The clothing survey report can be described from three aspects. First of all, it can describe the purpose of the investigation report. Secondly, it describes the specific process and data of the survey. Thirdly, it describes the results and analysis of the investigation report.
Fashion survey report model essay 1:
Through a 7-day market survey, the project team made a general understanding and summary of the operating characteristics, coverage, market advantages and disadvantages, geographical location, traffic conditions, business model, business categories, financial facilities, reasons for the success or failure of market operation, and made a detailed description of each investigated market. Clothing market survey report 1.
The first part of the wholesale market survey
I. Guangzhou Urban Plate
Guangzhou has been the main supplier of domestic garment industry since ancient times, and also the main garment processing base abroad. With the rapid development of clothing industry, Guangzhou has produced a variety of comprehensive and professional wholesale markets. After more than 20 years of development and change, Guangzhou has built one of the densest wholesale market communities in the world and become the largest clothing distribution base in China and even the world. At present, Liu Hua Plate headed by Baima and Shahe Plate headed by Dongsha Youli have formed a clothing wholesale market in Guangzhou.
Liu Hua plate mainly includes Guangzhou Baima Clothing Wholesale Market, Dark Horse Clothing Wholesale Market, Liu Hua Clothing Wholesale Market, Hongmian Bubu Fashion Plaza, Tianma Building Clothing Plaza, Guangzhou Yuexiu Tianlong Service Center, Guangzhou Clothing Exhibition Center, Lailige Clothing Wholesale Mall and Guangzhou Yuexiu Xinxing Clothing Wholesale Mall.
Shahe plate mainly includes Dongsha Industrial Mall, Tianhe District Dongsha Industrial Market, Shahe No.1 Clothing Wholesale Market, Dongsha No.2 Clothing Wholesale Market, Shahe No.3 Clothing Branch, Changyun Commercial Plaza Small Commodity Clothing Wholesale Market and Tianbao Clothing Wholesale Market.
How to write a survey report, how to write a market survey report and how to write a survey report format.
Environmental investigation report, college students' investigation report, middle school students' investigation report and rural education investigation report.
In addition, there are sporadic clothing wholesale markets in other regions. A few years ago, the clothing wholesale market in Guangzhou was basically in an extremely prosperous situation, but in recent years, it has gradually declined. According to the survey, 50% of Guangzhou clothing wholesale center, which was famous for its new style and low price, has lost money, and the clothing wholesale market has begun to look for a new way out. They regard design concept, popular culture, brand image and management concept as the new direction of clothing wholesale market development, and realize the transformation from low-volume "staple food" to brand management. In order to survive in the fierce market competition, various markets have been looking for new outlets and modes of operation.
(A) Guangzhou Baima clothing market
Market overview: Baima clothing market is invested and built by Guangzhou Urban Construction and Development Group. The market is located in Zhannan Road, adjacent to Guangzhou Railway Station. The existing building area is 60,000 square meters, with * * * 1 floor, 4 floors of shopping malls, 5 floors of office buildings and underground parking1floor. Guangzhou Baima Clothing Market was established in 1993 and managed by Guangzhou Baima Clothing Market Co., Ltd. The market is equipped with modern facilities such as central air conditioning, passenger and freight elevators, security monitoring system, fire fighting system and broadband network. The mall is beautifully decorated and spacious, with fashion show square, savings office, business center, consignment station, parking lot, fast food restaurant and other supporting service facilities.
Guangzhou Baima Clothing Market is the largest clothing market with the best decoration, the most complete variety, the most standardized management and the largest transaction volume in Guangzhou. There are more than 2,000 households operating in the market, including garment enterprises in the Pearl River Delta, Zhejiang, Fujian and even all over the country, as well as manufacturers in Hongkong and Taiwan Province Province. Baima clothing market is not only the spot wholesale and retail center of middle and high-grade clothing, but also the center of clothing brand joining chain. Wholesale and retail, sample order, monopoly agent, franchise chain and other trading methods can be selected. Women's wear, men's wear, suits, evening dresses, casual wear, Tang suits, shirts, coats, coats, underwear ... all kinds.
