Study On Fashion Marketing Under Holiday Economy

Since the national holiday has covered 1/3 of the year in China, there is no doubt that holiday has already been indispensible in people's life. Moreover, it improves sales increase in retail industry and economy growth to a large extent. Therefore, holiday has become the key for merchants to win market share and annual sales goal. According to the preliminary research among fashion brand enterprises in Shanghai, the holiday market is attached lots of importance and the holiday marketing strategy is planned for companies through deep research on buying motive and behavior of fashion consumers in holiday.By studying the buying motives and behaviors of consumers of young ladies'apparel on holidays in Shanghai, the existing consumers of young ladies'apparel will be separated into four groups. The diversity of buying motives and behaviors among different consumer groups will be proved by empirical research with C brand as object. Thus, the hypothesizes based on theories is proved by empirical research to get service marketing advices with differentiation in holiday for C brand. Through study and analysis in this dissertation, main conclusions can be get as follows.(1) Buying motive factors in fashion industry on holiday are drawn to build the scale of buying motive of fashion consumer on holiday, which includes personal motives contains diversion, self-gratification, learning about new trend, physical activity and sensory stimulation; social motives includes social intercourse, buying cheapie, peer group attraction, status and authority, and pleasure in bargains.(2) Buying behavior factors in fashion industry on holiday are drawn to build the form of buying behavior of fashion consumers on holiday, which includes outlet, objective, occupant, organization, objection, operation, occasion, observation, question, purchase and touch.(3) The classification and differentiation of consumer motives of ladies'apparel on holiday as follows. Self-gratification motived consumers with less leisure and high income; Peering group attraction motived consumers with more leisure and low income; Status and authority motived consumers with more leisure and high income; Cheapie motived consumers with less leisure and low income.(4) Through classification of holiday consumers of C brand and the empirical research on the differentiation of buying motives and behaviors to get service marketing strategy on holiday for C brand. Study in this dissertation is aimed to propose a feasible method of holiday marketing f or fashion brand. Based on the different consumer motives and behaviors of C brand on holiday, a service marketing strategy with differentiation is drawn to give instruct to holiday service marketing in fashion brand.