What should be the aspects of clothing market research?

Whether it's a designer, a purchaser or a showman, you always have to go out and walk around the market, even if you sit in a café in the downtown area, or stand in a bustling commercial street to watch handsome guys and beautiful women, it's better than if you are bored in the office to be keenly aware of changes in market demand. So let's take a look at the clothing market research today.

What should we look at?

1.Environmental trends.

The so-called environmental trend refers to the company's policies, history and culture, demographic attributes, economic conditions, technological development, laws and regulations for the whole society.

and so on to have full understanding and control. For example, if you're an e-cigarette.

manufacturers, and policies don't allow you to sell in e-commerce, then you need to find other channels. For example, if you are doing home improvement, you need to know how many new real estate projects there are in the city where you are now, what is the environmental protection cost in the surrounding area, which are hardcover sales, whether locals buy more or outsiders buy more, etc. For example, if you sell luxury goods, you need to analyze the per capita consumption level of your city, high-net-worth individuals.

distribution, the dominant cultural background, and whether Internet technology can be utilized.

shorten the distance between customers and more.

2.Industry competition.

Industry competition is easy to understand, it is a survey of competitors in the industry in which the enterprise is located. Specifically, it is divided into four parts, namely intra-industry competition, cost threat, potential entrant threat, and substitute threat. For example, if you make sneakers, then your competitors in the industry are your direct competitors, such as Li Ning and Adidas.

Wait a minute. At the same time, you also have the threat of cost. For example, your merchant gives you a higher ** because your purchase volume is not high, and your customers are not willing to sell for a new brand.

At this time, your costs will increase significantly. At the same time, you also need to investigate other potential entrants and replacements, such as what if Xiaomi suddenly has sneakers? What if the customer buys a new generation of chip concept shoes instead of traditional sneakers?

3.Observe trends.

You'll need to master insights into personalized consumer behavior, information gathering, information analysis, and marketing strategies.

The method of logical thinking can finally make the desired effective decision. Instead of running around, seeing some incomplete information, and making impulsive decisions. We need to master some psychology of consumer behavior.

The basic knowledge of the knowledge system, and then to collect a variety of corresponding research data, field observation, analysis and decision-making, this is a scientific and objective way of market research. Whether you are looking for fashion entrepreneurship opportunities, looking for the direction of the clothing brand industry, facing the current embarrassing situation of breakup, or looking for current sales performance, consumer insight is a core competency, and with the information on consumer needs, you will have a confident capital that many business decisions will be easily solved.

If you want to do research on the clothing market, you can publish it from some official websites on the Internet, or you can choose to push it in some places where there is traffic and advertising to conduct a research and evaluation, you can also choose to interview some customers in the store, you can choose to do some activities to attract people to conduct on-site research, you can choose to do some street interviews, and you can choose to push advertisements on your mobile phone.

You should understand the competition in the industry, and you need to know some trendy clothing, you also need to understand the type of overall favorite, you need to understand the surrounding environmental trends, as well as the people who buy and the consumption level of the city.

According to the design of the clothes, the color of the clothes, the style of the clothes and the long board of the clothes, reasonable research and investigation of people's preferences.

Style, fashion, color, comfort, temperament, consumer reputation, market competition, status quo, etc.

Format, fashion, color, comfort, temperament, consumer reputation, market cooperation, status quo, etc.

Apparel Industry Market Analysis:(1) The profit margin is small.

China's garment exports have risen this year, and this change is in the rise in production costs, business costs, labor costs and other comprehensive factors, it can be said that the high growth of clothing exports is at the cost of rapid growth in quantity and low profits.

2) The prosperity of the industry and the increase in loss-making enterprises coexist.

There has been an increase in loss-making and loss-making enterprises, accounting for about 20% of the total number of industries. The level of product quality varies among enterprises, and the product quality of some enterprises is unstable. Judging from the random inspection of 77 kinds of product quality of 77 enterprises in 10 provinces and municipalities by the General Administration of Quality Supervision, Inspection and Quarantine, the product sampling pass rate is only 70%.

3) The protection of intellectual property rights of clothing products is worrisome.

The phenomenon of imitation, plagiarism, counterfeiting and shoddy products of brand-name products is still quite serious.

4) Foreign brands try to control the industrial chain.

The post-quota era has brought business opportunities to China's garment industry, but also brought crises. The stick of international protection will be raised frequently; According to the investigation and analysis of the Professional Committee of the China Garment Association, the domestic high-end market is almost all occupied by foreign brands; From the perspective of the international market, there are very few domestic brands.

Designers can go to a large shopping mall and start to understand the colors, styles, collocations, and patterns of some clothes, and systematically understand some brands, so that they have some references for their work.

Find out the general direction of the market, the attire of pedestrians, interview other people, visit the corresponding shops and markets, and see the corresponding staff.

You can conduct a questionnaire survey in the market to understand people's preferences and people's demands for clothes.

An investigation report generally consists of two parts: a title and a body.

a) Title. Titles can be written in two ways. One is the standardized title format, that is, "subject of the document" plus "language", and the basic format is "investigation report on ", "investigation report on ", "investigation", etc.

The other is a free-style title, which includes three types: declarative, question-based, and a combination of main and subtitle.

b) Text. The text is generally divided into three parts: the preface, the main body, and the ending.

1 Introduction. There are several ways to write it: the first is to state the cause or purpose of the investigation, the time and place, the object or scope, the process and method, and the composition of the personnel and other circumstances of the investigation itself, from which the central question or basic conclusion can be derived; The second is to write down the historical background, general development process, current situation, main achievements, outstanding problems and other basic information of the survey object, and then put forward the central question or main viewpoint; The third is to get straight to the point and directly summarize the results of the investigation, such as affirming the practice, pointing out the problem, prompting the impact, and explaining the central content.

The preface plays the role of the finishing touch, and it should be concise and concise, and the topic should be straight to the point.

2 Subject. This is the most important part of the survey report, which details the basic situation, practices, and experiences of the survey and research, as well as the specific understandings, viewpoints, and basic conclusions drawn from the analysis of the materials obtained from the survey and research.

3 Ending. There are also many ways to write at the end, which can put forward ways to solve the problem, countermeasures or suggestions for the next step to improve the work; or summarize the main ideas of the whole text to further deepen the theme; or ask questions that provoke further thought; Or look to the future, give encouragement and call to action.