摘要
在高度竞争的服装行业中,从生活方式的角度去开发与满足消费者需求的项目才能有商机。男性"灰领"阶层正逐渐成为中国国内市场最具消费潜力的社会群体。本文通过对男性"灰领"生活方式的调查分析,结合其对着装的需求,指出只有创造生活方式的品牌定位才能提高男装品牌的附加值,获得较持久的市场份额。
In the highly competitive clothing trade, the only business chance lies in the project of developing the garments, which can meet the consumers' demands and requirements in terms of life style. The male 'grey-collar-class' is gradually becoming the social group who enjoys the greatest potential of consuming in domestic market. According to a market research related to 'grey-collar-class' life style and the preference for the fashion brands, this essay proposes that only by creating brands of life styles can the added value of the men's fashion brands be enhanced, and thus a lasting market share can be obtained.
关键词
设计
营销
“灰领”
生活方式
Design
Marketing
Grey-collar-class
Life style
