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Study proposal 研究建议
Proposed title: Will customized service be popular in the future fashion market in China?定制服务是否会在中国未来的时装市场流行？
Introduction介绍
正如我在个人声明中所提到的，我的目标是建立自己的时装业务，并在我的祖国中国创建一个个性化的服装品牌。我想看看这在中国是否可行，并做一些调查来支持它。
As I have mentioned in my personal statement, my ambition is to start up my own fashion business and to create a personalized clothing brand in my homeland, China. I want to see if this is workable in China and do some investigations to support it.
此外，在全球化时代，对时尚营销有一个独特的视角是非常重要的，这涉及到时装设计的生产和最终产品的分销给最终消费者。根据一份关于Bofin的报告，中国消费者仍然驱动着33%的全球购买，而中国仍然缺乏自己的国内品牌，这些品牌可以是有影响力的，也可以代表本地或国际市场。众所周知，中国是制造时尚品牌的地方，它实际上有能力制造出高品质的时尚服装，但它需要的是品牌“中国制造”，推广“中国制造”，使世界相信“中国制造”的优势，使“中国制造”成为一种时尚。解决这一问题的关键是要在中国建立一个具有坚实基础的时尚品牌，这也是我研究的主要目标之一。
Furthermore, in the era of globalization, it is of importance to have a unique perspective on fashion marketing, which involves the production of fashion designs and distribution of final products to the end consumer. According to a report on Bofindicating that Chinese consumers still drive 33 % of global purchases, while China still fall short of domestic brands of its own which can be influential or representative of both local or international market. As we all know, China is where fashion brands are manufactured, and it actually has the capacity of fabricating fashionable cloth of high qualities, but what it is in need of is to brand “made in China”, promote “made in China”, convince the world the superiority of “made in China”, and make “made in China” a fashion. The key to this issue is to build a fashion brand with the solid foundation in China, and this also one of the main targets of my research.
Abstract摘要
我计划分四步进行研究。
I plan to carry out my research in four steps.
首先，我想讨论一下过去历史上个性化产品的发展，并扩展理论来分析和适应未来可能发生的趋势。然后，我将利用大数据和技术的优势来预测市场趋势的可能性，并总结出这一概念的优势来证明其可行性。此外，我还将构建一个问卷调查，从多个方面调查我的目标客户，并寻求证据和激励，以支持我的战略。
Firstly, I would like to discuss the development of personalized products in the past history and expand theories to analyze and adapt to trends that might be happening in the future. Then, I will take advantageof big data and technologies to predict the possibility of the market trend, and summarize the strength of this concept to prove the feasibility. In addition, I will construct a questionnaire survey to investigate my target customers in multiple aspects, andseek evidence and inspirationsto underpin my strategies.
Secondly, I will analyze the existing successful cases in both China and all over the world. I will study and research onthe adjustment of marketing strategies in those cases over time, and the branding strategiesas well keys to triumph which those successful cases represent. In the meantime, I will also try to figure out the reasons that lead to the failure of some brands in China by analyzing the fashion market and the crucial issues that has happened to the brand.
Thirdly, I will point out problems that might occur in future by sourcing the data and collecting reports and news from WWD, BOF, Forbes, etc. What’s more, I will interview professionals working inrelated fields and hear about their opinions and experiences, based on which I will be able to conclude my findings on the research on marketing strategies for emerging Chinese fashion brands.
Last but not least, how to avoid and solve the problems is also necessary to consider. So,I will compare and analyze theand weakness of my supporting theories to conclude the final result.
References
1. Susan H.C. Tai and Jackie L.M. Tam (1996), A Comparative Study of Chinese Consumers in Asian Markets-A Lefestyle Analysis, Journal of International Consumer Marketing, 9(1), 25-42;
2. C Gong & Z Zhang (2002), Casual wear product attributes: A Chinese consumers' perspective, Journal of Fashion Marketing & Management, 6 (1) , 53-62;
3. Y Chen &Jana (2016), Fashion brands and sustainable practices: Differences between American and Chinese consumers, China Textile, 5, 42-48;
4. Hyunzin Ky (2008), The Customized Modern Fashion Product Design, Journal of Korean Society of Costume, 58(3), 93-104.
5. AN Oppenheim (1966), Questionaire Design and Attitude Measurement, Social Forces, 46(1), 268;
6. R Li & W Wu (2013), Implications for Chinese Fashion Brand on the Japanese Fashion Brand SPA Model Business, Shandong Textile Economy;
7. D Leinweber & D Leinweber (2013), Big Data Gets Bigger: Now Google Trends Can Predict The Market, Forbes;
8. J Oeppen & A Jamal (2014), Collaborating for success: managerial perspectives on co-branding strategies in the fashion industry, Journal of Marketing Management, 30 (9-10) :925-948;
9. X Zhao (2008), Research on the Development of the Clothing Brand of Chinese Fashion, Journal of Guangdong University of Technology(Social Sciences Edition.
10. Y Tao (2014), How a small fashion brand survives in the Chinese market? : business development plan for Minna Parikka Shoes Ltd, Lahden Ammattikorkeakoulu.
Breward, Christopher. Fashion. Oxford: Oxford UP, 2014. Print.
BOF
WWD
Forbes
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