基于动态多维定位的定制服装品牌设计模式

定制服装品牌设计模式的复合架构有助于解决本土服装品牌在品牌升级过程中遇到的问题，改变品牌多元化背景下定制服装子品牌存在的定位模糊与缺乏系统品牌模式、设计方法指导的现状。以业务模式、经营模式、盈利模式、服务模式为核心维度，将定制服装品牌模式分为以下三类：基于作坊式运营并专注于高级定制业务的定制服装工作室或品牌；基于成衣品牌多元化发展与品牌上延的定制服装子品牌；基于数字技术与流水线生产的大规模定制服装品牌或团购定制品牌。比对三者，确定设计模式的研究对象与范围。而后，归纳出定制服装品牌的定位结构特征，提炼出三种主流定制动机，结合三维定位组合，提出定制服装品牌动态多维定位体系的四个步骤。最后，将定制服装品牌的设计模式分解为以下四个子模块：三维设计模块、动态多维定位模块、要素分层模块、营销要素组合模块，从而构建基于动态多维定位的中国定制服装品牌设计模式。

Fashion customization brand design model study based on dynamic multi-dimensional positioning

The composition of fashion customization brand design model is helpful to solve the problem which existed during the indigenous brand upgrading procedure. Under the background of brand multi-variant, customization sub-brand manager always confused by brand model and design method greatly. So the model is also meaningful to create a better positioning for specific brand. To deem operation model, benefit model, business model, and service model as core dimensions, fashion customization brand model can be classified into three kinds. High-end fashion made-to-order brand, sub-brand which offer made-to-order product or service and belong to the successful ready-to-wear brand, mass customization fashion brand depends on digital technology and assembly line. Making sure study field and object after comparison. Then the positioning constructional characteristics can be concluded, three main customization motivations can be abstracted simultaneously, three dimensional positioning concept also can be abstracted basing on that, so four steps procedure of fashion customization brand positioning system is clearly. Finally, design model includes four sub-models as follow, three dimensional design model, dynamic multi-dimensional positioning model, core brand elements model, marketing mix model. Then contemporary fashion customization brand design model can be sorted out.