【文章內(nèi)容簡介】 Analysis Product Development Consumer Analysis Market Analysis Market amp。 Consumer Research Fashion Consumer Behavior Analysis Interest興趣 Involvement Hedonics分享 Emotions情感 Behavior行為 Impulse buying即興購買 ?Fashion oriented: strongly oriented to fashion involvement: providing sensory or experiential cues of fashion 導(dǎo)向 :強(qiáng)有 力 的 時尚參與 :提供時尚產(chǎn)品 的感覺和經(jīng)驗(yàn)的信息 ?Created by the symbolic interactions of the product amp。 the consumer emotional experiences建立 具有象征意義的相互作用的產(chǎn)品和消費(fèi)者情感經(jīng)歷 ?Need to understand impulse buying behavior for fashion products from an experiential perspective = guidance in developing strategies需要了解 時 尚產(chǎn)品沖動購物行為的時視角經(jīng)驗(yàn) =引 導(dǎo)策略 開發(fā) The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market amp。 Consumer Research Plus Size Consumer Analysis 1 in 3 women are unhappy with the way clothes fit them 1 / 3的婦女不滿衣服 搭 配的方式 Confident 自信 Unconfident 不自信 14 12 8 16 10 18 6 22 20 24 The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market amp。 Consumer Research Plus Size Consumer Behavior Attribute Plus size product Functional consequence Cut fitting the body shape Psychosocial consequence Feel more attractive Values Selfesteem Self esteem: important motivation driver for consumption 自尊 :重要的動機(jī) 趨動了消費(fèi) Consumers tend to assign their own meanings to clothes. Clothing: overt consumer behavior公開的消費(fèi)行為服裝 The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market amp。 Consumer Research Market Analysis Segment growth: 40% increase by 2022. Only 5% of retail space is dedicated to the +size products 市場份額 The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market amp。 Consumer Research Types of Competitors競爭對手的類型 Dedicated Ranges 風(fēng)格分類 Extension of Size Ranges尺寸的分類延伸 Designer Boutiques 設(shè)計(jì)師的精品店 1 2 3 4 Emerce 電子商務(wù) The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market amp。 Consumer Research New Line Positioning High Fashion High Price Low Fashion Low Price Zara Hamp。M Charming Shoppers Mamp。S Torrid Junonia Boutiques Dedicated Ranges Extension of Size Ranges Designer Boutiques Emerce 1 2 3 4 The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market amp。 Consumer Research Differentiation 差異化 New in this segments 新品的區(qū)隔 More experienced Competitors 更多老練的競爭者 Lack of emerce 電子商務(wù)的不足 Brand awareness 品牌知名度 Brand loyalty 品牌忠誠度 Size amp。 growth 尺寸 amp。成長 High fashion for modest prices 合理的價(jià)格給優(yōu)雅的流行款式 Strengths 優(yōu)勢 Weaknesses 劣勢 The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market amp。 Consumer Research Market amp。 Consumer Research 市場與消費(fèi)者調(diào)查 ? General objectives一般目標(biāo) Develop a consumer focused product line and marketing strategy Reinforce customer focus as the key driver of the Zara brand 開發(fā)一個 以 消費(fèi)者 為主的 生產(chǎn)線及先進(jìn)的營銷策略 加強(qiáng)以客戶為中心為核心的品牌 ? Specific objectives特定目標(biāo) Strategically segment the market 分割出市場戰(zhàn)略 Visualize the impact of the new line 想象新的 路線 的影響 Integrate consumer input into development消費(fèi)者輸入整合發(fā)展 Strategically plan the integration of the new line within the existing business model – use core petencies amp。 reinforce brand values with a new twist 現(xiàn)有商業(yè)模式戰(zhàn)略計(jì)劃新產(chǎn)品的整合 使用核心競爭力和強(qiáng)化品牌價(jià)值和一個新的轉(zhuǎn)折 ? Consistent with our current approach 符合我們當(dāng)前的方法 The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market amp。 Consumer Research Market amp。 Consumer Research Qualitative Goals: Insights into the mind of the consumer 目標(biāo) :有洞察力的 消費(fèi)者 Focus Group 焦點(diǎn)群體 new product idea amp。 concept exploration新產(chǎn)品的想法和概念的探索 gain more insights into our product positioning test munication strategies 獲得更多的見解 ,我們的產(chǎn)品定位測試 傳播 策略 Test marketing 銷售測試 Test product attributes in terms of fit, cuts, colors, munication amp。 marketing strategy測試產(chǎn)品屬性從 合身 ,版型 、顏色、溝通、營銷策略 Quanti