北美最强代写:加大服装尺码营销

北美最强代写:加大服装尺码营销

正如宜必思(IBIS)和一篇媒体文章所报道的那样,英国plus size clothing市场突显出,它不只是一个利基业务领域。根据消费者调查显示,英国的平均服装尺码是16号。因此,英国plus size市场约占服装销售的12.4%。它价值£50亿(拉特,2016)。该业务是一个潜在的有利可图的业务,因此有必要研究什么样的消费者特征、态度和看法可以驱动这里的大规模定制。此外,研究表明,企业不想冒险在这一领域扩张,也对大规模定制这一有利可图的领域保持警惕。因此,对消费者的了解可以帮助他们规划制造(Oskamp, & Schultz, 2005)。一种消费市场态度存在于消费群体认为“大”是不健康的地方。因为这种信念,他们不愿意去寻找加号。这种态度在一定程度上受到当前媒体的推动。

北美最强代写:加大服装尺码营销
零售商还认为,加大尺码营销的使用可能会导致一个看似边缘化女性的标签(Haswell, 2010)。基于零售商的研究表明,她们认为女性已经因为她们的身体而被边缘化。然而,并不是所有的消费者都支持这种同理心,消费者认为像英国封面故事或河岛这样的新产品必须引起他们的注意。事实上,一些消费者认为,当零售商以单独的加码服装和定制的方式给予他们这种关注时,他们不会面临有限的选择(Rutter, 2016)。正如研究表明的那样,关于加码服装和定制需求的污名需要在消费者和零售商两方面得到解决。在此之前,在英国,大码服装的大规模定制可能是一个挑战(Haswell, 2010)。

北美最强代写:加大服装尺码营销

The UK plus size clothing market as reported in IBIS and a media article, highlights that it is more than a niche business area. Average dress size in the United Kingdom as presented from consumer surveys shows that it was UK size 16. The UK plus size market is hence around 12.4% of clothing sales. It is valued at £5 billion (Rutter, 2016). The business is a potentially lucrative one, and hence there is a necessity to study what form of consumer characteristics, attitude, and perception could drive mass customization here. Furthermore, studies show that businesses do not want to risk in terms of expanding in this segment, and are also wary of mass customization with respect to this lucrative segment. An understanding of the consumer could hence help them in plan their manufacturing (Oskamp, & Schultz, 2005). A consumer market attitude exists where the consumer segments believe that being plus size is unhealthy. They are reluctant to seek out plus sizes because of this belief.This attitude is partially driven by current media.

北美最强代写:加大服装尺码营销
Retailers also believe that the use of plus size marketing could result in a label that seemingly marginalizes women (Haswell, 2010). Retailer based research shows that they believe that women are already marginalized because of their bodies. However, not all consumers support this empathy, consumers believe that newer line ups such as Cover story or River Island in the United Kingdom must be brought to their attention. Some consumers in fact believe that when retailers give them this attention in the form of separate plus size clothing and customization option to go with it, they would not face limited choices (Rutter, 2016). As studies indicate the stigma around plus size clothing and the need for customization needs to be addressed at both consumer end and retailer end. Until this happens mass customization for plus size clothing in UK could be challenging (Haswell, 2010).

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