近年来面料推广形式令人目不暇接，很多企业为了更有效的推广面料将面料进行成衣 设计使更加直观的展示面料的特性，但因完全将精力专注于面料的表达使成衣设计感较 差，特征贫乏，定位模糊，最直观的问题在于面料针对的市场定位分析不明确导致其设计 要素与流行趋势衔接断层，推广目标客户不明确，产品对应设计缺乏创新意识，难以另服 装公司或企业找到适合自己的品牌方向，直接导致推广效果的不尽人意。 本文将具体解决上述问题，面料商针对服装品牌推广面料，首先要了解它所推广的目 标服装品牌的特征，建立起企业面料与目标服装品牌之间的关联性，推广目标明确以后， 才能针对不同目标服装品牌所需面料特点进行系列化推荐，推广方法以目标品牌的市场定 位、风格定位为导向，运用相互融合的手段，将自身产品与服装品牌以及市场需求更好地 组合起来，使企业通过成衣设计让面料所含有的特点充分表达，从而利用设计更好的提升 产品推广力。 本文将利用案例分析针对 X 风格服装品牌制定面料推广方案，方案包括理论阐述、服 装产品策划方案及设计操作，利用面料自身的风格特点对应出品牌风格特点，同时根据品 牌对应的不同主题系列进行分类推荐，应用不同的设计元素展示出品牌对应的风格特点， 让品牌采购商及服装设计者更加直观的感受到面料的特性，从而实现推广销售的目的。 关键词，面料推广，品牌定位，服装设计浙江理工大学硕士学位报告 II A Research into the Fabric Promotion-Oriented Fashion Design Abstract In recent years, there have been increasing fabric promotions. A lot of enterprises, in order to effectively promote their fabrics, adopt their fabrics in fashion designs for the sake of directly presenting the features of their fabric. However, their overstress on the presentation of fabric has resulted in the poor design, little feature and unclear positioning strategy of their fashion design. The most direct issue lies in the unsmooth connection between design elements and fashion design caused insufficient analysis on fabric’s market positioning strategy, unclear target group and shortage of innovation. These defects have prevented fashion companies or enterprises from accurately finding the direction for their brands and directly resulted in poor promotional effect. This paper solves the above mentioned issues specifically. The fabric manufacturer, before promoting their fabric to fashion brands, shall get a clear understanding on the features of its target brand as well as establish the correlation between fabric and target fashion brand. After the promotion target is determined, fabric manufacturer could adopt serial fabric promotion based on the features of their fashions as well as determine the promotion method based on the market positioning strategy and style positioning strategy of the target fashion brand. As a result, they could compressively integrate these measures to combine their products with fashion brand and market demand, so as to fully present the features of their fabrics and make full use of design to promote products. This paper takes a case study of determining fabric promoting plan for X style fashion brand as an example. This promotion plan includes theoretical analysis and actual design. By making use of correlation between features of fabric and style of target fashion brand, this paper classifies the fabric into different theme serials in accordance with different brands and applies different design elements to present the corresponding features of target brand, so that brand purchaser and fashion designer could directly discover the features of the fabric. As a result, the fabric can be promoted successfully. Keywords: fabric promotion;brand positioning strategy; fashion design浙江理工大学硕士学位报告 III 目录 摘要.......................................................................................................................................................................I Abstract ................................................................................................................................................................II 第一章 绪 论................................................................................................................................................ 1 1.1 研究背景............................................................................................................................................... 1 1.2 研究的目的及意义............................................................................................................................... 1 1.3 目前国内外的研究现状分析 ............................................................................................................... 2 1.3.1 国内研究现状........................................................................................................................... 2 1.3.2 国外研究现状........................................................................................................................... 2 1.4 研究的主要内容及方法 ....................................................................................................................... 3 1.4.1 研究内容................................................................................................................................... 3 1.4.2 研究方法................................................................................................................................... 4 第二章 面料推广概述.................................................................................................................................... 4 2.1 面料推广形式分类及其优缺点介绍 ................................................................................................... 5 2.1.1 以常规形式推广面料的特点及其优缺点 ............................................................................... 5 1、面料样卡形式特点及其优缺点 .................................................................................................... 5 2、面料企业产品手册特点及其优缺点 ............................................................................................ 5 以成衣设计形式推广面料的特点及其优缺点....................................................................... 6 2.2 面料推广的方向及推广途径的分类 ................................................................................................... 6 2.2.1 推广方向的分类 ....................................................................................................................... 6 2.2.1 推广途径的分类 ....................................................................................................................... 6 第三章 基于面料推广的服装品牌特性研究................................................................................................ 7 3.1 构建面料特性与目标品牌服装关联度研究 ....................................................................................... 7 3.1.1 面料特性与目标品牌服装在主题风格上对应关联度研究 ................................................... 8 1、面料造型风格特征对应目标服装品牌 ........................................................................................ 8 2、面料艺术风格特征对应目标服装品牌 ........................................................................................ 9 3.1.2 面料特性与目标品牌服装在功能特性的关联度研究 ......................................................... 10 3.1.3 面料特性对应目标服装品牌配比对应标准 ......................................................................... 10 3.2 基于目标品牌服装特点的面料推广路径与方法 ..............................................................................11 3.2.1 目标品牌的深入调研 ............................................................................................................. 12 1、目标品牌定位分析 ...................................................................................................................... 12 2、目标服装品牌设计要素分析 ...................................................................................................... 12 3.2.2 面料对应目标服装品牌的匹配研究 ..................................................................................... 13 1、对应目标品牌的需求（品牌已使用面料） .........................