服装市场营销中英文版.doc

Fashion sportswear s investigation report1.Table of Contents2.abstract3.general introduction1.1 background1.2 aim and objectives4.scope of study and methodology5. The body of research6. main statistical result7. analysis by synthesis8. conclusion and proposalAppendix one: questionnaireAppendix two: questionnaire pictureAbstract: Along with the socio-economic development, the apparel industry has been booming, while younger fashion consumer groups attracted more and more attention. (Young, hip consumers refers to between the ages of 15 to 35 years old Demand for garments with a strong conditions but the economic are not very enough groups, generally are college students or just into the societys inauguration) As the younger fashion consumer groups, making it different from other societies the consumption psychology and behavior of consumers. They have advanced consumer attitudes, but restricted by its economic strength. Strong consumer demand, it will make them appear irrational consumption or some other consumer issues. Thus, through clothing to young, hip consumers consumer survey and research, we can grasp the new trend in consumption.general introduction ：1.background，aim and objectivesIn order to understand the young, hip consumers demand for clothing, as well as young, hip consumers perception of clothing, what needs to be improved, through clothing to young, hip consumers consumer survey and research, we can grasp the new trend in consumption.2, research topic-young fashion consumers for investigation of smart casual clothing.I hope that through this study to know the younger fashion consumer demand for stylish casual wear. Such as the product, series, pricing, channel marketing needs. Consumers like what kind of products, such as color, fabric, pricing and promotions and other preferences.scope of study and methodology: (A) the scope of sampling this survey targeted at school students and the school-age population (b) sampling survey taken a hierarchical scale of non-probability sampling methods (c) the survey methodology consumer survey questionnaire and interview survey (d) investigations number: 50.The body of research: Of which I am the younger fashion consumer groups (15-35) clothing market research, survey number 50. Waste volume 1 (2%). This report will be investigated in accordance with the questionnaire analysis of the classification of occupations. Type: class a student 36% a total of 18 people. White-collar class b 20% a total of 10 people. Class c service 28% a total of 14 people. Class d 14% a total of 7 people. This youthful group, our investigation will have no small gains.Now, below to see our survey results:1. Proportion of men and womensexmanwomanProportion40%60%2. Monthly basic living expenses verage monthly consumption（yuan）sex500-800800-10001000-20002000以上man18.3%36.7%23%22%woman20%37.8%21%21.2%total38.3%74.5%44%41.2%3. Average monthly on clothing consumption. 服装上的消费/月sexLess than300301-500501-1000More than1000man18.70%41.70%28.30%11.30%woman19%45.60%29%6.40%On clothes each semester spent most of the girls and boys from 301 to 500 Yuan, but within each price range there is still a difference: When you spend less than 300 yuan, the proportion of boys than girls; spent 300 yuan and above, the proportion of boys than girls. Visible in the overall consumption level in much the same circumstances, girls in spending on clothing has been lower than for boys.4. Preference type brand clothingGarment typeSports apparelCasual clothingCasual clothingjeansother百分比19%44%11.30%14%11.70%Data can be seen, this type of consumer preference sports apparel and leisure class dress.And after my investigations, in addition to work, the consumer groups very little clothing to choose a career.5. Favorite fashion stylefashion stylepartysuEuropean StyleJapanese and Korean styleAvant-gardeNationsproportion（%）20%32%18%22%8%Can be seen through the data, consumer groups like the European and American avant-garde style with more people, they like the atmosphere, highlighting the personalities and fashion clothing.6. Favorite clothing brandFavorite clothing brand（Multiple Choices）ONLYZARAC&AH&MLevisEtamvery modaE-LANDother（M&E Sports apparel）proportion（%）60%74%51%82%48%67%63%68%42%Below, I will do it through different occupational classification analysis. First of all we will be occupations to students involved in a specific analysis of the questionnaire. Specific analysis are as follows:Occupation: student (a total of 18 people age range 18-24 years)Shopping frequency classification4 to 10 times a month11 to 17 times a monthothersproportion（%）62%17%21%Forms can be intuitively seen students shopping for 4-10 times per month. College life with relative ease, so more students time. More time is spent shopping is also relatively.one-piece（yuan）Less than100101-300301-500More than501proportion（%）24%49%19%8%At this point can be seen most students can accept clothing priced below 300 yuan, for students, garment prices should be set at around 300, priced relatively easy for students to take and bring about a deal, increasing the turnover rate.Shopping Places（Multiple Choices）Mallspecialty storeForeign trade and leisure storeUniversity living areahypermarketonline storeproportion（%）22%64%9%32%47%43%General student selection can be seen around the Foreign trade and leisure store, hypermarket or online store, fashion clothing store to purchase objects for students should not be the store dcor look on luxuries. Not need priced very high place set up shop, founded