Value Co-Creation In The Digital Age:Research On The Design Business Model Of Apparel Brands

Recalling the three conceptual iterations of modern design experience with manufacturing as the core,sales as the core,and user as the core,"Design" continues to solve problems and explore opportunities on the road of value creation.In the era of digital economy,design-driven business innovation and social innovation are often seen as an important way to create new markets and generate new value.With value creation as the goal,design and business are closely linked.The core of design is always innovation,and the original intention of business is to effectively control the operation process.Therefore,business will pay more attention to norms,system construction and economic efficiency measurement.This paper defines the concept of “Design Business”.In this paper,“Design Business”refers to the business behavior led by design,which is the reconstruction of design-driven brand organizational structure and business behavior.It is manifested as the overall intervention of design thinking in the whole business process and the“redesign” integration of the brand value chain.The “design business model of clothing brand” in this article refers to the way that clothing brand business and design are combined,that is,which business method clothing brand chooses to perform the function of design.Today’s brand business competition is essentially a“system” competition,rather than a single element competition.This also brings about the further expansion of the design concept: as far as clothing brands are concerned,design is no longer just the design of clothing products,let alone the design of clothing appearance.The concept of design has been fully involved in the entire creation and business process.Among them,all stages in the commercial circulation of clothing brands require the overall intervention of design concepts.On the other hand,the business of Chinese clothing brands also needs to be “redesigned”.In other words,design thinking should be involved in the whole process of thinking about the business of clothing brands,and the business of clothing brands also needs to be designed with innovative business models.Support,it is precisely in view of such transformation changes and the resulting complexity that the current commercial competition of Chinese clothing brands is no longer a product creation that meets simple needs,but a brand-new product based on complex problems and networking needs.The competition between the new design service form and the new business model.This research attempts to put forward a research on the innovation of the business model of apparel brand design in the digital age from the perspective of value theory.Based on this,the structural design and discussion of this article will be developed from the following two perspectives.One is to examine the innovation of the clothing brand design business model based on economic theory,and the other is to examine the fashion brand in the digital age through the vision of design.Business practices.The specific development of the research in this paper is based on "value creation" as the core,trying to answer "how can clothing brands survive and develop by designing business model innovations in the process from an industrial social value production system to a digital social value system" Reality.This research is an exploratory research,the question to be studied is based on the process that is happening in reality.Therefore,this study adopts two different research paths.The first is a top-down theoretical analysis and research,using value theory as a tool and value creation as a clue to deduce the business model in the apparel brand industry in the new environment of the digital age.Innovative content and ideal model.Then,using bottom-up case studies,from actual first-hand cases and interviews,it summarizes the dimensions,influencing factors,content,and innovation paths of the business model innovation of Chinese clothing brand design.Through the dual attention of reality and theory,we will deepen our understanding of the innovation of the design business model of the Chinese apparel brand industry that is undergoing transformation,and promote the construction of the innovative theory of the apparel brand industry design business model in the digital age.This article believes that the “Design Business” of Chinese apparel brands today is a more in-depth and comprehensive representation of the trend of design thinking,and a useful exploration of how to effectively collaborate between design thinking and business practice from the perspective of value theory in the digital age.Design thinking is involved in the business process,and effective business is used to ensure efficiency and success rate in the process of design innovation.