周怡希 时尚管理 本预

时尚的商业氛围是在不停变化的，无数的因素影响着数据的分析和收集并改变着商业的定位和本质。我认为及时的梳理现有材料并比较是比较意义的事情。

在我的第一个项目中，我研究了疫情下还能不受影响，经济持续发展的少数品牌Lululemon。它在疫情里的营销手段是什么？它的经济反向上升的原因是什么？结合不同数据和一些消费者群体调研我去分析了它们的原因。

在我的第二个项目中，我尝试去了解最现代的中国风，并挖掘出与以往不同和相应的点。它有那些进步空间？在新国潮的引领下，中国市场又是怎样的？在了解分析后，我试着用新颖的材料和比较好玩的方式做了国风材料的创新。

我的第三个项目更像是一个品牌案例调研，通过最近两季的时装秀去切入品牌现设计理念和方向并去预测未来市场发展方向，得出狭义时尚的结论后，我尝试绘制了一些服饰预测。

时尚管理的本质是发掘客户需求和把握潮流动态基础上，通过市场营销、销售战略等各个环节让社会更全面了解和认可现有的时尚市场，我也从这些角度入手去制作了我的项目。

The fashion business atmosphere is constantly changing, countless factors affect the analysis and collection of data and change the positioning and nature of business. I think it is meaningful to comb the existing materials in time and compare them.

In my first project, I studied Lululemon, one of the few brands that were able to survive the epidemic and continue to develop economically. What is its marketing in the epidemic? What are the reasons for its reverse economic rise? Combined with different data and some surveys of consumer groups, I analyzed their reasons.

In my second project, I try to understand the most modern Chinese style and dig out the points that are different and corresponding to the past. What room does it have for improvement? What is the Chinese market like under the guidance of the new national tide? After understanding and analyzing, I tried to use novel materials and a more fun way to do the innovation of national-style materials.

My third project is more like a case study of a brand. Through the fashion shows of the last two seasons, I cut into the current design concept and direction of the brand and predicted the future development direction of the market. After drawing the conclusion of narrow fashion, I tried to draw some clothing forecasts.

The essence of fashion management is to explore customer needs and grasp the trend dynamics and make society more fully understand and recognize the existing fashion market through marketing, sales strategy, and other links. I also made my project from these perspectives.