以ESPRIT和WANKO為例—探討2004春季女裝服飾色彩和服裝設計之呈現及行銷方式之探討

In Illustration of Investigation Dress Color, Fashion Design, Marketing with ESPRIT and WANKO

張雅綸(L. Y. Chang) ； 蘇柏如(P. J. Su)

《華岡紡織期刊》 11卷2期 (2004/06) Pp. 197-210

https://doi.org/10.29984/JHGT.200406.0009

摘要

鮮豔而重且以富熱帶氣息大自然色調的ESPRIT2004春裝色彩，配合強烈對比質成的布料應用及以附加質地改變的外觀輪廓，展現充滿時尚女性化的動成活力；及樸素而輕的淺色調之WANKO 2004春裝色彩，以舒適的棉與具女性甜美性質的雪紡紗和簍空紗，及輕柔流暢又不失變化的線條，展現了對春天的期待與綺想。ESPRIT和WANKO皆呈現出對春天不同的設釋。
ESPRIT在行銷手法上，充滿設計威又舒服的購買空間，大而吸引人的店面招牌跟具有影響力的戶外媒體廣告，除了增添產品的魅力及提升產品知名度外，更增加產品價值威；以明星代書提高知名度的WANKO，除了廣告招牌顯眼而吸引人，在其它行銷方面，門市方面為地點好，及消費的原因為購買空間舒適。

關鍵字

ESPRIT ； WANKO ； 行銷

並列摘要

Vivid, weighty and full of tropically natural tones of ESPRIT 2004' spring clothing color and use fabric being violent balance and lines of appearance change by additional texture to show fashion female sex. Simple, light, light tones, comfortable cotton and the gentle lines full of change of WANKO2004' spring clothing color is to show dream and expectancy of spring. It's all to show different explanatory notes. ESPRIT products are more worth because of designing feeling's shopping space, big and attractive shop fronts and influence of outdoor advertisement. Besides use star to increase WANKO' notability, it's the reason that nice and comfortable shopping space, and eye appeal of signboards.

並列關鍵字

ESPRIT ； WANKO ； marketing