The following is a detailed introduction to the model essay of the clothing research report:

The clothing survey report can be described in three parts. First of all, it can describe the purpose of the investigation; Second, it can describe the main contents of the investigation; Third, it can describe the overall situation of the investigation.

Fashion research report model essay 1:

Research catalogue:

One: the purpose of the investigation

Second: research methods.

Three. Main points of investigation

Four: research content

V. Research conclusions

Six: Investigate defects

VII. Suggestions for further study

1. Investigation purpose: To investigate all kinds of information about Samma jeans and compare it with Metersbonwe Bang Wei Bang Wei, and see the market prospect of the brand in the comparison as a practice of learning marketing courses.

Second: research methods.

By collecting data through market survey, questionnaire survey, interview and consulting relevant materials, the collected data are analyzed and summarized, so as to obtain the psychological basis of college students' pursuit of famous brands and correct their consumption concepts.

Three: research points

1. The proportion of college students in brand-name consumption

2. The views of merchants and consumers on college students' pursuit of famous brands.

3. Parents help their children buy famous brands.

4. Students talk about their psychology of buying brand-name clothes.

Fourth, the survey content:

Many people's general attitude towards Mason brand jeans is as high as 60%, so do they like it or not? According to the survey, people who like Samma jeans account for 28% and those who don't like them account for 12%, which shows that Samma jeans still have great market development potential, so there are many types of combinations among so many people, most of them are bought by high school students and college students, and most of them are at their age.

32% are between 16-20, 15% are between 20-25, and 3% are over 25 years old. The consumer structure is younger. The survey shows that young students are the main buyers and consumers. In the eyes of these young people, what attracted them to Samma jeans? What makes some people dislike it? The survey results show that 60% people like to buy Samma jeans because of their fashionable style, while the other 48% people don't like to buy Samma jeans because of their high price, which shows that Samma jeans can be sold in large quantities in the market. However, due to the high price, Samar is not suitable for the sales expenditure of Zhengzhou citizens, that is, personal income is disproportionate to consumption, resulting in 56% of people's products. Because the price is too high, 70% people think that the price of this brand of trousers is below 100, which leads to another hidden danger, that is, 62% people don't care much about the future development of Mason jeans.

When people learn about Samma jeans, they learn about them through various channels, including 48% through friends, 32% through advertisements, 65,438+02% through the Internet and 8% through leaflets. Then by knowing that people don't know much about Sama, it shows that there are still not many people who know Sama. On the other hand, this clear percentage shows that Samma should increase its publicity, expand its scope and let more people know. Moderate price will attract more customers, and let more people know and understand that the sales of this brand of jeans are better and higher through various ways and channels.

These young people have the demand and financial ability to buy Samson horses. Due to different education levels, the requirements for personal image are also different. What's your attitude towards "wearing jeans for a long time will do harm to your health"? In this question, 28% people chose the answer of "wear as little as possible", 34% people chose the answer of "helpless" and 38% people chose the answer of "indifferent", which shows that they all realize the disadvantages of wearing jeans. The fashion of jeans just highlights the personality and artistic beauty of consumers, so as long as the publicity is timely, wearing jeans can meet their personal image and needs. But even this would not be enough Mason should increase the design of various styles and research on fabrics, divide jeans of different levels and grades, expand the range of customers' choices, and then show that different people have different tastes because of different thoughts and personalities. A decent dress is better than a noble astronomical dress, not lower than the value of high-end clothes, and it will improve your personal taste.

Selective specialization strategy and overall marketing strategy will make different people have different styles of clothes, which are fit, decent, generous and beautiful. Looking at tasteful and formulaic clothes, the choice of various objects will be widely expanded, which will also improve the market marketing opportunities and make it more attractive. Then re-pricing should be positioned at different levels to grasp the customer's psychology. According to the different consumption psychology of consumers, the corresponding prices are formulated to meet the needs of different types of consumers.

