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Analysis on the Colour Scheme of Brand Ready-Made Clothes in China

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Analysis on the Colour Scheme of Brand Ready-Made Clothes in China

    Analysis on the Colour Scheme of Brand

    Ready-Made Clothes in China JournalofDonghuaUniversitV(Eng.Ed.)Vol.26,No.6(2009)679 AnalysisontheColourSchemeofBrandReady-MadeClothesinChina HOUFeng-xian(侯凤仙),YEWanyin(叶菀茵)

    DepartmentofFashionDesign.ZhejiangTextile&FashionCollege.Ningbo315211,C

    hina

    Abstract:Theeolourschemeofbrandready.madeclothes, asanintegralpartofbrandculture.isplayingamoreand more::nportantroleinmodernbrandready-madeclothes desiga:ing.nleculturalbackgroundofChineseclothing brand;wasexplored.thefeaturesoftheinteractionof colou,thedesignconceptofcolouringofthelocalChinese brainclotheswerediscussed.Internationalfashiontrend wasanalysed,andboththepsychologicalandsocial in_fucncesonthecoloursofacertainseasonwerediscussed. Inaddition.weoughttoinvestigateandstudythelate essentialcoloursandthesalablecoloursofrownbrands,

    andsummarizethedoursystemsthatarepracticable. Keywords:brandready-madeclothes;colourscheme; designconcept

    CLCnumber:J523.5Documentcode:A

    .ArticleID:16725220(2009)06067904

    ntroduction

    Beingoneofthethreeintegrants,colouringisplaying amoreandmoresignificantroleinmodernbrandready- madeclothesdesigningandsomecoloursareeventakenas

    importantmarkstodistinguishacertainbrandfromthe others.Keepingusingthesecertaincolourscouldform uniquebrandcolourthatwillimpressthepoblicgreatly. AccordingtoasurveybytheAmericanColourAuthority,a "sevensecondslaw"isdecisivetoshopping--whenpeople areexposedtoasuperbcollectionofgoods,justseven secondsisenoughforthemtomakesurewhethera commodityisappealingtothemornot.Duringthisshort butcrucialsevenseconds,eolouring,causing67%ofthe totaleffectsisindeedanimportantfactorthatdecidesthe attitudesofshoppers.Obviously,thevisiblecolouringis thefirstimpressioncommoditiesgiventotheshoppers. Besides,foreachcolourhasitsownlanguageanditsown emotion,thecombinationofdifferentcoloursenriches people'sfeelings,andalsoapieceofgoodswithwell chosencolouringwillstimulateconsumptionbyarousing people'semotionalempothyandintercoursewiththe products.Itisthusevidentthatusingeye?pleasing colouringtoconveytheinformationoftheproductsis significantlyhelpfu1.

    Asanintegrantofbrandcultureandtheexternal featureofclothing,thecolourswechooseforabrandof clothingdierectlydecideswhetherconsumerswillbe impressedbyoul"productsornot.Furthermore,thelow costandthehighadditionalvaluethatcoiouringcreates wouldmakeaproductmuchmorecompetitive.Asforthe samepieceofclothing,whenitismadeindifferent colours,itwillbetotallydifferentlyreceived.Nowadays, withthelocalizationofsomeinternationalbrandsandthe increasinghomogenizationbetweendifferentbrandsof

    ready-madeclothes,abrandisabletooutshinetheothers bythewell-schemedcolouringofitsproducts.andatthe salnetimecatchthenoticeofconsumersimmediately. Thus.coloursareevenmoreinfluentialtothefateofa clothingbusinessinwhetheritcansucceedinsellingand makingprofitsSOastobemorepowerfu1.

    1FeaturesofthelnteractionofColourof

    ChineseBrandReady-MadeClothes

    1.1Clothescolouringcomingintothemarketin goups

    Havingbeendevelopedinemployingcolourgroups, foreignbrandspublicizeregularlytheirownseriesof colourseveryseasonaccordingtothefasioninformation fromsomeauthoritativeinstitutionsorinregardoftheir ownbrandcharacteristics.Fortunately,thelocalChinese brandsaremakinghugeprogressinthisrespectrecently-- theybegintoarrangethecolouringoftheseasonalproducts invariousgroups.Thismeasurehelpstoimprovebrand images,makeconvenientconditionsformanufacturingand meanwhileestablishuniquebrandculture.

