The study and marketing design application of fashion illustrations in fashion brands

• Main Authors: Lo- pei yi, 羅佩怡
• Other Authors: 梁桂嘉
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/83387151847766226757

碩士 === 國立臺灣師範大學 === 設計研究所 === 95 === Consumers will manifest and show their own social status by consuming behavior. During the purchasing、the consuming behavior is more susceptible than sensible. Therefore、the enterprises should pay attention to the marketing strategy of their brands. By probing into consumer's lifestyle and consuming behavior、standing on customer’s place to think over the experience value of the fashion brand、the enterprises can fit exactly to the customer’s core demand. Accumulation of brand experience will affect the relation between customers and the brand. Successful brand relation will make consumers be attached to the brand、becoming propagandist of the brand. They attempt to interact with the brand and share brand experience with other people. In marketing planning、the success in fashion brand depends on consumers' cognition. And advertisement is exactly the tool to carve brand cognition and individual character. It is also the media for customers to experience the brand or products. Nowadays the raising concept of Re-Luxe、which key value is to awake the inner meaning of the fashion、can be applied to fashion cultural advertisement. It can arouse consumers』 creative value and active experience to brand culture、and produced the consuming behavior. Advertisement design follows trend closely、and demonstrates the changing of fashion. The fashion illustrations are media to express the thoughts and feelings through the visual signs、and reflect one's own memory and cognition with the situation of the figure. As the technical development of the fashion illustration gets ripe in modern time、advertising information reaches the full load. Under the fierce competition、how to make the information transmit systematically and simply will attract more consumers' attention. Research shows most students and professionals that correlated with fashion design field like fashion illustrations far more than the fashion photograph. At the time of seeking to advertising innovative element in enterprises、the fashion illustrations can yet be regarded as the advertising type of showing unique characteristics and style. Even to this day、although artistic illustration can't replace the position of photography in the media、it still becomes the index of certain popular value at most time. While creating the commercial design、combined with culture background、hand paint treatment、computer image process and application、Internet、and the multimedia etc.、fashion illustrations certainly will create more valuable originality space.