A Deep Analysis Of The Chinese Women'S Wear Market

In the consumer's impression, it is generally believed that the women's clothing market is much larger than the men's wear market, and the women's clothing brand is also more complicated than the men's clothing.

However, every woman dress brand positioning will have similar characteristics of consumer groups gathered, they will be attracted by some specific women's brand value proposition and product concept.

History has proved that fashion elements of women's clothing are always changing along with the passage of time.

Looking far and wide in the comfort of the European and American countries, the father's old wardrobe has a Yankee Baseball Jacket whose son is now wearing. His daughter is willing to wear the old wedding ring worn by her mother when she is married. The two generation or even three generations can discuss the classic movie stars or country music together. But throughout the past 30 years, the social development in China has been like a nuclear explosion, 60, 70, 80 and 90.

There will always be new hot topics due to group differences.

This has prompted some women's brand marketing managers who have a long history to think deeply in order to make their brands develop more in the Chinese market.

Any influential fashion brands such as Lancome cosmetics, SWATCH watches and BMW cars always insist on their unique brand value. But for the constantly updated women's dress, the so-called "elegant female" breath that was defined more than ten years ago, can the new energetic women in the workplace understand it now?

Today, in the turn of youth, in the turn of the major international fashion brands, animation, Internet and R&B music, they no longer pursue the equality of women's rights like the older generation, but strive for free life and personality release.

But this group of young people will become more powerful middle-aged women in more than ten years, but will they still accept the so-called "classic" brand of women's clothing?

In addition to targeting the "youth fashion" or "successful" women in a certain age group, how can a woman dress more in-depth, clear and accurate to understand the characteristics of women's clothing that she wishes to focus on? How can she maintain the core brand value that has persisted for many years, and design a more modern dress to become more modern and closer to consumers?

Women's clothing market classification

Through a series of works such as consumer feedback, terminal market observation and industry interviews, we find that no matter how the times change, the women's clothing market can be clearly classified, and consumer groups can also be well clustered.

First of all, with the question of whether the women's clothing market can be classified, we conducted a market research on the purchasing behavior and wearing habits of women's clothing, and reached the following conclusions:

Because of different age, body type, income, work and lifestyle, and personal values, different women have different needs for clothes, while personality and aesthetic interest are revealed by their clothes. Especially when playing different roles on different occasions, women's styles of dress are very different. Clothing has become an indispensable prop for Chinese Contemporary women to perform themselves in different stages of life.

The dress styles of women of the same age group are very different. Even the two women in the same company have different visual enjoyment in their dress. A woman is very feminine. Although the colors and patterns of the same season are different, lace, fringes, suspenders, low waist, bow tie and other clothing elements consistently express her charm and uniqueness. Another woman is graceful, exquisite workmanship, close fitting design, and seemingly ordinary T-shirts and shorts can be worn by her.

However, women of different age groups can also find people with similar clothing needs. Even the two women who are 10 years old, they prefer cotton and linen fabrics, such as white, light green, coffee grey and other elegant colors. They like to be casual but not baggy.

Through these similarities, we can see that they are all pursuing health, comfort, pressure, and free life. They share the same values.

They are more likely to choose a similar lifestyle so that they can choose the same type of dress.

Clustering of women's clothing consumption groups

Similarly, with the clustering of women's wear groups, we conducted a market research in the women's clothing brand stores in Shanghai people's Square Business District, Huaihailu Road business circle and Xujiahui business circle. We found that the sales data of the brands that ranked the top or the consumers rated well had some common characteristics.

The lifestyle of customers is obvious. For example, ONLY is a highly publicized, outstanding and unconventional group. Its customers are mostly young people who love fashion. Many people choose new clothes for dating or leisure.

In the same company, different sub brands or sub series styles (such as color, style, cloth, etc.) are generally consistent, such as VERO MODA and JACK JONES. These two brands are from the same company, located in 25~35 age male and female respectively. They are like a pair of siblings in the eyes of consumers.

The target consumers of brand targeting are in line with the customers who are located in the business location of the franchised stores. For example, Hongkong brand Lilai, a high-end high-end professional women's suit, has set up many counters from the exquisite and elegant set of tailor made in the 50s to the fast fashion fashion in twenty-first Century. Most of its stores are located in Meilong Meilong town square, Central Plaza, etc., aiming at the business environment of high and middle income consumers, and have gathered a group of VIP customers. They have strong purchasing power and extremely loyal brand attitude and have been loyal to Lilai for many years.

Segmentation positioning

Compared with the characteristics of women's clothing sales terminals, we can observe and study the dress habits and attitudes of women. We can see that the clothing brands with good market performance have clear customer orientation.

Interviews with some representative women's clothing brands also show that the women's clothing brands that perform well in the market have clear market positioning and are able to work tirelessly in their chosen market segments.

Many domestic women's clothing enterprises are also talking about market positioning, or positioning in girls' clothing, women's clothing, less clothing, or positioning in the knowledge of white-collar women's clothing, but most of them are superficial, often see which category or type sells well, clap their heads to follow the wind, blindly type, style imitation, or even plagiarism, and finally do not recognize their own clothing.

