The Relationship Between Ready-to-wear Brands And Target Groups In China

For a recent decade, with the development of economy and information technology, the relationship between consumers and ready-to-wear brands is most obvious and important. Today, diversification and individuation has become the characteristic of the times. The popularity of"mix-match"results in the weakening of consumers'dependence to ready-to-wear brands.Based on marketing survey and many questionnaires, this paper indicates that the relationship between current Chinese ready-to-wear brands and target groups tends to loosen. Moreover, in the perspective of sociology, marketing and consumer behavior, this paper indicates the main reason why the traditional positioning of consumer group lags the consumer behavior in today's society .This paper believes that brands which imitate the traditional positioning method to identify and bind the target group haven't already adapted the demand of market variability.Based on all above, this paper proposes related proposals and ideas to solve the above questions. The first is the fuzzy strategy for consumer group's positioning. Its basic idea is magnification of consumers'age and diversification of consumer group. The second is the innovative style design of ready-to-wear products. It aims at the problem of homogeneity, integrates products during the collision and amalgamation of different culture and styles. Combined with the graduation project, this paper makes useful exploration and attempt for utilization of the traditional Chinese culture in the ready-to-wear design.