Research On Implementing Customization Marketing In Clothing Industry

With the social rapid development, the factors affecting clothing industry took great changes, including personal and experiencing clothing demand with short period and relevancy, homogeneous marketing competition and the progress of marketing theory and technology. In the face of new era of clothing market, the universal marketing coupled with the traditional mass batch production is becoming ill-suited, while customization marketing is put in practice and makes a great progress catering to the condition by its merit, and becomes rising operation model in western-style clothes and vocational clothes. While the study on implementing customization marketing in clothing industry made by academe is not perfect at present.The paper looks back on scholarship and related marketing theories first, analyzes present condition of clothing marketing, then dissertates mode and measures of implementing customization marketing in clothing industry one by one in order, finally study a case. In mode segment, the paper expatiates participator and its task, operation flow and competition advantage. Then the paper makes systems dissertation of solution including complete goal marketing analyze, digital operation technology application and advanced manufacturing system establish, besides coordinated supply chain based on IT system and client relation management. Finally, analyzes operation of ZARA clothing company, illustrate validity of the mode and measure.In the process of study, the paper quotes theories and data needed on the foundation of combing collection, and carries contrast customization marketing with universal marketing on implement circs in the clothing industry from several aspects., and illustrates contention by case analysis in the end.Four creative productions are achieved in the paper. Based on the related marketingtheories, the paper anew defines the two concepts of "clothing customization" and"clothing customization marketing" that are often mentioned, and lack of normativedefinition in academe. Later analyzes the relation between clothing customization marketing and the modern marketing theories including 4 Cs, 4 Rs and experiencing economy theory. In succession, some discussions are made on meaning and measure of implementing customization marketing in leisure-wear. Finally the general principle of clothing design is concluded from the case analysis.The research in the paper makes some remedies on some deficiency of present study, can help customization marketing to make further progress in the clothing industry.