上海青少年女性消费者研究及服装品牌企划

Study on Young-adult Female Consumer in Shanghai and Apparel Brand Merchandising

通过AIOV分析法对上海青少年女性消费者的研究,得到了该市场消费群的总体特征。根据对此目标市场的分析,制定了服装品牌“Cacao”的企划案。这里明确提出了一种应对服饰消费感性化需求创设个性化品牌的预测提案型策略。

Through using AIOV analytical method to study on Young-Adult female consumer in Shanghai, the paper gains the general character of this consumption group. According to the analysis of this target market, the paper establishes the merchandising strategy for brand 'Cacao'. In order to meet the sensibility of apparel consumption, the paper definitely puts forward a kind of calculated overture for creating the individual brand.