Research On Niche Measurement And Competitive Strategy Of Casual Wear

At present, there is a serious brand homogeneity phenomenon in leisure clothing market of our country, and brand competition is intense. And it is worthy to study on how to get the preponderant brand niche through carrying out the rational competition in the market. The brand niche overlap degree of our country’s leisure clothing is high, which influences the development of the clothing brand and industry’s overall progress. Therefore, it’s very necessary to analyze the reasons and influencing factors of brand niche overlap. The brand niche overlap is mainly concerned with brand niche dimension and width. So this article is based on the theory of brand niche. The situation and causes of our country’s casual wear brand was discussed from the perspective of the ecology in this paper. An index system which is to measure brand niche breadth and overlap was established. And a part of the casual wear brands in our country was selected to carry out the empirical research. According to the relationship of the measurements, the corresponding strategies of brand competition were put forward.According to the research of the brand niche theory, it’s feasible to study our casual wear brands in our country from the perspective of ecological niche. At the same time, based on the research of brand niche dimension and breadth and overlap of our country’s casual wear industry, the relationship between them was summarized. The important index of each dimension was measured on the basis of the research results of clothing brand niche theory combined with the questionnaire research. In addition, an index system of measuring brand niche was designed. The niche breadth and overlap of our country’s casual wear brand were calculated by the Levins’formula. The competition strategies of our country’s leisure clothing brands were given from the perspective of ecological niche. And it has a certain reference value for the enterprise to formulate correct strategies. And finally, the under-research and the prospect of future research was put forward in this paper.