How to write the problems to be solved in clothing inheritance and innovation?

This paper discusses the combination of aesthetics and function, individuality and fashion, taste and culture of clothing, and puts forward the enterprise marketing strategy suitable for these development directions, that is, paying attention to the innovation of product design, giving play to the guiding role of the terminal market, and paying attention to the shaping and promotion of brand image.

[Keywords:] clothing market consumer psychology aesthetic brand effect

Clothing industry is an industry market share that integrates artistry and functionality, and it is a yardstick to measure whether the overall design, production and sales of clothing are successful. How to effectively grasp the existing market share and constantly explore new markets is the way for modern clothing enterprises to survive. In the research of clothing market, enterprises should not only consider related issues at the technical level, but also always pay attention to various consumer aesthetic psychological factors in the consumer market. That is to say, in the process of artistic expression and aesthetic identification of potential wearers (consumers), it is through the choice of clothing that the wearers (consumers) and designers reach a tacit understanding and communication in terms of style, aesthetic taste and moral quality. The objective analysis of consumers' aesthetic psychological trends and purchasing behaviors is bound to be a positive thinking for enterprises to better grasp the consumption trends and expand market share, so as to obtain the greatest economic benefits.

Analysis on the characteristics of the development trend of consumers' aesthetic psychology

Fashion is unpredictable, and its changes are influenced by many factors, such as the result of mutual imitation effect, that is, more people wear it, which constitutes fashion. Then grasping the aesthetic psychology of consumers in fashion can also be called adapting measures to local conditions. At present, the consumption psychology of clothing consumers has gradually matured and presented several characteristics of mutual integration.

(1) The combination of aesthetics and function of clothing as art.

With the constant changes in living standards and consumption concepts, people's consumption life is changing from pursuing quantity to pursuing quality. As an art, the function of clothing lies not only in covering and keeping warm, but also in morality, aesthetics, identity and expression. The so-called aesthetic function is that clothing should not only cover up the parts that cause shame, but also beautify the body and make it visually pleasing. The identity function of clothing is embodied in two aspects. On the one hand, through the clothing symbols with the same * * * *, it reflects our recognition of a particular tribe, clan, group, class, professional role, nation or society, as well as our psychology and emotional closeness. This kind of identity reflects the consistency and identity between individuals and a social group, so it can be called social identity. On the other hand, people also show their differences from other members and their unique personality characteristics through clothing.

(2) The combination of individuality and fashion in clothing art..

Nowadays, clothing has become a silent language, reflecting the sociality of the wearer, so those clothes that flaunt their existence, show their opinions and have distinctive personality characteristics will be favored by consumers, especially young consumers. In the eyes of modern people, fashionable and creative clothes can publicize their individuality and better decorate themselves. Of course, it also represents the specific connotation given by the times to a certain extent. For example, in fashion, "Bohemian" style has become synonymous with the pursuit of Bohemia, freedom and romance, and "Bojomia" style has also become the best way to interpret petty bourgeoisie. Punk hippie style is the representative of rebellious spirit and decadent ideas, and these existing clothing styles also represent one of the development directions of clothing consumption in the future.

(3) The combination of clothing art, culture, personality, fashion and style-brand effect.

This cultural connotation of clothing brands attracts people's yearning and pursuit, especially international famous brands. For example, when consumers decide that a brand is suitable for them to wear, they show extraordinary enthusiasm for it, so they have emotional support for the recognized brand, and the brand exists as a form that can stimulate people's emotions. As a result, when consumers choose brand clothing, the concept of value for money and value for money is rather vague.

The aesthetic needs and ideals of modern people, which are dominant in fashion art, have undergone numerous local changes after numerous experiences, meditation and struggles by fashion designers, and finally formed a general fashion trend. In the process of its formation, clothing style not only broke through the traditional clothing cultural model, but also inherited many characteristics of the traditional model, so that style, as a fixed cultural feature, remained in the cultural tradition of the region or nation. However, in today's increasingly integrated world environment, clothing style has a dangerous trend of single-line development. The convergence of costume culture is a major feature of modern society, and it is also the most intense stage of the sharp struggle between nationality and world. Second, clothing manufacturers grasp the aesthetic psychological trend of consumers

Clothing enterprises take profit as the starting point, in order to achieve the goal of profit, try their best to increase the sales volume of enterprises. The research on the aesthetic psychological trend of consumers in the clothing market just meets the needs of the continuous development of enterprises.