Since the opening of the clothing market, the market radiation ability has been continuously enhanced. Merchants are located in 30 provinces, municipalities and autonomous regions including Heilongjiang, Xinjiang, Inner Mongolia and Tibet. In recent years, the radiation area has crossed national boundaries and spread all over five continents, with an average daily passenger flow of tens of thousands and an annual transaction volume of more than 2 billion yuan, ranking first in the market evaluation of 100 million yuan in Guangzhou.
With the service quality policy of "comfortable environment, caring service, safe operation and continuous innovation", the market has passed the ISO900 1:2000 international quality management system certification, and won the titles of "civilized market in the whole city", "civilized market in the whole province", "national civilized market", "top ten civilized market in the whole province" and "consumer satisfaction market" for many years in succession, and has also been awarded by the Guangzhou Municipal Committee.
Clothing survey report model essay 2:
Food, clothing, housing and transportation are the four elements of human life. People put "clothes" in the first place, which shows the importance of clothes to us. So, what factors will consumers consider when buying clothes? Where do the most popular clothes come from? What is the development trend of China clothing market?
This survey was conducted in Shenzhen, Guangzhou and Hong Kong at the end of the year (data collected by friends from other regions) in the form of face-to-face interviews. The target population * * * is divided into four categories, namely, 65,438+08-25 female white-collar workers, 26-45 female administrators, 26-45 adults, high schools and college students (the proportion is random). The survey also interviewed representatives of department stores in major cities to find out their opinions and opinions. During this period, we conducted a sample survey of many retail stores and consumers aged 65,438+05 to 60 in Xianyang, and got a comprehensive understanding of the market potential and development trend of the clothing market.
The main findings of the survey are as follows:
Types of clothing purchased by consumers:
Respondents in several cities said: if you want to buy mid-range clothing, Hong Kong brands will be the first choice; Well-known foreign brands are the first choice for buyers of high-end clothing; The low-priced market is dominated by mainland brands. The international brands that most interviewees know are: BOSS, PRADA, LOUISVUITTON, MA_MARA, ALMA, CHANEL, BUBBERRY, BALLY, ARMANI and so on. , and reflect the possible choice of international brands (especially for Hong Kong consumers) when the economy permits.
Many interviewees think Hong Kong brand clothes are comfortable, fashionable and of good quality. Hong Kong work clothes brands familiar to female white-collar workers include Esprit, Theme, G2000, MichelRene, Jessica, epset and so on. In terms of casual wear, the brands that respondents are familiar with are Baleno, Giordano, JeanWest, AppleShop, Bossini, Esprit, U2, Crocodile, Goldlion and so on.
More than half of the respondents are familiar with Hong Kong clothing brands and think that the quality of Hong Kong brand clothing is good. Consumers have a good impression of Hong Kong brand clothing; The domestic clothing consumption concept aiming at Shanghai is relatively strong. Frequency and occasions for consumers to buy clothes:
77% of the respondents said that they would go to clothing stores every time they went shopping; Among the white-collar female respondents, 83-85% often go shopping in clothing stores; Consumers who like to buy clothes most: Hong Kong (92%), Guangzhou (88%), Shanghai (83%), Dalian (72%), Chengdu (76%), Beijing (66%) and Shenzhen (64%).
Consumers usually buy ready-made clothes on holidays:
73% of consumers in Hong Kong, 6 1% in Guangzhou, 59% in Shanghai, 55% in Shenzhen and 46% in Chengdu buy ready-made clothes:
Chain stores (38%) ranked first, followed by department stores (35%) and clothing stores (16%). More than half of the students interviewed like to buy casual clothes in chain stores; Female executives like to buy clothes in department stores.
More than 60% of female white-collar workers pay attention to quality, 54% to color and style, and 38% to price. In terms of casual clothes, most respondents are most concerned about the price. When to buy clothes:
67% of the respondents said they would buy clothes on impulse, with the highest proportion in Hong Kong (87%), the highest in Shanghai (82%), followed by Guangzhou (72%) and Beijing (64%). The survey found that most young female white-collar workers (65%) spend money on beautiful clothes rather than actual personal needs.
Research report, research report format, research report writing skills, market research report, and college students' research report.
