Z世代消费特征下国产户外服装品牌研究

Research on the Domestic Outdoor Clothing Brands under the Consumption Characteristics of Generation Z

文章通过总结Z世代的消费习惯,分析时下户外生活潮,并搜集相关行业报告,探索国产户外服装的发展路径。通过纵向整理国内户外服装品牌的行业困境,得出符合Z世代消费诉求的国产户外服装品牌设计方案。研究试图为相关产业提供品牌营销行之有效的建议,为国产户外服装品牌与消费者之间构建桥梁,为服装企业提供设计思路与未来发展方向。

The work summarizes the consumption habits of Generation Z,analyzes the current trend of outdoor lifestyle,and collects relevant industry reports to explore the development path of domestic outdoor clothing.By sorting out the industry difficulties of domestic outdoor clothing brands,a design path for domestic outdoor clothing brands that meets the consumer demands of Generation Z is obtained.The study will provide effective brand marketing recommendations for related industries,build bridges between domestic outdoor clothing brands and consumers,and provide design ideas and future development directions.