his own clothing store also opened up online sales channel.The number of net purchases1 25510More than1029%44%19%8%The number of net purchases50100 10015015025025050032%43%19%6%Through forms and research indicate that most students lack of trust to the net purchase, buy cheap online prices are very attractive of them to spend, and because of the postage would prompt them to buy more for postage purposes.fashion stylepartysuEuropean StyleJapanese and Korean styleAvant-gardeNationsproportion（%）20%32%18%22%8%It can be speculated that clothing styles for students is diverse. But lots of personality, atmospheres clothing is more preferences.Favorite clothing brand（Multiple Choices）ONLYZARAC&AH&MLevisEtamvery modaE-LANDother（M&E Sports apparel）proportion（%）38%34%53%42%30%67%32%68%54%Students favorite brands are not the same, the brand is the brand of choice for most students to take, however, questionnaire investigation they learned that most of the students liked the brand, but they will not buy, because there is no purchasing power. Better not to do something for the students clothing sales price is not easy to let students accept brand. Most of the students are still talking about, relatively easy to accept is modestly priced mass brands。Trust objectBrandAdvertisingMany people wearQuality is goodOtherproportion（%）11%22%13%46%8%For sellers, brand clothing, propaganda is quite important. But whether its branded clothing or garments in general quality is trusted by the vast majority of students, so clothing is essentially better the quality of the product, the more trust will attract more repeat customersClothing about channels（Multiple Choices）Friends/relativesNetwork informationTheir previous experienceShopping findsShopping findsAdvertisingproportion（%）72%19%41%23%53%98%For a student, buy the clothes most friends will respond to advertising campaign introduced. So, in the clothing brand expansion stage, is to strengthen the advertising campaign, such as TV, computer, magazine advertising and make well every customer service, this is the best way to store publicity.Like the way promotions (multiple choice)Discount promotionDiscount promotion Special offersVIP promotionsCumulative consumer cash back100%100%100%97%95%From the above table it can be seen that basically all promotions, the students really liked, but individual students that accumulated cash back campaign will promote mindless consumptionThe factors influencing purchases (multiple choice)Staff introductionClothingPrice high-lowOther34%79%54%20%For the students, buy clothing or the clothing styles are compatible with their own preferences, but most of the students are on the price is still very much, so inexpensive clothing is one of the most popular students heart.Like fashion accessories (select all that apply)hatglassesjewelryscarfbeltpacksackothers47%78%89%42%51%88%30%Clothing store not only could run for student body clothing, shops can also incorporate other clothing accessories, such as jewelry, scarves, belts, straps or shoes. Clothing sales process also can mix beautiful clothes, shoes, backpacks as a display. The buyer through the process can be described with matching accessories with good visual effect. Just simply sell a piece of clothing, can also be a series of matching good clothing.Above, the student group clothing sales more freedom, can have different styles, but expensive clothing on easier to be excluded from the General student body. Preferably led by the about 200 yuan medium-priced per piece prices, relatively easy for students to make their purchasing decisions. And best to reduce middlemen in the sales process, so that students feel more favorable, it is long-term conditions to attract students. Build an online shop, students emerging as fashion consumers, ability to receive more new things, online store costs, would have attracted for students. Of course, as a member of the service, sales, and after-sales service is necessary, and you want to ensure the quality of clothing store sells clothes to cross the border, so as to establish their credibility and build your own brand.Occupation: white collar workers (a total of 10 people, ages 2328)White-collar salary for each month is more lucrative to the relativeShopping frequency classification1to 4 times a month5 to 8 times a monthothersproportion40%40%20%Through the form, shopping in the 14 and 58 times each month are generally more, while white-collar work tend to be busy, but they love fashion and clothing as a way to relax. And where most people work in white-collar occupations are in the densely populated Strip. So in this work area,the white-collar workers street number is larger.one-piece（yuan）Less than100101-300301-500More than5016%13%49%32%Due to professional in determining income, so that when people buy single pieces of this kind of price level is still relatively high,.When doing this type of group sales, apparel pricing can be relatively high. Compared with students in their acceptance of the price much higher.Shopping Places（Multiple Choices）Mallspecialty storeForeign trade and leisure storeUniversity living areahypermarketonline store92%65%29%0%42%47%For this type of crowd, they will choose to go to the mall to buy clothes in General. But sometimes they go to the store or hypermarket chose clothes. And according to my study, who although not many people in shops to buy clothes, but most people in the Internetare looking nice clothes, only because the quality of the clothes is not enough at ease.The number