Research On Commodity Structure And Designment Of Brand Business Menswear Based On The Dressing Preference Analysis Of The Generations Born In 1970s And 1980s

Today is an age of diversification for business menswear all over the world.As the market demand increases,domestic menswear industry has to face the situation that the consumer demand is becoming more and more individual.And male consumption shows the feature of high cost,strong and diversified brand awareness and characteristic preference.It is a great challenge for domestic brand of business menswear since it plays a more important role in international diplomacy,cooperation,and frequent communication domestic and abroad.In this case,consumers ask for more accurate consumer demands,besides that for just common business occasions.This paper tried to explore the change of business menswear market,brand,and consumers,and also the relationship between them,under premise of meeting the demand of male consumers of the generation after 70 s and 80 s.The paper also discussed how to combine the consumer demand with the brand products in perspective of the commodity structure of brand business menswear,and try to provide a way of brand positioning and development.Based on relevant literatures and the generation theory of sociology,the research target was locked on the generations born in 1970 s and 1980 s.Field research and street photography were taken in conditions of different cities,business districts,seasons and time periods.Based on life-style,aesthetic preferences,clothing consumption behavior and brand loyalty,each generation was divided into three groups respectively.And then the consumer preference and demand of the six groups were analyzed.Three key appeal points of the two generations were refined for finding out their relationship with product category and structure in terminal shops.According to all above,the result from analyzing the commodity structure in perspective of ordering,marketing,and operation will be applied to structure designment of brand business menswear.It will be also helpful to business menswear product planning.