(1) Grasp the fashion trend in fashion design

With the gradual strengthening of the world synchronization of fashion trends, effectively grasping fashion trends has become an important means of enterprise competition. Grasping the latest fashion forecast information correctly will probably gain a bigger market share. After all, the consumer groups chasing fashion account for the vast majority. Therefore, only by effectively grasping the fashion elements and fully tapping the fashion needs and demands of the target consumer groups can consumers finally be induced to buy.

In the prediction of fashion trends, we can focus on two aspects: (1) do in-depth and detailed research on the clothing market, including the clothing raw material market, analyze the purchasing psychological trend of customer groups through the relationship between market supply and demand, effectively capture fashion elements, and facilitate timely application to new designs; (2) According to the accumulated experience of enterprises and designers in the industry for many years, make judgments on new fashion trends and make predictions on popular colors, styles and fabrics as effectively as possible.

In this sense, the aesthetic quality of the wearer affects the quality of designers and the development direction of clothing culture. From a deeper perspective, modern people pay more attention to expressing beauty, and pay more attention to whether clothes conform to their own personality and are suitable for specific occasions and their manners. They are not even satisfied with the designer's ready-made arrangement, but are willing to choose and match the designer's works according to their own wishes, to "tamper" the designer's works, to create and express their own personality connotation, and to make the clothing reflect elegant aesthetic taste. The realization of all this requires a high aesthetic quality as a prerequisite. In this sense, the aesthetic quality of the wearer determines and develops the quality of designers in the clothing market and the development direction of aesthetic psychology of Chinese and western consumers.

(2) Grasp the consumer psychology in the sales process.

On the basis of enterprises' accurate positioning of the target market, although the plot and artistic performance displayed by clothing stores and commodity combinations arouse customers' interest and desire, the quality of on-site sales personnel can not be ignored. Under normal circumstances, when they make initial contact with consumers, they often estimate each other's clothes according to their clothes, so as to judge the customer's dress style. So as to respond accordingly. Because clothing plays the role of a mask to show identity to a certain extent, sales staff must also guide, publicize the new concept and fashion trend of corporate clothing, and force fashion orientation. By strengthening the introduction and advocacy of lifestyle, we can win the opportunity for consumers to change their faces, realize the pleasure and satisfaction during and after shopping, and thus enhance consumers' trust and loyalty to the brand.

(3) Shaping brand image

Due to the enhancement of consumers' brand awareness, more and more enterprises begin to pay attention to shaping the "brand image" of enterprises and products, fully tap the connotation of brand culture, realize brand management, develop their own advantages, improve their visibility and form great attraction, hoping to cultivate loyal customers with clear positioning and ideas. As an intangible asset, brand has successfully operated through the market. There will be unparalleled advantages and strong vitality. Unified price, unified image, unified management, unified distribution and unified service will provide high-quality insurance policies for clothing products, solve consumers' worries, win a stable customer base, and help establish brand image. In addition, while striving to build independent brands, it is imperative to improve quality, increase varieties, meet diversified needs, expand high-end market share and improve its technical content. When an enterprise successfully establishes its own brand, it can also try to use this brand to produce other products to expand the market, because consumers' familiarity with the brand directly affects their shopping behavior.

Third, summary.

Through the research on the aesthetic psychological trend of clothing market consumption, we can know that with the continuous improvement of social living standards and aesthetic consciousness, clothing consumers' buying behavior has changed from blindly following the crowd to rational consumption, paying more and more attention to aesthetic experience, and their consumption psychology tends to be mature. Based on the influence of this change on the marketing strategy of enterprises, clothing enterprises need to deeply understand the different needs and purchasing motives of target consumers and master the laws of various consumer psychological activities. So as to effectively predict the trend of clothing consumption and formulate reasonable clothing production and management strategies. Of course, as people's consumption psychology and personalized and diversified style characteristics become the mainstream of fashion trends in the future, enterprises must also innovate on the basis of their own product style positioning to adapt to market changes.