of net purchases1 25510More than1047%18%27%8%The number of net purchases50100 10015015025025050019%10%19%52%Thus, white-collar workers shopping clothes price is higher, the number is less, because of the consumption level is higher, clothes the price is high, so they generally dont care about the postage, only to buy you love and the right clothes.fashion stylepartysuEuropean StyleJapanese and Korean styleAvant-gardeNations11%32%18%22%17%This kind of consumer groups with students taste almost the same, Is to choose partysu by the reduction in the number of more.Favorite clothing brand（Multiple Choices）ONLYZARAC&AH&MLevisEtamvery modaE-LANDother（M&E Sports apparel）59%67%53%68%76%47%62%42%23%White-collarconsumerslikedbrandsarenotthesame,butIchoosethesebrandstheylike,becausetheseclothesaretrendyandrelativepricesarewithintherangetheyacceptisbasicallytheirregularconsumerbrands.Trust objectBrandAdvertisingMany people wearQuality is goodOther21%26%9%36%8%From the table we can see that the trust of consumers in such objects are scattered, in addition to quality requirements, through my research, I found that they prefer a personality thing, wish clothing is unique and not like others to wear the same clothes.Clothing about channels（Multiple Choices）Friends/relativesNetwork informationTheir previous experienceShopping findsShopping findsAdvertising62%29%61%33%53%98%These consumer groups or through various types of advertisements to understand the clothing brand, so advertising was also once again shows us it is the importance of branding, but brand quality has to cross the border, so as to build a brand loyal customers.Like the way promotions (multiple choice)Discount promotionDiscount promotion Special offersVIP promotionsCumulative consumer cash back100%100%100%100%100%This table confirms to us again, as long as it is promotional, and is a favorite for all, not because the identity vary according to occupation.The factors influencing purchases (multiple choice)Staff introductionClothingPrice high-lowOther44%89%44%20%In these people, clothing styles it is critical. However, also boasts a high or low price. Although this type of population own consumption levels high, but there are mindless consumption，If the dress is so nice, would still be bought, and their relative to staff is a very strong resolution, in the quality of clothing, styles and so on doesnt make them something so many critical places.Like fashion accessories (select all that apply)hatglassesjewelryscarfbeltpacksackothers57%78%89%52%51%88%60%Through the forms we know, such the choice of accessories for a variety of consumer groups, but none of the accessories option below 50%, and they generally reflect, accessories listed and cannot fully express their needs, they consider different clothing, according to their different accessories to match. The crowd is up to date with fashion crowd, they can buy clothing for the taking matching costume accessories. Therefore, garments accessories, pay attention to the novel.To sum up, for sales personnel, their consumption level is high, so they demand more higher.So, want to capture their this kind of customers in quality、service attitude to do very well, so as to better grasp the customer.Occupation: service sector (a total of 14 age range 18-27 years)Service personnel selection is mainly aimed at a fixed salary every month, but the salaries are mostly concentrated in the 1000-2000 between people.Shopping frequency classification1to 4 times a month5 to 8 times a monthothers36%50%14%Data can be seen shopping for service industries less relative to the number of students and white-collar workers, but they also have their own time.one-piece（yuan）Less than100101-300301-500More than50120%51%27%2%To learn, most of the personnel engaged in the service sector, actually more sensitive to the price of clothing is students.Perhaps because of money of toil, they buy expensive clothes worry more. But clothing in this part of the population can be imposed prices, because they also wanted quality.Shopping Places（Multiple Choices）Mallspecialty storeForeign trade and leisure storeUniversity living areahypermarketonline store69%64%44%12%87%7%Through the table we can see that such consumer favorite is the sale of the stores, but they also like in malls and boutiques to buy clothes, but for online shopping, consumer groups said they generally do not purchase it. I made a specific investigation on this matter, they indicated that it would not net purchases, or because of mistrust of the net purchase, fear of money wasted and not online, which is why so low percentage of net purchases.fashion stylepartysuEuropean StyleJapanese and Korean styleAvant-gardeNations32%25%20%17%6%Personnel engaged in the service sector, most having to do with his job at work that matches the uniform, so in a private fashion style, and they indicated that they would prefer the sweet, partysu dress.Favorite clothing brand（Multiple Choices）ONLYZARAC&AH&MLevisEtamvery modaE-LANDother（M&E Sports apparel）比例28%24%33%42%30%67%32%68%54%In questionnaire investigation of process in the found, service of female mostly are in after fertility kids, after fertility kids，many female are faced a very pain of reality, stature aliasing, in for most brand clothing also only hold with enjoy of attitude passing, hard purchase to for themselves of clothing, and for them， above brand of clothing too expensive has, like Levi s of clothing some fast with they a months of wage price as, so they is does not select of.Trust objectBran