Apparel market research report template

#report# Introduction An investigation report is an analysis and study of a certain situation or event by "removing the rough and selecting the essential, removing the false and retaining the true, from here to there, from the outside to the inside", revealing the essence, finding the rules, and summarizing Experience and finally state it in writing. The following is a sample clothing market research report compiled by None, welcome to read!

Part 1

1 Research purpose and task

In the past ten years, in the cultural concepts of advocating freedom and pursuing individuality, as well as the fast pace and intense work of urban life, Under the influence of pressure, people's desire to relax has made casual clothing an emerging clothing industry.

Since the 1990s, the demand for casual clothing in my country has continued to increase, and it has gradually taken a dominant position in the clothing industry. Faced with such a huge market for casual clothing, various clothing manufacturers are rushing to produce casual clothing, such as Yichun, Baleno, etc. This article conducts a detailed market survey on "Yichun" and "Baleno" casual clothing, conducts a comparative analysis on them, and puts forward reasonable suggestions for existing shortcomings.

Second Research Methods and Work Process

For this survey, we used the observation method and the indoor research method. During the National Day, our team members went to Guancheng District, Dongguan to conduct on-site surveys. Among them, one person is responsible for taking photos, one is responsible for communicating with the store staff, and the other two are responsible for interviewing customers and passers-by about their satisfaction with Baleno and Yichun. After returning to school, we searched for some relevant information about Baleno and Yichun on the Internet, compared, analyzed, discussed and summarized it to draw conclusions.

Three survey contents and items

1. Business theory and organizational structure

Baleno (Xicheng Cultural Plaza Branch, Xizheng Road, Guancheng District, Dongguan City)

The "Baleno" brand was used in 2016. The "Baleno" brand itself is an Italian brand. It began operating in Hong Kong in the 1916s, and later entered the mainland for sales and created a new sales model that combines independent operation and franchising. It quickly increased Baleno's market share and formed a solid leadership position in the casual wear market. At present, Baleno has more than 1,000 branches in more than 270 cities in China. Its high-end sportswear is spread across mainland China, Taiwan, Hong Kong, the Middle East and Southeast Asia. Its strong network strength and excellent service have made Baleno a popular choice in China. The brand of choice among customers. The development concept that the "Baleno" brand has always adhered to is: value for money and popularization.

Yichun (Southeast Branch of Guancheng Commercial Center, Dongguan City)

Yichun was founded in Humen Town, Dongguan City, the "Fashion Capital of China", and is a subsidiary of Dongguan Dongyue Garment Co., Ltd. One of its leisure brands. Mainly pure casual clothing, with a strong urban life atmosphere and pure artistic temperament in the industry, advocating the "HO" (H-HealthyH-happyO-open) lifestyle. Today, the Yichun brand has more than 5,000 stores in China and around the world. Committed to leading customers' dressing culture and lifestyle by providing affordable, high-quality fashion clothing, Yichun becomes customers' first choice clothing brand and builds an international fashion clothing retail brand. He has been awarded "China Famous Trademark" and "China Famous Trademark" honors in China. With a large amount of pure investment, we have established distribution centers in many areas; through direct sales through specialty stores and franchise store sales, we operate in the form of franchises, the first in China. Currently, there are more than 3,000 specialty stores (franchise stores) in mainland China, and in Hong Kong There are exclusive franchise stores opened in , Southeast Asia and the Middle East.

2. Product image

Both Pure and Baleno are dominated by casual wear

Style characteristics

Baleno: "Baleno" product, It is especially suitable for customers who are more subtle, pay attention to quality and follow the trend. They are good at integrating the popular elements of the season, such as incorporating trendy elements into the color matching of clothing and various accessories. It is not only in line with the public trend, but also comfortable and elegant. nature.

