周怡希 時尚管理 本預

時尚的商業氛圍是在不停變化的，無數的因素影響著數據的分析和收集并改變著商業的定位和本質。我認為及時的梳理現有材料并比較是比較意義的事情。

在我的第一個項目中，我研究了疫情下還能不受影響，經濟持續發展的少數品牌Lululemon。它在疫情里的營銷手段是什么？它的經濟反向上升的原因是什么？結合不同數據和一些消費者群體調研我去分析了它們的原因。

在我的第二個項目中，我嘗試去了解最現代的中國風，并挖掘出與以往不同和相應的點。它有那些進步空間？在新國潮的引領下，中國市場又是怎樣的？在了解分析后，我試著用新穎的材料和比較好玩的方式做了國風材料的創新。

我的第三個項目更像是一個品牌案例調研，通過最近兩季的時裝秀去切入品牌現設計理念和方向并去預測未來市場發展方向，得出狹義時尚的結論后，我嘗試繪制了一些服飾預測。

時尚管理的本質是發掘客戶需求和把握潮流動態基礎上，通過市場營銷、銷售戰略等各個環節讓社會更全面了解和認可現有的時尚市場，我也從這些角度入手去制作了我的項目。

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.