In western society, fashion defines both the collective temporary liking for ways and attitudes of dressing and a complete appearance industry. The prosperously developed industrialization and emergence of haute couture in the latter half of the 19th century indicated the birth of modern fashion. The 20th century was also an important stage for the historical development of fashion industry, for it witnessed the female emancipation, ups and downs of the haute couture, sensation brought by the ready-to-wear, increasingly significant influence of the designers and luxury team, and partial popularization of luxury. Now the fashion turns to be more humane whereas the trends tend to be more diversified. Everyone can create his/her own fashion.
Before …show more content…
They care very much how others look upon them, while fashionable clothing and accessories can help them to win affirmation from others. The young consumers show the demand of being different and staying with the mainstream. They seek their inspiration mainly from those wearing similar clothing as themselves but still hoping to be different from others. Being audacious and stern at the same time, they pose high requirements about the fashion and have acute understanding about brand, but are unwilling to yield to the dominant standards. For fashionable brands, the young consumers create a real challenge for them. On one hand, they remain as an economic source that can by no means be neglected; on the other they represent the direction of the market development in the future and form a target group with obscure demarcation. They often form the idea of buying something, but more than usual turn to buy a lot of useless things. This constitutes some requirements and motives of purchasing. Therefore it is necessary to find out the root reasons accounting for their shopping addiction and spontaneous desire so as to formulate some reasonable and specific strategies for those young …show more content…
A brand targeted at such consumers must be filled with freedom, inspiration, uniqueness and innovation. As for the product design, imitation can be adopted, but the creativity of fashion and unique expressive force appear to be more important. The imitation is a process of mutual reference and specific development. The creativity of fashion embodies one’s thought that can provoke or even shock others by overturning the traditional value views, while the uniqueness is to be explored on the premise of expression through high-quality, perpetual and creative clothing. On the other hand, the young consumers are limited in the economic power. Some of them may save money for a long desired clothe, but most of young consumers are held back by the expensive price. Therefore reasonable pricing matters a lot. At last, in order to develop the expressive force of the brand, promotion through stars on media is necessary, especially through those stars from the fields of music and avant-garde culture that are privileged in affecting the wearing of young people. The influence of the internet spreading can not be overlooked either, for the young people born in the age of consumption, multi-media and network are more familiar with the mechanisms in this
Before …show more content…
They care very much how others look upon them, while fashionable clothing and accessories can help them to win affirmation from others. The young consumers show the demand of being different and staying with the mainstream. They seek their inspiration mainly from those wearing similar clothing as themselves but still hoping to be different from others. Being audacious and stern at the same time, they pose high requirements about the fashion and have acute understanding about brand, but are unwilling to yield to the dominant standards. For fashionable brands, the young consumers create a real challenge for them. On one hand, they remain as an economic source that can by no means be neglected; on the other they represent the direction of the market development in the future and form a target group with obscure demarcation. They often form the idea of buying something, but more than usual turn to buy a lot of useless things. This constitutes some requirements and motives of purchasing. Therefore it is necessary to find out the root reasons accounting for their shopping addiction and spontaneous desire so as to formulate some reasonable and specific strategies for those young …show more content…
A brand targeted at such consumers must be filled with freedom, inspiration, uniqueness and innovation. As for the product design, imitation can be adopted, but the creativity of fashion and unique expressive force appear to be more important. The imitation is a process of mutual reference and specific development. The creativity of fashion embodies one’s thought that can provoke or even shock others by overturning the traditional value views, while the uniqueness is to be explored on the premise of expression through high-quality, perpetual and creative clothing. On the other hand, the young consumers are limited in the economic power. Some of them may save money for a long desired clothe, but most of young consumers are held back by the expensive price. Therefore reasonable pricing matters a lot. At last, in order to develop the expressive force of the brand, promotion through stars on media is necessary, especially through those stars from the fields of music and avant-garde culture that are privileged in affecting the wearing of young people. The influence of the internet spreading can not be overlooked either, for the young people born in the age of consumption, multi-media and network are more familiar with the mechanisms in this