How to analyze the fashion industry scientifically?

How to analyze the fashion industry scientifically?How to analyze the fashion industry scientifically?

The fashion industry is one of the most important industries leading the development of the world’s industries. It reflects the soft power of a country in terms of culture, science and technology, creative design and so on. To a certain extent, it also represents the international competitiveness of industries in various countries. The fashion-related items in English include “fashion” style, “mode”, “vogue”, “trend”, “fad”, etc. The closest and most commonly used word is “fashion”. “Fashion” was originally translated as ” Popular “is now mostly translated as” fashion ”

General In the research of other scholars, we define fashion as follows: a certain period of time and a specific social and cultural background, a widely spread lifestyle, behavior pattern, and cultural concept, reflected in individuals such as clothing, clothing, consumption habits, and lifestyle There are many areas of social life. It often starts with ideology and is expressed in various material forms. It is a social culture that is closely connected with real life, and is closely related to the spiritual demands of the people of the era, and has become a popular life in a period of time.

attitude Lifestyle. In the modern commodity society, the concept of fashion is not only a way of life, a state of mind, people’s pursuit of fashion, but also will change the existing lifestyle and behavior, and then continue to create new demand and promote new products, Drive new industries. Fashion-related products not only have the characteristics of all commercial products but because of their high added value, easy dissemination and widespread characteristics, they help to form the fashion industry chain and generate huge economic benefits.

Fashion concept goods Bring a series of related concepts such as fashion products, fashion industry, fashion economy, etc. Fashion products refer to products that meet today’s fashion, have a certainly added value and the advanced nature of the times, and meet the actual needs, and often represent the consumer trends of mainstream consumers in a particular period. , Including fashion goods and fashion services. In terms of connotation, broad fashion products include luxury goods, narrow fashion products, between ordinary products and luxury goods, but not including luxury goods. Given the current stage of development of the Chinese consumer market .

Current status of China’s fashion industry classification 1. Cosmetics The sales of China’s cosmetics market averagely grows at an annual rate of 23.8%, and the growth rate is much higher To the average growth rate of the national economy. In the 2006 global cosmetics sales ranking, China surpassed France and Germany, second only to Japan and the United States, to become the world’s third-largest cosmetics market. Looking at the market structure of the entire cosmetics industry in the past 10 years, skincare products, hair care products, and perfumes have dominated. Among them, skincare products account for 40% of the total market, with sales of about 44 billion yuan; hair care products and perfumes account for 40% of the total market, with sales of about 44 billion yuan. In addition, beauty products accounted for approximately 15%, with sales of approximately 16.5 billion yuan. In 2007, China ’s total retail sales of social consumer goods increased by nearly 20% year-on-year. Cosmetology and cosmetics accounted for 1/4 of this total revenue. The total operating income exceeded 230 billion yuan. In 2010, the operating income of the Chinese cosmetics industry will exceed 300 billion yuan.

Consumer electronics products according to data released by McKinsey, China The consumer electronics market is growing at a rate of 12% per year, and the total market will reach $ 125 billion in 2010. According to the analysis of Jiefukai Market Consulting (Shanghai) Co., Ltd., in 2007, the total sales of six major consumer electronics products, including mobile phones, LCD TVs, notebook computers, digital cameras, plasma TVs and video cameras, in the Chinese market was 350 billion yuan. An increase of 38% in 2006. 3. Apparel industry In 2007, the output of the entire apparel industry was 51.2 billion pieces, which was the same as in 2006. From January to May 2008, China’s clothing enterprises above the designated size completed a cumulative output of 7.697 billion pieces. China ’s clothing exports increased from 4.4 billion U.S. dollars in 1980 to 175.6 billion U.S. dollars in 2007, an increase of 38.9 times, accounting for 1/4 of the world ’s exports. In the first half of 2008, affected by international demand and international trade policies, apparel The export growth of the industry has slowed down.

since the reform and opening up of the jewelry industry, China’s jewelry industry The industry has experienced unprecedented development, from an output value of 100 million yuan to nearly 100 billion yuan, and the number of employees has grown from 20,000 to 2 million. China has become the world ’s largest platinum consumer, with annual sales of platinum reaching 1.4 million to 150 10,000 ounces; China is one of the largest diamond markets in Asia, with annual consumption of diamonds reaching 1.1 billion U.S. dollars; China is also the fourth largest consumer of gold in the world, with an annual demand for gold jewelry of about 200 tons; at the same time, China is also the world’s largest jade and Emerald consumer market.

Jewelry companies have continued to grow and grow, and the industry has seen a clear trend towards clustering. The fashion industry is an industrial cluster formed by integrating and upgrading various traditional industry resource elements and adding growing consumer elements of fashion consumption. It is one of the important areas of the productive service industry. As the pillar of the fashion industry, clothing is related to shoes and hats, accessories, cosmetics, beauty salons, glasses, luggage, and even extends to interior decoration and home furnishings. The essence of the fashion industry and consumer psychology.

Fashion products have two levels of value to consumers, “Practical value” and “psychological value”. “Practical value” refers to the pursuit of substantial use values ​​such as improving the convenience of life; “psychological value” is an emotional pursuit to improve self-evaluation. Consumers pay attention to the above two aspects when purchasing apparel products, that is, the role of apparel products in improving life performance and symbolizing spiritual pursuit. Therefore, product design is critical to the realization of the clothing’s value and advantages. The characteristics of the development of China’s fashion industry mainly promote the rapid growth of China’s fashion industry. The main reason for the rapid growth of China’s fashion industry is the continued rapid growth of the Chinese economy and the increase in residents’ income. The formation and growth of the middle class, the upgrading of residents’ consumption and the change in consumption concepts are the three most important reasons.

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