Article 1
Clothing brand: ONLY Zara JNBY Jiangnan Buyi
Research location: Nanjing Shuiyou City Internet Yangzhou Golden Eagle Store.
First of all, only
ONLY is one of the four famous brands owned by BESTSELLER, a famous European fashion company, in Denmark. ONLY is a design from the forefront of European fashion. ONLY is designed for all modern women who are independent, free and pursue fashion and quality in major cities around the world. ONLY is positioned as a lively, confident and independent urban woman between 15-35. Only clothes are suitable for picnic, friends gathering, campus life and other relaxing occasions. Only some fabrics from Europe and Japan, and pay special attention to the use of the latest high-tech fabrics such as Fuqiang fiber and spandex, make the clothes not only have the comfort of natural fabrics, but also easy to clean and keep good shape. Suitable for dating, leisure and work, so that female primary school students can easily cope with various occasions. Women's wear series includes: coats, jackets, pullovers, tight knit tops, T-shirts, shirts and other accessories, such as backpacks, hats, gloves and so on.
Just, adopt a reasonable price, remain friendly and approachable, and adopt a simpler method. Only new high-tech fabrics and the most fashionable designs are used to take you to experience some fashions. Only- always stand at the forefront of fashion.
Second, Zara
As one of the global retail giants, ZARA's products are far ahead of other brands in terms of popularity, price and time to update products!
With the increasing awareness of ZARA in China, more and more people pay attention to this brand store. ZARA is highly recognized by the most fashionable design and the lowest price!
The uniqueness of ZARA women's autumn collection this season is to generate unique mixed styles and even contradictory styles in an amazing way. This includes not only the mixture of romanticism and futurism, the mixture of sports and national styles, but also the contradictory combination of the same clothes. A new globalism style, aesthetics and realism, has been created and widely used.
ZARA's pricing is slightly lower than that of branded women's wear in shopping malls, and its styles and colors are particularly rich. Here, you can not only find the latest fashion items, but also find any basic models and accessories you need. Coupled with the rich design of men's wear and children's wear, a family's clothing style can even be purchased in one stop.
Simply put, customers can enjoy the design of top brands for less than one tenth of the price of top brands, because it can copy the most popular designs in a very short time and quickly spread to stores all over the world. For example, the latest skirt you saw in Milan today, 10 days later, you can buy fantastic clothes in ZARA store.
Third, JNBY Jiangnan Buyi
Jiangnan Buyi JNBY is the main brand of Hangzhou Jiangnan Buyi Clothing Co., Ltd. ... Jiangnan Buyi JNBY brand advocates a "natural, healthy and perfect" lifestyle, and the words "happy and natural beauty yourself" well explain the brand concept of Jiangnan Buyi JNBY.
The concept and style design of Jiangnan Buyi JNBY fully interprets and blends with nature, emphasizing the rich and casual collocation between single items, providing professional clothing collocation concepts for the wearing groups, and also leaving them room for re-creation of clothing collocation. Rich design language is a major feature of JNBY, including hand embroidery, machine embroidery fabric modeling, hand painting, offset printing and other details. Branches, leaves, flowers and plants become symbolic decorative patterns.
JNBY advocates the lifestyle of "advocating nature and pursuing perfection", takes the urban intellectual women aged 20-35 as the customer group, and uses natural fibers as the fabric, mainly cotton and hemp, which is comfortable, natural, breathable and hygroscopic, and fully deduces the design theme of "returning to nature". The brand spirit of Jiangnan Buyi can be summarized in four words: joy, nature, beauty and self. These four words mean the life concept of Jiangnan Buyi designers themselves, and also the dressing concept that Jiangnan Buyi brands want to interpret and promote. Jiangnan Buyi has won the favor of many women with its unique urban pastoral style. The style is romantic, rich and natural, the color system and color are calm and elegant, and the materials are mostly pure natural fabrics with different textures and styles. Branches, leaves, flowers and plants become symbolic decorative patterns, and the concept of blending with nature is fully interpreted; Style design emphasizes the rich and random collocation between single items, which provides a professional concept of clothing collocation for the wearing group, and also leaves room for them to re-create clothing collocation.
The price of Jiangnan cloth is not very high. Among the shops I visited, I think Jiangnan cloth is the fastest in the world. It is possible that when we went to investigate, it was not a weekend, and there was not a lot of traffic. Personally, I prefer these three brands of clothes.
the second
The clothing industry is a changeable industry, and the clothing market is always at the forefront of the economy. In 20 1 1 year, China garment industry will face a more complicated and changeable domestic and international industrial development environment, and the contradiction between supply and demand of industrial resources will become more prominent, which will increase the pressure of industrial development to some extent. The stability of the market, especially the steady and rapid growth of domestic demand, will bring new opportunities for the development of the clothing industry.
The adjustment of industrial structure has been fully rolled out, the transformation of industrial economic growth mode has been rapidly promoted, and industrial upgrading will take a new step.
The coming 10 year is an important strategic opportunity period for China's garment industry to take the lead in the world. Thirty years of reform and opening up have laid a solid foundation for the accelerated development of the industry, but we still have to clearly see that the strength of the clothing industry in developed countries has not weakened after the global financial crisis. There is still a huge gap between China and developed countries in brand innovation, value creation, market control and other high-level soft power. The industry must establish a sense of crisis and urgency, follow the correct direction of industrial upgrading, firmly grasp the opportunities for industrial development in the coming period, strive to narrow the international gap and establish a higher international competitive position.