    Manyofthedomesticbrandsaredevelopedand

    transformedfromtheformofthewholesale,whichmakes profitsbysellingthehottestdesignandthemostpopular colour.Basically,ready-madeclothesforwholesaleare singlecolouredandstyledbecausetheproducersarenot concernedwithcomprehensiveschemeofcoloursorstyles. However,theproducersofthosetransformedbrandsare nowpayingmoreattentiontocolourseriation,i.e.,some smallbusinesseswillscheme2or3colourgroupsletalone

Recieveddate:20081O26

    *CorrespondenceshouldbeaddressedtoHOUFeng

    xian,E-mail:fengxian2007@126.corn

    680JournalofOonghuaUniversity(Eng.E.d.)Vo1.26,No.6(2009) bigcompanieswhowillcertainlyplanmore.Nomatter whetherthecolourseriesareaccordantwithfashion,the factthatmanybrandshavehadtheirmaincolourgroups designingforeachseasonisbecomingastrikingfeatureof thedomesticclothingbrands.

    1.2EssentialcolOlll~chosenonthebasisofcolour scheme

    ColoursinoneeolourgroupareintercOnnectedwith eachother,thusintheprocessofcolouringplanning,the mostdifficulttaskisnottodecidewhichoneisthe dominanthueorwhichisthesecondarytint,butishowto employaseriesofcorrelatedcolourswhicharecrucially importantinready-madeclothescombinationandcolour combinationforexhibitioninshops.Whetherabrandcan produceitsbestcolourschemeforexhibitionforacertain seasonmainlydependsonthepreplanofcolours,therefore takingcolouringplanningintoaccountwhilecompounding differentcolourshasbecomeanotherfeatureofclothes designing,whichisinaccordancewiththebasicprinciples ofaesthetics.AccordingtoaFrenchaesthete.Diderot whohasexplainedthisfeatureinhis"BeautyLiesin Relations"thatbeautyform~,increases,changes,decays, andfinallydiestogetherwithrelations.Thingsarethe samewiththecolouringofclothes.Beautycomesinto beingwhencoloursareongoodterms,orrather,when theyareappropriatelycompounded.Likewise,Larkins,an

    Englishartscritichasalsoarguedthat"colourchanges evenwhenweaddonlyoneextrastrokeofanothercolour atitsside.Forinstance.thecolouringofonepartwhich lookedwalTIIjustBOW,mayappearscoldatthismomentby paintingalayerofwarmercolournearby.Itmaylookin harmonyatfirstwhenyoujustdrawthefirstcolourbut becomeinharmoniousinstantlybyaddingthesecond colour."Coloursdonotexpressthemselvesseparately,but support,condition,affect,restrict,andinfluenceeach other.

    efeatureofinteractionofcolournotonlyreflects howasetofcolourscombine,butalsodemonstratesthe colourschemeoftheproductsforthewholeseason.Take springandsummercollectionforexample,sincecolours shouldononehandbeuptofashionandontheotherhand correspondtoseasons,andemployingtinge,coldtone, andneutralcolouristhemaintrend.Althoughtingeisnot brightenough.ittendstobeattractiveandgorgeouswhen compoundedwithafewimpressivecolours.Actually,the contrastbetweentwosimilarcolourswillcausemore conspicuouseffect,Inshort,nowadaysmatureclothing brandsstarttonoticetheimportanceofcolourmatchingin designingscheme.

