The Research On Commodity Combination And Design In Kids Fashion Brand Based On Consumer ’s Demand

With the development of times, what kid’s clothing in modern times differs from before’s is that kid’s clothing image is not only subject to parents’ understanding to kid’s image needs but also to kid’s understanding to their own clothing image on a larger degree. And this phenomenon will be more evident with the growth of age. As a result, on the basis of understanding kid’s clothing image, with the combination of analyses about modern kid’s family and parents’ consuming psychology and characteristics,this paper finds that parents’ understanding to kid’s image needs is the premise of analyzing product combinations and design of children-oriented fashion brand.People who have different life background, education experience and work experience hold different life and world value. As a result, in every different family, parents’ demands for kid’s clothing image are different, on the other hand, kid’s clothing styles for life and study needs are also different. This research is based on the survey of life-style of target-consumer. This paper tries to figure out consumer’s specific needs by investigating kid’s growth, study and life environment in modern times,parental styles as well as familial styles. In the foundation of investigation to children-oriented fashion brands and kid’s clothing image,from the perspective of consumer’s clothing image, this paper specifically an alyzes representative children-oriented fashion brands which are chosen from well-known brands with relative high market shares in each image type. Based on analyses, we conclude that what kinds of product combinations as well as designs can reflect and further satisfy same-type consumer’s needs.Consequently, these product combinations and designs will satisfy consumer’s needs, evoke consumer’s resonance, lead to purchase behavior, eventuallypromote brand image and consumer’s loyalty to brands.