中国老年服装品牌创新扩散的困境与发展策略

Dilemma and development strategy of innovation diffusion of Chinese elderly clothing brands

文章分析了中国服装行业的发展现状,结合人口老龄化和延迟退休双背景,以宁波地区为例,深入开展老年服装品牌调研。结果表明:老年服装企业存在品牌年龄划分模糊、服装版型设计欠缺等问题,企业与消费者品牌意识薄弱。因此,文章基于埃弗雷特·罗杰斯的创新扩散理论,通过企业和消费者之间双向创新扩散的过程,展望中国老年服装行业的发展态势,加强对老年服装创新设计与品牌建设的重视。

This paper analyzes the current situation of the development of China’s clothing industry, and takes Ningbo as an example to carry out an in-depth survey of clothing brands for the elderly in combination with the double background of population aging and delayed retirement. The results show that the elderly clothing enterprises have some problems, such as fuzzy brand age division, lack of clothing version design, and enterprises and consumers have weak brand awareness.Therefore, based on E.M.Rogers’ innovation diffusion theory, through the process of two-way innovation diffusion between enterprises and consumers, this paper looks forward to the development trend of China’s elderly clothing industry, and pays more attention to the innovative design and brand construction of elderly clothing.