In terms of form, the fashion industry is a multi industry cluster combination that crosses the boundaries of high value-added advanced manufacturing and modern service industries. The concept of fashion is constantly changing with the progress of the times. The fashion industry has both advanced manufacturing concepts and traditional handicraft techniques; There are both modern aesthetic needs and the utilization of traditional culture; It is a creative and productive emerging industry operation that integrates a series of formats such as manufacturing in the secondary industry and commerce, media, media, and design in the tertiary industry. Its form is an organic composition, and various products can be incorporated into this form of expression.
At the industrial level, it mainly manifests in the following three levels:
Core layer: Personal fashion products that decorate and beautify the human body, including fashion, shoes and hats, leather goods, clothing accessories, beauty and hairdressing, and even jewelry, etc;
Expansion layer: Home fashion products that decorate and beautify the small environment in which people live, including household appliances, home decoration, furniture and bedding, etc; Extension layer: an environmental fashion project that decorates and beautifies things and situations related to human existence and development, including the creation of fashion communities, fashion blocks, and even fashion cities. In terms of product performance, it mainly provides refined and beautified consumer goods or services that reflect popular aesthetic tastes and consumption concepts; In terms of industrial characteristics, it is highlighted as leading fashion consumption, embracing diverse cultural values, and constantly innovating, enriching, and developing with the changes in social trends; In terms of industrial goals, bring people a beautiful life!
Typical Case：
Case1：
Project type: Business growth/Customer positioning
Project theme: How to reposition the currently underperforming product series through a survey of daily sports consumer groups?
Situation
The client has found that their sales are increasing beyond traditional competitive athlete products. When exploring this market and making strategic decisions and preparing to expand into it, companies find that they have no understanding of the needs and concerns of these ordinary sports personnel. The differences between different regional markets in the United States, Asia, and Europe, as well as the different operating modes of different segmented markets, make it even more difficult for them to see the prospects of the market.
objective
Repositioning product lines to cope with constantly changing markets
Insight
Compared to competitive athletes, ordinary athletes see fitness as a social necessity - to reflect their own state and personality rather than competition. People from different regions have significant differences in their preferences for body shape, relationship with coaches, and requirements for sports skills. In the United States, exercising in the gym is just a form; In Russia, exercise is a manifestation of oneself and strength. In Japan, people never express their desires; In China, fitness is a means of showcasing a self-centered lifestyle.
Conclusion
By understanding the needs of ordinary sports consumers, we have helped clients simplify the segmentation of existing consumer groups and provided direction for their future product planning, retail, and service