on fashion scarf display strategy based on design management
In the context of globalization,the frequent cooperation of domestic and foreign fashion brands has become an important way to drive development.Silk scarves,as the primary clothing accessories of brands,are important products for fashion consumer groups to meet their psychological needs.In recent years,the combination of art and technology has promoted the vigorous development of the fashion industry,and the management mode with systematic strategy has become an important way for brands to enhance their visibility and influence.The effective association between design management and brand scarf display can attract a large number of consumer groups and promote the optimal display path and sustainable development of their own brand silk scarf products.However,there are some problems in the display of China's existing silk scarf brands,such as zero management mode,lagging display form,and failure to adapt to the changes of the times to make corresponding measures,and there is still some room for improvement.To explore the innovation of display strategy,break the ice at the design level,fill the current research gap,improve the standardized management measures of Chinese brand silk scarf display,and strengthen the communication,this paper explores the display strategy and feasibility of fashion silk scarves based on the design management theory.First of all,through the field visit to more than 20 silk scarf stores in Jiangsu,Zhejiang and Shanghai to conduct in-depth market research,the article collates the historical records of graphic materials to summarize the four defects existing in current domestic silk scarf display.Then,the paper describes the development and system of design management theory,analyzes the relationship between design management theory and silk scarf display design,and finds out the feasibility of theory guiding practice.It integrates the summarized defects into the development background of the times to make corresponding strategies one by one,and puts forward four relevant innovation viewpoints at the design management level.Finally,the feasibility of the study theory is verified with the model of the Hermes brand as a case for in-depth analysis.Through the research,it is concluded that the design management theory and silk scarf display are compatible,which reflects that the two have relatively good theoretical and practical guiding significance in the aspects of system thinking,communication intensity,technology application and product development.Based on design management,this paper explores the strategy system from the four dimensions of strategy management,process management,space management and image management.That is,in displaying silk scarves,it is necessary to have the thinking of globalization,systematicness and fine selection,improve the quality and effectiveness of the display through effective whole-process management,take into comprehensive consideration of layout,lighting,technology integration,etc.to strengthen the brand image,grasp the story expression and diversified display form embedment of design from the source,and establish a deep connection with customers.Through the effective closed loop of design management,attention is paid to the feedback and evaluation of silk scarf display,and optimization measures suitable for their own brand characteristics are formed.For the future local silk scarf display design,it is necessary to pay attention to the management of the form and process,but also to the fit of the brand concept and cultural connotation of the silk scarf.In the Chinese silk scarf brand display strategy based on design management theory,we can make full use of silk scarf media to tell the story of Chinese culture,promote the global design progress and effective communication of Chinese silk scarf brands,and attract consumers'attention,so as to better highlight the design and communication of domestic silk products.
万方数据
维普
