[Market Prospect] Pay Attention To The New Needs Of Consumers, And Promote The Textile And Garment Industry To Be Born New

With the rapid upgrading of contemporary consumption and the increasing personalized demand, the market is opening a new retail format with consumers as the center. It has become the basic logic of brand operation in the new consumption era to excavate the emerging consumer groups and insight into the demand segmentation, so as to directly attack the consumer pain points.

　　 On February 25, functional textiles Shanghai by performance days Shanghai International functional textiles exhibition, together with "cloud classroom of CITC Fashion Institute", invited Marcel herrig, a famous professional dynamic sports designer from Germany, to present "facing changes, do we continue to lie flat, repeat mediocrity or flexible response?" Share the theme of.

Marcel herrig, as the founder of the dynamic sports brand MH8, has won many international design awards. Based on his professional insight into the sports fashion industry and years of design experience, he elaborated the new direction of taking consumers as the center, creating product differentiation advantages, improving the overall consumption feeling, and helping enterprises to explore the optimal path to quickly respond to the changes in market demand from four aspects: textile consumption psychology, design and development direction, retail experience and consumer communication.

From April 6 to 7, 2022, performance days Shanghai will also invite well-known domestic and international experts in the field of textile and clothing to share and exchange views on popular colors, key technologies, creative design, brand operation, sustainable development and other topics, so as to provide new ideas and opportunities for innovative development and brand development of functional products.

　　 Textile industry: using digital and social media to arouse consumption desire

"Why in the past 10-20 years, only Silicon Valley startups, luxury brands and auto companies have surprised important consumer groups with new concepts and products?" Marcel herrig says sports fashion and the textile industry need to deliver the passion of sport across the entire value chain. Use the advantages of digital and social media to communicate with consumer groups, share corporate vision and listen to consumer feedback, so as to arouse consumers' desire and create consumption demand. He also proposed that textile companies could work together to create a functional guidance system and use the same function icons to better guide consumers to understand and purchase functional textiles.

　　 Design and development: precise positioning, market segmentation and attracting consumers

One of the important reasons why some products or brands can be recognized and remembered by users is that these companies position themselves as experts in market segmentation. Marcel herrig pointed out that enterprises should follow their own forward-looking ideas to position their own markets and serve specific groups of people in order to truly win the favor of consumers. At the same time, Marcel herrig says companies also need to develop the right marketing strategies to attract the attention of consumers. Using intelligent products to interact with consumers is also a media point for brand to open the relationship with consumers. Taking functional textiles as an example, through the combination of sound, image and sports to represent the fabric required by this sport, or using "NFC electronic label", consumers can better understand the details of clothing, but also can bring more interesting experience.

　　 Clothing retail: making use of intelligent devices to create a new retail experience

Nowadays, with the development of e-commerce, retailers are redesigning the functions of stores and using digital tools to enhance the characteristics of stores. Marcel herrig suggests that special functional clothing can be sold in a specific area in the store, or a hanger with a specific color can be used to identify the product; "NFC electronic tag" can also be used to enable consumers to intuitively feel the product details and understand the advantages and characteristics of products through smart phones at any time, so as to avoid loss in the process of value chain transmission to customers. Facing the digital network era, Marcel herrig said that enterprises should adapt to the new environment, think and guide business from the perspective of consumers, and promote the future retail store experience with personalized and intelligent innovative concepts.

　 Listen to consumers: focus on consumers and be brave in innovation and change

Listening is for better communication. Marcel herrig pointed out that if you want to persuade consumers, you should first have empathy, think from the perspective of consumers, and have enough confidence to clearly define the marketing strategy of the brand, and finally show the function of fabric in a more creative way, and convey the signal that the demand of consumers has been met. "Creativity is about taking risks and embracing failure." He said that industry and enterprises need to leave the unchanging perfect route, sink into market segmentation, develop new ideas centered on consumer feelings, transform values and beliefs into products, so as to make more innovative products enter the market in the future and gain wide attention and recognition of consumers.

With the change of mass consumption concept and the expansion of textile application scenarios, functional fabrics are not limited to sports, outdoor, underwear and tooling. Brands in leisure, fashion, formal wear and other fields are integrating more and more functional concepts into their products. As a valuable interactive platform for trend release, technology sharing and resource docking, performance days Shanghai exhibition brings together innovative products from high-quality textile enterprises at home and abroad. It will comprehensively show the development achievements and trends of functional auxiliary materials products from multiple dimensions such as materials, technology, technology, touch, performance and use, Promote the continuous upgrading of innovative products and industrial value.