    1.3Brandcalturereflectedincolourscheme

    Brandcultureisthesoulofabrand,embodiedineach linkofmanagementandadministration--theproducts' development,itsmarket,theadvertising,anditsretail sales,etc.thecultureofthisbrandshouldbereflectedin alltheselinks,ofwhichcolourplanningcannotbe

overlooked缔西朋itisthetimetodecidethecolour

    scheme,weshouldalsoconsiderhowtoemploythelatest fashioncoloursforembodyingclothingstyles.Thatisto say,itisbrandculturethatdecidesthechoosingofcolours, ratherthancoloursthatdecidewhatkindofbrandculture shouldbechosen.Thisisastrikingfeatureinthecolour planning.Supposethereisafemalebrandofclothes orientingthosematurewomenandfemalewhitecollars mainlybetweenthirtyorfortyandlivingwithmediumand higherincomes.Thosewomenhavekeeneyestofashion andtheirdressingprinciplesarebasedonenjoyingeasiness, beinggracful,andenjoyingthepleasuretogetdressedas theyIike.Tomeettheirneeds,thisbrandshouldemploy neutralcolourasdominantcolour.andchoosesomeofthe fashioncoloursthatareappropriatetotheirages,status, andtastesforbeauty.Ifwesimplyadoptfashioncolours withoutanyconsiderationontheculturebackgroundofa brand,weareactuallybreakingawayfromourconsumers, thennomatterhowbeautifuIthecolouringoftheclothes is,thisbrandwilldefinitelyloseitsappealtothe consulners.Itisthusevidentthatbecauseofthetendency thatclothesaretotransformfromobjecttothederivative ofculture.Itisnotenoughtosatisfytheconsumerswith g00dqualityorfashiononly,butmoreandmoreconcerns shouldbepaidtotheculturalinformationthebrand reflectingwhichdirectlydecidestheconsunlers'attitudes towardsthisbrand.Ofcourse,colouringwithrich backgroundofbrandculturehasbecomeasignificant considerationtocolourplanning.

    2DesignConceptofColourSchemeof

ChineseBrandReady-MadeClothes

    2.1Analyzingtheinformationaboutinternational fashioncolours

    Thepredictionontheinternationalfashioncoloursis conductedbytheheadquarteroftheInternationalFashion ColottrAssociationsetupinParis,France.Twiceevery year,professionalsfromthememberstatesofthis associationmeetanddiscussthefasioncoloursforspring andsummerorforautumnandwinterinthefollowing eighteenmonths.Threegroupsofcolourswillbefinally fixedasthefashioncoloursforthisseasonafterallthebills proposedbythememberstatesarediscussed,voted.and passed.Thefixedthreegroupsofcolourscaterforladies' garments.men'sgarments,andsportswearcollections, respectively.Apartfromthepredictionbythe InternationalFashionColourAssociation,other organizationssuchasInternationalColourAuthority, JournalofDonghuaUniversity(Eng.Ed.)Vo1.26,No.6(2009)681 InternationaIFiberAssociation.InternationalWool Secretariat,andInternatiOnalInstituteforCottonand CottonIncorporatedalsomakefashionforecastsfor designersandclothingproducers.

    Analyzingtheinformationaboutinternationalfashion coloursisimportantincolourplanningofChinesebrand ready-madeclothes.Undeniably,sinceEuropeand Americaarethebirthplacesoffashion,thereisindeeda longwaytogoforChineseclothingwhichhaslongbeen regardedastherepresentativeofcheapgoodsinthe internationaltrade.beforeitmaybreakthroughand establishabrandnewimageoflocalfashion.Accordingto

    thesurveyconductedinexpensiveshoppingmallsinBejing, Shanghai,andHangzhou,etc.,foreignbrandstakeup almosttheentiremarket,andyoucanseeforeignmarks andforeignmodelseverywhereintheseshoppingmalls.In fact,thetendencyofthelocalizationofforeignbrandsisin factgrowingfastandtheturnoversoftheforeignbrands aremuchhigherthanthatofthedomesticbrandswhich lcadstoasituationwherethelocalbrandsareless competitivethanthosefromabroad.

