Research on Dynamic Multi-Dimensional Positioning of Customized Clothing Brand

DOI

10.2991/mmme-16.2016.189How to use a DOI?

Keywords

Dynamic multi-dimensional positioning; customized clothing brand; design model

Abstract

With China's urbanization development, disposable income growth, the relaxation of international tourism re-strictions, China has become the country with the world's fastest growing luxury goods consumption and well-developed tourism. So high the explosive high-end consumption situation caused the attention of the so-ciety from all walks of life, which is also helpful for the development of customized apparel brand opportuni-ties. Customizing clothing has obtained a good market space because of its emphasis on personalized, the pur-suit of a sense of individuality and quality. Research on dynamic multi-dimensional positioning of customized clothing brand, is conducive to meet the needs of high-end social and special living groups, on the other hand help to strengthen brand innovation ability and enhance the brand value, also in line with the necessity of the clothing brand diversified development strategy. There are few studies on the mode of clothing design in the present literature. But there is no literature reports on discussion about the custom clothing brand positioning, nor related research on the exploration of how to establish a dynamic, multi-dimensional positioning system of such kind of clothing brand. This paper, through the method of interdisciplinary and reference research, on the basis of the model of brand analysis and brand strategy and tactical point of view, discusses the positioning and design method of our customized apparel brand at present, and constructs customized apparel brand de-sign patterns based on dynamic multi-dimensional.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yang Xu
PY  - 2016/10
DA  - 2016/10
TI  - Research on Dynamic Multi-Dimensional Positioning of Customized Clothing Brand
BT  - Proceedings of the 2016 4th International Conference on Mechanical Materials and Manufacturing Engineering
PB  - Atlantis Press
SP  - 793
EP  - 796
SN  - 2352-5401
UR  - https://doi.org/10.2991/mmme-16.2016.189
DO  - 10.2991/mmme-16.2016.189
ID  - Xu2016/10
ER  -