Because of the heterogeneity of clothing market demand and the limited resources of enterprises, clothing enterprises must carry out market segmentation in order to choose attractive market segments to serve themselves and enhance their competitive advantage. The following is what I arranged for you for your reference.

( 1)? Discussion on professional clothing design under market segmentation

This paper interprets the professional clothing market under the new situation and puts forward that the design of professional clothing must be based on market segmentation, which is the only way for clothing enterprises and designers to win in the market competition. Focusing on the clothing design viewpoint of market segmentation, this paper analyzes and studies it from two aspects: first, it needs to study the function of clothing under market segmentation, and reflect the sense of responsibility and professionalism from it to realize the shaping of professional image; Second, we should pay attention to the design skills of professional clothing under market segmentation, and put forward that we should grasp the simple modeling concept in order to achieve twice the result with half the effort. Especially in the expressive force of color, we should strengthen the symbolism of color, express meaning by color, design materials according to their materials, and realize the professional symbolic and personalized performance of the wearer by the function of materials.

Keywords: professional clothing design market function

China Library Classification Number: J50-05 Document Identification Number: A

In modern civilized society, the social division of labor is becoming more and more specialized, and the occupation tends to be diversified. The subdivision of social occupations indicates that the social form is moving towards a higher level. It goes without saying that both social and economic structure, social management responsibilities and even the occupation of ordinary workers have reached an unprecedented stage of subdivision than in the past. It is this subdivision that has also given birth to the new coordinates of professional clothing and promoted its function and artistic expression to a new height. This is precisely to realize the standardization of social management and make the social order aesthetic. Take clothing as a cultural symbol and take care of yourself. He explained that the more complex the social structure, the more detailed the symbols of clothing, and the richer the forms and categories. However, in various forms of clothing world, if we distinguish them according to people's living and working conditions, we can divide them into two categories: professional image dress and leisure image dress. Therefore, it is of practical significance to study the new function and artistic image expression of business attire for grasping the business attire under market segmentation, and it also leads to new thinking on the value of business attire.

? content

Reflections on the function of professional wear under market segmentation

Due to the subdivision of social occupations, the connotation of professional clothing is constantly expanding. So that groups in the same industry or occupation in society all use clothing to express the same sense of belonging to the group, some use clothing to protect their bodies so that they will not be hurt at work, and even some people use clothing to express their occupation.

1 scientific and technological progress promotes the protection function of professional tooling.

Traditional professional tools generally refer to clothes worn in professional work, which must have excellent protective function to avoid physical injury. This kind of clothing needs to ensure the physical and mental health of employees, enhance the physical and chemical efficacy of clothing, and enhance the efficacy and role of professional work. With the progress of science and technology, the vision of human beings is constantly expanding, and it is no longer a dream to explore the secrets of space and the treasures in the depths of the ocean. To travel in space and dive in the lowest part of the ocean, you must have a spacesuit and a deep diving suit. Compared with traditional and general professional clothing, the design of spacesuit and deep diving suit is more difficult. First of all, the protective function is strong, and to achieve this goal, materials are also the key. Therefore, the protection function has become a difficult problem in the modern high-tech development plan. At the same time, the clothing protection function of modern special occupations will be promoted to a new height, which is incomparable to the traditional professional clothing protection function. Especially in special circumstances, professional clothing is an urgent problem to be overcome, because it plays a huge role in human survival under extreme conditions.

2 professional uniforms reflect professionalism and sense of responsibility

There is no doubt that professional uniforms can not only show the professional identity of professionals, but also reflect different professional characteristics. Therefore, according to the system and specification requirements of various industries, the clothes designed and worn can not only distinguish different occupations, but also distinguish different types of jobs in the same occupation and design them into stereotyped special clothes. This kind of clothing is the primary purpose of professional uniforms, which is symbolic, orderly, practical and beautiful. This kind of clothing pays attention to showing social functions and can promote the dedication and emotional communication of the wearer. With the development of culture and social progress, the design of this kind of clothing must keep pace with the times. There is no doubt that professional uniforms can standardize the behavior of individual wearers and enhance their sense of social responsibility and collective honor. High-quality and beautiful professional clothing can reflect team spirit and social competitiveness, stimulate employees' trust in the enterprise, enhance the care of the enterprise for employees, display the team culture of the enterprise, enhance the team quality of the enterprise, and play a role in enhancing cohesion.

