Research And Application Of Business Casual Brand Clothing Product Portfolio

As we all know,the apparel industry has entered a period of adjustment in recent years,after a period of rapid expansion of staking land style.From the product perspective to observe the problems encountered by clothing brand companies,in general,is reflected in the product differentiation is not obvious,and the relative lack of product portfolio planning two aspects.Product portfolio optimization is a scientific decision-making problem based on multiple factors such as brand development strategy,enterprise own resource endowment,product life cycle and consumer demand.The scientific decision-making is based on the rational allocation of product category and quantity so that enterprises can obtain The best value for money.In this paper,business casual clothing brand product portfolio as a starting point,based on the literature review,expert interviews and investigation,empirical research and brand practice research,this paper proposes a model and method for product portfolio analysis and evaluation of business and leisure apparel brands Brand portfolio planning provides a beneficial reference.The main research contents are as follows:First of all,this paper analyzes the current situation of product definition and product portfolio planning both in China and abroad,product portfolio analysis method and evaluation method,clarifies the research direction of product portfolio optimization,and lays the foundation for the research of business casual clothing brand product portfolio optimization.Secondly,according to the characteristics of business and leisure apparel products,put forward a suitable business and leisure apparel product definition and product portfolio planning methods.In the aspect of product definition,we refer to the PRD requirement documents and summarize and summarize the requirements acquisition and analysis in the process of product development.In the aspect of product portfolio research,the paper uses the combination of product analysis matrix and analytic hierarchy process to evaluate and analyze the product portfolio,screened all levels of indicators suitable for evaluation of business and casual wear products,put forward the method of weight calculation at all levels,Provide the basis for product portfolio optimization.Finally,this article applies the above product portfolio analysis model to the domestic business casual clothing brand,focusing on the analysis of the brand’s product,product mix and product portfolio market status quo.Through expert interviews and questionnaires,this paper calculates the weights of the evaluation indexes at all levels and uses the data of the past year for empirical analysis,and puts forward the suggestions of product portfolio optimization.