Ask for a model essay for graduation thesis of fashion design

Becoming a successful fashion designer is my long-cherished dream. The professional study in Hong Kong Institute of Fashion Technology has given me a deeper understanding of clothing. At the same time, it also strengthened my belief in being a designer. Because I firmly believe that people can do better only by doing what they like, and engaging in what they love is the embodiment of life enjoyment and value.

The clothing industry in Shenzhen is a brand competition industry. Some people say that there are the most women in Shenzhen, and Shenzhen female brands coexist with them, and she is also the most. Clothing brand shows the development level of social culture, economy, science and art in a certain historical period, and it is also an inevitable phenomenon that clothing culture develops to a certain height. Therefore, to be a 1 successful designer, the most basic thing is to have a relatively mature understanding and understanding of clothing brands. I think this is also necessary for the whole brand market in China. In the future, the China market will also take its own brand route, and let the local clothing brands in China go global.

As we all know, the clothing industry is one of the most competitive and challenging industries. Whether it is a mass clothing brand or a high-end clothing brand, the inherent quality of its products is the foundation and premise. To make the product look brand-new and adapt to the rapidly changing clothing market, the key lies in the designer's overall grasp of the product:

Based on the excellent national costume culture and grasping the pulse of international costume development, it has active design thinking and advanced innovation consciousness. Therefore, designers play a vital role in developing famous clothing brands.

The design and development of famous clothing brands are based on international fashion trends, and the main purpose is to expand the domestic market. Therefore, on the basis of understanding the overall fashion trend of the international clothing market, designers should carefully analyze and study the specific situation of the domestic clothing market, find out the combination point between the international fashion trend and the domestic clothing market, and be good at selectively learning and using its related design elements, so as to keep the design and development of well-known clothing brands in step with the international clothing, and maintain their own cultural characteristics and market operation mechanism.

Although famous clothing brands have their internationalization, more regions have strong national cultural characteristics and regional characteristics. The formation of this feature is not only determined by the design style of clothing enterprises and designers, but also by the aesthetic tendency of consumers. Whether it is a mass clothing brand or a high-end clothing brand, it is composed of two factors: product and consumer, and it needs its clear design orientation and corresponding marketing strategy. The determination of design orientation is based on a thorough and detailed understanding of the actual needs of consumer groups and market research. With a clear design orientation, we can formulate a set of feasible marketing strategies suitable for product design and development, find a breakthrough point for the market, and constantly revise and improve the business strategy according to the new needs of consumer groups in the implementation process.

CIS is the code of conduct of enterprises, including business philosophy MI (mental identity) and BI (behavior).

Identity) corporate vision conveys VI (vision

Identity), the overall corporate identity system, commonly known as CI. CI design is a brand-new concept of modern enterprise management and development, which plays a decisive role in the revitalization and development of enterprises. CI design can unify the internal and external understanding of the enterprise, renew ideas, strengthen its standardized, scientific and unified management, improve the overall quality and comprehensive quality of the enterprise, make the society and consumers have a fresher understanding of the overall image of the enterprise, close the relationship between the enterprise and consumers, win a broader consumer market with the scientific and technological content and cultural connotation of products, and create a good market environment and social atmosphere, thus expanding the reputation and social atmosphere of the enterprise.

The design and planning of CI is based on the comprehensive investigation and analysis of enterprises. CI design is a scientific and effective means to enhance corporate image, and it is also the need of the development of clothing culture and clothing market. We should learn from and absorb the successful experience of foreign CI design, improve the overall image of enterprises, base ourselves on the international clothing market and face the world, and establish a CI design system with China national characteristics.

Create a clothing brand planning scheme

Design positioning

Consumer object

1, age: mature urban women aged 25-35.

2. Professional characteristics: white-collar women in cultural cities such as business elites, freelancers and literary and art workers.

3. Economic status: senior managers, successful people in the literary and art circles, high-income freelancers.

4. Education: Having received higher education and good artistic accomplishment.

5. Living conditions: Their life is generally fast-paced, efficient, capable of working, with obvious personality, strong judgment and certain shopping experience. In particular, they have a unique view on clothing, pay attention to clothing modeling and pursue clothing style. Although they don't blindly worship famous brands, they pay more attention to the practical value of fabrics, colors, crafts and clothes. Clothing is a prop for them to show their personality and taste.

Product characteristics

1, product type: in the form of a set, free set, full set of accessories.

2. Product grade: medium and high grade.

3, product batch: small batch, many varieties put on the market.

4. Price setting: according to the economic development level of each city, it is set at 400-2000 yuan (0 price).

market strategy

1, marketing method: direct store, regional agent, joining.

2. Sales area: inland and coastal cities in China.

3. Place of sale: large-scale middle and high-end shopping malls (shops in shops) and street shops in the central business district.

4. Shop layout: The unique decoration of the shop is set off by European furniture with red and black matching, embellished with some spiritual shapes, creating a personalized and fashionable shopping environment, giving people a visual enjoyment of shopping psychology.

5, the psychological state of consumer groups:

. . Consumer groups attach importance to the feelings of consumption and pay more attention to themselves.

. The pressure of various competitions in life makes them strive to pursue a kind of physical and mental freedom and decompression.

. They pay attention to the communication between fashion and culture and have more spare money and time.

. They pay attention to appearance, status and dress occasions.

Product imitation

1. Fabric: mainly woven fabric, supplemented by knitted fabric.

2, product technology: exquisite workmanship, exquisite craftsmanship.

