The Refinement Of Clothing Products Is Not Obvious: Consumption Is Entering The "Fuzzy Era".

The characteristics of leisure are obvious, product classification is refined, and the boundaries between categories are blurred.

In the future, the characteristics of leisure consumption of garment consumption will continue to be obvious. Consumers will pay more attention to brand and consumption experience. This is the judgement made by China clothing association to the current trend of Chinese clothing consumption.

The most prominent feature of the new generation of consumer groups is that the growth environment has undergone fundamental changes with the previous generation. It will not work as hard as the previous generation of consumer groups. They have more personality and ideas, clothing consumption, pursuit of comfort, convenience and personal image brought about by consumer behavior. The clothing demands highlight individuality and fashion, sensibility is more than rationality, and the style of adopting one's own way is obvious. From the lifestyle and consumption characteristics, we can see that the new generation of consumers' pursuit of clothing is more interested in fashionable casual wear, and does not like stiff formal dress, and has great demand for personalized clothing. Therefore, the Chinese Clothing Association believes that from the perspective of the future development trend of clothing commodities, the differences in the definition of commodities will gradually be blurred, and the differences among suits, shirts, jackets and other commodities will gradually become blurred on the basis of men's wear, women's wear and children's wear.

At the same time, the differentiated development of clothing sales channels will also be accelerated by the diversification of consumption demand. The current sales channels of department stores, shopping centers and franchised stores are increasingly fierce. Therefore, when the new generation of consumer groups pay more attention to experience and professional consumption, it is a trend for retailers to create differentiated brand names, clear the positioning of enterprises and target consumer groups, and guide consumers to enter the sales places that meet their consumption patterns and meet their consumption needs.

In addition, retail enterprises define the positioning of enterprises through brand integration, shop decoration, commodity structure adjustment, and service changes, create brand image and target consumer group loyalty in the eyes of consumers, and promote sales growth through differentiated development. For example, to create high quality and high-end consumption department stores, fast fashion and other characteristics of specialty stores and shopping centers, the price is relatively cheap, buy relatively low choice of supermarket stores.