當代時尚品牌創建－以Cynical Chéri品牌設計風格為例

Contemporary Fashion Brand: The Design Styles of Cynical Chéri

蔡昀澤(Yun-Tse Tsai)；許鳳玉(Feng-Yu Hsu)

當代時尚品牌 ； 設計風格 ； 品牌定位 ； 當代設計師 ； 服裝設計 ； Contemporary Fashion Label ； Design Style ； Brand Positioning ； Contemporary Designer ； Fashion Design

實踐設計學報

10期（2016 / 11 / 01）

384 - 407

繁體中文

品牌的定位與精神追朔其根本莫過於品牌商品的設計風格，也是大眾對於品牌認知與認同的關鍵。在廣大的成衣市場中，如何建立屬於自己品牌專屬的調性，以及無可取代的識別度，設計師往往被賦予重要的決策權。在品牌風格確立後，資訊爆炸的時代下，不論藝術、音樂、電影，甚至是各國文化，諸如此類的靈感來源都將被設計師列為創作的題材，然而設計師要在品牌風格的維持與自我創新之間找出利於品牌的平衡點，更是當代時尚品牌的重要課題。本研究旨在探討新興的當代時尚品牌設計風格的建立與延續，從服裝款式、廓形、布料及印花，最後到服裝展演的呈現，並在有限的資源下進行實際操作，透過消費者銷售回饋與分析於本研究中提出其品牌系列延續與操作流程以供未來新創品牌參考。

The meaning of brand positioning and spirit equals to the design style of the products of a brand. It is also the key point of brand identity for everybody. Designer always given the most important decision in how to build the own brand style and create a irreplaceable identification In the mass garment marketing. After the brand style has been defined, no matter art, music, movie even the culture of countries in this information-explosion Era can be worked as the inspirations for designers. However how to make a balance between maintaining the brand style and self innovation for designers are the top issue of contemporary fashion label. The main topic of this research is to explore the establishment and continuity of the latest contemporary fashion label, from the style, silhouette, fabrics, prints to the run way show. Running a fashion label under the limited resources. And through the sale feedbacks and analysis from the consumers in this research can be put as the references for the other fashion label to create a continual series and the brand new fashion label to manipulate the brands.