直播驱动下的服装设计逻辑变革：从产品到场景的范式转移

Logical Change of Fashion Design Driven by Live Broadcast: Paradigm Shift from Product to Scene

摘要: 本文系统探讨直播电商对服装设计逻辑的重构作用，分析其如何推动设计范式从以产品为中心转向以场景和互动为核心。研究指出，传统设计基于工业化生产的线性流程与静态审美，而直播驱动下的设计呈现出数据实时反馈、用户深度参与和算法辅助决策等新特征，形成敏捷、响应迅速的新型开发模式。在价值体系方面，服装的价值来源从材质、工艺等物理属性，逐渐延伸至情感共鸣与社会符号意义。文章进一步讨论了该模式在资源消耗与文化表达方面面临的可持续性问题，并从技术应用、行业规范与设计创新等角度，提出协同发展的路径与建议。

Abstract: This paper systematically discusses the role of Live streaming e-commerce in reconstructing fashion design logic, and analyzes how it promotes the design paradigm from product-centered to scene-and-interaction centered. The research points out that traditional design is based on linear process and static aesthetics of industrial production, while the design driven by live broadcast presents new characteristics such as real-time data feedback, deep user participation and algorithm-assisted decision-making, forming a new development mode with agile and rapid response. In the aspect of value system, the value source of clothing gradually extends from physical attributes such as material and technology to emotional resonance and social symbolic significance. This paper further discusses the sustainability problems of resource consumption and cultural expression, and puts forward the path and suggestions of collaborative development from the perspective of technology application, industry specification and design innovation.