Some people have done experiments, and in the face of naked clothing, there are few domestic clothing enterprises that can find out their "children".

The positioning of garment enterprises is highly homogeneous, resulting in high homogeneity of clothing production.

The root cause of this problem lies in the fact that the vast majority of garment enterprises do not think deeply about how to choose market segments.

If we can carefully combine the competitive situation of the garment industry, analyze the segmentation market, and locate the location, clothing enterprises will not be stuck in the way of "young city tide people".

First, a good division can make an accurate positioning of the market segments, but the "consumer concern" is always changing. Especially the women's clothing market is more complex. How can the women's clothing brand market segment?

According to our observations, studies and the findings of many market organizations, it is obvious that every woman dress brand positioning will have similar characteristics of consumer groups gathered, they will be attracted by some specific women's brand value proposition and product concept.

Therefore, apart from the functional aspects such as "comfortable and tailored garments", we should also think about the market segmentation from the emotional level. For example, how can clothing satisfy the emotional interests of women's hearts? How does clothing show women's social identity? Under the influence of traditional Chinese culture and Western popular trend of thought, how do they form their aesthetic sense of costumes? Only by a better understanding of women's clothing market and understanding of women's target groups, the market segmentation and market segmentation of women's wear brands are effective.

Age subdivision

For a long period of time, many garment enterprises have separated the clothing market through age, occupation and income.

For example, the brand of brother has achieved its position in the middle-aged women's clothing market through differentiation.

Through the market segmentation, we find that there are a group of "40, 50 ladies" who have a steady purchasing power in the market. They live in fastidious and need decent and beautiful clothes. But the traditional clothing concept and body restriction obstruct them from the fashionable and current brands, and it is difficult to find some desirable fashions in the red trousers.

From the clothing design, the image design to the sales network, the elder brother responded to the demand of "40, 50 ladies", which is different from the young fashion people. The color is not expensive, but the price is high but not expensive. The tailoring is tight and informal, which fully satisfies the "appetite of women 40" and "50 ladies".

Persistent insistence has gained persistent support, and the women's dress has attracted a large number of loyal customers.

The success of the brother's brand benefits from its market segmentation and differentiated positioning strategy. When other women's brands compete against young women, the elder brother targets the middle-aged female white-collar market.

Lifestyle segmentation

But it should be noted that most women wear brands either stay on the surface understanding of women of different age groups, or they gaze at women who are only 20~30 years old.

The application of "Lifestyle segmentation" to consumers makes many excellent women's brands start to have a deeper understanding of the market segments, so as to rationally adopt multi brand strategies to respond to the needs of different segments of the market.

A person's dress is highly related to his way of life. Proper clothing is actually a dress suited to his life.

When a woman goes to outdoor activities with her husband and children on weekends, she will wear casual clothes. When she needs to enter formal social occasions, she needs to buy evening dress.

Therefore, we can learn from Welles, W (Welles.), Professor of psychology and marketing at University of Chicago in the United States and D (Tigort), University of Toronto, and put forward the activity, interest and perspective analysis method. By answering the following questions, we can divide the lifestyle of women's clothing market: how do women spend their leisure time? What are their interests, hobbies and what they attach most importance to? What are their world outlook, values and principles? What stages of their life cycle and their income, education and living conditions? In fact, lifestyle segmentation has become a trend in women's clothing and even the adult clothing market in.

For example, in the Chinese women's clothing market share of the top ten Etam, Etam Weekend and Sports (Etam Sports).

Etam is like an elegant lady who is getting better in the workplace. It is mature and fashionable. It matches people in office buildings by matching different fabrics.

Etam Weekend is a little younger than Etam, or enjoying a relaxing and happy time in University, or just entering the workplace, or going all the way, or returning to simplicity, or witty, romantic, or passionate. It brings the feeling of the people around us to share the good mood of the weekend.

Etam Sports is full of confidence, energetic and full of youthful sports, which reminds us of college students.

Prada (PRADA), for example, is a perfect subdivision of her life style.

Prada is targeting high-end career women over the age of 30. They are simple but not gorgeous in their dress, and establish a strong career woman image through clear lines, mysterious dark colors, fine tailoring and innovative designs.

Prada clothing is always full of noble flavor, like diamond, has a strong character, changing the image of women's clothing, weak and restrained, fully representing the independent and intelligent new age women.

In the movie "The Devil Wears Prada", Pei Meilan, one of the heroines, dressed in Prada, won the fashion and the world's young "white bone essence" to cheer. "Prada,"

Prada has always passed a belief to the target audience that Prada is a good companion for successful women, and every successful professional woman needs Prada because Prada represents power, desire and status.

Like other well-known brands, Prada's flagship stores all over the world's famous cities, such as New York and Tokyo, not only sell advanced women's clothing, but also convey the spirit of Prada to the target audience through the atmosphere of flagship store, and strengthen the connotation of Prada brand.

In July 2009, the American Luxury Association released the "China's top luxury consumption report". In luxury women's clothing, China's rich consumers (family income 1 million yuan or more) favorite brand is Prada.