Yichun: Yichun product design focuses on the processing and combination of fabrics, such as thick and thin, single color and pattern, which appear unique and give people the feeling of "casual elegance". The design techniques pursue simple and lively, collarful The unique design of the waist and the asymmetrical design of the front inject a fresh feeling into the clothing. It follows fashion, is simple and elegant, is steady but energetic, and can reflect the modern new youth, freedom and innovation, comfort and Avon, calmness and passion, and simplicity. fashion pursuit and yearning.

Variety

Yichun has five series of clothing, including casual wear, sportswear, S women's wear, children's wear, and business wear.

Baleno has casual wear, including sweaters, suits, shirts, jeans, down jackets, and skirts.

Quality and price

Both Baleno and Yichun focus on product quality, introducing advanced equipment and strict inspection systems to ensure high product standards; in terms of price, the price of products in Yichun specialty stores is approximately Between 100-500, the price of Baleno products is relatively low and suitable for students.

3. Store image

Baleno: The entrance to Baleno is composed of Baleno and its brand life geometry. The signage uses Jindian black as the background color, and the cashier counter has a white wall. As the background, the counter is made of metal-like materials, with ordinary clothes layout, and the door is made of glass sliding door, all reflecting the popular design. The simple and clear design gives people a sense of normalcy and is closer to the popular design. , simple yet compact, embodies Baleno’s business philosophy. Interior decoration, lighting, yard layout design, yard cleanliness and background music coordinate and coordinate to form a comfortable shopping environment

Yichun: The overall decoration style of Yichun stores in different regions may be different, but they are all Not separated from the overall framework. No matter the size of the store, the first intuitive impression it gives is "trendy". The pure window display design adopts the floor-to-ceiling window mode, which not only displays his works intuitively and clearly, but also fully displays his insights on fashion in front of customers, so that customers can be attracted by it without entering the store. At the same time, the design of floor-to-ceiling windows also provides a window for brand promotion, which can be said to be "killing two birds with one stone." The wooden milky white display rack is used, and the models are displayed on the top floor of the display rack. It does not take up much space and has a good display effect, because customers can see it when they enter the door. In addition, the full use of the wooden lattice layer also It makes the store look orderly. As a display cabinet, it feels simple but not simple. It gives people a great visual impact

4. Store environment

Baleno: located in The bustling section at the intersection is the intersection of several shopping streets. Most of them are shopping malls for students. There are other brand stores for clothes, shoes, and bags nearby.

Yichun: First of all, it is located in the prosperous area of ??the city center, next to the intersection, close to PARKnSHOP supermarket, Wal-Mart, McDonald's, and KFC.

5. Customer situation

During the on-site inspection, we found that most of Baleno’s consumers are students. There are many people circulating and choosing in the store, and few people take the initiative to inquire about products. The number of actual purchasers is relatively small, and the purchase quantity is mostly one or two items. Most of Yipur’s consumer groups are working white-collar workers, with fewer students. The number of people moving around the store and the number of people choosing are smaller than those of Baleno. There are more people actively asking about products than Baleno, and the actual number of buyers is also smaller. The purchase quantity is larger. For one or two pieces.

6. Service situation

Baleno: Pay attention to overall customer service, including pre-sales services such as salesperson services and after-sales services such as product replacement and shortening of trousers. Yichun: Sales services include: waiting, reception, display, introduction, trial, cashier, and the entire process of farewell. Every service staff must keep in mind the 5S principles of serving customers: SPEED, SMILE, SINCERITY, SMART, and STUDY.

Four problems encountered

Our project must conduct actual investigation. During the investigation process, we originally planned to use the inquiry method to investigate the sales situation of Yichunhe Baleno. However, we encountered some minor problems during the on-site inspection: 1. When interviewing customers and passers-by about their satisfaction with the product, the degree of cooperation was relatively low. 2. I was obstructed by the staff when taking photos, so I took fewer photos. 3. When asking about sales, express that it is not convenient to disclose it.

Five Analysis and Summary

1. "Baleno" is deeply rooted in popular trends and takes value for money and popularity as its brand concept.

