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Marketing Essay:时装差异化营销 Differentiation in the Marketing of Fashion Clothes

时间:2017-09-20 15:05来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
英国服装市场已经基本成熟,以下变化在服装零售市场简介英国在上世纪90年代,有从传统的来源采购的重大转变,如百货、服装、无党派人士和各种商店,支持折扣店、超市和体育网点。这反映出英国的“临时工”和廉价的下行压力,进口产品的零售价格水平。服装和鞋类购物越来越远离传统的高街地区的城镇外的购物中心,那里的家庭在大型的百货商店可能要花一天浏览,而不是访问本地特定的店铺。
英国消费者越来越多地把一件衣服或鞋子视为一次性用品,而不是一项投资,这既影响了消费者购买决策的方法,也影响了时装营销人员的销售行为。虽然质量仍然很重要,作为一个项目必须适合使用,时尚风格发挥更大的作用,在日常采购比以前,这样一件衣服可能不会期望持续超过一个赛季。相反,在一个价格水平的重点;而显著增加的超市和折扣店的品牌价值,刺激量采购不价值销售发展。人们越来越注重购买休闲用的衣服,这直接影响到所使用的销售方式和款式。近年来,运动服装和鞋类的购买量急剧增加,主要依靠时尚营销,而不是积极参与体育活动。
 
Report on:
 
a) The current situation in the UK and regional markets (market segments, key players, sales practices, trends, opportunities and threats)
 
The UK clothing market is essentially mature, following changes in the profile of the UK retail market for clothing during the 1990s. There was a major shift away from traditional sources of purchasing, such as department stores, clothing independents and variety stores, in favour of discounters, supermarkets and sports outlets. This reflects the ‘casualisation’ of the UK and the downward pressure of cheaper, imported products on retail price levels. Shopping for clothing and footwear is increasingly moving away from the traditional high street locations to out-of-town shopping centres, where families may typically spend a good part of a day browsing and shopping in a wide range of stores, rather than visiting their local high street to shop in specific outlets.
 
Mainstream women’s clothing is still strongly populated by private labels from variety stores, such as Marks & Spencer or Bhs, and clothing specialists, such as Next, River Island and Principles. Premium product ranges remain focused primarily on department stores and there is some degree of “trading up” to labels such as Alexon, Planet, Viyella or Jaeger by consumers with greater disposable income levels (Global Market Information Database, 2005). Discounters significantly strengthened their share of consumer purchasing over the last two decades, largely due to the success of the Matalan and Primark chains. However, there are indications in the last two years that strong growth in the position of supermarket groups, largely due to their expansion into fashion wear, is beginning to shift value-driven purchasing in their favour away from discounters, though this shift is not yet decisive. Supermarkets are becoming increasingly involved in clothing; with companies such as Asda, Tesco and J Sainsbury have all launched clothing collections under a brand identity during the past few years. For example, J Sainsbury commissioned fashion designer Jeff Banks to launch a clothing range and Asda’s George at Asda range quickly became well-established, making supermarkets increasingly key players in the market. However, supermarkets still tend to focus on price, rather than fashion, and are thus not yet truly key players on the scale of Marks and Spencer, Next and Matalan (Global Market Information Database, 2005).(责任编辑:BUG)


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