3. Subdivide the professional image clothing to shape the professional image

Professional image dress, also known as professional fashion, is between professional uniform and life fashion. It has both differences and connections with professional uniforms and lifestyles, taking into account the styles of professional uniforms and lifestyles. This kind of clothing is deeply loved by different professionals in society, which can make them expect that they are not employees in a specific industry after work, find the feeling of wearing fashion from it, and also show the society that they are professional workers, thus showing their satisfaction with their current professional life and getting spiritual comfort from it. In their inner world, wearing such clothes conveys a message that they are abstract professional images such as "professional people", "office workers" and "white-collar workers". Although this kind of clothing does not have clear industry characteristics or distinctive occupational distinguishing marks, and has no specific protective function, it can emphasize the solemnity, competence and preciseness of professional image, show their meticulous attitude and spirit, make the wearer look more mature and decent, and make their professional image more creative.

Second, the design skills and expression of professional clothing under market segmentation

Because professional clothing has higher requirements in function, how to shape the new professional image of professionals in clothing design and let them express their spiritual world through the "window" of clothing image, in addition to realizing the basic functions of professional clothing with new materials, it is more important to make their new professional image stand out with the help of design and artistic skills.

1 Use less to win more, and grasp the simple modeling concept.

When designing professional tooling, we must firmly grasp the main axis of style modeling in order to express its clothing modeling and structure concisely. According to the characteristics of professional work clothes, it emphasizes simplicity and is easy to put on and take off, so the tightness must be moderate. Of course, on the basis of satisfying the professional functional modeling, we can design professional work clothes modeling that can reflect the industry or professional spirit according to the nature of the industry or professional characteristics.

Due to special requirements, professional uniforms pay attention to identification, practicality and symbolism in style and shape. Through the design of overall and detailed modeling, not only different occupations can be distinguished, but also different positions in the same occupation can be distinguished. For example, the clothing of public officials in the national army and judicial organs has specific logo modeling regulations on shoulders, collars, chests, cuffs and other details to distinguish their respective occupations and positions. The overall style of its clothing is stable, dignified, solemn, neat, generous, heroic and light, which embodies the rigorous style of national public officials. Generally speaking, the modeling of industrial uniforms requires conciseness, neatness, simplicity and steadiness, and the design is based on the symbol and symbolic significance of the industry or occupation. For example, most of the nurses' uniforms in hospitals are designed with jumpsuits and waists, and there are vertical decorative lines on the collar and chest, which are simple, relaxed, smooth and beautiful. With the unique goose-shaped nurse hat, it is kind and solemn, which can relieve the pain of patients mentally. Compared with professional uniforms, although the style of professional image clothing, that is, professional fashion, does not need a clear industry logo, let alone a sense of belonging to the group. Therefore, the traditional professional fashion is mostly the style of suit. With the subdivision of occupations, the styles of professional fashion are also diversified. Its overall shape tends to be simple and elegant, its structure is rigorous and fit, and its lines are smooth, generous and concise, giving people a solemn, capable and decent image. The overall clothing modeling can have the characteristics of industry image, and the style expression of individuality can be moderately emphasized.

2 Use color to express meaning and refine the symbolic meaning of color.

The role of color is not only reflected in high fashion, but also plays an important role in expressing the visual and psychological effects of professional work clothes. The use of color must start from the perspective of safety warning and give full play to the visual and psychological functions of color. For example, road maintenance workers and clothes with eye-catching logo colors can warn high-speed vehicles to slow down and avoid in advance. For light industry and catering industry, their clothing colors should be fresh and clean, and they can convey comfortable and safe information to the outside world through their clothing colors, so that consumers can obtain visual aesthetic feeling and psychological suggestion effect. For those professional jobs that work outdoors, you should choose a color with anti-ultraviolet function. Therefore, the clever use of colors with a sense of unity and order can alleviate visual fatigue, adjust the mood during labor and work, help improve work efficiency, motivate them to love their work, enhance team spirit, and play a role in supervision and self-discipline under certain conditions.

