Apparel Brand Product Service System Design In The Context Of Circular Economy

While the fashion industry contributes significantly to the economy and meets consumer demand,it also causes irreversible damage to the global climate and environment,making sustainability an important trend in the development of the global apparel industry.In this context,a circular economy can effectively reduce the environmental impact of the apparel industry and provide a viable way to promote a closed loop of material in the apparel industry.At the same time,with the development of the economy,consumers’ pursuit is no longer limited to the clothing products themselves,and they have put forward higher requirements for the services of brands.However,the service development of the apparel industry is still imperfect,and the service consciousness of brands needs to be enhanced.There are problems such as low service professionalism,a single type of service,confusing information,complex and non-transparent processes.The intervention of product service system design can help apparel brands explore the combination and optimization of actual products and services from the perspective of consumer needs,and integrate the concept of sustainable design into the transformation of brand service models.The paper explores the product service system design approach for apparel brands in the context of circular economy,with the goal of promoting sustainable development and service upgrading for apparel brands.The paper firstly compares the theories of circular economy and product service system,analyses the relevance of the theories of circular economy and product service system,and summarizes the development status and service optimization direction of the service system of clothing brands through case comparison research.Secondly,the paper conducts a research on the consumer needs of the apparel brand product service system,with a preliminary analysis of consumer needs in the form of questionnaires and in-depth analysis of consumer needs in the form of in-depth interviews,and finally the weighting of the key consumer needs indicators based on the KANO model,resulting in three dimensions of design direction and the construction of two types of target user profiles: growth and learning type and taste and experience type.Thirdly,the design direction is based on the KANO model.Thirdly,the three design principles of systemic,recycling and stakeholder coordination are summarized,and based on the product life cycle theory,a blueprint of the service system from "pr-service" to "service feedback" is constructed.Based on this,a service system design strategy for apparel brands in the context of the circular economy is proposed,which is elaborated in five aspects:product design,matching service,maintenance service,recycling service and service feedback.Finally,the design strategy of the apparel brand product service system obtained from the research is applied to the school-enterprise cooperation project of Cocyle sustainable apparel brand of Jiangsu Province’s Zhufu Enterprise,and the design practice is carried out in the planning of the sustainable development of the brand,the sustainability improvement of the product and packaging design,the construction of the brand apparel recycling product service system and the planning and design of the brand recycling app.The theoretical research was validated.The paper takes a circular economy perspective to study the design of apparel brand products and services.It explores sustainable fashion design from the focus on ’products’ to the combination of ’products’ and ’services’,which helps apparel brands to form new service advantages in the face of fierce market competition,and promotes the sustainable development of apparel brands through the upgrading of service systems.