服装市场营销中英文版.docx

服装市场营销中英文版.docx

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服装市场营销中英文版

Fashionsportswearsinvestigationreport

1.TableofContents

2.abstract

3.generalintroduction

1.1background

1.2aimandobjectives

4.scopeofstudyandmethodology

5.Thebodyofresearch

6.mainstatisticalresult

7.analysisbysynthesis

8.conclusionandproposal

Appendixone:

questionnaire

Appendixtwo:

questionnairepicture

Abstract:

Alongwiththesocio-economicdevelopment,theapparelindustryhasbeenbooming,whileyoungerfashionconsumergroupsattractedmoreandmoreattention.（Young,hipconsumersreferstobetweentheagesof15to35yearsoldDemandforgarmentswithastrongconditionsbuttheeconomicarenotveryenoughgroups,generallyarecollegestudentsorjustintothesociety'sinauguration）Astheyoungerfashionconsumergroups,makingitdifferentfromothersocietiestheconsumptionpsychologyandbehaviorofconsumers.Theyhaveadvancedconsumerattitudes,butrestrictedbyitseconomicstrength.Strongconsumerdemand,itwillmakethemappearirrationalconsumptionorsomeotherconsumerissues.Thus,throughclothingtoyoung,hipconsumersconsumersurveyandresearch,wecangraspthenewtrendinconsumption.

generalintroduction：

1.background，aimandobjectives

Inordertounderstandtheyoung,hipconsumersdemandforclothing,aswellasyoung,hipconsumersperceptionofclothing,whatneedstobeimproved,throughclothingtoyoung,hipconsumersconsumersurveyandresearch,wecangraspthenewtrendinconsumption.

2,researchtopic----youngfashionconsumersforinvestigationofsmartcasualclothing.

Ihopethatthroughthisstudytoknowtheyoungerfashionconsumerdemandforstylishcasualwear.Suchastheproduct,series,pricing,channelmarketingneeds.Consumerslikewhatkindofproducts,suchascolor,fabric,pricingandpromotionsandotherpreferences.

scopeofstudyandmethodology:

（A）thescopeofsamplingthissurveytargetedatschoolstudentsandtheschool-agepopulation（b）samplingsurveytakenahierarchicalscaleofnon-probabilitysamplingmethods（c）thesurveymethodologyconsumersurveyquestionnaireandinterviewsurvey（d）investigationsnumber:

50.

Thebodyofresearch:

OfwhichIamtheyoungerfashionconsumergroups（15-35）clothingmarketresearch,surveynumber50.Wastevolume1（2%）.Thisreportwillbeinvestigatedinaccordancewiththequestionnaireanalysisoftheclassificationofoccupations.Type:

classastudent36%atotalof18people.White-collarclassb20%atotalof10people.Classcservice28%atotalof14people.Classd14%atotalof7people.Thisyouthfulgroup,ourinvestigationwillhavenosmallgains.Now,belowtoseeoursurveyresults:

1.Proportionofmenandwomen

sex

man

woman

Proportion

40%

60%

2.Monthlybasiclivingexpenses

veragemonthlyconsumption〔yuan〕

sex

500-800

800-1000

1000-2000

2000以上

man

18.3%

36.7%

23%

22%

woman

20%

37.8%

21%

21.2%

total

38.3%

74.5%

44%

41.2%

3.

Averagemonthlyonclothingconsumption.

服装上的消费/月

sex

Lessthan300

301-500

501-1000

Morethan1000

man

18.70%

41.70%

28.30%

11.30%

woman

19%

45.60%

29%

6.40%

Onclotheseachsemesterspentmostofthegirlsandboysfrom301to500Yuan,butwithineachpricerangethereisstilladifference:

Whenyouspendlessthan300yuan,theproportionofboysthangirls;spent300yuanandabove,theproportionofboysthangirls.Visibleintheoverallconsumptionlevelinmuchthesamecircumstances,girlsinspendingonclothinghasbeenlowerthanforboys.

4.Preferencetypebrandclothing

Garmenttype

Sportsapparel

Casualclothing

Casualclothing

jeans

other

百分比

19%

44%

11.30%

14%

11.70%

Datacanbeseen,thistypeofconsumerpreferencesportsapparelandleisureclassdress.Andaftermyinvestigations,inadditiontowork,theconsumergroupsverylittleclothingtochooseacareer.

5.Favoritefashionstyle

fashionstyle

partysu

EuropeanStyle

JapaneseandKoreanstyle

Avant-garde

Nations

proportion〔%〕

20%

32%

18%

22%

8%

Canbeseenthroughthedata,consumergroupsliketheEuropeanandAmericanavant-gardestylewithmorepeople,theyliketheatmosphere,highlightingthepersonalitiesandfashionclothing.

6.Favoriteclothingbrand

Favoriteclothingbrand〔MultipleChoices〕

ONLY

ZARA

C&A

H&M

Levi‘s

Etam

verymoda

E-LAND

other〔M&ESportsapparel〕

proportion〔%〕

60%

74%

51%

82%

48%

67%

63%

68%

42%

Below,Iwilldoitthroughdifferentoccupationalclassificationanalysis.Firstofallwewillbeoccupationstostudentsinvolvedinaspecificanalysisofthequestionnaire.Specificanalysisareasfollows:

Occupation:

student（atotalof18peopleagerange18-24years）

Shoppingfrequencyclassification

4to10timesamonth

11to17timesamonth

others

proportion〔%〕

62%

17%

21%

Formscanbeintuitivelyseenstudentsshoppingfor4-10timespermonth.Collegelifewithrelativeease,somorestudents'time.Moretimeisspentshoppingisalsorelatively.

one-piece〔yuan〕

Lessthan100

101-300

301-500

Morethan501

proportion〔%〕

24%

49%

19%

8%

Atthispointcanbeseenmoststudentscanacceptclothingpricedbelow300yuan,forstudents,garmentpricesshouldbesetataround300,pricedrelativelyeasyforstudentstotakeandbringaboutadeal,increasingtheturnoverrate.

