论文部分内容阅读
夏季,服装卖不出货,卖不上价,苦苦撑着卖场门面,煎熬度日,老板们无奈地称为“苦夏”。本刊围绕服装品牌如何度过炎夏的话题,针对男、女、羊绒毛衫、羽绒等几大服装门类,对北京四大有名的反季销售商场,几十个知名服装品牌进行了深入采访调查,结果表明开发夏季市场大有可为。呈现几个新的趋势:由单一产品向多元化扩张;研制设计夏季新品成为新利润点;反季节销售大行其道,成为品牌扩大知名度的新途径。夏季销售正在升温!国家商业信息中心销售数据统计也明显看出,女装、男衬衫、童装全年销售趋于稳定,基本没有淡旺季之分;男西服、羊绒毛衫、羽绒服从销售谷底迅速崛起,多年来夏季淡卖的局面已经发生根本的变化。需求的急骤增长,使品牌的运作者们不能重新认识和发掘夏季的价值。
In summer, clothing can’t be sold, it can’t be sold, and it struggling to keep up with the facade of the store, and the boss is helplessly called “bitter summer”. This publication focuses on the topics of how clothing brands have passed through the summer heat, focusing on several major clothing categories such as men’s and women’s, cashmere sweaters, and feathers. It conducted in-depth interviews with dozens of well-known counter-season shopping malls and dozens of well-known clothing brands in Beijing. The results show that the development of the summer market is promising. Presenting several new trends: the expansion from a single product to diversification; development and design of new summer products as new profit points; anti-season sales are popular and become a new way for brands to increase their visibility. Summer sales are heating up! National Business Information Center sales statistics also clearly seen that women’s, men’s shirts, children’s clothing sales tend to stabilize throughout the year, basically no season; the men’s suits, cashmere sweaters, down jackets from the rapid rise of the sales floor Over the past few years, the situation of light-selling in the summer has undergone fundamental changes. The rapid increase in demand has made it impossible for brand operators to reconsider and discover the value of summer.