当代服装流行主导模式的研究

A Research in Contemporary Leading Fashion Adoption Model

首先对流行的概念进行了较深入的探讨,然后对流行的构成与过程作了分析。认为在当代社会,流行的传插过程以水平传播为主。在这种传播模式下,对服装企业如何调整市场营销策略,主动适应市场变化提出了一些看法。

Fashion is a social phenomenon, it has great influence in the design, production and marketing of fashion goods. This paper firstly discusses the concept of fashion and its characteristics, and then analyse the fashion adoption process in the contemporary society. The authors believe that in the contemporary society, the leading fashion adoption process is the 'trickle across' model, and give out some suggestions about how apparel enterprises adjust their marketing strategies for the propose of adapting the changes in the fashion market.