In the ever-changing market environment, S deer should also change accordingly. Adhere to their own marketing principles, enhance brand value and open up larger market areas.
company profile
S deer fashion co., ltd was established in 1994. After years of steady operation, it has developed into an international clothing enterprise integrating design, production and sales. Deer is headquartered in Yuhuatai District, Nanjing, covering an area of more than 30 mu with a construction area of 30,000 square meters. It is a garden-like building complex with beautiful scenery.
S deer specialty stores are distributed in 24 provinces, municipalities and autonomous regions, with a total number of more than 600. In 2009, the sales of the whole system reached 654.38 billion yuan.
The origin of the name
The name of Saint Dior is transliterated from English S DEER. *** all deer means something simple and unremarkable in English. It symbolizes the concept that Saint-Dior serves no small matter, and also endows this original small factory with a simple design style, and endows Saint-Dior with a beautiful vision of starting from simplicity and finally achieving great achievements.
Brand concept
Adhere to the brand, adhere to the fashion and future that art should spread, advocate positive values, and guide consumers to enrich their spiritual world.
Create a large and alienated space design of brand artistic atmosphere, and a quiet artistic style without losing texture. Communicate the unique brand characteristics and atmosphere of S deer through vision, smell, hearing and touch.
Focus on brand core values with the power of design language and culture, calmly and firmly focus on product design, brand image and terminal service, and provide viewers with a dressing concept rooted in artistic soil and unaffected by trends.
Cultural connotation
Committed to the beautiful pursuit of art public life.
From the connotation to the appearance, from the whole to the details, S deer always insists on using its own fashion concept to infect the public's yearning and pursuit of a better life as much as possible. This is the belief that S Deer has had since the brand was founded.
Adhere to the id, simplicity and introversion, and integrate the concept of low-key and casual into the design. This is the insistence of S Deer for fifteen years.
Quiet gray tone, simple black and white, perfectly presented with quiet and restrained design sense, which is the principle that S Deer has always adhered to and the fashion attitude that designers can't compromise. They also believe in the fashion truth that the trend is perishable and the style is eternal, and focus on it. Diverse things are removed, and the style of S deer becomes clearer and clearer.
Adhere to the id, simplicity and introversion, and integrate the concept of low-key and casual into the design.
market positioning
S deer's products are mainly women's wear, supplemented by fashionable casual men's wear. The target customers are young people in the city. They pursue fashion and don't follow the crowd. They show their individuality, but they are not independent. Their style is simple but not atmospheric. They are rich in cultural taste but not lofty. S deer always insists on and advocates the concept of simplicity, elegance, low-key and nature, which makes S deer stand out in the market.
"Saint Dior" brand serves the younger generation, and its products are mainly young women's wear, which is positioned in leisure fashion. The price of "Saint Dior" products is moderate, ranging from RMB 0/00 to 300 yuan in spring and summer, from 200 yuan to 500 yuan in autumn and winter, and mainly from 300 yuan to 400 yuan in winter.
Product style
You don't need fancy colors to catch people's eyes, and you don't need complicated designs to flaunt yourself. Only use the simplest colors, the simplest design, and even the decoration of the environment to be subtle and restrained. This is the fashion concept that S deer has been pursuing for more than ten years, and it also conforms to the aesthetics of most people today. Now people's attitude towards clothing is based on the principle of low-key, introverted and comfortable. As long as you are happy, do whatever you want. A confident and elegant girl is always the most beautiful.
Investigation summary of sika deer
The vitality of a clothing brand lies not in the clothing itself, but in the fact that the clothing itself is static. Its vitality lies in that customers can call it culture from the back of the product-a kind of design thinking, color, style, decoration, music, service and other things condensed in the product. The essence of brand vitality is the vitality of culture. The reporter took his
With this concept, I finally understand why the clothing brand "Saint Dior" has been paying great attention to product design for so many years. The original design shaped her soul. The style of "Saint Dior" is between fashion and casual wear, which can be said to be a fashionable leisure brand. It takes the middle route of combining fashion, design and leisure, mainly adopts three main colors of black, white and gray, and seeks innovative elements in the vertical and horizontal balance of colors. The product is positioned at 16-28 years old, a college student and a modern intellectual youth. Over the years, "Saint Dior" has adhered to its position, made unremitting innovations and fulfilled its original promises.
In this investigation and study, I not only learned about the fashion trend of clothing and consumers' consumption concepts and psychology, but also learned about the communication between people through this social practice and how to solve the difficulties encountered in the investigation, such as the embarrassment and loss when the merchants refused to accept the investigation. For example, shooting scenes in clothing stores, clothing displays and windows was rejected and criticized by the owner. But through the experience of this survey, I learned a lot and got a deeper understanding of brand clothing.
Questionnaire on clothing market demand
1. How old are you?
A./kloc-under 0/8 years old B. 18-25 years old C.25-37 years old D.37-50 years old
2. What is your occupation?
A. salaried employees B. business leaders, civil servants C. students D. others
3. What's your acceptable price for clothes?
A. A.50 yuan below 50 yuan-C.200 yuan above 200 yuan-D.500 yuan in 500 yuan