学龄前儿童服装陈列策略研究——以“80后”白领父母消费行为特征为例

Research into the Display Strategies of Preschool Children’s Clothing--Based on the consuming behavior of Chinese white-collar parents who were born in the 1980s

童装市场不同于其它服装市场的原因,很大程度上取决于买决策者是父母,消费者是儿童。因此,在对童装陈列设计进行研究时,除了考虑定位人群儿童群体心理生理特点外,还须考虑主体决策群体即父母消费心理与行为。本文通过对“80后”“白领”阶层父母消费特征分析研究,梳理现代学龄前儿童服装陈列设计所涵盖的思路、技巧和策略来进行研究。

Children’s clothing market is different from other markets in that,although the consumer is the child,the decision to buy is made by parents.As a result,the research into the display strategy of children’s clothing has to take into account not only the psychological and physical characteristics of children who are the targeted group,but also the consuming mentality and behavior of parents who are the decision-maker.Via the analysis on the consuming characteristics of Chinese white-collar parents who were born in the 1980s,this paper is an attempt at probing into the concepts,techniques and strategies of the display of preschool children’s clothing.