ABSTRACT

This study examines whether art-derived design can be used as an effective approach to promote the inconspicuous consumption of fashion bags. As there is a strong correlation between inconspicuous consumption and brand image, the study classified how brand image is presented in bags to analyze the relationship between brand image, art-derived design methods, and brand groups through a chi-squared test; 87 bag designs from 19 fashion brands and 46 artists and art institutions were selected as a sample. The brands included were divided into three categories: accessible core brands, affordable luxury brands, and mass fashion brands. The accessible core brands outperformed the other two brand groups in terms of maintaining a prominent brand image. Analyzing the ages of art-derived bags also demonstrated that fashion – art collaboration has been on the rise in recent years. And the stronger the artistry of the bag, the less prominent the brand image, which means that the importance of artistic image expression goes beyond the brand image. This analysis result demonstrates that art-derived designs not only help to enhance the commercial value of fashion brands but can also be used as an effective design method to promote the inconspicuous consumption of fashion bags.

摘要

本研究探讨艺术衍生设计是否可以作为促进时尚包袋低调消费的有效途径。由于隐性消费与品牌形象之间存在很强的相关性，因此研究对包袋中品牌形象的呈现方式进行了分类，通过卡方检验分析品牌形象、艺术衍生的设计方法和品牌群体之间的关系；选取了19个时尚品牌、46位艺术家和艺术机构的87件包袋设计作为样本。纳入的品牌分为三类：平易近人的核心品牌、轻奢品牌和大众时尚品牌。在保持突出的品牌形象方面，平易近人的核心品牌优于其他两个品牌组。分析艺术衍生包袋的时代也表明，时尚与艺术的合作近年来一直在兴起。而包包的艺术性越强，品牌形象就越不突出，这意味着艺术形象表达的重要性超越了品牌形象。这一分析结果表明，艺术衍生设计不仅有助于提升时尚品牌的商业价值，而且可以作为促进时尚包袋低调消费的有效设计手段。