国内童装品牌的打造

摘要

进入21世纪以来，人们的生活水平有了质的提高，在此基础上，人们的消费观念也产生了很大的变化。童装的消费逐渐转向了品牌消费，而童装业也趋向品牌化，因此童装市场的竞争焦点发生了转移。目前中国国内童装品牌已经足够多，但是纵观国内市场，精华品牌却少之又少。国际知名童装品牌在我国童装市场上优势很明显。为了掌握我国本土童装市场的主动权，我们应该尽力打造能够深入人心的国产优秀童装品牌用以夺回市场的主导权。本文通过研究我国童装市场现状，举例分析国际知名童装品牌的品牌发展及运营，运用服装心理学、服装设计学、消费心理学等基本理论，采取理论分析与市场实践相结合的方法，总结我国几十年来童装业的发展历程，从品牌设计、童装设计、服装质量、品牌营销等方面对童装品牌的打造和发展提出合理的建议。

  关键词：童装品牌、童装市场、品牌打造、童装设计、消费质量、营销

Abstract

Since the beginning of the 21st century, people's living standards are substantially improved, on this basis, people's consumption concept also generated a lot of changes.The consumption of children's clothing gradually shift brand consumption, and children's clothing industry also tend to brand children's clothing market, the focus of competitionshifted. Chinese domestic children's clothing brand has more than enough, but look at the domestic market, the essence of the brand, but very few. Internationally renownedchildren's clothing brand in our children's clothing market advantage is obvious. In order to grasp the initiative of the local children's wear market in China, we should try to buildcan be a deep impression made excellent children's clothing brand to regain marketdominance. In this paper, children's clothing market situation in China, for example, theanalysis of the international well-known children's clothing brand brand development andoperations, the use of The Psychology of Clothes, apparel design, consumer psychologytheory, adopt the method of combining theoretical analysis with market practice,summing up our few course of development of children's clothing industry in the decadefrom brand design, children's clothing design, clothing quality, brand marketing and development of children's clothing brand building put forward reasonable proposals.

Keywords :  brand children's clothing；children's clothing market；brand building； children's clothing design； consumer quality； marketing.

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