In this paper, the design methods of local clothing brands with market influence in recent two or three years are the theme, and the product design mode of local clothing brands is taken as an example.

Taking imitation as the breakthrough point, this paper analyzes and understands the imitation of fashion design from the perspective of design by using the visual perception principle of plastic arts and the principle of clothing sociology.

Because brand clothing imitates product design at different stages of development, this is caused by the brand's management mentality and design mentality at different stages of development.

Decided, but also has a different impact on the development of the brand. The imitation psychology of fashion design and the results of different imitation designs are analyzed and discussed, and it is clear that

The process of fashion design should be the application of creative imitation.

Keywords fashion design; Clothing brand; Imitation; Design thinking

Most of the clothing brands with market influence in China have experienced it.

After nearly 10 years of development and market struggle, it can still be used in mid-range chain department stores.

There is a place in the shopping mall, and the market share is enough to explain mass consumption.

Fee market recognition for them. In fact, they are the driving force of our country.

The main force of local clothing brand development represents local clothing in China.

Brand level. In today's increasingly fierce market competition, for this reason,

For some local brands, higher challenges come from two aspects: First, overseas.

The continuous influx of more mature brands; Second, the disappearance of local consumer groups.

The gradual maturity of the concept of cost. Faced with all kinds of tests, these have a market.

Influential local clothing brands are being adjusted and improved.

These two or three years have been sold in all mid-range chain department stores.

1) There are many brands and many new students.

Brand growth accelerated; 2) Brands differentiated by clothing function

More diverse; 3) The quality of clothes is also better. It can be said,

Local clothing brands are in the stage of rapid development, but they should also

We have noticed some negative factors in the process of rapid development. compare

For example, as the number of brands increases, the differences between similar brands will also increase.

In recent years, the signs of mutual imitation between brands have become more and more prominent. product

The mutual imitation between cards is mainly manifested in the similarity of shapes, fabrics and pictures.

Similar tones and similar decorative techniques. Success in large and medium-sized cities

Among mature consumers, the sense of boredom with a large number of similar clothing products has been increasing.

Gradually obvious. When consumers buy clothes, they often feel that "they are all poor."

Not much, how to choose? ""I don't think which one looks good. " "Nothing special.

They are all similar. These representative evaluations need to cause brand ownership.

Designers and designers pay enough attention to it.

It is inevitable to reuse the same design elements and technologies among brands.

It leads to consumers' aesthetic fatigue and boredom, which in turn affects products.

Sales of. The main reason is: 1) misunderstood the concept of "imitation"

The method of harmony takes mechanical imitation as a design shortcut. Fact evidence

Ming, this "imitation" method can't adapt to today's rapid development.

Fashion industry. 2) In the early stage of brand development, positioning and self-improvement of their own brands.

Lack of confidence in physical design ability, blind superstition and even copying other people's brands.

These reasons limit and hinder the innovation space of independent brands.

The establishment and perfection of brand style are discussed.

How to use the "imitation" mode correctly in design is to carry forward the local culture.

The key to the development of clothing brands. This article is in the Japanese Institute of Culture and Fashion.

Professor Cun [1] on the theoretical basis of imitation and imitation mode

In fact, it is to analyze the imitation method in fashion design.

1 Concept and classification of imitation

On the imitation behavior, Professor Zhao Dian Tomura once had an in-depth study. He

Different imitation behaviors are classified in detail, and people's imitation behaviors are considered.

There are three main ways of behavior: one is direct imitation, and the other is "most imitation"

Simple and simplest stage "; The second is indirect imitation, which is the "root of imitators"

According to your own judgment and efforts, make yourself as close as possible to the imitator. "

The third is creative imitation, which represents the characteristics of the imitator with a symbol.

Now [1].

Imitation is an instinct of human beings in the process of learning and creation.

An indispensable process. Imitation itself is not right or wrong, but

According to different things, we need to adopt correct imitation methods to be true.

Now the established goal. In people's daily dress behavior, the direct mode

Imitation and indirect imitation are common ways, and this ability is not limited to experience.

People with professional training. In these three modes, compared with direct and indirect,

Then imitate, create imitation "imitation trace is very shallow, innovative things trace."

The trace is very strong [1] ". Generally speaking, creating imitation is innovation in learning.

Innovation is the goal, imitation is only the means, and the content of imitation is the master.

Observe the selected feature or element. The process of design is creative.

Cheng believes that the starting point of the creative process is the reason of the imitator to the imitated.

The process of solving and choosing. Design should be an innovation inspired by generate.

New behavior.

2. Imitate the influence of design thinking on the brand

2. 1 is not conducive to the healthy development of the brand

Life experience has long told us that when something happens in a period of time.

The boredom when people keep appearing in front of people.

Will spontaneously occur. Besides, when a part of something is in

When a large range of similar "new ideas" suddenly appear in a period of time, so do people.

Sample will also produce boring mood.

Boredom is caused by the influence of consumers' vision on their psychology.

Adverse reactions. Design clothes through direct imitation and indirect imitation.

Clothing, resulting in the similarity of product appearance between clothing brands.