内容摘要出身裁缝世家的创始人，为了寻找那段被遗忘的浪漫史，怀揣着对中国传统文化浓烈的情感，创办旗袍品牌——逸红颜。自品牌创立以来，以优质的做工，新颖现代的款式设计，以高雅出众的气质为品牌赢得了来自文艺复古中高端女性的厚爱。在上海创办旗袍品牌的原因，或许是为了延续这段浪漫历史沉淀，或许只为了寻找记忆中的上海印象。就这样裁缝世家的新生品牌“逸红颜”诞生了。愚以为：超尘脱俗的红颜知己。逸红颜;:“ 逸 ”飘逸之意， “ 红颜既是佳人亦是知己 ，英文名E.BEAUTY,即Elegant Beauty.优雅佳人之意。红颜本来就是知己，逸红颜的知己当然就是那些陪伴着逸红颜长大的红颜们，她们是买家，更是我们的知己，她们知道每个中国女人都要拥有至少一件属于自己的旗袍，她们懂得逸红颜在古典与时尚中间取得的平衡。逸红颜提倡的是一种生活的态度，慢下来的生活态度。慢生活下面分为慢生活文艺篇、慢生活旧时光、慢生活民国篇、慢生活真丝篇、慢生活归璞篇、慢生活勿忘篇。本策划主要详细阐释“回归慢生活”、“裁缝世家，纯手工制作盘扣”这一经营理念，文艺复古的产品调性。结合产品和目标消费者的特性制定一系列的策划方案。从而提高逸红颜产品的知名度和忠诚度。37224
毕业论文关键词：慢生活；文艺；品牌；营销；策划；
SummaryFounder tailor family of origin, in order to find romance period wasforgotten, carries on the Chinese traditional culture has a strong emotion,the founder of dress brand -- E.BEAUTY. Since the creation of the brand,to quality work, innovative modern design, with elegant outstandingtemperament for the brand won the love of high-end women from theRenaissance.In Shanghai founder of the cause of the Chinese dress brand, perhapsin order to continue this romantic history of precipitation, perhaps justto find memory in Shanghai impression. This is the new family of the newbrand "Yi beauty" was born. I think: otherworldly confidante.E.BEAUTY;: "Yi" elegant, "beauty is beauty is also a friend, the Englishname E.BEAUTY, namely elegant. Elegant beauty.Red originally is the friend, friend of E.BEAUTY of course are those whoaccompany E.BEAUTY grew up in red are, they are buyers, it is our friend,they know every Chinese women must have at least a belongs to own cheongsam,they know E.BEAUTY in the middle of the classic and fashion to obtain thebalance.Yi young advocate is a kind of life attitude, slow down life attitude.Slow life below into slow life art article, slow life old time, slow lifeof the Republic of China article, slow life silk piece, slow life returnto Pu, slow life forget article.The plan mainly explains "a slow return to the living", "tailor family,pure hand making frogs" business philosophy, art RETRO products tonality.To develop a series of planning schemes for the characteristics ofproducts and target consumers. So as to enhance the reputation and loyaltyof the products of the Yi beauty.
Keywords: slow life; literature and art; brand; marketing; planning;
目录
内容摘要1
前言3
第一部分项目简介毕业设计创作说明4
一、毕业设计选题来源于过程细节祥述4
二、客户基本情况描述4
三、毕业设计项目简要说明5
四、毕业设计进程及执行安排计划与实际执行过程情况5
五、对毕业设计的总体分析评述与个人分析总结5
第二部分逸红颜品牌市场调查与分析6
一、市场调研6
二、品牌基本情况描述6
三、品牌文化6
四、品牌故事6
五、品牌调性7
市场环境分析7
一、当前市场状况和市场前景分析7
二、全国市场状况服装发展趋势8 旗袍品牌逸红颜品牌推广设计:http://www.751com.cn/yishu/lunwen_35946.html