Research On Crossover Design In Fashion Field

With the continuous upgrading of consumer consumption concepts and demands,brands have tried to integrate more fashion elements into product design to enhance brand competitiveness.Some non-fashion industry brands have also tried to enter the fashion circle through "crossover".Fashion products of "crossover design" are more likely to generate topicality and sustained effects in young groups.This phenomenon in the fashion field has caused continuous attention from all walks of life for a while."Crossover design" has become a bottleneck for the brand to break through its own development,promote brand rejuvenation and diversified development,and give brands a breakthrough in solidifying consumer groups.Rise and Rebirth ".Based on the perspective of design,this article further subdivides and redefinesthe concept of "crossover design".It traces the development and evolution of the practice of"crossover design" in the fashion field through literature analysis and case analysis.The root cause of this phenomenon's popularity.Furthermore,this article attempts to construct an analysis model of industry,brand,and consumption to analyze the advantages and disadvantages of the three typical types of "crossover design",namely crossover joint names,event marketing,and classic cases involving other industries.Product characteristics,design basic principles and methods of"crossover design",and verify the feasibility through its own "crossover design"practice,with a view to helping Chinese brands use "crossover design" in the process of transformation and upgrade of fashionable brands Achieving new breakthroughs in the brand provides some inspiration and lessons.The research conclusions of this thesis are as follows:First,crossover design is the product of the needs of industrial development,brand upgrades,and consumption upgrades.Second,the crossover design of the current fashion field has brand co-branding,event marketing,Involved in three typical forms of other industries,different brands are selected based on their own brand attributes.Third,there are four types of crossover design methods in the fashion field:brand logo color continuation application method,brand logo deconstruction and reorganization method,and brand visual elements.Combine ideas and use details to strengthen the brand concept method...