Research On The Localized Design Of Domestic School Style Clothing Under The Influence Of Standardized School Uniforms

Standard school uniform is the uniform worn by students during the school period,while campus style clothing refers to the background and inspiration of campus culture,leisure,fashion,sports and other elements into the fashion design,to create fashion clothing with campus characteristics.With Generation Z gradually becoming the main force of the domestic consumption market,the pan-quadratic meta-cultural consumption closely related to it is also rising gradually.JK uniform,Hanfu and Lolita "Sankeng" are the top three hottest topics among Generation Z,according to the 2020 Interest Report of the Post-00 s released by Tencent.JK uniform is the school style clothing based on the Japanese primary and secondary school uniforms.The popularity and emergence of JK uniform shows the unique position of school style clothing style under the influence of school uniforms as the carrier of campus culture and youth image in the field of fashion design.This paper first introduces the origin and development of Chinese school uniforms and school style clothing in the UK,the US,Japan and South Korea.Through market research and data collection,it is concluded that the trend of fashion,street style and IP co-branding is becoming normal under the current domestic school style clothing boom.Based on the phenomenon of the upsurge of school clothes,the paper makes a questionnaire about the research and consumption status of school clothes under the influence of school uniforms.Based on the questionnaire,it is concluded that the main consumer groups in the domestic school style clothing market are Generation Z,and the main consumer behavior characteristics are participation consumption,debranding consumption and circle culture consumption.In addition,through the analysis of the current situation of consumers and consumption under the upsurge of school style clothing in the domestic market,the commercial factors behind this upsurge boosted by e-commerce and cultural factors under the perspective of subculture,and the development trend of being absorbed by the mainstream culture.Combined with the above research and combing,it is found that domestic school style clothing has two trends: gender ambiguity style under the influence of adolescent psychology and sweet and cool style under the influence of white,thin and young aesthetic.Through the analysis of the domestic market of school style clothing,the structural characteristics,color matching characteristics and pattern characteristics of domestic school style clothing are summarized,and the path of localization design of school style clothing is analyzed from these three aspects.Finally,based on the preferences of consumers,this paper focuses on the people who like sports and lively school style clothes.By integrating the above mentioned methods,it draws the localization design path of the combination of sports and college and the exaggerated form and strong contrast color matching,and reflects the above characteristics through practical production and finished product display.