中國大陸時尚品牌展示體驗之研究

The Fashion Brands' Exhibition Experience in Mainland China

張瑋真(Wei-Chen Chang) ； 黃世輝(Shyh-Huei Hwang)

《設計研究》 6期 (2006/07) Pp. 147-153

https://doi.org/10.30178/SJYJ.200607.0015

摘要

本研究乃是針對時尚品牌展示意念的傳達及其運作方式作探討，在研究架構中，以兩岸著名的TONY WEAR品牌的上海展場為案例研究對象。本研究結果所整理出之品牌運作模式可能可以提供臺灣文化創意產業中「設計品牌時尚產業」在因應全球化挑戰時之參考。從文獻探討中發現，利用敘述性設計模式來傳達其「人-境-故-物」的客觀表述等，亦反映了當下時尚美學的展示思潮。在賣場的展示設計中除了考慮目標使用族 群（人）的特質，了解目標使用族群的外在環境（境）外，應當能透過本身具有的故事（故），設計出合適的用品（物）或空間（場）。本文分析了品牌賣場的展示呈現，目的為擷取精品品牌策略作為臺灣品牌開發商品之展示規劃參考。本文首先探討整體中國大陸時尚產業的現況，並以時尚品牌在中國大陸推展的實例來分析品牌的展示詮釋。研究內容主要分為文獻探討與實例文本分析兩部分。綜合上述，我們可以將「敘事」視為一種展示傳達的過程，是一種選擇、安排和表現故事的活動，以期能對觀眾產生影響效果。因此本研究以敘述性設計思維為基礎，建立一套時尚品牌展示體驗的模式，同時探討時尚品牌廣泛應用敘述性設計思維來表達其品牌氛圍。

關鍵字

時尚品牌 ； 展示體驗 ； 敘述性設計模式 ； 品牌氛圍

並列摘要

This research shows the idea of the fashion brand and operation way. In the structure of this study, we regard exhibition field of Shanghai TONY WEAR shop, a famous brand in Mainland China and Taiwan, as the research object of the case. The result of this study might offer some references for Taiwan while developing its cultural creative industries.From the document discussion, we find the model of narrative design including four elements that are people, environment, story and object or space. Making use of narrative design model has also reflected ideological trend of fashionable aesthetics instantly. Except considering the characteristics of target consumers, and the outside environment, we should utilize the symbols of story to design appropriate articles. This research has analyzed the exhibition of the brand shop in order to pick and fetch the tactics of the up-market brand.This research probes into the present situation of the whole fashionable industry of Mainland China at first, and come to analyze brand to annotate with the instance that the fashion brand promote in Mainland China. The research contents divide and probe into two parts with the document research and instance text analysis.Synthesize above mentioned, we can regard story as a process that shows one choice arranging and displaying activity of story, it can exert influence to the audience. This research is based on narrative design thinking, and set up one display experience method of fashion brand. At the same time, narrative design can also express their brand atmosphere to come extensively.

並列關鍵字

Fashion brand ； Exhibition experience ； Narrative way of design model ； Brand atmosphere