人工智能背景下中国婚礼服设计服务模式探究

王馨子 王婧雯 邢乐

摘要： 当下社会正由工业文明向信息文明及人工智能转型，人们的生活方式及时尚消费理念发生骤变。为研究服饰设计服务新模式，文章选取服饰形制与穿着场域均具有典型特征的婚礼服为研究对象，在梳理中国传统婚服风尚的基础上，采用问卷及深度访谈等社会调研方法，重点对新时代婚礼服的消费意向与人工智能技术下婚礼服的设计服务模式开展探究。研究发现：消费者对婚礼服饰设计个性化、选购自主化、仪式情景化、服务智能化等需求明显增强，提出以消费者为中心，基于服装智能定制系统、大数据及数字媒体技術下，从流行预测、定制设计生产与场景营造三方面构建高效、精准、完整的设计服务模式，为今后婚礼相关产业联动发展提供参考与借鉴。

关键词： 婚礼服饰;人工智能;消费需求;设计服务;产业联动

Abstract： It is being a period transforming from industrial civilization to information civilization and artificial intelligence， and peoples life style and consumption concept of fashion goods have changed drastically. This study is focusing on new modes of clothing design service. For this study， wedding dresses distinct in shape， structure， and wearing occasions are selected to explore the purchase intention of wedding dresses and wedding dress design service mode assisted with artificial intelligence in the new era based on review of traditional Chinese wedding dress fashion by means of questionnaire and in-depth interview. The study shows that consumers require higher level of personalized design， decision-making in purchase， contextualized ceremony and intellectualized service. It is proposed to establish an efficient precision complete design service mode centered on consumers from the aspects of fashion forecasting， custom design and production， and scenario building with the assist of intelligent garment customization system， big data and digital media technology， which can provide a reference for the interconnected development of nuptial-related industries in future.

Key words： wedding dress; artificial intelligence; consumption needs; design service; industrial linkage

新时代人们对生活的美好追求由物质消费向精神与文化消费转移。特别是当下青年一代对智能生活依赖程度更高，更加关注自身的情感诉求，工业化生产如出一辙的商品再也不能满足多样的消费需求，力求带有温度的、情感化与艺术美感的产品。礼仪文化融于百姓生活的方方面面，《礼记正义》开头指出“夫礼者，经天地、理人伦”，历史学家彭林教授曾对这句话进行了解读：“礼是评骘从野蛮到文明进步的标尺，贯穿整个文明进程。”[1]因此作为人生重大礼仪场合穿着的服饰，婚礼服及婚礼仪式历来受到民间百姓重视。……