3. Product decoration: lace, wrinkle, embroidery, bow, segmentation and other technologies.

4. Style: tight and unconstrained H-type, A-type and S-type, with slim and smooth lines, elegant, fashionable and feminine styles, corresponding to the fast-paced modern urban lifestyle of urban women.

5. Color: red is the main color, with brown, lake color, khaki and neutral color, reflecting the calmness, elegance and charm of mature women.

6, the concept of clothing: clothing is an indispensable part of clothing, appropriate clothing collocation can enhance the overall sense of clothing, the same style with different clothing products is also ever-changing, can adapt to the different needs of different occasions, so that you can become a real ever-changing girl. Its types include hats, scarves, handbags, necklaces, belts, jewelry and so on.

CI design planning

brand image building

1, brand name: intellectual.

2. Brand concept: the concept is to show yourself, pursue fashion personality and guide the trend.

3. Brand style: elegant, mature, fashionable and beautiful.

4.CI strategy: a brand development strategy that takes intellectual women living in various industries as clues and releases freedom with fashion.

Key points of brand implementation strategy

1. Digging deep into the cultural connotation of the brand name logo is not only convenient for the society and consumers to identify, but also reflects the overall style and inner spirit of the enterprise. Let the brand image be the most unique, positive and clear in the eyes of consumers.

2. Products and services are the core of the brand. Product quality involves not only the stages of product design and research and development, but also the stage of production and processing, which is also a side reflection of the management level of the whole enterprise. Therefore, brand building is the result of top-down and inside-out cooperation of enterprises. Dealing with consumer complaints and after-sales service quality occupy a large proportion in the daily work of brand enterprises, and establishing a perfect service system is a major attraction of enterprises. Clothing promotion has its own characteristics. In addition to having a warm shopping environment that can reflect the connotation of enterprise products, the display cabinets and shelves sold by them should also be unified in the overall shopping environment design from modeling to color, coupled with friendly and natural service methods and shopping guide methods, so that consumers can be influenced by corporate culture while shopping. Clothing after-sales service generally includes: making corresponding local fitting on the clothes sold; Properly solve the problem of clothing quality within a limited time; Among the clothes sold, there are small ornaments that are easy to lose. As the relevant person said: "After-sales service reflects the overall image and cultural connotation of modern enterprises to a certain extent."

3. Packaging is the external image and first impression of the brand, and the packaging of products plays a role in protecting and facilitating handling and promotion. Exquisite packaging design can increase consumers' trust in products and improve the quality and grade of products, which is undoubtedly an important way to spread corporate culture and enhance corporate image.

Advertising is indispensable for successful brand building. One of the values of clothing is to enable people to publicize and highlight themselves, and different people have different performances in this respect. Pay attention to shaping the brand image, interpret the unique selling point of consumers' desire for value, strengthen their personality, narrow the distance with consumers, and make it attractive, refreshing and convincing.

Brand implementation and development planning

Before the "intellectual" clothing enters the market in an all-round way, it is necessary to design a road that conforms to its own development for the "intellectual" brand in order to participate in the market competition more comprehensively and reasonably. At the same time, it is also beneficial for the company to unify its thinking, grasp the work dynamics and carry out its work in an all-round way.

"Zhi" brand can be divided into three periods to formulate its business strategy.

The overall listing of "Zhizao" clothing is not only the profit and basic possession of the market after the product is put on the market, but also the process of a brand market entering another platform, also known as the entrepreneurial stage. Followed by the development stage, also known as the management stage. The first two stages are only the rapid development period of enterprises and brands, and the last is the expansion period. These three periods constitute the whole process of an enterprise and brand.

The first venture period: after the initial establishment of Shenzhen market, take Shenzhen market as a model and a sales demonstration window to radiate to the surrounding markets, and establish a regional marketing network. Secondly, we have set up three outlets in Shanghai, Beijing and Chengdu, with the main idea of developing regional agents with strength and potential to expand outward. Infiltrate the East China market centered on Shanghai; Taking Beijing as the center to develop into the North China market; Expand to the southwest market with Chengdu as the center. Together, these three points can accumulate strength in the national market, encroach on the surrounding markets and gradually enter the national market.

The second development period: this period is dominated by market penetration and market development. The brand changes from quantitative change to qualitative change, and this period is the focus. We should focus on the following aspects:

1. Standardize the policies of agents and franchisees to form unity.

2. All-round support for agents and franchisees will win the profits of agents and franchisees, gradually improve the strength and management methods of agents, and support the leading effect of their regional markets.

3, logistics, information feedback to form a set of processes, so that the market is flexible, timely understanding of the dynamic, so that goods turnover, distribution and orderly transfer.

4. Point-of-sale construction and terminal channel management should be programmed, and standardization and consistency should be formed from clerk training to commodity display, so as to provide guarantee for the emergence of a unified image of the market. While making each region profitable, the image, network, price and display of each region are standardized.

Standardization.

The third expansion period: During this period, China has initially formed three strategic market regions: East China, North China and Southwest China. The occupation of these three markets has set a good example for the brand "Zhizao" in the national market, and its pace and steps can be implemented according to the current standards. It's just that a certain market has a fine-tuning process. The main work in this period is market expansion. At the same time, as a relatively mature clothing brand, it should have certain foresight and foresight. According to the development of society, we should leave enough space for the diversified development of products, and be good at making standardized and systematic decisions on our own brands with international operation mechanism to ensure the long-term intellectual prosperity of clothing brands.