“形象设计”模式在服装零售店中的应用研究

发布时间：2018-06-07 05:51

本文选题：形象设计 + 服装零售店　；参考：《武汉纺织大学》2015年硕士论文

【摘要】：伴随着商品经济的发展和人民生活水平的提高,同时也不断催化了服装零售业精益求精、强强联合的进程,一方面,服装零售SPA经营模式成为服饰零售业显著的发展动向,另一方面来自电商的激烈竞争,使得小型服装实体零售店面临的挑战愈来愈大,传统的实体店服装零售的经营模式急需改变。时尚个性的服饰买手店从内部效应而言,可以使得员工拥有凝聚力、获得认同和归属感,从而能够以饱满的状态投入到销售活动中;而从外部效应的角度则可以目标客户能够在最短的时间内获得最好的消费体验和个人形象的快速提升。买手店模式通过个性化的营销手段,量身打造的个性化服务,更加能够抓住消费者的心理,从而能够在一个店内打造出不同的适合目标群体的造型,这种消费体验正是传统消费终端所欠缺的。服装零售店的营销模式要打破传统的零售模式的单一雷同,缺乏自我的形象定位。本课题探索将“形象设计”模式应用到服装零售店中的经营,打造出时尚个性的买手店模式。通过服饰形象设计买手店,将服饰与人有机结合,通过由内而外进行整体形塑,综合运用情感营销、服务营销等方式,实现目标客户的整体形象的提升,该模式侧重服务营销、情感营销等方式,给顾客提供形象设计服务,投入真实的情感和提供贴心的服务,综合运用服饰装扮、形体塑造、姿态举止等手段构建出一个更加合理及理想的人物形象。课题研究首先进行理论研究,服饰形象设计与服装零售进行整合的具备很高的可行性,一方面,二者均具有个性化、时尚化等共性特征,同时面向的消费群体具有一致性,另一方面,二者在运营和推广中存在着互相借力等等优势。通过前期的市场调查及分析,该模式目标客户群适合年轻的消费群体。在理论研究的基础上,笔者将理论付诸于实践,依托自己在大学校区周边的商业街开设的实体店——Lynn小铺,探究服饰形象设计买手店的生存之道和营销手段。经过近一年多的摸索经营,从店铺的营业状况显示该模式取得良好的市场表现。笔者总结出,服饰形象设计运用服装零售具有较好的市场前景,适合年轻消费者的个性化消费需求;店铺特色在于提供个性化和时尚化鲜明的形象设计服务;饰形象设计买手店的经营要有独特的设计定位、产品架构、个性化的营销方案。整体服饰形象设计,为顾客提供丰富而又个性的消费空间,量身打造美丽的形象,同时带来愉悦的消费体验和时尚品味提升。
[Abstract]:Along with the development of commodity economy and the improvement of people's living standard, it also continuously catalyzes the process of improving and combining strength and strength of clothing retailing. On the one hand, the SPA management mode of clothing retailing has become a remarkable development trend of clothing retail. On the other hand, the fierce competition from e-commerce makes the small clothing retail stores face more and more challenges, and the traditional clothing retail business model of physical stores needs to be changed urgently. From the perspective of the internal effect, the fashion individual clothing shop can make the employees have the cohesion, obtain the identity and the sense of belonging, thus can be invested in the sales activity with the full state; From the perspective of external effect, the target customer can obtain the best consumption experience and the rapid improvement of personal image in the shortest time. Through the individualized marketing means, the buyer's shop mode can grasp the psychology of the consumer and create different shapes suitable for the target group in a store. This kind of consumption experience is what the traditional consumption terminal lacks. The marketing mode of clothing retail stores should break the single identity of traditional retail mode and lack self-image orientation. This paper explores the application of "image design" mode to the management of clothing retail stores to create a stylish buyer's shop model. Through the clothing image design buyer's shop, the clothing and the human organic union, through from the inside to the outside carries on the overall shape plastic, synthetically uses the emotion marketing, the service marketing and so on, realizes the target customer's overall image enhancement, this pattern emphasizes the service marketing, Emotional marketing provides customers with image design services, real feelings and provide intimate services, comprehensive use of clothing dress, shape, posture and other means to build a more reasonable and ideal character image. First of all, the subject of theoretical research, clothing image design and clothing retail integration has a high feasibility, on the one hand, both have personalized, fashion and other common characteristics, while facing the consumer group has the same. On the other hand, there are advantages in operation and promotion. Through early market research and analysis, this model targets customers for young consumer groups. On the basis of theoretical research, the author put the theory into practice, relying on his own physical store, Lynn Shop, which was set up in the shopping street around the university campus, to explore the survival and marketing means of the clothing image design buyer's shop. After nearly a year of groping operation, from the store business conditions show that the model has achieved good market performance. The author concludes that clothing image design has a better market prospect and suits the individualized consumer demand of young consumers, and the characteristics of shops are to provide personalized and fashionable image design services. Decoration image design shop management must have a unique design positioning, product structure, personalized marketing program. The overall dress image design provides the customers with rich and individualized consumption space, creates a beautiful image, at the same time brings the pleasant consumption experience and fashion taste promotion.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F274

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