Research On The Influence Of Dimensions Of Brand Personality To Positioning Of Knitting Sweater Product Design

With the improvement of people’s quality of life in a new era, the consumption ofknitting garments has entered a new era, there has two distinct characteristics about sweaterdesign: brand personality and emotional consumption is becoming fashionable; the demand ofsweaters products is becoming more personalized, sweaters product consumption has becamea symbol to meet the psychological satisfaction which is distinct from the simple productfunction. With the support of the new technique, the range of knitting sweaters product des ignand style is becoming wider and more free, this trend is to promote sweaters knitting productsto follow the "design follows function" to "design follows emotion "; Although the productrange of knitting sweaters market becomes saturated, but the trend is with the same quantityand different quality. The improvement of the products quality of knitting sweaters industrymarket to be further standardized development. In order to truly achieve the concept of"people-oriented" which is to meet the body’s physiological needs and be more focus onpeople’s self-cultural value of the spirit embodied at the same time, in view of the demand forthis product design orientation of the uniqueness and product-development differences of theurgent problem. The study of brand personality dimensions on knitting sweater productpositioning and product design, has the important commercial and academic significance.This paper mainly focus on discussing the relationship between the effect of brandpersonality dimension on product design positioning and the differentiation of knittingsweaters product design of brand personality, according to the characteristics of knittingsweaters and design elements and starting analyzing the clothing brand and the marketsituation. Topics related to the clothing brand science, the sweaters product design andmarketing, through contrasting the domestic and foreign brand personality, which researchesthe main manifestations of the brand personality dimensions that impacts on knitting sweate rsproduct positioning, we can conclude that the brand personality dimensions is the importantfor the differentiation of knitting sweaters product design and the brand practice.The first part of the article is an overview of the knitting sweater product structure andthe product marketing environment all over the world. It contains the analysis of design defectof product positioning and product development in China. And then it compares the featuresamong the domestic and foreign knitting sweater brand, which tells the importance ofcultivating the individuality of the knitting swear brand. This article submits the methods ofproduct design positioning and the results of products’ differentiation development andcombines the theory of band individuality b uilding and the practice of research and relatedwork. It points out the influence of band individuality building to the products’ differentiationdevelopment in order to upgrade the whole industrial structure.In the course of the subject research,through the combination of design practice andfield research, literature basic research, the method of product positioning diagnosis, pointingout the strengths and weaknesses of the sweater brand product design and analyzing therelationship between the brand personality and product design differentiation. The results ofknitting sweaters product design positioning and brand personality will play a certain sense of guidance.