Undeniably, color is the most important performance element of professional uniforms, and it is a sign to distinguish industries, occupations and positions. It should not only convey the CI concept of the enterprise, but also be consistent with the image standard hue required in the visual identification system VI. And also use the symbolic meaning of color to emphasize the characteristics of occupation. The association and symbolic meaning of color are generally manifested as follows: color can make people see various emotional connections. This feeling depends on the subjectivity of the viewer. When people see a color, they often lead to something related to the color, which is obtained through past experience, memory or knowledge. It will be different due to nationality, age, gender and personal influence influenced by real life environment and culture, but the basic association content is basically the same. Generally, in childhood, people think of animals and plants, food, scenery, clothing and other specific things related to color, while in adulthood, abstract concepts related to social life increase. For many people, the association of color is * * * Because of traditional habits, such as often using a certain color to express a certain content, color has become a symbol of this thing. For example, military uniforms mostly use green to represent the sacred duty of soldiers to defend national security and maintain peace, because green symbolizes peace and security. Doctors and nurses in hospitals often use high-brightness colors such as white and pink as uniforms, which can express the beautiful image of "angels in white" and imply purity and nobility. Of course, modern hospitals pay more and more attention to the principle of "people-oriented" in color selection. In order to eliminate the psychological fear caused by white, we changed the traditional habit of choosing white in the past and changed the uniform color to "pink, pink green and pink blue" to eliminate and alleviate the mental fear of children.

There are no special restrictions on the color design of professional image clothing, but it is generally better to be concise, elegant and monochrome. Often use low-purity colors, but pay great attention to lightness contrast, in order to show the skill and maturity of professional image. Therefore, in the expression of color beauty, we abandon gorgeous and dazzling color collocation and emphasize the creative expression of simple and moderate color beauty.

3. Design according to materials, and pay attention to functional, symbolic and personalized expression.

The choice of materials and fabrics in professional clothing design reflects the designer's knowledge and understanding of materials. Designers must have high skills in fabric selection and expression. The fabric of professional work clothes is, firstly, its protective function, and secondly, its comfort. Professional work clothes in light industry can choose soft, breathable, moisture-absorbing, wrinkle-resistant, dust-proof and antistatic fabrics. Professional work clothes for heavy industry should be made of materials with different functions according to different working environments. Such as waterproof, fireproof, acid-resistant, high-temperature resistant, flame retardant and other materials. Some jobs need to use functional materials such as gas-proof, antistatic and radiation-proof. At the same time, professional tooling must also be made of materials with strong texture, wear resistance, moisture absorption, air permeability and certain anti-fatigue effect.

For the selection of professional uniforms, the symbolic characteristics of professional image should be reflected on the premise of practicality. For example, exquisite and crisp materials are suitable for making women's uniforms in various industries, which can reflect the intellectual temperament of professional women. According to the seasonal requirements, the material selection of general professional uniforms includes high-efficiency materials such as hygroscopicity, breathability, wrinkle resistance, wear resistance, color fastness, pilling, deformation resistance, wear resistance, dust resistance, antistatic property and oil stain resistance.

Among all the professional clothes, only the fabrics of professional fashion can reflect a certain sense of leisure and personality, and the materials are exquisite. Because this kind of clothing reflects the temperament and style of the wearer in the external environment. Therefore, the fabric is required to have good drape, wrinkle resistance, stiffness, wear resistance, lint-free and matte. It can show the personality and mental outlook of current employees to the maximum extent.

To sum up, the essence of the refinement of the professional wear market is the requirement and result of the market's functional segmentation of professional wear. With its tangible and intangible power, the market urges clothing enterprises and designers to find the share of subdivided products in markets and shopping malls, and to enhance the competitiveness of professional clothing with constant wisdom and strategies. With the accumulation of modern civilization and the improvement of high-tech level. With the combination of science and art, people not only meet the requirements of ergonomics to the greatest extent in the function of clothing, but also provide the greatest support for the workers' sense of professional achievement, the sublimation of spiritual needs and the charm of human nature in the expressive force of clothing, which puts forward new requirements for the subdivision design of professional clothing in the future. Because both the market and the design are endless.

? refer to

[1] Li Dangqi: "Several Problems in Uniform Research", Clothing Technology No.4, 1993.

[2] Pan Kunrou, Xu, Shi, Pan Mila: Professional Fashion Design Practice, Lingnan Fine Arts Publishing House, 2005.

[3] Liu Xiaogang: Costume Design 5-Special Costume Design, Donghua University Press, 2008.

[4] Sun Jia Zen and Wang Lu: Clothing Culture and Sexual Psychology, China Social Sciences Press, 1992.

[5] Ji Xingquan: The Art of Professional Wear Design, China Textile University Press, 1999 edition.

[6] Side Flying: Uniform Design, published by Donghua University Press, 20 1 1 edition.

