CAJ | 학술논문

准确把握消费者风格形象，策划设计开发与定位消费者审美需求相一致的产品，通过服装产品向消费者传递文化信息和品牌内涵，是品牌经营之道。从感性层面综合分析多样化美意识，将繁多的风格整理分类，归纳出概括性的感性类型——服装风格形象，是捕捉目标消费群体审美形象的有效切入点。服装风格类型要以设计要素及所融入的各类文化元素等为依据进行甄别，服装文化信息与品牌文化内涵则需要通过设计要素和各种文化元素等构成的风格形象才能完美表达。
준학파악소비자풍격형상，책화설계개발여정위소비자심미수구상일치적산품，통과복장산품향소비자전체문화신식화품패내함，시품패경영지도。종감성층면종합분석다양화미의식，장번다적풍격정리분류，귀납출개괄성적감성류형——복장풍격형상，시포착목표소비군체심미형상적유효절입점。복장풍격류형요이설계요소급소융입적각류문화원소등위의거진행견별，복장문화신식여품패문화내함칙수요통과설계요소화각충문화원소등구성적풍격형상재능완미표체。
Grasping consumer＇ s style image accurately, designing products which consisted with the aesthetic demand of consumers, and transferring cultural information and brand connotation to consumers with the costume products, which were the brand way of business. Analyzing diversified beauty consciousness comprehensively from the perceptual angle, classifying the complex and varied styles, and then summarizing the very general perceptual categories the costume style image, which was an effective point to capture the aesthetic image of the target consumption group. The style types of costume should be identified based on the design elements and embodied cultural elements, and the costume culture as well as the connotation of the brand culture should express perfectly through the style image consisted of design elements and various cultural elements, etc.