How To Make A Reasonable Positioning Of Clothing Design

With the improvement of the economic level and the deepening of the clothing culture, people's consumption concept of clothing has also been constantly updated, and the consumption form has gradually changed from the original basic needs to the individual consumption and emotional consumption.

According to the relevant data, the sensitivity of consumers to clothing prices is far lower than the sensitivity of clothing styles and quality, especially among young people. When choosing clothing, they should pay more attention to styling and color matching, and hope that clothes can be consistent with their life style and memory quality. This requires designers' clothing art design to be based on Market Research and information, and fully understand the spiritual needs and material needs of different consumption levels.

At the same time, according to the characteristics and actual conditions of enterprises, it is necessary to identify the fusion point between design and demand, that is, the positioning of design.

The positioning of clothing art design generally includes the following factors:

1. Determination of sales target

1. gender and age:

Is it a male garment or a female garment, a teenager, a young person, or an elderly person?

2. occupational characteristics

Are they national servants or special effects technicians? They are all senior intellectuals or workers, peasants, office workers or family women.

3. economic situation

Is it high income, middle income or low income? Fixed income or fixed income.

4. education level

Cultural level and cultural quality often determine consumers' aesthetic taste and level of clothing.

5. wearing occasions

Dress for work, social activities dress, casual dress (indoor and outdoor).

6. life status

Each consumption layer has its own relatively fixed life condition, which restricts the aesthetic and demand of clothing.

For example, 25 to 35 years old female office workers, the consumer level generally shows fast pace of life, high efficiency, strong working ability, personality is more distinct, there is a certain shopping experience.

In particular, it has unique views on clothing, pays attention to the style of clothing, pursues clothing styles, and pays attention to the choice of casual clothes. Although it does not blindly worship famous brands, it attaches importance to its fabric, color, craft and function of clothing.

7. cultural customs

Different nationalities and different regions have different preferences or taboos, such as religious beliefs, totem worship, living customs, customs, habits, colors, decorative styles, etc. These will bring certain impact on clothing.

Two, product type determination

1. product category

The categories of clothing products are determined on the basis of in-depth market research and research, especially the current situation of similar products in the market. At the same time, we should accurately grasp the types of new products according to their own characteristics and advantages.

In the design, its style, color, and accessories need to have some new ideas, and consider the new products in what form, such as the appearance of the suit, is skirt sleeve, trouser sleeve or three piece sets, free suits.

2. grade of products

The grades of clothing products need to be determined according to their own conditions and standards, taking into account the actual needs of consumers and the degree of recognition of products.

The company's own conditions and standards include production scale, machinery and equipment, personnel quality, design ability, surface accessories, sewing technology, etc., should avoid ignoring the actual situation of the enterprise, blindly raise the grade of products, resulting in the failure of product quality to consumers and affect the reputation of enterprises.

3. batch production

When the categories and grades of garments are determined, there is a practical plan for the output of the products, namely, small quantities or large quantities, with market sales as the precondition.

4. product price setting

The price is high, medium and low. On the basis of defining the category and grade of the product, the price is reasonably set according to the cost of clothing, sales and the actual endurance of consumers.

Two. Determination of product style.

1. product modeling

The appearance of new products should be characterized by styles, colors, fabric accessories, processing, decoration and accessories.

2. product quality

The quality of products generally includes: the functionality of the pattern, the physical properties of the surface accessories, the accuracy of the plate, the degree of perfection of the sewing process, and the finishing technology of the products.

3. product style

The style and the color of a product often represent the overall image of an enterprise. Therefore, it is necessary to gradually develop its own product style in the design of clothing art, the selection of raw materials and the technological process.

Once the style of the product is recognized by the clothing market, it means that the enterprise and its products have established credibility in the above consumer, and good reputation is an important factor for the development of the enterprise.

4. formulation of product size

According to the physical characteristics of the specific consumption layer in the region, a scientific and accurate garment size is formulated based on the uniform national clothing size.

The size of the product is striving to be complete and the consumers of objects should be taken care of.

5. brand development

According to the styling style of the new products, we will develop new and available product trademarks, brand and product packaging paper, shopping bags and so on, so as to arouse consumers' interest in products and purchase desire.

Three, the determination of marketing strategy.

1. market positioning

Market positioning and product positioning are consistent in their connotations. When determining market positioning, enterprises must first understand and correctly evaluate the competitive position of their products in similar products on the market, know the importance of consumers' attention to product attributes, find out the ideal image of consumers and the weak links of competitors, and then decide the appropriate market positioning of new products according to their own conditions.

2. market strategy

The strategy of putting apparel into the market generally includes three aspects: time, volume and way to market.

The most favorable time for products to be put into the market (for example, the best time to enter the market for summer wear is the end of spring and early summer), and the most appropriate batch of products can be put into the market through a favorable way. (for example, catching the vigorous buying period of clothing, the rural area is usually before the Spring Festival after the autumn harvest, and the city is usually before major festivals or before changing seasons), so as to maximize the business objectives of the enterprises.

3. place of sale

Choose the most suitable place of sale according to the nature of the product.

The factors such as consultant flow and shopping environment are considered.

4. promotion mode

Generally speaking, the promotion methods include: introducing the characteristics of the product by advertising, guiding the consumption, clothing exhibition or other display means, sample presentation, preferential treatment volume, after sale service, etc.

Four. Product development plan

1. product evaluation

The products are analyzed comprehensively and comprehensively according to the specific data, and the improvement measures are put forward, including the advantages and disadvantages of the products in the market competition, the improvement of the structure of product design, the reduction of the specific plans for profit and profit, the scientific assessment of product marketing methods, and the improvement of the production schedule and process flow chart.

2. product development goals

Whether the product expands production planning or conversion on the basis of the original product, the work arrangements that the design and other departments need to do in a certain period, and the measures needed to achieve the goal.

3. enterprise development goals

In a certain period, what kind of social awareness the enterprise needs to achieve, how to strengthen the close relationship between the enterprise and consumers, expand the consumers' re understanding of the corporate image, and formulate the development plan and magnificent goal of the enterprise.