[7] Liu Qinglin: "Professional Clothing Design", Shandong Fine Arts Publishing House, 2003.

Model essay (2) on the importance of strengthening the concept of market segmentation in the teaching of fashion design course

abstract

It is inevitable to design clothing products for more subdivided markets in the future. Therefore, in the teaching of fashion design, only teaching students the design principles and fashion production techniques is far from meeting the requirements of fashion enterprises for designers. Fashion designers need to fully understand the market positioning of their own brands and combine their own design innovation ability to design products acceptable to consumers.

Keywords clothing design market segmentation art products

China Library Classification Number: G424 Document Identification Number: A? ? content

With the increasingly fierce competition in the clothing retail industry, consumers are becoming more and more experienced and have more and more voice in the face of massive products and information. Clothing retailers must know more about consumers' needs in order to provide better goods and services. The development and change of the industry's increasingly segmented market also determines the new requirements for its employees-fashion designers. Colleges and universities need to understand these needs and make corresponding adjustments to the knowledge and skills training of fashion design students, so as to output graduates with professional expertise.

1 Emphasize the importance of market segmentation.

The subdivision of clothing retail industry can be reflected in two aspects. On the one hand, Uniqlo, H& and other successful clothing retail giants; M, ZARA, NIKE, etc. They divide new market segments and launch new product lines according to emerging consumer demand. Take Nike sports market as an example, from the initial basketball to seven sports markets: basketball, football, comprehensive training, running, skateboarding, golf and tennis. These seven markets are divided according to the gender of consumers. So many market segments determine that the design scope of Nike's fashion designers is relatively narrow but more targeted. Fashion designers need to fully understand the market segments they are responsible for in order to efficiently design the right products to meet the needs of consumers. So what Nike needs is a more professional and market-oriented designer, instead of emphasizing versatility and artistry.

The second aspect is that more niche independent designer brands are constantly emerging and succeeding. For example, BOY LONDUN, a brand specializing in selling trendy T-shirts, has successfully established its own unique market positioning by designing simple but attitude patterns, regardless of gender, and has been highly praised by many young fashion pioneers.

For the demand of job hunting in the future, the major of fashion design in colleges and universities needs to train students more pertinently. Just teaching design principles and clothing production techniques is far from meeting the needs of the workplace. We should also know more about the market and subdivide the professional direction. London Institute of Fashion in university of the arts london has always been oriented to the mass ready-to-wear market, so there are many undergraduate courses in fashion design, including six majors: women's design, men's design, stage design, underwear design, fashion sportswear design and ready-to-wear custom design, which reflects the adaptation and catering to the industry market segments. Therefore, graduates majoring in fashion design are more directional in job hunting and more popular with clothing enterprises.

2 The teaching content runs through the concept of market segmentation

When arranging the teaching content, teachers can add market segmentation theory and case analysis to every link, so that students can always keep in mind the market positioning, target consumption demand and other factors in the process of fashion design, and cultivate artistic physiological thinking, which is very helpful for them to become fashion designers of mass ready-to-wear brands in the future.

For example, most fashion design courses will definitely arrange the analysis of the works of famous designers. If we only choose some pictures of famous designers for students to enjoy according to the teacher's own aesthetics, students will often forget after seeing them, and they will not be given room to think and learn any skills. If the teacher first explains the concept of market segmentation, select luxury clothing, high-end clothing and mass clothing from the clothing market segmentation, let the students choose a market according to their own interests to conduct market research, make a simple investigation and analysis, and then make their own designs with a designer or clothing brand in the selected market as the imitation object. This kind of teaching greatly improves students' participation, and the teaching content remains unchanged, but the teaching objectives are more and the teaching results are easy to evaluate.

3 Strengthen cooperation with garment enterprises

In the teaching process, close cooperation with garment enterprises and proper selection of the actual design tasks of enterprises as students' design assignments have the following advantages: First, students' design is more purposeful and can avoid unrealistic dreams; Second, teachers and enterprise designers can give more specific guidance to students; Thirdly, by comparing their final design works with the actual products of enterprises, students can understand their design concepts and technical deficiencies more intuitively, so as to find room for improvement. This can effectively solve three common problems in fashion design teaching: subjectivization of teaching and learning, difficulty in specific guidance and feedback, and difficulty in formulating evaluation standards. At the same time, cooperation with enterprises can also help enterprises find excellent design talents and promote the employment of art students.

4. Students independently understand the market demand.