Study On The Market Structure Of Fashion Retail In Department Store

With the entrance into WTO, the influx of foreign retailing companies and the explode of the financial crisis, the fashion retailing market of department store have been under the complicated and changeable situation. The study of market structure is the basic demand of revealing the dynamic pattern of market. The author made 4 researches about fashion retailing market of department store involved the knowledges of industrial organization technology, retailing, fashion marketing and so on.(1) According to the market structure theory, defining the fashion retailing market of department store with the contents of structure and fashion retailing and the particular attribute of fashion retailing market of department store.(2) On the basis of market structure theory and the content of fashion retailing market structure of department store,39 indicators were concluded by establishing the indicator system of market structure with the method of sociology; 39 indicators were revised after combining the advices of 17 experts, which established a comparatively perfect indicator system of fashion retailing market structure of department store.6 crucial indicators of 2 important market attributes, which are the fashion retailing scale and distribution and the garment product differentiation of department store,were conducted the empirical research.(3) On the basis of the life cycle theory, accordion theory and environment theory, the development history of department store of Shanghai was completed by making document study of commercial reports, almanac of economy and other relevant history resources.(4) The distribution characteristics of the sales scale of department store and the distribution curve of the fashion sales scale were obtained via the analysis of the sales volume, benchmark and market concentration rate of 20 department stores and the sales volume of fashion goods of 10 department stores.(5) With the collection and statistical analysis of the geographical position, areas of 74 department stores and the couture area of 56 department stores, the distribution chart of the area scale of department store in Shanghai and the couture area scale of department store in down town, and the empirical research about market attribute of scale and distribution were finished. (6) Conducting field research about the information of fashion brand(including number, the age of target consumer, price, style and the type of brand) in 56 department stores. The table of fashion brand pattern of department store, the characteristics of women's brand in down town department stores and the structure type of the women's brands.The indicator system of the fashion retailing market structure of the department store provided new clues and methods for the study of the fashion retailing market structure of the department store; the development history of the department store in Shanghai can help to understand the development processes of the fashion retailing of the department store; the distribution chart of the fashion retailing scale of department store, the structure chart of the garment category and the women's brands provided the references for the brand companies and department stores, which were interested in the fashion retailing market of Shanghai. Moreover, it also can provide first-hand information for the sales networks' distribution of the brand company.