[1]王瑞池,苏 锋.英国服饰品牌Superdry的文化特征及其与中国市场的融合[J].服装学报,2021,6(05):438-443.
　WANG Ruichi,SU Feng.Cultural Characteristics of British Brand Superdry and Integration with the Chinese Market[J].Journal of Clothing Research,2021,6(05):438-443.
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英国服饰品牌Superdry的文化特征及其与中国市场的融合()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第6卷
期数:
2021年05期
页码:
438-443
栏目:
服装设计与营销
出版日期:
2021-10-30

文章信息/Info

Title:
Cultural Characteristics of British Brand Superdry and Integration with the Chinese Market
作者:
王瑞池1;  苏 锋2
1.辽宁何氏医学院 艺术学院,辽宁 沈阳 110163; 2.东北大学 艺术学院,辽宁 沈阳 110819
Author(s):
WANG Ruichi1;  SU Feng2
1.College of Arts, He University,Shenyang 110163, China; 2.College of Arts, Northeastern University, Shenyang 110819, China
分类号:
TS 941.2
文献标志码:
A
摘要:
通过对英国品牌Superdry风格特点的分析,梳理了Superdry品牌的标志特点和设计风格,发现其设计师团队将自身对东方文化的喜爱和文字的理解,与日本手绘图案、英式剪裁手法相结合,并把美式复古及经典学院风巧妙融入品牌设计,形成了Superdry品牌独特的艺术风格和文化特征。以此为基础,对比研究了Superdry在英国本土及中国市场的销售趋势,运用SWOT,PEST方法进行分析,指出Superdry品牌进入中国市场的优势与劣势、存在的机遇与挑战,为中国当代潮流品牌设计创新提供参考。
Abstract:
Through analyzing design features of a certain British brand, i.e., Superdry, the paper summarizesthe logo’s characteristics and design style, revealing the combination of Oriental culture and words with Japanese hand-painted patterns and British tailoring techniques due to the designer’s relish. Also, American style and classic academy style are integrated into the brand design skillfully, forming unique style and cultural characteristics of Superdry brand. On the basis of the above results, the sales trends of Superdry in the UK and China was analyzed by SWOT and PEST method. It shows the strength and weaknesses of the Superdry in China market as well as its opportunities and challenges, which provides valuable guide for Chinese fashion brand design innovation.

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更新日期/Last Update: 2021-10-30