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随着国内品牌服装的逐步发展与成熟,服装市场的竞争已进入理性阶段,市场细分化越来越明显。纵观各类服装品牌的定位,几乎各细分市场都存在激烈的竞争。然而惟独青少年装品牌呈现空档,其背后的原因值得探究。以北京为例,在校中学生人数40万左右,然而纵观北京的童装市场,少年装品牌却寥寥无几,这个市场仅被运动休闲装品牌和校服所占据。针对这一现象,笔者通过访谈和司卷等形式,对此进行了较为深入的调查和分析,希望能为从事少年装品牌生产、经营的企业提供有价值的信息和研发思路。一、少年装品牌断档现象的原因分析通过深入的调查与分析显示,目前企业对这一细分市场存在一些误区,主要表现在以下方面:1.穿着校服以外的服装时间短,致使需求较低,市场空间有限北京各中学大多要求上学日寸穿校服,因而,在众多服装厂商眼中,中学生没有或是很少有自由穿衣的时间。然而,对北京市中学生关于“自由穿衣时间”的调查显示,60%的中学生表示平时一周有1～2天的自由穿衣时间,23%表
With the gradual development and maturation of domestic branded apparel, the competition in the apparel market has entered a rational stage, and market segmentation has become increasingly apparent. Looking at the positioning of various clothing brands, fierce competition exists in almost every market segment. However, the youth brand only has a gap. The reason behind this is worth exploring. Taking Beijing as an example, the number of middle school students in the school is about 400,000. However, judging from the children’s wear market in Beijing, there are few brands of juvenile clothes. This market is occupied only by sportswear and casual wear brands and school uniforms. In response to this phenomenon, the author carried out more in-depth investigations and analyses in the form of interviews and department papers, hoping to provide valuable information and R&D ideas for enterprises engaged in the production and management of juvenile clothing brands. First, the analysis of the reasons for the offensive phenomenon of juvenile clothing brands Through in-depth investigation and analysis, there are some misunderstandings in this segment of the market, mainly in the following aspects: 1. Short wearing time outside the school uniform, resulting in lower demand The market space is limited. Most Beijing middle schools require school uniforms for the first day of school. Therefore, in the eyes of many clothing manufacturers, middle school students have little or no time to dress freely. However, surveys of middle school students in Beijing about “free-clothing time” show that 60% of secondary school students said that they usually have 1 to 2 days of free-clothing time a week, and 23% of the table