Nowadays, in first- and second-tier cities, Baleno has been surrounded by more fashionable brands and has become synonymous with cheap clothing. Consumers cannot feel a sense of glory after wearing it. When Baleno "reduced" to third- and fourth-tier cities, where the customer base was almost monopolized by low-end brands of fast grocery stores, it was also difficult for Baleno to survive. The most important thing for Baleno now is to put down the so-called brand dignity and start to reshape the brand

2. Yichun takes its brand concept of keeping up with fashion, competing for popularity, and simple and elegant design. If it wants to become a national brand Casual wear brands still need to work harder on integrated communication and brand building.

3. Baleno positions the brand for people aged 18-40, focusing on the young line, focusing on men's, women's and unisex casual wear. Provide basic attire for daily life to the public.

4. Yichun positions the brand at:

Young people aged 18 to 30 years old, who are full of youthful vitality, pay attention to health, love sports, pursue fashion, have independent opinions, and enjoy enjoyment Individuals who enjoy life happily.

At present, the clothing in pure specialty stores, both men's and women's clothing, seems to be only suitable for students and boys and girls aged 16 to 23. On Yichun’s company website, you can clearly see that Yichun includes people aged 18 to 30 as its target consumer group. However, in terms of product development, Yichun’s products are obviously younger, and there are enough people between 25 and 30 to purchase them. The powerful consumer group cannot find a product that suits them in Yichun. For Yichun, this was a huge waste.

5. Baleno’s “brand-making” project:. Although celebrities can drive temporary and certain sales, the cost of long-term endorsement is indeed a big burden for new brands. It is unknown whether Baleno Company's subsequent funds can be guaranteed. Moreover, the risks of celebrity endorsement are well known, such as the compatibility between the celebrity and the brand, changes in the celebrity's popularity, personal problems of the celebrity, etc. Once problems arise, the impact on the endorsed brand can even be fatal. There are indeed hidden worries in the rapid growth of Baleno's multi-brand strategy, and the sub-brands also feel a little unruly under the management planning of their respective brand managers.

6. Yichun has the advantage of publicity. As a well-known brand, Yichun uses its unique marketing methods, its sincere pursuit of corporate development, and its desire and care for talents. It has a good reputation in the clothing industry and has obtained the franchise sales rights of the World Cup. Coupled with professional promotion, franchisees will benefit from the brand benefits of "Yichun".

Six research conclusions

According to the needs of consumers, break down the entire product from the taste positioning and price positioning, extend it upwards and downwards and make different efforts, and seriously Research consumer groups. Quality creates brand, ensuring long-term stability and continuous improvement of product quality to satisfy consumers. In the "brand-building" project, it should be carried out based on the actual situation and financial status of the enterprise. Do not blindly pursue star effect. We should pay more attention to substantive issues such as product quality and the lock-in of consumer groups.

Seven Suggestions

Suggestions for Yichun: The pricing of Yichun clothing is not in line with the price acceptable to consumers. As a result, target consumers are out of reach of Yichun due to price factors. In terms of pricing, it should be adjusted according to the actual situation so that it can be accepted by most consumers; Yichun Company is currently pursuing a global business strategy. Its spokespersons are mainly international celebrities with fashionable personalities and the colors are mostly black and white. However, Yichun in China The development of clothing did not take much consideration of the traditions of the Oriental people. Therefore, some consumers rejected purely international clothing styles due to the cultural differences between the East and the West, resulting in the loss of target consumer groups. Therefore, in terms of business strategies, we should give more consideration to the traditions of the Oriental people and change the clothing style and color tones; my country's current casual clothing brands are seriously homogenized. There are plagiarisms in individual brand designs, and the clothing styles are single, which cannot satisfy the majority of consumers. group needs. Yichun should continue to innovate, design boldly, seek common ground while reserving differences, and meet the changing needs of consumers. It will gain more market share in the casual clothing market and make the brand in an unbeatable position in market competition.

