I. Living standard and dress concept 1. The concept of clothing in the period of low living standard is as follows: ① clothing is a protective thing; Clothing is a shame; Clothing is a habit and custom; ④ Clothing is the need of social norms. 2. The concept of clothing in the period of high-quality living standard is: ① clothing is a happy thing in life; Clothing is a functional activity; (3) clothing is a psychological satisfaction; Clothing is a universal demand of society. Second, the generation of actual consumer demand. Consumers' interest in products does not constitute actual consumption demand. In real life, the satisfaction degree and way of consumers' needs mainly depend on consumers' economic situation. In other words, only when consumers have both desire and purchasing power can they produce actual purchase behavior. Third, the characteristics of fashion 1. Novelty is the most striking feature of fashion. The emergence of popularity is based on the expression psychology of consumers seeking change and pursuing "novelty". People hope to break through the tradition and look forward to the affirmation of new students. This is mainly manifested in the three major changes in style, fabric and color in clothing. Therefore, clothing enterprises should grasp people's "fickle" psychology and meet the demand of "seeking difference" in consumption. 2. Short-term "fashion" will not be popular for a long time; It must not be a "fashion" that has been popular for a long time. If a clothing style is accepted by everyone, it will deny the original "novelty" characteristics of clothing, thus making people start new "curiosity". If a popular style is abandoned by most people, then this style of fashion has entered a recession. 3. A fashion style can only be really popular if it is accepted by most target customers. Following and imitating are two popular behavioral characteristics. Only a few people use it, and it can't afford fashion trends anyway. 4. Periodicity Generally speaking, a clothing style will appear with a new look in recent years from popularity to disappearance. In this way, the fashion of clothing presents periodic characteristics. Japanese scholar Uchiyama and others found that the change period of skirt length is about 24 years. Fourth, the basic law of fashion I have studied, and the law of fashion can be called "pole rebound effect". The development of a clothing style, generally speaking, the extreme of being broad and fat will change to being narrow and thin; Grow up and get shorter; The light will get dark, and the light will get Suri. Therefore, "pole rebound" has become a basic law of fashion development. The big one must be small, the long one must be short, the open one must be closed, the square one must be round, the sharp one must be dull, the beautiful one must be stupid, and the beautiful one must be ugly-the extreme left will be the extreme right, and the more extreme it is, the more rebellious it will be. For example, the skirt of18th century, with a diameter of 2.4m, is very inconvenient to move in the room. In the 1960s, miniskirts will take its place. This is the rebound effect from "maximum" to "minimum".

Five, the basic law of fashion American scholars E Si Tong and J Samuels think: 1. The appearance of fashion depends on consumers' acceptance or rejection of new styles. This view is different. They believe that fashion is not created by designers, manufacturers and sellers, but by "God". Fashion designers introduce hundreds of new styles every season, but the success rate is less than 10%. Fashion is not determined by price. The price tag of clothing does not represent whether it is popular or not. However, the author found that once a high-end fashion appeared in shops and streets and was welcomed by people, a large number of imitations would add fuel to the popularity at a low price. The essence of fashion is evolution, but there are few real innovations. Brand-new only twice, once during the French Revolution; Dior's new look released on 1947. Generally speaking, the change of style is gradual. Customers buy clothes only to supplement or update existing clothes. If the new style is too different from the existing one, customers will refuse to buy it. Therefore, clothing enterprises should pay more attention to "current popular styles" and carry out design innovation on this basis. No promotion effort can change the fashion trend. Many manufacturers and distributors try to change the current trend and promote their own popular ideas, but they almost never succeed. Even if you want to extend the popularization time, it is in vain. Therefore, clothing merchants generally do it when they should do it, and jump off the building when they should jump off the building. Any fashionable clothes will eventually go out of fashion. Innovation is the law of fashion. Clothing has lost its original charm, and its existence has lost its meaning. 6. Fashion Flowering Period According to the principle of product life cycle, the author calls the market life cycle of clothing "fashion flowering period". 1. Germination period-mass enlightenment period (customer ratio10%); 2. Blooming period-popular chasing period (the number of customers increased by 35%); 3. Bonus period-the peak of popularity (the number of customers increased by 40%); 4. Flower decline period-popularity decline period (customer number increase 15%). Characteristics of fashion flowering period: the flower decline period will not be long, because any dealer will not try to stop it from falling, but will "hoard goods" to accelerate its decline. Seven, the six attributes of clothing brand, style, color, fabric, workmanship, price. Eight, clothing brands and styles. 1. A kind of clothing brand that enterprises pursue-manufacturing brand clothing; 2. Another kind of enterprise pursues clothing style-manufacturing style clothing. 3. One kind of customers pursue brand clothes-care about life image; 4. Another kind of customer pursues style clothes-paying attention to individuality.

Nine, the three families of female customers I believe that people can see "things"-they can see their lives by looking at the accessories around their necks. The author divides female clothing customers into three categories: 1. Red articles-articles with jewels on them; 2. Huang Xiang family-with gold and silver ornaments around their necks; 3. White elephant family-people without ornaments around their necks. According to the author's research, there are great differences in the choice of "brand" and "style" when buying clothes, because of different social status and economic strength. The proportion of brand and style selection is as follows: ● Red single product family: 8∶2 (80% preferred brand, 20% preferred style); ● Yellow family: 5∶5 (50% preferred brand, 50% preferred style); ● White elephant family: 2∶8 (20% preferred brand, 80% preferred style). Ten, clothing purchase trilogy (see) style-(touch) fabric-(ask) price. Xi。 The characteristics of clothing purchase are: I care about other people's comments. Because clothing is also for others to see, clothing has the function of self-display, so customers pay more attention to the opinions of others when buying clothing, and generally seek the opinions of their peers when buying. I hope I can help your business get better soon!