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Title: |
Discussing the Brand Planning of Business Casual Wear for Female |
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Source: |
International Conference on Information Technology and Scientific Management (ICITSM 2010 E-BOOK)
(pp 187-189)
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Author(s): |
Jing Li, Institute of Art & Fashion, Tianjin Polytechnic University, Tianjin, China
Dali Ma, Institute of Art & Fashion, Tianjin Polytechnic University, Tianjin, China
Le Chang, Institute of Information Engineering, Shanxi University of Sciences & Technology, Xi'an, 712046, China |
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Abstract: |
With the deepening of economic globalization, clothing consumption has entered the era of brand. The increasingly fierce competition for the market of Business Wear competition in the domestic, with the tide of homogeneity and global wave of leisure for the market of Business Wear, therefore, in recent years, the style of Business Casual Wear for female is widely concerned and innovative research of this category become the problem for the enterprise. Based on the market of Business Casual Wear, Analysis and positioning the concept of a new category and target consumers for Business Casual Wear for female, forming a conceptual image for a new category of Business Casual Wear through the planning of products series of a new category, marketing channel and the strategy of brand promotion, improving brand awareness and achieving the target of category strategy, finally, draw the conclusion for this paper.
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