摘要电子商务行业在我国目前仍处于飞速发展阶段，随着各项法规与制度的出台，电商行业的发展越来越规范化，而近几年已呈现出井喷的状态。淘宝女装对于整个电商行业是一项支柱产业，而在这片红海中，竞争相对激烈，生存环境并不是很好。随着互联网发展，匠人精神催生而来，越来越多的服装设计师选择了独立设计女装这一类目作为进入电商行业的切入点。

虽说独立设计女装在服装行业中算是一个极小的类目，竞争没有大类目那样激烈，但由于其对于美学，对于情怀附加值的要求较高，想要提升自身竞争力还是有一定困难的。

详情页展示是电商行业中很重要的一环，但我国目前摄影行业局面混乱，多数摄影师为影楼学徒或培训班出身，较低的文化水平和模式化的摄影思路并不能让他们将独立设计女装品牌的内在气质通过图片展示出来。60558

本文在大量查阅优秀的独立设计女装品牌详情页及结合自身拍摄经验的基础上，以消费者的视觉心理和时装摄影的丰富模式为方向，为摄影师及电商行业从业者提供较为清晰的拍摄逻辑。

毕业论文关键词：独立设计女装；摄影；心理认知学；美学；技法

Abstract Electronic commerce industry in our country is still in a stage of rapid development, with the introduction of the relevant laws, rules and regulations, electricity supplier industry is becoming more and more standardized, and in recent years have been showing a blowout state. Taobao women's clothing for the entire electricity industry is a pillar industry, and in this piece of the Red Sea, the competition is relatively intense, the living environment is not very good. With the development of the Internet, the craftsman Spirit gave birth to, more and more designers chose the categories of independent women's design as the entry point into the electricity business industry.

Although the independent women's design in the clothing industry as a minimal category, the competition is not category so fierce, but because the for aesthetics, for feelings of additional value of the higher requirements, to improve their own competitiveness or certain difficulties.

Details page display is a part of the electricity supplier industry is very important, but our country present photography industry chaos, most photographers studio apprentice or training class origin, lower culture level and pattern of photography ideas and can not let them independent design brand women's inherent qualities through the picture of the display.

The in access to a large number of outstanding independent brand of clothing design details page and combined with its shooting experience based, to consumers of fashion photography and visual psychology abundance patterns, as a photographer and electricity supplier industry practitioners to provide more clear logic of shooting.

Keywords：Independent design women's dress；Photography；Psychological cognition；esthetics；technique

目  录

一、绪论 6

（一）、选题背景及意义 6

（二）、研究的基本内容和拟解决的主要问题 6

1、研究内容 6

2、拟解决的主要问题 7

（三）、研究方法及措施 7

1、研究方法 7

2、技术路线 7

3、分析过程： 7

二、我国独立设计女装品牌概述 8

（一）、独立设计女装品牌的基本概念和主要特征