The most prosperous days of clothing sales in the mainland: May Day, National Day and Spring Festival; Generally speaking, January, February, October and December are the peak seasons; April, June and September are off-seasons.
Clothing expenditure:
Respondents spend an average of 2080 yuan on clothing every year (the same below), accounting for 7.3% of personal income. Dalian ranks first (2850 yuan), followed by Shanghai (2300 yuan), Guangzhou (1.850 yuan), Chengdu (1.740 yuan) and Beijing (1.660 yuan). Annual expenditure of Hong Kong consumers (1.5 million yuan-20,000 yuan)
Female executives spend the most money on clothing, averaging 3 130 yuan per year, while female white-collar workers spend 2 yuan and 840 yuan, while students only spend 900 yuan.
200 1, respondents spent more on suits than 500 yuan and more on jackets than 430 yuan. Expenditure of other categories 100 to 200 yuan.
Consumer's choice of buying clothes:
When consumers buy clothes, the five most important factors are whether the size fits (94%), the cutting (92%), the price is reasonable (88%), the material (87%) and the style is fashionable (76%).
Most of the respondents were satisfied with the clothes they bought, but the survey information fed back by friends in Chengdu found that the respondents in Chengdu thought the clothes they bought were the most dissatisfied because of the lack of trend information.
Among the respondents who are dissatisfied with the clothes they bought, 60% think that the most dissatisfied is the wrong style, followed by quality, color and size.
More than half of the respondents think that discount is the most attractive way to promote their sales. Department stores and chain stores selling clothes in mainland China will offer discounts during big festivals. In addition, TV, outdoor advertisements and free gifts can also attract consumers' attention.
Market analysis:
Pay attention to yourself and pursue individuality.
The survey of modern people's clothing consumption concept shows that consumers who pay attention to individuality and dress appropriately are the first choice, accounting for 64.8% and 55.7% respectively. Only a few people have the mentality of following the crowd and pursuing fashion trends.
My personal opinion is:
Now consumers' judgment on fashion tends to be rational. For all kinds of fashion trends, people are no longer blindly following and pursuing as before. Comparatively speaking, consumers' clothing consumption is showing personalization, and more people are beginning to pay attention to clothing that can reflect their own charm and style. Especially the younger generation, they are more receptive to new things, open-minded and willing to try boldly. From another perspective, this is also the embodiment of people's aesthetic progress. Discount has become the "life gate" of the promotion market. According to the survey data, among all kinds of promotional activities, consumers are most interested in seasonal discounts; Discount during holidays and large-scale activities is also a form that consumers prefer. There is also a certain proportion of prize-winning sales, and other promotional activities are relatively less attractive.
Judging from the most popular promotion methods, the main way is to reduce prices. Price is the sensitive point of consumption. Many times, price often dominates the life and death power of the same commodity, especially for mass brands, price is the "lever" of market sales. Through the "leverage principle", merchants can control the sales of goods. Out of the consumption mentality of pursuing cheap and good quality, most consumers tend to flock to products with brand guarantee for discount promotion, and consumers can achieve a certain psychological balance while buying. Therefore, this method is favored by many consumers.
In addition to discount promotion, the nature of other promotion methods is not much different from discount promotion, and it is also a manifestation of the improvement of business profits.
Foreign brands performed strongly, and Shanghai products won favorable comments at home.
According to the survey data, 53.3% consumers prefer foreign clothing brands, while only 16.7% consumers prefer domestic brands.
