時(shí)尚設(shè)計(jì)

第一章  找到一個(gè)獨(dú)有風(fēng)格 / 1
Finding a Signature Style
1.1  我們能看到多少種顏色？代爾瓦勒色彩測試 / 2
How many colors can we see? The Derval Color Test 
1.2  定義品牌代碼：墨西哥城索菲特改革大道酒店 / 3
Defining brand codes: Sofitel in Mexico City Reforma
1.3  山本耀司(Yohji Yamamoto) x阿迪達(dá)斯Y-3 / 9
Y-3 by Yohji Yamamoto x Adidas
1.4  邁克高仕(Michael Kors) vs 路易威登(LV)：輕奢的崛起 / 11
Michael Kors vs LV: the rise of affordable luxury
1.5  與時(shí)裝設(shè)計(jì)師Enesoe Chan溝通靈感 / 13
Channeling inspiration with fashion designer Enesoe Chan
1.6  創(chuàng)造品牌：帝瓦雷(Devialet)令人起雞皮疙瘩的公司 / 15
Inventing a brand: Devialet the goose-bumps company
1.7  練習(xí) / 19
Exercises
1.8  要點(diǎn) / 22
Take-Aways
1.9  術(shù)語表 / 23
Glossary
1.10  參考文獻(xiàn) / 24
References
第二章  靶向感官剖面 / 25
Targeting a Sensory Profile
2.1  探索你的感官剖面：代爾瓦勒氣味金字塔 / 26
Discover your sensory profile: the Derval Pyramid of Scents
2.2  絲芙蘭的感官剖面 / 28
Sensory Profiles at Sephora
2.3  黑襪子：右腳 / 30
Blacksocks: the right feet
2.4  與星共餐：米其林紅色寶典 / 32
Dining with the stars: the Michelin Guide
2.5  埃德加·阿蒂斯 （Edgar Artis）時(shí)裝插畫 / 34
Fashion Illustration with Edgar Artis
2.6  豪華巧克力與馬克西姆巴黎 / 36
Chocolate luxury with Maxim's de Paris
2.7  練習(xí) / 38
Exercises
2.8  要點(diǎn) / 40
Take-Aways
2.9  術(shù)語表 / 41
Glossary
2.10  參考文獻(xiàn) / 42
References
第三章  提供獨(dú)特體驗(yàn) / 43
Delivering a Unique Experience
3.1  顏色偏好和視覺 / 44
Color Preferences and Vision
3.2  駕駛寶馬的角色 / 46
Personas driving BMW
3.3  紅牛：金色還是藍(lán)色？/ 49
Red Bull: Gold or Blue?
3.4  統(tǒng)一是關(guān)鍵：夏之戀花樣年華淡香水(Flower by Kenzo) / 52
Consistency is key: Flower by Kenzo
3.5  與盟可睞(Moncler)首席執(zhí)行官雷莫·魯菲尼一起重塑時(shí)尚品牌 / 53
Revamping a fashion brand with Moncler CEO, Remo Ruffini
3.6  接觸奢侈品顧客：捷豹(Jaguar)案例 / 56
Reaching luxury shoppers: the Jaguar case
3.7  練習(xí) / 57
Exercises
3.8  要點(diǎn) / 60
Take-Aways
3.9  術(shù)語表 / 61
Glossary
3.10  參考文獻(xiàn) / 62
References
第四章  激勵(lì)購買 / 63
Motivating a Purchase
4.1  奢侈與地位追求 / 64
Luxury and Status Seeking
4.2  購物者的動(dòng)機(jī)：權(quán)力、性能和人氣 / 66
Shoppers’ Motivations: Power, Performance, and Popularity
4.3  魯布托(Louboutin)：權(quán)力可以用英寸計(jì)量 / 67
Louboutin: Power can be measured in inches 
4.4  積家(Jaeger-LeCoultre)：性能和其他復(fù)雜功能 / 68
Jaeger-LeCoultre: Performance and other complications
4.5  與Shane Lee一起設(shè)計(jì)一個(gè)出色的設(shè)計(jì) / 69
Devising an outstanding design with Shane Lee
4.6  TikTok成功背后的秘密：人氣和歸屬感 / 71
The Secret Behind TikTok’s Success:  Popularity and Belonging
4.7  練習(xí) / 73
Exercises
4.8  要點(diǎn) / 78
Take-Aways
4.9  術(shù)語表 / 79
Glossary
4.10  參考文獻(xiàn) / 80
References
第五章  捕捉趨勢 / 81
Capturing Trends
5.1  預(yù)測工具：荷爾蒙商(HQ) / 82
Predictive Tools: the Hormonal Quotient®
5.2  特斯拉的創(chuàng)新路線圖 / 85
Innovation Roadmap with Tesla
5.3  蘭蔻，成功之聲 / 90
Lancôme, the sound of success
5.4  香奈兒5號(hào)：從趨勢到圖標(biāo) / 92
Chanel N°5: From Trend to Icons
5.5  與楊設(shè)計(jì)識(shí)別趨勢 / 93
Spotting trends with YANG DESIGN
5.6  李寧：一切皆有可能 / 95
Anything is possible by Li-Ning
5.7  練習(xí) / 99
Exercises
5.8  要點(diǎn) / 100
Take-Aways
5.9  術(shù)語表 / 101
Glossary
5.10  參考文獻(xiàn) / 102
References
第六章  設(shè)計(jì)生活方式品牌 / 103
Designing a Lifestyle Brand
6.1  為什么我們喜歡閃亮？/ 104
Why do we like shiny?
6.2  蒂芙尼公司：將藍(lán)色變成金色 / 106
Tiffany & Co: Turning blue into gold
6.3  影響者地圖：萬寶龍(Montblanc)案例 / 108
Influencers’ Map: the Montblanc case
6.4  73小時(shí)：從頭到腳 / 110
73 Hours: from Head to Toe
6.5  發(fā)展像施華洛世奇這樣的家族企業(yè) / 112
Developing a family business like Swarovski
6.6  哈雷戴維森(Harley Davidson)：摩托車 / 114
Harley Davidson: the bike
6.7  練習(xí) / 116
Exercises
6.8  要點(diǎn) / 118
Take-Aways
6.9  術(shù)語表 / 119
Glossary
6.10  參考文獻(xiàn) / 120
References
第七章  實(shí)現(xiàn)完美心流 / 121
Achieving the Perfect Flow
7.1  熊、猴子、香蕉 / 122
The Bear, the Monkey, and the Banana
7.2  替代產(chǎn)品：金色蘋果手機(jī)(iPhone)案例 / 123
Substitution products: the Golden iPhone case 
7.3  定位：奈斯派索(Nespresso)案例 / 125
Positioning: the Nespresso case
7.4  戴森的設(shè)計(jì)與創(chuàng)新 / 128
Design and Innovation with Dyson
7.5  新酒店設(shè)計(jì) / 130
New Hotel Designs 
7.6  古馳如何贏得中國消費(fèi)者的心 / 134
How Gucci Won China over
7.7  練習(xí) / 137
Exercises
7.8  要點(diǎn) / 140
Take-Aways
7.9  術(shù)語表 / 141
Glossary
7.10  參考文獻(xiàn) / 142
References