丝绸2013，Vol.50Issue(3)：71-74,4.DOI:10.3969/j.issn.1001-7003.2013.03.016
定制服装的品牌模式研究
Research on Brand Model of Made-to-order Clothes
刘丽娴1
作者信息
- 1. 浙江理工大学服装学院,杭州310018;东华大学服装·艺术设计学院,上海200051
- 折叠
摘要
Abstract
This paper defines made-to-order clothes and brand model and extracts the core dimension of brand model; classifies the brand model of made-to-order clothes into studio mainly engaged in high-class customization, customizing business extension of made-to-order clothing brand and ready-to-wear brand or multi-brand family sub-brand and mass customized clothing brand with operation model, business model, profit model and service mode as the entry point; analyzes the brand model of made-to-order clothes based on three types of classification of made-to-order clothing brand; provides basis for made-to-order clothing enterprises to find their own positioning methods and business process and foundations for further brand planning and establishment of brand strategies and tactics, and meanwhile promotes the development of silk industry and the improvement of weaving skills to some extent through the research on brand model of made-to-order clothes.关键词
定制服装/品牌模式/分类/定位/核心维度Key words
made-to-order clothes/brand model/classification/position/core dimension分类
轻工纺织引用本文复制引用
刘丽娴..定制服装的品牌模式研究[J].丝绸,2013,50(3):71-74,4.
