现代服装消费文化的特征及应对策略

The Characteristics and Coping Strategies of Modern Clothing Consumption Culture

我国目前服装消费文化中主流消费文化以质量型消费为主,并呈现消费升级和向享受型消费过渡的态势;亚文化消费中享受型消费和数量型消费并存;服装消费社会阶层分隔不明显;多样性消费持续存在。服装企业品牌发展的过程中,要把控质量不断总结经验,明确品牌定位,以开放的眼光和开放的心态提高品牌的竞争力。

At present,in the clothing consumption culture of our country, the mainstream consumption culture is given priority to with the latter consumption, and present a trend of consumption upgrading and transition to enjoying type consumption; subculture enjoying type consumption and quantitative consumption in consumption coexist; social stratum separation is not obvious in clothing consumption; diversity consumption continues to exist. In the process of clothing enterprises development, we should sum up the experience and improve the quality of products, clear brand positioning, with an open eye and an open mind to improve the competitiveness of the brand.