摘要
色彩在服饰品牌整体战略中具有非常重要的作用。在当下消费市场中主流消费群体已经全面转向了Z世代,这一新兴消费群体对于流行和艺术的敏锐度不断增强,在服饰消费上呈现出更加个性化的趋势,对于服饰品牌更强调体验感和独特性。本文以Bottega Veneta品牌成功推出的BV绿色为例,探讨色彩在品牌形象中的价值,运用定量研究方法深入分析BV绿在产品和品牌设计中的具体应用,研究色彩识别与Bottega Veneta品牌重塑之间的关系,旨在为服饰品牌制定有效的品牌色彩传播战略提供参考。
The color plays a pivotal role in the brand strategy.The mainstream consumer group has fully shifted to Generation Z in the current consumer market.The sensitivity of this group about fashion and art has been increasing,which is reflecting the trend in personalization and the more emphasis on the sense of experience and uniqueness for fashion brands.This research takes“BV Green”successfully launched by Bottega Veneta as an example to discuss the value of fashion color in brand image,using quantitative research method to analyze the specific application of BV Green in product and brand image.In addition,it focus on the relationship between color recognition and Bottega Veneta rebranding.It provide a framework to formulate effective color strategies of brand communication.
作者
杨芳
Yang Fang(Academy of Arts&Design,Tsinghua University)
出处
《色彩》
2024年第2期1-4,共4页
Fashion Color
