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forever21品牌营销模式创新研究

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【摘要】

forever21品牌营销模式创新研究


随着近年来我国国民经济快速稳定的增长,人民生活水平的不断提高,消费者的需求也越来越多样化,开始崇尚个性和时尚,不断追求塑造个性和魅力。其中,较为重要的一方面就是穿着打扮,这也是服装市场日益繁荣的一大重要原因。伴随着众多国外品牌纷纷涌入中国市场,我国本土的服装产业受到了很大的冲击。为了应对愈来愈竞争激烈的环境,本文以“快时尚”品牌Forever 21的营销模式创新为切入点,通过研究分析其他国外不同品牌的营销模式,了解竞争对手,同时对比本土企业的不足,取长补短,学习到先进的理念和手段,使中国服装行业的营销模式发展得更为完善与成熟,促使我国服装业的竞争力向更高层次转变,改进中国服装市场营销存在的缺陷与不足。
关键词:Forever 21;快时尚;营销模式创新;服装品牌;流行

The Innovation Study of Marketing Mode of forever21
Abstract: In recent years, with the rapid and steady growth of China's national economy,  the continuous improvement of people's living standards, the demand of consumer is becoming more and more diversified. We begin to advocate individuality and fashion, constantly shaping the personality and charm. Among them, the more important aspect is the dress, which is an important reason why clothing market is becoming more and more prosperous. Along with many foreign brands pouring into the Chinese market, the domestic apparel industry has been influenced. In response to an increasingly competitive environment, this article takes the innovation of marketing pattern of "fast fashion" brand Forever 21 as the breakthrough point. We study and analyse other foreign brand marketing model, in order to understand the competitors. At the same time, comparing with domestic companies, we can complement each other. And we can learn advanced ideas and methods to make the development of marketing mode of Chinese garment industry become more perfect and mature, prompting the competitiveness of China's garment industry to a higher level and improving the defects and deficiencies in China's clothing market marketing.
Keywords: Forever 21; Fast Fashion; Innovation of Marketing model; Clothing Brand; Fashion

 

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