Strategic Analysis Of Four Main Categories Of Mainstream Apparel Management

　　 Fashion: This concept is very extensive and can involve all. Costume Accessories And it emphasizes the symbolic meaning of fashion more than the fashion concept, and attaches importance to the actual performance. Therefore, fashion clothes often use a certain or a few popular elements to design such as color, style, fabric, etc., so that the fashion features of clothes are very prominent. Generally speaking, the expression of clothing is in the commonality of fashion. Because the life cycle of fashion apparel is short, most of them are clothing with medium and high rank, and its popular characteristics are more important than brand image, so it is suitable for multi brand combination operation in marketing.

　　 Top ladies wear: Generally speaking, it is emphasized on the senior garment. Design creativity In the operation of the high-end brand designer clothing. The high-end women's clothing has incorporated considerable innovative consciousness and aesthetic elements in modeling, material selection and production. It pays attention to the cultural taste and connotation in the use occasions and purposes. The high-end women's clothing embodies the need of social etiquette in the civilized society, and emphasizes the status and identity of the wearer. Because of its high price and special market positioning, high-end women's clothing is also different from other categories of clothing in marketing, usually in the form of exclusive stores. The VMD design of high-end women's clothing stores should be based on the pursuit of taste, personality, embodiment of exquisite and elegant style, and the overall sense and artistic atmosphere are not comparable to the general clothing stores.

　　 Men's wear: In a strict sense, men's clothing does not refer to men's clothing, but refers to formal dress, formal dress and so on. With the gradual change of dress concept, the category of men's clothing has been expanded, but it is still limited to social and business costumes. Men's Wear form Relatively simple, but characterized by excellent workmanship and sophisticated science. Brand management In general, brand image is the focus of publicity. Therefore, there is "men's wear cards, ladies wear wear" one said. The VMD strategy of men's clothing store must emphasize the common characteristics of the clothing category and display the brand's personality style and image characteristics.

　　 Casual wear: As the concept of dress tends to be more natural, independent and free, casual clothes have become a large category, and there are many categories such as sports and leisure, business and leisure, home and leisure. Casual clothes, no matter in style, material and color, are characterized by ease, freedom and freedom, such as natural materials and knitwear are widely used. Casual Wear Medium. Casual clothing has strong applicability and large market space, so it is suitable for operation as a popular brand, and is more common in chain operation. In the design of VMD, casual clothing can be very flexible and free, so that it can complement each other's clothing characteristics. The atmosphere in the shop must be relaxed and casual, and the merchandise should be watched and picked easily.