From the above investigation and analysis, if Samma cowboy wants to gain a foothold in the market, it should not only increase; Do a good job of publicity, so that more people have a clearer understanding of Samma jeans, and also have more publicity about their own styles, so that people know the benefits of wearing Samma jeans and do more publicity. Because more people think that wearing jeans is harmful to health, we should make the fabric unique and make more consumers feel value for money. Wearing Samma jeans is affordable and meets more consumers. And there are miscellaneous prices, so choose a better position, because 70% people think that the price of this brand of pants is too high, which means that their income can not meet their consumption standards, so they should adjust the price.

Fashion research report model essay 2:

Wang Yao, deputy secretary-general of China Business Federation and deputy director of China National Business Information Center, analyzed that in 2004, the promotion of shopping malls continued to increase, the trend of women's fashion was obvious, the brand concentration increased, and more Hong Kong-funded brands entered the domestic market, but there was still a lack of leading brands in China. According to the statistics of China National Business Information Center, from June to September, 2004, the total sales volume of clothing products of 100 key large retail enterprises nationwide reached 22.4 billion yuan, up 23.4% year-on-year. The sales volume was 65.438+0.2 billion pieces, a year-on-year increase of 654.38+0.5%, both higher than last year. Most of the sales of more than ten kinds of clothing products monitored increased compared with last year, among which the sales of women's clothing increased by 2 1%. From the perspective of sales structure, women's wear sales accounted for 23.85%, ranking first. According to the statistics of the National Bureau of Statistics, from June to September 2004, the national consumer price rose by 4. 1%. In September, the price of clothing products rose by 0.4% compared with the previous month, among which the price of women's wear rose by 0.4%.

First, women's clothing market sales characteristics

The most active clothing product is women's wear. According to the data of national key shopping malls, women's clothing sales accounted for 26% in 2002 and 2003, and increased by 29% in the first three quarters of 2004. Compared with 200 1, the growth rate of women's clothing sales in 2002 was basically the same, while in 2003, the growth rate of women's clothing sales has dropped to 9.6%, reflecting the signs of the transformation of women's clothing market to brands. The increase in sales in the first three quarters of this year shows that the promotion of shopping malls is increasing.

1, discount coupons are popular.

This year, the discount promotion of various businesses leads the trend with clothing. Compared with previous years, the discount time of clothing products is longer and the price is greatly reduced. Some brand products are even discounted as soon as they are listed. In addition, the promotion form of coupons is very popular in the industry, but because coupons are greatly restricted in consumption, discounts have become the first choice for merchants to promote, which has intensified market competition to some extent. Some well-known brands still maintain a good sales momentum on the basis of not participating in discounts.

2. Professional women's wear advocates fashion.

More and more brands have developed from pure professional suits in previous years to today's casual and fashionable senior professional women's wear, which is full of fashion designers' keen sense of touch and fashion concept. Flexible and bold use of color, local changes and collocation, so that women's clothing is full of elegant temperament and fashionable style, fashionable.

3. Health is fashion.

After the SARS period in 2003, the concept of health was deeply rooted in people's hearts, especially underwear, wool and cashmere products worn by women, and the demand for health and safety was stronger.

There is still a shortage of clothes for middle-aged and elderly people.

Judging from the market situation, youth and fashion lead the trend of domestic clothing market, especially for young women under 30 years old. The market supply is sufficient, but the supply of clothing suitable for middle-aged and elderly women over 45 years old is small, with few styles, specifications and models and small purchase space. At present, there are almost no counters selling middle-aged and elderly women's clothes in large department stores, retail stores and clothing stores. Even if there are counters, they are small in scale and outdated in style, so it is difficult to meet the demand.

Second, the brand development of women's clothing market

Although there are no well-known women's clothing trademarks at present, many women's clothing brands have been deeply rooted in the hearts of the people, such as "white-collar", "idiot" and "Huaxin". With China's entry into WTO, some well-known foreign brands have entered the China market, and some have occupied a certain market share, such as ESPRIT and ETAM. Summarize the brand development of women's wear market at present, which mainly has the following characteristics:

1, clothing consumption from product consumption to brand consumption.