Suggestions for Baleno: Baleno has many brands and covers a wide area, but its operating risks are greatly increased. Baleno Company should have a complete sales strategy in the secondary and tertiary markets to reduce operating risks.

The 2 brands have similarities in design and tailoring, and the newly launched URBAN series and the new brand KENTEX have overlapping business and leisure positioning. Baleno should continue to introduce new products and boldly innovate to meet the changing needs of consumers. 3 In the process of building a new brand, Baleno uses celebrity endorsements as a marketing method. Although celebrities can drive temporary and certain sales, the long-term endorsement costs are indeed a big burden for the new brand.

Whether Baleno’s follow-up funding can be guaranteed is unknown. As we all know, celebrity endorsements are extremely risky.

Therefore, Baleno should change its strategy when it comes to celebrity endorsements. For example, it can use superstar endorsements in the early stages of a new brand’s launch to shape the product image for the brand. After the product becomes known to the public, it can then change its endorsement strategy to reduce risks. .

Chapter 2

1. Investigation background

As the number of students at Qinzhou College and Yinghua International Vocational School continues to increase, students as consumers outside the school Groups are receiving increasing attention. They have strong consumer demand, and their advanced consumption concepts and lagging consumption power have a great impact on their consumption. As an important part of college students' consumption, clothing consumption is almost the most important consumer expenditure besides food consumption in college students' daily consumption. Therefore, through the investigation and research on college students' clothing consumption, we can timely grasp the latest trends in college students' clothing consumption, understand students' clothing consumption concepts, and provide reference for the opening of student clothing stores. For the above purpose, we conducted the following survey report on college students' clothing consumption. The purpose of our organization of this survey is to:

1. Describe consumers in the following ways: choice of clothing type, monthly cost of purchasing clothing and the price range of purchasing clothing, choice of purchasing location, and preference for clothing. Requirements for store decoration style.

2. Identify the differences in purchasing behavior among different groups of consumers.

Our main findings are:

1. Most consumers occasionally buy clothes near schools because there are too few clothing markets for consumers and there are not many choices. According to the consumption observation of student consumers, they are the largest clothing consumers.

2. Opening a clothing store with various styles of clothing near the school has great market potential.

Market survey procedures and arrangements

The first stage: preliminary market survey

The second stage: planning stage

2 days to formulate the plan

Two days to review the plan

One day to confirm the revised plan

The third stage: Sponsor search stage

The fourth stage: Questionnaire Stage

2 days for questionnaire design

2 days for questionnaire adjustment and confirmation

3 days for questionnaire printing

The fifth stage: research and analysis

2 days of data input and processing

2 days of data research and analysis

Stage 6: Reporting stage

2 days of report writing

It takes 2 days to print the report

Thanks to Yuanlai Clothing for its strong support for our survey.

2. Survey format

This survey A questionnaire survey was adopted. Through the distribution of questionnaires to survey members, 200 students in four different grades of our school were surveyed. This group sent out 200 questionnaires and actually received 200 valid questionnaires.

3. Analysis of Questionnaire Survey Results

1. This survey is mainly aimed at female college students in the school. We are going to open a women’s clothing store because girls all like their own wardrobes. The more clothes in the child, the better. At the same time, girls like to visit clothing stores when they have nothing to do, and they often see the emergence of new clothing styles, which also increases the possibility of consumption. 2. Those who spend less than 100 yuan on clothing every month account for 71%, those who spend between 100 and 300 yuan account for 25%, those who spend between 300 and 500 yuan account for 3%, and those who spend more than 500 yuan account for 1%. It can be seen that most college students now spend less than 150 yuan per month on clothing, so the price acceptable to college students for clothing consumption will not be too high.

3. 16.1% of the clothes purchased each time are priced below 30 yuan, 56.6% are priced between 30 and 50 yuan, and 27.3% are priced above 50 yuan.