Further compare the comprehensive scores of clothing in different regions in terms of style, fabric, color, workmanship and price, and use a five-point scoring system. The survey results show that there will be some regional differences in styles, fabrics, colors, workmanship and prices. In China, Shanghai clothing is most praised by consumers, and the scores of various indicators are ahead of other producing areas. Guangdong's clothing has something to learn from in style, color and pattern. However, Zhejiang and Jiangsu scored lower in clothing indicators. Through investigation, I think:
In today's increasingly fierce market competition, the role of brands is getting stronger and stronger, especially in the clothing industry. A brand is like a person's name, which is different from other similar goods. At the same time, the successful creation of its own brand clothing has won the trust and follow-up of consumers and enhanced its popularity and reputation. Brand is the embodiment and representative of the comprehensive quality of a commodity. Nowadays, the consumption concept of pursuing fashion taste is dominant, and the purchase rate of clothing goods depends on consumers' cognition of brands to a certain extent. The higher the brand awareness, the wider the range of people it buys. In the clothing industry, foreign brands have obviously overshadowed domestic brands. On the one hand, the brand awareness of domestic brands is not strong and the awareness of marketization is not high. On the other hand, the marketing means and market operation of foreign brands are better than domestic clothing brands, and they are indeed more competitive than domestic brands. Shanghai and its surrounding areas are traditional textile industrial bases, and the development level of clothing industry is almost the same as that of Hong Kong and Taiwan, but the cost and price are more advantageous than that of Hong Kong and Taiwan. Moreover, Shanghai has become a modern metropolis with the most fashionable clothing culture in China. After joining the WTO, Shanghai's advantages in the textile and garment industry will be further reflected. Judging from the future development trend, the clothing brands in Shanghai and its surrounding areas will win more domestic market share while going global.
Guangdong is geographically adjacent to Hong Kong and Macao, close to Zhu Zhechi, and has more frequent exchanges with Hong Kong and Macao than the mainland. In terms of clothing styles, colors, patterns, etc., it is also influenced by Hong Kong's clothing style and has become a representative of the southern region, with relatively consistent regional characteristics.
Zhejiang and Jiangsu clothing are relatively weak in their own brand building, and their prices are relatively low. Consumers' scores on various indicators of products are relatively low, but in fact, some manufacturers in this field are not low in quality and can completely build their own brands. In recent years, we have indeed seen the rise of many excellent brands in Jiangsu and Zhejiang provinces. According to industry analysis, in the next few years, the mainland clothing market will present eight major trends:
1. Traditional suits continue to develop steadily. People prefer new suits that are beautiful, fit and reflect taste, so products with exquisite materials, beautiful styles and excellent workmanship can occupy the market.
2. Professional wear is further socialized. In recent years, many enterprises have incorporated business attire into enterprise CI system, and more and more people regard it as the embodiment of personal social image, so the demand is still rising.
3. Improve the taste of middle-aged and elderly people's clothes. The mainland has gradually entered an aging society, with 300 million middle-aged and elderly people over 45. To develop this huge potential market, improving quality is the key.
4. The demand for underwear further emphasizes high quality. From a national perspective, the basic hygiene requirement of owning more than five pieces of underwear per capita is far from being realized, so the underwear market has a very broad prospect.
Children's wear will completely change the concept of consumption and design. The old concept of children's wear and design does not pay attention to health care function, while the scientific concept of children's wear consumption and the new concept of children's wear design are important means for children's survival, protection and development, combined with beautifying society. Therefore, the children's wear market urgently needs to introduce practical, simple and elegant children's wear (including primary and secondary school clothes).
Women's wear is characterized by endless changes and rapid fashion. It is the primary symbol of a country's clothing art and clothing industry level, and it is also the most active part of expanding domestic demand. However, the mainland women's clothing industry can't keep up with the international advanced level in surface accessories, accessories, modeling design, style innovation and even technical means, so we must speed up the search for new breakthroughs.
6. Sportswear will continue to be favored. With the promotion of the national fitness campaign and encouraging healthy living, sportswear is loved by the whole society and has become a necessary costume for people.
7. Tailored clothes will continue to develop. People nowadays pay attention to taste and personality. Mass-produced ready-made clothes can't cover all the contents of life. Some formal dresses, dresses and clothes with special requirements will be customized in specialty stores. Therefore, there will be more high-end fashion shops in the future, and the clothes on the market will be more personalized and richer.
