服装品牌季节与地域性货品管理策略研究

Research on seasonal and regional product management for fashion brand

对于拥有几十家店铺且遍布全国的服装企业而言,季节与地域分布对产品的销售影响很大。针对此类服装企业,通过对品牌案例运营流程的剖析,根据品类定义总结了影响品类上货策略的因素,通过终端销售人员问卷调研及品类历史销售数据,针对案例及同类服装品牌,提出分季节及地域的货品品类及上货的参考建议。

For a company with dozens of stores all over China,seasonal and regional reasons exerted a tremendous influence on the sales.According to operation process of example brand and knowledge of category definition,the factor which influenced on category strategy was found about this kind of fashion brand.Using the result of salesmen questionnaire and historical sales data of example brand,the reference was pointed out for product category and loading time with seasonality and region.That reference fit to not only example brand but also other similar brands.