我国新生儿襁褓服的创新设计与思考
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摘要
目的针对国内新生儿襁褓服设计同质化现象严重,缺乏本土特色与创意,销售手段陈旧,受到国外婴儿服品牌的强势冲击等现状,思考相应的方法和对策,以期与服装同行交流与商榷,旨在为国内婴儿服装企业打造本土品牌,扩大市场占有率提供行之有效的建议与参考。方法为了快速解决襁褓服设计同质化、市场占有率低的问题。分别从面料、款式、色彩、图案等角度进行创新设计与思考,尝试打造新中式风格的新生儿襁褓服,并思考线上线下相结合的互联网+时代崭新的销售运营模式。结论我国新生儿襁褓服产品创新设计:应定位为新中式风格,挖掘天然环保的功能性面料,开发人性化的便捷穿脱式款式结构细节设计,采用反璞归真的东方色彩配置,植入寓意丰富的经典装饰纹样,线下通过社区活动提供高质量的服务与体验;线上通过网络社区论坛、微信公众号、新浪微博等形式进行推广宣传,扩大品牌知名度,实现线上线下快速营销,营造优质循环的销售圈。
For domestic homogeneity phenomenon in design of newborn infant clothing, lack of local characteristics and originality, sales approach, a hit from the strength of the baby clothes brands abroad, the paper aims to think about the corresponding methods and countermeasures, in order to communicate with clothing industry and discussion, make local brands to domestic infant clothing enterprises, expand market share to provide effective suggestions and reference. In order to quickly solve the problem of homogeneity of swaddling clothes design and low market share, innovative design and thinking were made from the perspective of fabric, style, color, pattern and other aspects to create new Chinese-style baby swaddling clothes, and think about the new sales and operation mode in the Internet + era combined online and offline.The innovative design of Chinese newborn swaddling clothes product should be positioned as a new Chinese style. The natural and environmental-friendly functional fabric should be excavated. The humanized and convenient cloth-free design structure details should be developed. Oriental color configuration returned to innocence should be adopted. Class decorative patterns should be contained. High-quality service and experience offline through community activities should be provided. Online promotion should be carried out through online communities such as BBS, Wechat public account and Sina Weibo to expand brand awareness and realize online and offline rapid marketing to create a high-quality circulation sales circle.
For domestic homogeneity phenomenon in design of newborn infant clothing, lack of local characteristics and originality, sales approach, a hit from the strength of the baby clothes brands abroad, the paper aims to think about the corresponding methods and countermeasures, in order to communicate with clothing industry and discussion, make local brands to domestic infant clothing enterprises, expand market share to provide effective suggestions and reference. In order to quickly solve the problem of homogeneity of swaddling clothes design and low market share, innovative design and thinking were made from the perspective of fabric, style, color, pattern and other aspects to create new Chinese-style baby swaddling clothes, and think about the new sales and operation mode in the Internet + era combined online and offline.The innovative design of Chinese newborn swaddling clothes product should be positioned as a new Chinese style. The natural and environmental-friendly functional fabric should be excavated. The humanized and convenient cloth-free design structure details should be developed. Oriental color configuration returned to innocence should be adopted. Class decorative patterns should be contained. High-quality service and experience offline through community activities should be provided. Online promotion should be carried out through online communities such as BBS, Wechat public account and Sina Weibo to expand brand awareness and realize online and offline rapid marketing to create a high-quality circulation sales circle.
引文
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[2]庞丽娟,李辉.新生儿心理学[M].杭州:浙江教育出版社,1993.PANG Li-juan,LI hui.Neonatal Psychology[M].Hangzhou:Zhejiang Education Press,1993.
[3]张英.新生儿内衣设计探析[J].纺织导报,2010(6).ZHANG Ying.Analysis on the Design of Newborn Underwear[J].Textile Guide,2010(6).
[4]王式竹.论影响襁褓服设计的因素[J].山东纺织经济,2011(1).WANG Shi-zhu.On Factors Influencing Swaddling Clothes Design[J].Shandong Textile Economy,2011(1).
[5]冯雪,张兵.“无障碍”婴幼儿服装设计探略[J].南通纺织职业技术学院学报:综合版,2010(6).FENG Xue,ZHANG Bin.Research on"Barrier-free"Infant Clothing Design[J].Journal of Nantong Textile Vocational and Technical College:Comprehensive Edition,2010(6).
[6]杨莹,吴志明.基于益智的婴幼儿装色彩设计[J].纺织科技进展,2009(1).YANG Ying,WU Zhi-ming.Design of Infant Outfit Color Based on Intelligence[J].Progress of Textile Technology,2009(1).
[7]王薇薇,张峰.襁褓服装的安全防护性及舒适性设计[J].江苏纺织,2008(2).WANG Wei-wei,ZHANG Feng.Safety Protection and Comfort Design of Swaddling Clothes[J].Jiangsu Textile,2008(2).
[8]孟苗,王飞.婴幼儿服装的安全性能及发展趋势[J].天津纺织科技,2017(9).MENG Miao,WANG Fei.Safety Performance and Development Trend of Infant Clothing[J].Tianjin Textile Technology,2017(9).
[9]赵青.功能性新材料在现代服装设计中的应用[J].艺术科技,2017(7).ZHAO Qing.Application of Functional New Materials in Modern Fashion Design[J].Art Technology,2017(7).
[10]吴玉娥.婴幼儿功能性服装的设计分析[J].针织工业,2017(5).WU Yu-e.Design Analysis of Functional Clothing for Infants and Young Children[J].Knitting Industry,2017(5).
[11]易观智库.2016中国母婴市场专题研究报告[EB/OL].(2014-08-13)[2018-09-30].http://www.enfodesk.com/SM-inisite/maininfo/reportdetail-id-411877.html.Easy View Wisdom.2016 China Mother and Child Market Special Study Report[EB/OL].(2018-09-30)[2014-08-13].http://www.enfodesk.com/SMinisite/maininfo/reportdetail-id-411877.html.