Clothing Marketing Elements Analysis Fashion Popularity Is Very Important.

How to analyze the elements of fashion marketing market

How to do dress marketing?

I. living standards and clothing concepts

1. the clothing concept of low quality living standard is:

Clothing is a protective body.

Clothing is a shame.

Clothes are living habits and customs.

Clothing is the requirement of social norms.

2. the clothing concept of high quality living standard is:

Clothing is a happy life.

Clothing is a functional activity.

Clothing is a psychological satisfaction.

Clothing is a popular demand in society.

Two, the emergence of actual consumption demand.

Consumers' interest in products can not be formed.

1. novelty

This is the most striking feature of popularity.

The emergence of popularity is based on the psychology of consumers seeking change and the pursuit of "new" expression.

People hope to break through the tradition and look forward to the affirmation of new life.

This is mainly manifested in the three changes in style, fabric and color.

Therefore, clothing enterprises should grasp people's "changeable" mentality to cater for the need of "seeking difference" in consumption.

2. short time

"Fashion" will not be popular for a long time; it will not be fashionable for a long time.

If a fashion style is accepted by the public, it will negate the original "novelty" characteristics of clothing, so that people will start a new "novelty hunt".

If the popular style is abandoned by most people, the fashion will go into recession.

3. popularization

A fashion style can only be accepted by most target customers before it can become a real fashion.

Following and imitation are two popular behavioural characteristics.

Only a small number of people adopt the trend of popularity.

4. periodicity

Generally speaking, a style of clothing has gone from fashion to disappearance. In the past few years, it will also appear in a new look.

In this way, the popularity of clothing shows the cycle characteristics.

Uchiyama Iku, a Japanese scholar, found that the length of skirt is about 24 years.

Four, the basic law of fashion

According to the author's research, the law of clothing popularity can be called the "polar rebound effect".

The development of a style garment is usually a matter of being fat and fat. It must change to narrow and thin. When it grows up, it must change to a short time.

Therefore, the "pole rebound" has become a basic rule of fashion development.

The great will be small, the long will be short, the open must be harmonious, Fang Biyuan, the sharp will be blunt, the smart will be foolish, and the beautiful will be ugly.

For example, in eighteenth Century, the diameter of the supporting skirt reached 2.4 meters, so it was very inconvenient to move in the room.

By the end of this century, 60 of the descendants were replaced by mini skirts.

This is the rebound effect from "great" to "minimal".

Five, the basic rules of fashion

American scholar E Stone and J.

1. the emergence of fashion fashions depends on consumers' acceptance or rejection of new styles.

This view is different.

The two thought that fashion was not created by designers, producers or sellers, but created by "God".

Fashion designers launch hundreds of new styles every season, but less than 10% of them are successful.

2. fashion is not determined by price.

The price of clothing and clothing does not mean that it is popular.

But in the research, I found that once a high fashion came to the front of the store and was popular with the street, a lot of imitations would add fuel to the market at a low price.

3. the essence of popular clothing is evolved, but there is little real innovation.

It was only two times complete, one time in the French Revolution; a new appearance published by Dior in 1947.

Generally speaking, the style change is gradual.

Customers buy clothes just to supplement or update existing clothes. If the new style is too outgoing with the current style, customers will refuse to buy it.

Therefore, clothing enterprises should pay more attention to the current fashion style, and design innovation based on this.

4. no promotional effort can change the trend.

Many producers and distributors try to change their current trends and pursue their own popular ideas, but almost none is successful.

Even if you want to prolong the popularity time, it's a waste of effort.

As a result, clothing traders usually sell when they sell their hands.

5. any fashion will eventually become out of date.

Innovation is the rule of fashion.

Clothing loses its original charm and it loses its meaning.

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