The Research Of Fashion Design's Present Situation In Personalized Trend

The commodity of contemporary Chinese society is enriched greatly. The consumption requirements of Chinese consumers have changed from basic survival needs to self-actualization requirements. People's living space and lifestyle have a diversified expansion. The ambiguity of the popular consumption has been unable to sum up the richness of personalities. At the same time, there have been a considerable number of consumers who pursue being different from the others as the level of people's education and aesthetic ability improving constantly. They are not satisfied with the similarity of the apparel on the market, but hope to be able to find some clothes to display their own personality characteristics, reflecting consumers'demands for being personalized. And designers also have their own design concepts and expression of ideas, hoping to showcase their own personalities through their works and find like-minded consumers in the market.Most of the current literatures argue about a general tendency, or make discussions individually about related phenomenon, and more are fashion reports. This paper affirmed the personalized trend of fashion design firstly, proposed that the personalized fashion design corresponds with the personalized consumption needs, and deserted the basement of such phenomenon. The focal points of this paper included the development of independent fashion designers create their own personalized brands, the situation of that large-scale garment brands response to the trend with diversity, the situation of the apparel sales channels gathering in rules, and the apparel retails in personalized trend neighborhood phenomenon. This paper proposed the status of such phenomenon, characteristics, limitation and development prospects. Finally this paper made a summary, which proposed that personalized trend indicate the people-oriented concept; fashion designers should focus on the innovation and implementation of design idea, and highlight the design advantage and the selection of design elements to form unique design; the resources of the apparel industry should be integrated to develop the market; the development of the market depends on the consumers to be more and more mature. This paper affirmed the personalized trend of fashion design, investigated the current apparel market, surveyed and analyzed the status in line with the personalized trend. Then it made some suggestions on how to response the personalized trend, hoping to provide some references for people.