英国内衣市场介绍.ppt

The Consumer – Where They Buy消费者——何处购买 Lingerie/underwear specialists are doing well in attracting consumers with exclusive ranges and high customer service 内衣专业品牌以其独有的系列和优良的服务赢得消费者青睐 One in ten adults buy underwear online 一成顾客在网上购买内衣 Retailers need to look at maximising online marketing opportunities – few are investing much in online marketing? 零售商需要充分利用市场商机，但很少商家在网络销售上大幅投资 The Consumer – Attitudes to Buying Underwear and Hosiery消费者——购买内衣与袜子的态度 The replacement motivation dominates, so retailers need to give consumers more reasons to buy. 零售商需要说服消费者购买，因为现在流行频繁更换 Multi-packs are very popular with a danger that consumers can ‘make do’ for longer. 混合包装虽然流行，但是消费者因此会“凑合”更长时间（混合包装指同类型产品捆绑销售，从而有价格优惠） Everyone is feeling the economic squeeze – a quarter say they will be buying less underwear in 2009. 人人都感觉手头拮据，25%的人表示09年会减少内衣购买 The Consumer – Attitudes to Buying Underwear and Hosiery消费者——购买内衣和袜子的态度 Only 20% of women have been measured/fitted for a bra and retailers need to do more to encourage this, as it will lead to new sales. 仅有20%的女人接受过精确测量，零售商需要鼓励这一行为，因为这势必会创造新的销售增长 Many women colour co-ordinate their underwear with their outerwear – retailers should look at creating more mini-hosiery displays among the clothing offer. 很多女人关注内衣与外衣的颜色协调，零售商应该在服装卖场设置更多小型袜类展区 Replacement motivation dominates频繁更换行为成为主导 Retailers need to give consumers more reason to buy underwear and hosiery. This could include fashion, quality, updating the look for the season, matching outerwear comfort, fit, freshness, etc. 零售商要有更多理由说服顾客掏钱，比如时尚，质量，入流，搭配外衣，合身，新鲜等等 Quality is more important that fashion for over-25 ABC1s 在25+ABC1s中，质量看的更重 ABC1s are also keen on matching underwear sets – so these could be promoted for quality as well. ABC1s的人也注意套装内衣，因此这些能作为质量优点来宣传 Thank You谢谢大家 Introduction to the UK Underwear Market英国内衣市场介绍 Alexandra Suhner Agenda日程 The Lingerie Market 女式内衣市场 Opportunities 商机 The Market in Brief 市场概况 Strengths and Weaknesses 优缺点 The Consumer 消费者 Please note that the