Research On The Optimization And Application Of Apparel Merchandising

With the development of global economy,Chinese apparel enterprises are confronted with new situation,while the competitive advantages of brand enterprises are increasingly apparent.Now apparel enterprises regard merchandising as an important means to realize marketing goals and launch the goods into the market with planning and management,but there is a lot of invisible problems that need to be solved.Although merchandising has become the core competitiveness of brand in apparel enterprises,apparel market research is the basis of merchandising.We must make the apparel market research and forecast to master the process and all aspects of merchandising.Market research is to use scientific methods and means to collect related information of merchandising in all aspects.The main contents of this paper are to find out the application of the market research in the apparel merchandising,to explore the company's problems by using in-depth interviews,and to optimize the analysis combined with the D brand as an example.Market research is used as a means to predict the market in merchandising of apparel enterprises.However,it is found that there is a lack of methods and steps for market research in the company so that the analysis result is not sufficiently rigorous for the next quarter's merchandising.It not only wastes manpower and material resources,but also misses a good opportunity to explore the market space and loses the company's interests.In this paper,the author reviewed the theories of apparel merchandising and apparel market research by using literature and theoretical research;then it made use of in-depth interviews to explore the application of market research in apparel merchandising and propose optimization methods;finally,by participating in C enterprise case,combining with analysis of in-depth interviews,the author put forward the optimization and application of apparel merchandising based on market research through site visits and practical study.And the author conducted market research and analysis on popular trends,stores and competitive brands in spring and summer of 2018 with field survey and second-hand data analysis method,makingscientific reference for D brand's 2018 spring and summer merchandise planning so as to design its merchandise planning.