Clothing Consumption Enters The "Fuzzy Era"

Future Clothing consumption The characteristics of leisure 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 China Clothing Association believes that the difference in the definition of commodities will gradually be blurred from the future trend of clothing commodities. commodity The difference will gradually be blurred.

At the same time, clothing Distribution channel The differentiated development will also be accelerated by the diversification of consumption demand, and the competition of sales channels such as department stores, shopping centers and franchised stores will become fiercer. 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.