This year's clothing market has more prominent brand advantages, and consumers' choices are concentrated in well-known brands, and the competition is very fierce. According to the monitoring of China National Business Information Center, the top ten brands in women's wear market are basically well-known brands, which are relatively stable and concentrated compared with last year.

2. The concentration of brand consumption market has improved.

The development of women's clothing brands is becoming more and more mature, and the concentration of brand consumption is gradually increasing. In 2000, the consumption concentration of the top ten brands of women's wear was only 12.25%, in 2006 it was 5438+04.52%, and in 2002 it increased to 15.06%. In 2000 and 20001year, only one company's comprehensive market share exceeded 2%, and before 2002, both companies' comprehensive market share exceeded 2%. In 2003, the comprehensive market share of the first brand has exceeded 3%.

3. More Hong Kong brands enter the domestic market.

According to the in-depth understanding of clothing markets in Harbin, Shenyang, Tianjin, Ningbo and other cities, mainland consumers like Hong Kong's clothing design and cutting, agree with the price, and are particularly interested in new brands. Mainland retailers are optimistic about Hong Kong's clothing brands and keen to introduce them. At the same time, more and more Hong Kong brands are optimistic about the mainland women's clothing market. Crocodile T-shirt, a Hong Kong clothing brand, has changed its previous practice of focusing on the development of men's wear series, and launched a women's wear series this year, focusing on the mainland market.

4. Domestic women's wear lacks leading brands.

Domestic women's clothing brands have strong regional colors, and none of them can form scale and influence in the country. For example, the clothing of "Han School" developed in the past, and then rose rapidly in Humen, Shenzhen, Shanghai and Hangzhou, Guangdong. No matter which school, after several years of development, it has made great achievements, but the regional characteristics are still obvious.

The second part, the purpose, scope and schedule of the investigation.

Objective: To truly understand the market and provide decision-making basis for decision makers!

Scope of investigation:

1, Harbin: Hongbo Square Business Circle, Central Street Business Circle, Yuanda Song Lei Business Circle.

2. Beijing: "Xidan Juntai Business Circle", "Wangfujing Business Circle" and "Yansha International Trade Saite Business Circle"

3. Shanghai: Qipu Road Business Circle, Nanjing Road Business Circle, Xujiahui Business Circle and Lujiazui Business Circle;

4. Wenzhou: Wumajie Business Circle;

5. Hangzhou: Wulin Square Business Circle and Yan 'an Road Business Circle;

6. Chengdu: Chunxi Road Business Circle, Yanshikou Business Circle,

Timetable: omitted

Specific itinerary: omitted

The fourth part, around the business circle, dealers, consumption habits and so on.

Fashion research report model essay 3:

In order to fully understand college students' ideas and choices in clothing consumption, and at the same time understand the sales situation, product characteristics, pricing, quality, sales network and advertising methods of the clothing market near the school, our team conducted some research during the National Day. The following is the relevant situation.

I. Discussion and preparation in the early stage of investigation

1. Determine the theme project. After several group discussions and investigation of relevant materials, we finally locked the theme in the clothing sales in the market and college students' consumption view of clothing, which is also the project of brainstorming analysis in the first gyb class.

2. Discuss research methods. After analysis, it is decided to adopt a combination of questionnaire survey and field shop interview, in which the questionnaire survey is divided into two ways: paper questionnaire survey and network survey.

Two. Research process

1. Each person is responsible for ten paper questionnaires, and 80 copies are distributed, mainly for students around him. In online survey, questionnaires are sent through qq platform.

2. The group was divided into two parts to interview the field store, and each group was assigned a different mission location. Team members subdivide tasks, complete tasks such as taking photos, recording and interviewing respectively, and adopt a task rotation system, so that everyone can experience different tasks and have the same exercise opportunities.

3. Summarize the results of exchange questionnaires and field store interviews, learn from each other, and comprehensively analyze the original data to draw relevant conclusions.

