Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

Research of Identity Degree on the Brand Style Image of Children’s Wear

Author RuanCaiXia
Tutor LiuZuo
School Donghua University
Course Art of Design
Keywords Brand Children’s Wear style image identity degree gender roles
CLC F426.86
Type Master's thesis
Year 2010
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With the living standard goes up, the consumption market of children’s wear is rapidly expanding. The children’s wear market is gradually changed from the number stage to brand stage. After the network marketing research, we found nowadays, make the establishment of differentiated and distinct from competitor’s brand image become the inevitable choice which children’s clothing to be brand.Based on this, the topic selected 15 famous children’s clothing brands which are unique in style and image; chose Shanghai and Taiyuan to be the sample of north and south areas, through the paper survey such way to do the research in Brand Awareness、Recognition degree and Preference degree. Every program should be measured in five points Likert scale, and through the composite score reflects the attitude of consumers. Finally using SPSS statistical correlation analysis and Independent-Samples T Test, The survey found that:(1) There isn’t close relationship between "popularity"、"degree of recognition" and "preference degree". Consumers’"Brand Preference" and "Brand Identity Degree" have positive correlation. (2) The relationship between the three attitudes of two cities’consumers belongs to positive correlation, and the "Brand Awareness" has high degree of correlation with "Brand Identity Degree". (3) There exists certain difference in the consumers’attitude between coastal economically developed areas and less developed areas in the Mainland. That means:compared with Taiyuan, the consumers in Shanghai’s attitude to popularity and preference degree is higher but the recognition degree is lower. From the preference degree of point of view, some brands promote the brand image of the ideal broadly in line with customer’s brand image. But also discovered the phenomenon which is some brands have high preference degree in a city while it is low in another city.(4)Parents and children like different styles of children’s clothing, parents like the natural, casual, simple type style, but children are more like fashion, cute, personality style. (5)The otherness of choice in the children’s clothing style between male and female children is boys like sports, avant-garde, cartoon-style, girls love cute, fashion, ladies style. Finally the author analysised the findings and combined local state of market, put forward the guiding recommendations for brand positioning、communication、construction and etc. At the same time, we suggest reasonable dressing is very important to children’s formation of gender role.

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