Extending Research On Children’s Clothing Brand —Balabala

This thesis begins from the understanding of children’s wear market, then we lead to the factors, definition, and classification of the children’s wear and characteristics of the market, and the influential factors, trend and problems in the development of children’s wear8 also Children’s clothing consumer satisfaction survey and demand analysis.Literature research, comparative research, investigation, market research, questionnaire and other methods are studied are carried on the empirical study of Balabala brand, as well as the theoretical analysis of the market competition of Balabala, and the factors affecting consumer purchase behavior of Balabala.The focus of this paper, is two questionnaires in the third and the fourth chapter, “children’s clothing consumer satisfaction survey and demand analysis” and “questionnaire of Balabala consumers behavioral factors”, through the survey we can grasp more effectively the consumer’s psychology, then, to feedback this consumer psychology to Balabala’s design department and marketing department.Furthermore, with consumer’s psychology, oriented in the existing literature, based on children’s clothing brand marketing environment, to develop the brand of Balabala, which is the most important in this thesis. In the fifth chapter, we display the line series for Balabala and marketing plan.Balabala tailored "Rainbow" series have three product lines, say infant’s wear, children’s wear, and teenager’ wear. The logo design and the three marketing programs are the innovative parts of this thesis.