Application of brand personality dimensions in design positioning of knitted woolen sweaters

In light of the inadequacy of design positioning and product development of knitted woolen sweaters in our country;this study redefines the elements of the design positioning of knitted woolen sweaters based on the effect of brand personality on the design positioning of them.In the process of research,a brand personality dimension model was developed by using design practice combined with field investigation,document research,and diagnosis and measurement of product market positioning.The domestic brand personality dimensions for woolen sweaters are described as benevolence,wisdom,happiness,braveness and gracefulness of Chinese character.A personality dimension scale model of knitted woolen sweaters is worked out and applied to the words and expressions that describe the category,structure and character of knitted woolen sweaters.The description of personality dimensions of all kinds of knitted woolen sweaters is given,and the product style positioning is accurately conveyed through refined product structure and clear brand personality.