The clothing market is quite mature, and there seems to be no trace on the market. If you want to enter the market, you must work harder. The high-end market is occupied by international brands from France, Italy and other countries, while the mid-end market is occupied by brands from Hong Kong and Taiwan, and the low-end market is domestic brands. China's first-line brands can barely compete with Hong Kong and Taiwan brands, and the follow-up is weak. There are three different levels in high school and junior high school. Excellent clothing enterprises in China do not want to build an international clothing brand, but the realization of this ideal is restricted by consumption consciousness and the overall environment. It can be said that at present, China does not have the soil to achieve international clothing brands, and achieving international brands is the long-term goal of the entire national clothing industry. Therefore, in the process of building an international brand, in addition to our own efforts, we must also know how to use the right time, place and people. International brands pay attention to the overall style and quality technology, Hong Kong and Taiwan brands pay attention to image and fashion, and domestic brands are more scheming. All these three have many inspirations for us. How to find a better combination point is very important. To be a high-end brand, we must cooperate with clothing companies in France, Italy, Britain, America and other countries. To be a mid-range brand, we must learn from the successful model or deep cooperation between Hong Kong and Taiwan. Only through independent research and development after cooperation can we succeed.
It can be predicted that clothing trade friction will soon enter a period of high incidence. Therefore, we need to strengthen the following key tasks: consolidate the existing market and maintain the export order; * * * Enjoy the potential market; Innovate new markets; Implement standardization strategy. Export enterprises should do a good job in the post-quota era: first, actively promote enterprise restructuring, optimize resource allocation and enhance innovation ability; Second, actively carry out industrial construction, promote the upstream and downstream extension of trade, and improve the efficiency of the whole system; Third, actively implement the brand strategy and gradually develop its own brand; Fourth, actively "go out" and "please come in", actively absorb and digest foreign advanced production technology and management experience, and speed up the construction of talent team. Through the market survey report of China professional wear project, the production enterprises and investment institutions will fully understand the product market, raw material supply, sales methods, effective customers and potential customers, and provide detailed information to provide decision-making basis for studying competitors' market positioning, product characteristics, product pricing, marketing model, sales network and enterprise development. In 2009, the whole series was dominated by a single tone, in which black and white represented the dual characteristics of hard and soft, history and modernity, and also represented the brand style. In addition, this season's key theme is "gold", and the model wears layers of pale gold necklaces and rosary necklaces made of crystal and Bohemian pearls, swaying in front of Madonna's image. Some skirts and shirts are decorated with hand-made pale gold heart-shaped badges, which express the designer's very interesting greetings to Latin American living habits. Latin Americans like to present offerings or lucky ornaments when they go to church to represent their personal wishes. The clothing, shoes and department store market is the first market formed since the reform and opening up. It is a market with low threshold and easy access. Because of this, it is also the market that is most prone to saturation and recession.
At the same time, its regional requirements are also obvious. There are small county markets in small counties, small markets in small villages, and standardized markets in big provincial capitals. In the new season, gold satin/satin is widely used in the early spring of 2009, showing a narrow waist skirt, loose nightgown and coat style. At the same time, it also incorporates its own unique "eclectic elegance" characteristics, embroiders many silk threads with complex patterns, and shows the deconstructive style of abstract printing. A large number of water stains are splashed on grandma-style retro sweaters, which is unique and quite distinctive.
A unique collection of holiday hunting clothes in early spring of 2009 is composed of a variety of single bright colors and Indian folk elements: including a long and well-fitting straight jacket coat (some styles are designed by Princess Peng's sleeves) and a chic bubble mini skirt, which is sexy, lovely and charming.
However, dresses and formal evening dresses keep clean cuts, and many folds are used to place the trimmings, which are very Versace-like. For the long-term support of the host and guest groups, the brand is distinct and profound, and the colors and cutting techniques are also attractive; It is worth mentioning that although it is bright and simple, Middle Eastern-style ornaments like Alibaba appear in the whole series, adding a lot of mysterious and luxurious atmosphere. In order to commemorate Mr. Saint Laurent, the cut outlines of various pipes and bright satin materials were used, including magenta, green, royal blue and lavender purple, and then matched with large necklaces and bracelets (with heart-shaped and embroidered patterns) inlaid with colored jewels.