    Inthepastfewyears,somebrandswithstrong

    economicstrengthhavebeensendingtheirdesignersto somefocusinternationalfashionfestivalsandPremier Vision(PV)showinFrance,fromwhichtheyacquire informationaboutfashioncolour,andthenmaketheirown colourgroupsbyreferencingtothecharacteristicsoftheir ownbrandsandconsultingtheChineseFashionandColour Association.Meanwhile,someofthefamousbrands internationallyhaveacknowledgedthatformingtheir uniquestylesandha~ngkeentastestofashionwillbring theirownshowtimeontheinternationalfashiontrend releaseconference,fromwhichwecanwidenourhorizon, borrowsomegoodideas,learntheirwaysofmatching colours,andthencreateourownsystemoffashioncolours byborrowingandlocalizingwhatwehavelearned. 2.2Analyzingthepsychologicalandsocialfactors ofcolours

    Coloursarcsubtle---inspiteofbeingjlastthephysical phenomenonoftherefractionoflight,coloursareactually changingintosomethingsocialbecauseoftheconnotations peoplehaveaddedtothem--thisisthesocialfactorof

    colours.Besides,whenpeopleseecolours.theywillhave physiologicalreactions.whichwillfurtherarouse psychologicalreactions--thisisthepsychologicalfactorof colours:.Coloursareoriginallylifelessbutbecome expressiveandenrichourmindsandimaginations, therefore.thesetwofactorscannotbeneglactedinthe colourschemeofclothing.

    AsChinaisvastinterritoryandabundantin

    resources,therearevariousethnicgroupsinourcountry. Thereforethedifferencesinlivingstlyes.culturalcustoms, andhistoriesbetweendifferentconsulTlersofdifferent areasmaketheaestheticstandardsvarious.Forexample, theconsumptionofbrandclothestakesplacemainlyinthe citiesalongseasideorthesouthofChinabecausepeople therearemorefrequentlyextx~edtointernationalfashion andacceptiteasily.Therefore,light,mature,andregular coloursaremoresuitabletothetasteofpeoplelivingin theseareas:whileasfortheconsumersofinlandcities, whichbearalotofnativeculture,namely,tremendously influencedbythetraditionalaestheticstandards,weshould paymoreattentiontomeetingthesestandardsincolour planning.Pursuingperfectcolouringblindlyregardlessof thesestandardsortheprinciplesthatarebasedonpeople's empothyoncolours,nosuccesswillbeachieved--the colouringweschemedmighteitherbetooaheadoffashion orfallbehindit.neitherofwhichisprofitableinthe market.

    1]hepsychologicalandthesocialfactorsofcolouralso resultintheformationoffashioncolours.Immanuel Kant[3]statesinhisAnthropologyinPragmaticsthatoneof

    humanbein'natrualinclinationsistocomparehisown conductstopeoplesuperiortothem,namely,kidscompare themselvestoadultsandpeopleoflowerpositionscompare themselvestohigherones.Thisformofimitationhas nothingtodowithprofitbutcomesoutofhumannature thatwedon'twanttobeoverlookedbyothers.Andthe lawofimitationiswhatwecallfashion.Thatistosay, fashionisgeneratedfromimitation--thepublicimitate whatweareintrducedbytheso-calledfashionleaders beforetheintroducedcoloursfinallydevelopintofashion. Understandingthishumannatureandhowcommodity comesintovoguedohelpustoknowmoreaboutwhat peoplereallyneed,thusmakepeoplecenteredcolour

    schemewhichwillbebetterreceivedforthatSeason~47. 2.3Investigatingandstudyingthesalableand regularcolours

    Theprevalenceofcoloursisalwaysinertia1.namely, coloursforthisSeasonwilllasttillnextSeasonforaperiod oftime.Itindicatesthatitisaswellnecessaryand worthwhiletoanalyzeandstudysalableandregularcolours soastomakeconclusionandpreparesomesupplementary evidencesforthecolourschemeofthenextseason. Thebirthofsalablecoloursisbasedonthereliable data.Aftermassdataarecollectedfromsalesdepartment, throughstallpolls,inthemeetingsheldbysalesagentsto feedbacktheiropinions,orfromthediscussionamong designers,somecertaineoiourisapprovedasthesalable colourforthisseason.whichlaterwilJbeoneofthe dominantcoloursforthenext.Butmeanwhileweshould

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