[1]牛思佳,沈 雷*.新零售模式下服装品牌转型升级现状及趋势[J].服装学报,2020,5(02):178-182.
 NIU Sijia,SHEN Lei*.Status and Trend of Clothing Brand Transformation and Upgrade under the New Retail Mode[J].Journal of Clothing Research,2020,5(02):178-182.
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新零售模式下服装品牌转型升级现状及趋势()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第5卷
期数:
2020年02期
页码:
178-182
栏目:
服装品牌营销
出版日期:
2020-04-30

文章信息/Info

Title:
Status and Trend of Clothing Brand Transformation and Upgrade under the New Retail Mode
作者:
牛思佳;  沈 雷*
江南大学 设计学院,江苏 无锡 214122
Author(s):
NIU Sijia;  SHEN Lei*
School of Design,Jiangnan University, Wuxi 214122, China
分类号:
F 426.86; F 273.2
文献标志码:
A
摘要:
通过对新零售模式的解读,归纳整理国外品牌价值榜单及国内线上销量排行榜的数据,从排位情况分析国内外服装品牌的发展现状,提出在新零售模式发展下服装品牌转型时所面临的成本、供应链、消费心理3方面问题。研究认为,新零售模式下的服装品牌应根据“人、货、场”特点,从数智化、全域营销、体验消费3个方向进行转型升级,提升品牌在市场中的竞争力。
Abstract:
By interpreting the new retail model, the data of foreign brand value lists and domestic online sales rankings were summarized, and the status of domestic and foreign clothing brand development was analyzed from the ranking situation. During the transformation of apparel brands, there are three problems, that is, cost pressure, low supply chain and shift in consumer psychology. It is considered by this research study that clothing brands can transform and upgrade in three ways, viz. digital intelligence, global marketing and experience consumptionbased on the characteristics of new retail "people, goods, and market", and provide value to the transformation and upgrade direction of clothing brands in the new retail model Reference has profound practical significance.

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(责任编辑:张 雪)

更新日期/Last Update: 2020-04-29