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张曌文 时尚管理 硕预(0/0)

2021-06-02
5秒

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周怡希 时尚管理 本预
杨滢 时尚商务及推广 本预

一成不变从来不是潮流的相关词,不安现状的年轻人们总能找到某种逆潮流,进而引发下一个潮流的发生。就像人类社会的发展规律一般,当某种流行逐渐主流化成似乎人人都需遵守的“规则”时,总会人跳出来打破这样的局面,引起下一个流行。简约风潮过后各式浮夸的风格又归来了。

在我的第一个项目中,我借用公众号传播率高、传播速度快的优点去阐述Nike在新冠状病毒流行期间的品牌受挫情况、品牌反应、品牌应对措施以及最后的结果。在我的第二个项目中,我借助定量调查、定性调查以及二手资料调查研究了时下最热门的Y2K风格进行了时尚趋势研究、具体的市场以及风格用户分析。总结了Y2K的流行趋势、具体市场和消费者倾向。以及Y2K风格的商业机会和往后得出风格策略。

我的第三个项目灵感来源于《2018中国城市时尚指数报告》中成都被评为与上海齐名的“中国时尚一线城市”的报告内容。所以我试图在我的项目中探讨研究成都成为中国潮流标签的原因。从成都的基本地域情况,人民的作息习性、消费观价值观,以及成都潮牌文化的发展去分析研究成因。为此,我进入上海时装周实习了两周的时间,研究成都服装零售市场的市场推动因素是什么?成都电子商贸业务兴旺的原因?成都市场如何划分的更细致了以及成都多品牌营运的方式?最后,我从发展和趋势两方面总结了成都潮流市场的未来走向。

 


Stagnant is never a fad word. Restless young people will always find something to buck the trend and start the next one. Just like the development of human society, when a fashion gradually mainstreams into the "rules" that everyone seems to follow, there will always be someone to break the situation, causing the next fashion. After contracted agitation passes, all sorts of grandiose style returned.

In my first project, I used the advantages of the high transmission rate and fast transmission speed of the official account to explain Nike's brand setbacks, brand response, brand countermeasures, and the final results during the epidemic of the new coronavirus. In my second project, I studied the most popular Y2K style with the help of quantitative survey, qualitative survey, and secondary data survey. I conducted fashion trend research, specific market analysis, and style user analysis. The trend, specific market, and consumer tendency of Y2K are summarized. As well as the Y2K style of business opportunities and later drawn style strategy.

My third project was inspired by the report "2018 China City Fashion Index Report", which rated Chengdu the same as Shanghai as "China's first-tier fashion city." Therefore, I try to explore why Chengdu has become a trend label in China in my project. From the basic geographical situation of Chengdu, people's habits of work and rest, consumption values, and the development of Chengdu popular logo culture to analyze and study the causes. Therefore, I interned in Shanghai Fashion Week for two weeks to study the market driving factors of the Chengdu clothing retail market. The reasons for the booming e-commerce business in Chengdu? How to divide the Chengdu market more detailed and Chengdu multi-brand operation way? Finally, I summed up the future trend of the Chengdu tide market from two aspects of development and trend.

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