张曌文 时尚管理 硕预

Stagnant is never a fad word. Restless young people will always find something to buck the trend and start the next one. Just like the development of human society, when a fashion gradually mainstreams into the "rules" that everyone seems to follow, there will always be someone to break the situation, causing the next fashion. After contracted agitation passes, all sorts of grandiose style returned.

In my first project, I used the advantages of the high transmission rate and fast transmission speed of the official account to explain Nike's brand setbacks, brand response, brand countermeasures, and the final results during the epidemic of the new coronavirus. In my second project, I studied the most popular Y2K style with the help of quantitative survey, qualitative survey, and secondary data survey. I conducted fashion trend research, specific market analysis, and style user analysis. The trend, specific market, and consumer tendency of Y2K are summarized. As well as the Y2K style of business opportunities and later drawn style strategy.

My third project was inspired by the report "2018 China City Fashion Index Report", which rated Chengdu the same as Shanghai as "China's first-tier fashion city." Therefore, I try to explore why Chengdu has become a trend label in China in my project. From the basic geographical situation of Chengdu, people's habits of work and rest, consumption values, and the development of Chengdu popular logo culture to analyze and study the causes. Therefore, I interned in Shanghai Fashion Week for two weeks to study the market driving factors of the Chengdu clothing retail market. The reasons for the booming e-commerce business in Chengdu? How to divide the Chengdu market more detailed and Chengdu multi-brand operation way? Finally, I summed up the future trend of the Chengdu tide market from two aspects of development and trend.