ShoppingPlaces〔MultipleChoices〕

Mall

specialtystore

Foreigntradeandleisurestore

Universitylivingarea

hypermarket

onlinestore

proportion〔%〕

22%

64%

9%

32%

47%

43%

GeneralstudentselectioncanbeseenaroundtheForeigntradeandleisurestore,hypermarketoronlinestore,fashionclothingstoretopurchaseobjectsforstudentsshouldnotbethestoredécorlookonluxuries.Notneedpricedveryhighplacesetupshop,foundedhisownclothingstorealsoopeneduponlinesaleschannel.

Thenumberofnetpurchases

1

2~5

5~10

Morethan10

29%

44%

19%

8%

Thenumberofnetpurchases

50~100

100~150

150~250

250~500

32%

43%

19%

6%

Throughformsandresearchindicatethatmoststudentslackoftrusttothenetpurchase,buycheaponlinepricesareveryattractiveofthemtospend,andbecauseofthepostagewouldpromptthemtobuymoreforpostagepurposes.

fashionstyle

partysu

EuropeanStyle

JapaneseandKoreanstyle

Avant-garde

Nations

proportion〔%〕

20%

32%

18%

22%

8%

Itcanbespeculatedthatclothingstylesforstudentsisdiverse.Butlotsofpersonality,atmosphere'sclothingismorepreferences.

Favoriteclothingbrand〔MultipleChoices〕

ONLY

ZARA

C&A

H&M

Levi‘s

Etam

verymoda

E-LAND

other〔M&ESportsapparel〕

proportion〔%〕

38%

34%

53%

42%

30%

67%

32%

68%

54%

Studentsfavoritebrandsarenotthesame,thebrandisthebrandofchoiceformoststudentstotake,however,questionnaireinvestigationtheylearnedthatmostofthestudentslikedthebrand,buttheywillnotbuy,becausethereisnopurchasingpower.Betternottodosomethingforthestudents'clothingsalespriceisnoteasytoletstudentsacceptbrand.Mostofthestudentsarestilltalkingabout,relativelyeasytoacceptismodestlypricedmassbrands。

Trustobject

Brand

Advertising

Manypeoplewear

Qualityisgood

Other

proportion〔%〕

11%

22%

13%

46%

8%

Forsellers,brandclothing,propagandaisquiteimportant.Butwhetherit'sbrandedclothingorgarmentsingeneralqualityistrustedbythevastmajorityofstudents,soclothingisessentiallybetterthequalityoftheproduct,themoretrustwillattractmorerepeatcustomers

Clothingaboutchannels〔MultipleChoices〕

Friends/relatives

Networkinformation

Theirpreviousexperience

Shoppingfinds

Shoppingfinds

Advertising

proportion〔%〕

72%

19%

41%

23%

53%

98%

Forastudent,buytheclothesmostfriendswillrespondtoadvertisingcampaignintroduced.So,intheclothingbrandexpansionstage,istostrengthentheadvertisingcampaign,suchasTV,computer,magazineadvertisingandmakewelleverycustomerservice,thisisthebestwaytostorepublicity.

Likethewaypromotions（multiplechoice）

Discountpromotion

Discountpromotion

Specialoffers

VIPpromotions

Cumulativeconsumercashback

100%

100%

100%

97%

95%

Fromtheabovetableitcanbeseenthatbasicallyallpromotions,thestudentsreallyliked,butindividualstudentsthataccumulatedcashbackcampaignwillpromotemindlessconsumption

Thefactorsinfluencingpurchases（multiplechoice）

Staffintroduction

Clothing

Pricehigh-low

Other

34%

79%

54%

20%

Forthestudents,buyclothingortheclothingstylesarecompatiblewiththeirownpreferences,butmostofthestudentsareonthepriceisstillverymuch,soinexpensiveclothingisoneofthemostpopularstudent'sheart.

Likefashionaccessories（selectallthatapply）

hat

glasses

jewelry

scarf

belt

packsack

others

47%

78%

89%

42%

51%

88%

30%

Clothingstorenotonlycouldrunforstudentbodyclothing,shopscanalsoincorporateotherclothingaccessories,suchasjewelry,scarves,belts,strapsorshoes.Clothingsalesprocessalsocanmixbeautifulclothes,shoes,backpacksasadisplay.Thebuyerthroughtheprocesscanbedescribedwithmatchingaccessorieswithgoodvisualeffect.Justsimplysellapieceofclothing,canalsobeaseriesofmatchinggoodclothing.

Above,thestudentgroupclothingsalesmorefreedom,canhavedifferentstyles,butexpensiveclothingoneasiertobeexcludedfromtheGeneralstudentbody.Preferablyledbytheabout200yuanmedium-pricedperpieceprices,relativelyeasyforstudentstomaketheirpurchasingdecisions.And