There is a future ... just as having a virtual market does not mean having a real market. Enterprise marketing success, marketing failure. The clothing market in 2 1 century must be dominated by marketing enterprises. Clothing enterprises should attach importance to marketing strategy. In this regard, as a marketing research planner, the author has conducted a comprehensive study on clothing marketing and is willing to share the research results with readers. I. Living standard and dress concept 1. The concept of clothing in the period of low living standard is as follows: ① clothing is a protective thing; Clothing is a shame; Clothing is a habit and custom; ④ Clothing is the need of social norms. 2. The concept of clothing in the period of high-quality living standard is: ① clothing is a happy thing in life; Clothing is a functional activity; (3) clothing is a psychological satisfaction; Clothing is a universal demand of society. Second, the generation of actual consumer demand. Consumers' interest in products does not constitute actual consumption demand. In real life, the satisfaction degree and way of consumers' needs mainly depend on consumers' economic situation. In other words, only when consumers have both desire and purchasing power can they produce actual purchase behavior. Third, the characteristics of fashion 1. Novelty is the most striking feature of fashion. The emergence of popularity is based on the expression psychology of consumers seeking change and pursuing "novelty". People hope to break through the tradition and look forward to the affirmation of new students. This is mainly manifested in the three major changes in style, fabric and color in clothing. Therefore, clothing enterprises should grasp people's "fickle" psychology and meet the demand of "seeking difference" in consumption. 2. Short-term "fashion" will not be popular for a long time; It must not be a "fashion" that has been popular for a long time. If a clothing style is accepted by everyone, it will deny the original "novelty" characteristics of clothing, thus making people start new "curiosity". If a popular style is abandoned by most people, then this style of fashion has entered a recession. 3. A fashion style can only be really popular if it is accepted by most target customers. Following and imitating are two popular behavioral characteristics. Only a few people use it, and it can't afford fashion trends anyway. 4. Periodicity Generally speaking, a clothing style will appear with a new look in recent years from popularity to disappearance. In this way, the fashion of clothing presents periodic characteristics. Japanese scholar Uchiyama and others found that the change period of skirt length is about 24 years. Fourth, the basic law of fashion I have studied, and the law of fashion can be called "pole rebound effect". The development of a clothing style, generally speaking, the extreme of being broad and fat will change to being narrow and thin; Grow up and get shorter; The light will get dark, and the light will get Suri. Therefore, "pole rebound" has become a basic law of fashion development. The big one must be small, the long one must be short, the open one must be closed, the square one must be round, the sharp one must be dull, the beautiful one must be stupid, and the beautiful one must be ugly-the extreme left will be the extreme right, and the more extreme it is, the more rebellious it will be. For example, the skirt of18th century, with a diameter of 2.4m, is very inconvenient to move in the room. In the 1960s, miniskirts will take its place. This is the rebound effect from "maximum" to "minimum".