Three. Research content analysis

1. This time we sent out 80 questionnaires. Among them, there are 60 valid questionnaires. We counted some basic personal information of the respondents and got the following data:

Gender: 35 males, accounting for 50% of the respondents.

There are 25 women, accounting for 50% of the respondents. The ratio of male to female is about 1: 1.

(1) In the choice of clothing types, modern college students pay more attention to the comfort of clothing, not just the trend. Among them, 63.04% boys and 65.59% girls prefer sports and leisure, while only 16.3% boys and 2 1.5 1% girls pursue fashionable clothes.

(2) As far as the places to buy clothes are concerned, 58.06% of girls and 47.37% of boys choose to buy clothes in specialty stores. Specifically, in the shops outside the school and in Huangxing Pedestrian Street, more than half of the boys and girls choose to buy clothes in the pedestrian street, and a small number of students choose to buy clothes in street stalls.

(3) Price is another important factor in buying clothes. More than half of the buyers are only willing to accept the clothing price of 50- 100 yuan/. It can be seen that the wind of comparison has gradually spread on campus, but most young students have not gone with the flow.

(4) 33.59% of men and 43. 12% of girls choose styles as the first choice for clothing purchase. The quality factor ranked second with 29.58%, and the brand factor ranked last with 7.5%. Therefore, manufacturers should pay attention to novelty in style design to cater to the different tastes and styles of modern college students' clothing.

(5) Judging from the factors that make students want to buy new clothes, most students only choose to buy new clothes when they really lack clothes, and some students join in the fun after seeing the promotion activities. Generally speaking, college students are rational in clothing consumption.

(6) Regarding the disposal of old clothes, 74% of the students threw them away directly, and only a few chose to donate them to poor areas or leave them to their brothers and sisters, so the post-processing of old clothes is still blank.

2. In the field shop interview, we divided into two teams and acted separately, and finally summarized the situation. We * * *

Visited 18 stores, including brand stores, large clothing supermarkets and small clothing stores.

(1) From the perspective of clothing grade, in order to cater to the consumption power of college students, most of them are middle and low-grade clothes, and the general price is between 50 and 200. Brands are mainly concentrated in low-end brands such as Kewen, Delphi and Ji Meng.

(2) In terms of promotional advertisements, more than 60% stores use holiday discounts, and a few choose to buy one for free. Shopkeepers generally respond that regular promotional activities are very helpful to sales, which shows that some discounts of merchants will win the favor of consumers and thus enhance their competitiveness.

(3) The shopkeeper's reaction is that 60% customers will pay attention to the style when buying clothes, and 30% customers will prefer the quality, which shows that new clothes will bring a buying craze, which also reflects that modern college students pay more attention to the visual enjoyment brought by clothes and the novelty bias of image.

Four. Experience gained from the survey

In the practice of this market survey, our group carried forward the spirit of unity and cooperation and did it seriously in all aspects, so everything went smoothly and got twice the result with half the effort. In addition, we also arranged tasks according to the director of each member, and made reasonable arrangements for small human resources, which is also the key to the smooth progress of our investigation activities and the completion of tasks according to quality.

After the investigation, our group also exchanged experiences with each other, and we all gained a lot from our understanding of clothing sales and social experience. From this, we understand the specific process needed to do market research; Understand the most basic requirements of a questionnaire design, and be able to design a suitable questionnaire by yourself. In the part of in-depth market research, it starts from three channels: off-campus, network and students. It is mainly an off-campus survey, and the information obtained is the most abundant. At the same time, the experience is also the deepest For example, how to let passers-by accept your investigation and interview; How to adjust your mentality as soon as possible after being rejected; How to deal with emergencies and so on. These are the basic qualities you should have when you set foot in society. Our experience and communication have been continuously improved.

Through this practical activity, we have made some progress in all aspects, consolidated theoretical knowledge and increased our perceptual knowledge of society. Lay a foundation for the study of subsequent professional courses. At the same time, it also laid the ideological foundation for us to enter the society after graduation.

The above is what Bian Xiao shared today, and I hope it will help everyone.