Clothing survey report model essay 3:
There are many clothing stores in Hangzhou Building. Of course, the consumers here are generally middle and high grade, and the prices are relatively high. Storefront and interior decoration are carefully designed. In many stores, some are very comfortable, full of shopping desire, and some are visually tired and stop at the door. In any case, the decoration of clothing stores is to cater to the needs of brands and the visual feelings of customers. Shop decoration is related to the management style of a shop and the first impression of its appearance. There are too many factors to consider in a clothing store, from design to decoration to business. For example: plane layout, facility scale, windows, counters (service desks) and so on. After visiting and investigating several clothing stores, combined with information:
The first is the storefront. The color of the storefront and its components should be coordinated with the demand of brand goods, and at the same time, it can let consumers know what the storefront sells and provide what consumers need at the first time. For the whole store, the window is equivalent to people's eyes, which is the most charming, wonderful and beautiful, and consumers are most easily attracted by the window of the store. A cleverly designed window design can attract pedestrians and persuade consumers to enter the store in just a few seconds. Because of the intuitive display effect of the window, it is more convincing and realistic than TV media and print media.
Then there is the layout of the store. Because the layout itself needs to consider the flow route of customers, the general clothing store is the overall layout of two entrances and exits. A basic space is: counters, windows, shelves and other commodity spaces. Platforms, etc. The second is the clerk space; And customer space. Followed by the interior decoration of the store, including these aspects: up to the ceiling and down to the floor, as well as wall design and shelf design.
The ceiling can create the aesthetic feeling in the clothing store, and can also cooperate with the space design and lighting to form a beautiful shopping environment. The lights of most clothing stores are generally bright, and the lights are mild and not dazzling. Generally, white and warm yellow are the majority, and spotlights are generally on goods to increase the light in the store.
The design of the wall is still simple and clean, but there are also some themes and publicity decorations that are more fancy. The wall design of a clothing store should be coordinated with the color content of the displayed goods and adapt to the environment and image of the clothing store. Generally, display cabinets can be erected on the wall, display tables can be placed, and some simple equipment can be installed. You can put some clothes on it, and it can also be used as a display platform or an ornament for goods.
Ground design, some storefronts are simple tiles and stones, but there are also themes that match the storefronts. For example, shops selling clothes for British boys will choose wooden floors. Generally speaking, women's clothing stores should adopt patterns characterized by curve combinations such as circles, ellipses, sectors and geometric curves, with a soft atmosphere; Men's clothing stores should have patterns characterized by straight line combinations such as squares, rectangles and polygons, which are masculine. Children's clothing stores can use irregular patterns, but some cartoon patterns on the floor are lively.
The design of container shelf is mainly about the choice of material and shape of container shelf. General shelves are square, but irregular container shelves will change their dull and monotonous image, add lively line changes, and make clothing stores show a curved meaning. Special-shaped cabinets have triangle, trapezoid, semicircle and polygon.
At the same time, it can be found that the product layout of each store is different, and it is displayed in different regions, which makes the image clearer and clearer, makes the store clean and tidy, enhances the sense of quality of the products, and is consistent with the brand positioning. The new product exhibition area is the main product of the store. Usually, a counter is placed in front of the store or in the center of the store to display the goods, and it also reflects the brand personality and connotation of the clothing brand through fine products. Ordinary exhibition areas usually hang display clothes in batches in the form of display racks, platforms or display racks.
During the visit, we referred to the ceiling and display cabinet of a shoe store, and then carefully looked at several high-end men's clothing stores. Below is the ceiling of a shoe store, which is composed of various line elements. The materials are mainly wood and iron. The overall appearance is beautiful and generous, and the introduction is full of design sense. It can be used as a reference for men's clothing stores with British style or gentleman's simple style.
The counters in the following store have both advantages and disadvantages. Most of the counters in clothing stores now try on clothes.
Near the room, it is convenient for customers to change payment directly after fitting. However, the design of this counter is very simple. The letters on the counter are made of lights, which highlights the brand of the store.
Compared with women's clothing stores, men's clothing stores are relatively simple, with a single color and a clean feeling, which is also in line with men's clothing.
Shopping habits, the more advanced clothing stores. The most commonly used colors in men's clothing stores are black, white, gray, brown and dark blue. Clothing outlets of big brands also like to hang large posters at the door, which can better display brands and products.
Summary: The design of the task book can refer to the layout, color, window, service desk and style of the visit.
The above is what Bian Xiao shared today, and I hope it will help everyone.