品牌女装市场调研因素构成及分析

Composition and Analysis of the Research Factors of the Market of Women's Wear of High Brand Value

为了解与满足消费者需求,服装企业在制定新产品开发计划前,应做好充分的市场调研,以保证新产品推出市场后的良好反映,为企业争取更大的市场份额。将市场调研内容分为感性因素与理性因素,前者包括国际流行趋势调研、竞争品牌货品调研、街头时尚调研以及面辅料市场调研;后者包括成衣销售数据调研和目标顾客群调研。以江苏某品牌女装为例,说明两大因素相辅相成,互为依存,其调研内容可为下季产品开发提供依据。

In order to find out and meet the demands of the consumers, when the garment enterprises are planning for the new products development plan, they should make full market research to ensure that new products will receive good re- sponse on the market,so as to strive for greater market share for the enterprise. This thesis takes a woman dress brand in Jiangsu as an example , divides the market research into emotional factors and rational factors. The emotional factors in- clude international trend research, competitive products research, street fashion research and fabric material market Re- search; the rational factors include clothing sales data research and target customers research. Two complementary factors are interdependent, their research contents can in a large part ensure the successful carrying out of the next season＇s product development .