4. When buying clothes in a clothing store, 19.3% buy a single piece, 8.4% buy multiple pieces, 2.9% buy a suit, 17.3% mix it by yourself, and 51.9% are unsure. %. This shows that when buying clothes, most people do not decide how many pieces they want to buy. They may buy one or more if they like it. Then it depends on whether the store provides them with enough styles.

5. Clothes shopping once a week accounts for 1.5%, once every half month accounts for 4.4%, once a month accounts for 13.6%, once a quarter accounts for 13.6%, and undetermined accounts for 66.8%. Through this survey, the frequency of clothing shopping of these respondents was found. Most students buy one piece of clothing every month on average, which reflects the strong consumer desire of college students.

6. 4.8% of people buy clothes near the school, 18.75% of them buy clothes in Dongfeng Market, 19.7% of them buy clothes in brand stores, and 56.7% of them buy clothes in other places. At the same time, 58.8% prefer to shop in elegant clothing stores, 6.4% prefer to shop in more luxurious shops, 22.5% prefer to shop in ordinary shops, and 12.2% prefer to shop in indifferent shops. From the above proportions, we can understand that college students have certain requirements for shopping environments, but those that are too high-end may not necessarily be their favorite. It also reflects that the price, quality, and environment of the clothing at the place where students consume it play a significant role in whether their purchasing behavior will occur.

7. 13.77% of those who like sports, 51.42% of leisure types, 9.31% of professional types, 16.6% of cowboy types, and 8.91% of other types. From this survey, it can be seen that leisure Style is the favorite of most students, followed by jeans and sportswear. As for professional clothing, it seems that there is not a big market among college students.

8. 6.4% pursue trends, 10.8% are unconventional, 79.8% just suit themselves, and 2.9% don’t care. From this survey, it can be seen that college students are still a comparison As a rational consumer group, the vast majority of people buy clothes that suit them, rather than emphasizing the pursuit of trends or being unconventional.

9. Dressing style: 8.3% prefer cute style, 10.2% neutral style, 61.1% casual style, 9.3% mature style, and other 11.1%. This survey shows that college students’ pursuit of clothing style is still dominated by casual styles.

10. In terms of whether they often buy clothes, 16.5% answered "yes" and 83.5% answered "no". This survey shows that many students do not favor branded clothing to a great extent.

At the same time, during the survey, we also learned that most students pay more attention to style when buying clothes. If a store is small and there are not many clothes, they may go in to have a look, but they rarely go to make purchases because there are too few choices. They may not find anything they like, or they may find something they like, but the size is not suitable, so They would rather run farther away. They also pursue brands and consider price. After all, students are not yet completely financially independent, and what they pursue more is high quality and low price.

IV. Research Conclusions

Based on the above, we can see that the consumer psychology of college students in our school is generally in a period of growth and soundness. They consider many influences such as price and brand, and pay special attention to the style and price of clothing. College students have an equal proportion of sensibility and rationality in their consumption outlook. Their moderate pursuit of fashion and fashion is reasonable, and they can choose clothing that suits them based on their identity. Therefore, we opened a clothing store based on this series of requirements to meet the needs of different consumers. Provide consumers with high-quality services, convenient purchasing locations, and comfortable purchasing environments.

V. Appendix

The questionnaire used in the survey is as follows:

1. What kind of clothing do you like?

A. Sports B. Casual C. Professional D. Denim E. Others

2. Do you often buy branded clothes?

A. Yes B. No

3. May I ask you What are your views on trends?

A. Follow the trend B. Be unconventional C. Just suit you D. It doesn’t matter

4. When you decide to buy clothes in a clothing store, you usually buy How many pieces?

A.Single piece B.Multiple pieces C.Set D.Match one by yourselfE.Not sure

5.How often do you buy clothes?< /p>

A. One week B. Half a month C. One month D. One quarter E. Unsure