数字化定制化服装品牌要素与品牌演化

针对新常态与供给侧背景下服装品牌利用数字化手段迎合消费者定制化需求,在品牌演化过程中遇到的问题,在完成100份问卷调查,然后进行业内专家深度访谈,焦点小组调研的基础上,构建了涵括4个二级指标和18个三级指标的品牌数字化定制化评价体系。通过2次问卷收集的数据分析,划分数字化定制化品牌的核心、次核心、外围要素层,最终构建出涵括目标层、策略层、战略层、基座层4个层次的数字与定制化品牌模型,使服装品牌能够更准确地识别消费需求及变化,迎合消费者的客制与数字化需求,并通过结合数字与定制化品牌模型的对应分析、区位组合与流程分析,探讨了实现服装品牌演化的路径。

Digitalization and customization fashion brand elements analysis and evolution

New normal and supply side change accompany with several problems, especially when brand utilizes digitalization tool and customization concept to realize brand evolution. By 100 pre?test questionnaires, deeply talking and focus on group survey, an evaluation system on brand digitalization and customization containing 4 secondary indexes and 18 third level indexes was built. After second time questionnaire data collection, the core elements, sub?core elements and outside elements for digitalization and customization brand were clarified. After analysis on target level, strategy level, tactic level and supply level, digitalization and customization brand model were constructed finally, which will be helpful to recognize customer needs and wants more accurately, and cater to customization and digitalization demand of target consumer. By correspondence analysis by use of digitalization and customization brand model, zone group and flow path, the pathway to realize brand evolution was discussed.