关键词: 定制服装, 品牌模式, 动态多维定位, 设计模式

Abstract: The composition of fashion customization brand design model is helpful to solve the problem which existed during the indigenous brand upgrading procedure. Under the background of brand multi-variant, customization sub-brand manager always confused by brand model and design method greatly. So the model is also meaningful to create a better positioning for specific brand. To deem operation model, benefit model, business model, and service model as core dimensions, fashion customization brand model can be classified into three kinds. High-end fashion made-to-order brand, sub-brand which offer made-to-order product or service and belong to the successful ready-to-wear brand, mass customization fashion brand depends on digital technology and assembly line. Making sure study field and object after comparison. Then the positioning constructional characteristics can be concluded, three main customization motivations can be abstracted simultaneously, three dimensional positioning concept also can be abstracted basing on that, so four steps procedure of fashion customization brand positioning system is clearly. Finally, design model includes four sub-models as follow, three dimensional design model, dynamic multi-dimensional positioning model, core brand elements model, marketing mix model. Then contemporary fashion customization brand design model can be sorted out.

Key words: fashion customization, brand model, dynamic multi-dimensional positioning, design model