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德国统计学家恩斯特·恩格尔发现,家庭收入与食品支出之比显示出生活富裕程度。随着家庭收入增多,用于食品的开支下降,用于服装、住宅、交通、娱乐、旅游、保健、教育等项目的开支上升。我国在80年代末城镇居民用于服装支出的比重占11%;在90年代末占17%,人均服装消费增加了332元。服装市场前景灿烂。诚如虚有市场,并不等于实有市场。企业成在营销,也败在营销。二十一世纪的服装市场,一定是营销型企业的天下。服装企业应当更重视市场营销策略。对此,作为营销研究策划人,笔者特对服装的市场营销进行综合研究,愿将成果与读者分享。
The German statistician Ernst Engel found that the ratio of family income to food expenditure shows a degree of affluence. As household incomes increase, spending on food products has fallen, and spending on items such as clothing, housing, transportation, entertainment, tourism, health care, and education has risen. In the late 1980s, the proportion of urban residents spending on clothing accounted for 11%; in the late 1990s, it accounted for 17%, and per capita clothing consumption increased by 332 yuan. The clothing market has a bright future. If there is a virtual market, it does not mean that there is a real market. Businesses become marketing and they also lose out on marketing. The apparel market in the 21st century must be the world of marketing companies. Clothing companies should pay more attention to marketing strategies. In this regard, as a marketing research planner, the author specializes in a comprehensive study of clothing marketing, and is willing to share the results with readers.