Study On The Dominant Factors And Design Points Of Marketable Apparel

In the 21st century, with the increasing trend of global integration and extend of economy, there are earthshaking transformations in the apparel industry consequently with the structure of apparel industry adjusted significantly.There are challenges and opportunities at the background of globalization. Some large multinational corporations occupy the domestic market by the way of promoting their famous brand. These corporations, such as ZARA, GAP, H & M and UNIQIO, investigate consumers' desire to meet their requirements. With the developed powerful information system, they carry out corresponding promotion activities. Hence, they have created sales myth one after another. However, some corporations have to face difficulties, such as rising sales amount but fluctuating sales volume, high inventory lie in supply exceeds demand or high stockout rest with demand exceeds supply because of channel delay.In order to accommodate to the complicated circumstance, clothing enterprises develop and produce marketable apparel steadily by integrating design, production and other resources. In this thesis, the characteristics and meaning of marketable fashions are analyzed based on industry background. The main research work is presented as follow.(1) Analyzing the properties, characteristics and value of the marketable apparel; (2) Analyzing characteristics of consumer demand and the relationships between consumer demand and marketable apparel; (3) Analyzing the relationships between the clothing brand strategy and marketable apparel; (4) Analyzing the relationships between apparel quick response mechanism and marketable apparel; (5) Analyzing points of marketable apparel orientation; (6) Analyzing the design points of marketable apparel and the empirical study. The innovations of this thesis are as follow. First, the concept of marketable brand apparel is developed based on new circumstances. Second, dominant factors of marketable brand fashions are analyzed and summarized to meet customer' requirements. And the design points of marketable brand fashions are analyzed and summarized, including orientation, style, theme, product line and so on. Finally, the described design points are tested by using empirical study and some conclusions are obtained.