lolita洛丽塔服装调研品牌种类消费人群

合集下载

中日洛丽塔服装风格比较研究

中日洛丽塔服装风格比较研究作者：刘畅夏帆来源：《设计》2020年第14期摘要：中日洛麗塔服装的市场及风格比较。

通过日本原宿、新宿实体店和国内实体店走访，同时收集线上网店数据。

整理海量图片，进行风格归类。

得到中日洛丽塔服装风格的异同。

该研究可为洛丽塔服装未来的发展方向与前景提供参考。

关键词：洛丽塔服装中日比较风格品牌分析现状中图分类号：J05 文献标识码：A 文章编号：1003-0069（2020）07-0118-04引言如今，洛丽塔文化在国内蒸蒸日上，而其文化来源为日本。

Masafum[1]提到日本的原宿是日本最耀眼时尚街头文化的发源地。

黄薰[2]在文中指出日本的洛丽塔服装的正是产生于原宿街头。

而国内洛丽塔亚文化粉丝群体的产生最早来源于日本的ACG（AnimationComicGame）文化。

同时，高欣回认为互联网改变了人们沟通与信息传播的方式，日本的动漫、cosplay文化正是搭乘新媒介这样的快车，在中国不断壮大和发展起来，给新青年带来了与主流文化截然不同的消费和意识形态。

而最初的洛丽塔文化与日本的动漫、cosplay有分不开的关系。

刘晓娇[4]指出洛丽塔已然成为年轻一代表达情感需要的方式，而不仅仅是一种服饰潮流。

刘茉然[5]2013年的研究，指出这些年随着新媒介的发展，洛丽塔的爱好者在中国呈现指数增长，洛丽塔服装已然成为了一个世界性的，由纯粹的非主流个性需求来拉动服饰产业的经典代表，然而由于中国原创意识的缺乏和商家的急功近利，以致于出现大：量山寨日本原创洛丽塔服装的品牌，如何让中国的洛丽塔品牌健康的发展是一个值得思索的问题。

李婷玉[6]说到自2012年开始，日本洛丽塔时尚品牌，对中国市场的关注开始升温，特别是对与日本存在地理关系的国际化大都市——上海的关注。

就在产业的大量需求背景下，国内洛丽塔品牌蓬勃发展。

与中国的发展不同的是，坂田彩美在她所著的洛丽塔时尚研究的论文中提到，从2013年左右洛丽塔时装品牌在日本相继倒闭，其中也有倒下的企业，店铺数量在减少。

Lolita服饰品牌现状及前景分析

宋严弘成都实验外国语学校(西区)摘要：社会开放化与穿衣风格多样化发展带来了Lolita这一类服饰的兴起和发展，在整体欣欣向荣的势头中却仍有抄袭等不良现象破坏公平竞争的秩序。

自主创新能力、准确的品牌定位与道德诚信意识便是一个品牌持续发展的必要条件。

本文通过剖析Lolita服饰品牌现状，提出其未来发展前景展望。

关键词：Lolita服饰；行业现状；发展前景中图分类号：J523 文献识别码：A 文章编号：1001-828X(2018)034-0314-02洛丽塔一词由Lolita音译而来，最初起源于俄裔美籍作家纳博科夫的同名小说，虽然名出于西方，却建立于东方。

这类风格的服饰真正走上街头大抵是在上世纪八九十年代的日本。

随着社会开放化与人们穿衣风格多样化发展，Lolita作为一种新兴的服装风格逐渐走入大众的视线。

一、Ｌｏｌｉｔａ服饰总概１．分类一般来讲，Lolita的风格可以分为三个大类：甜系(sweet love Lolita)、古典系(classical Lolita)、优雅哥特系(elegant gothic Lolita)。

甜系的设计和它的名字一样，以粉白色系、蕾丝元素、荷叶边、蓬蓬裙为主打，符合了女孩子从小开始的对公主的一切幻想。

古典系大多以复古的宫廷风或纯色系为主，例如帝政款等长裙，优雅而不古板，成熟而又含蓄。

哥特风被称为天使与恶魔的融合，十字架、骷髅、刀与枪等图案，以及一字肩、小高腰版型的大量运用更增添了酷、硬、暗黑等风格。

２．品牌简介Lolita设计品牌以中国和日本为主。

国牌中比较具有竞争力的有KL(Krad Larnete)、AH(Angel’s Heart)、NyaNya、新路德维希，日牌中AP(Angelic Pretty)、baby(baby the stars shine bright)、IW(Innocent World)、Jane Marple这几家独立品牌无论是在设计还是营销上都各有所长，能占得市场较大份额。

中日洛丽塔比较研究

中日洛丽塔比较研究摘要：中日洛丽塔服装文化的对比与浅析。

通过发展历史，线下与线上的销售模式，价格、廓形色彩和风格等方面的异同，收集数据与资料，来为今后洛丽塔风格的发展提供参考。

关键词：洛丽塔风格服装文化中日发展品牌认知营销模式如今，洛丽塔服装文化在中国得到广泛传播，但该文化是从日本引入的。

日本的洛丽塔服装文化最初是由日本最时尚的街头文化发源地诞生的，也就是其发源地是在原宿街头，但中国洛丽塔文化开始盛行的原因是因为受到了日本的二次元文化影响。

同时，互联网也是人们沟通与传播信息不可缺少的途径，日本的二次元文化，正是通过这样的方式引入到国内，在中国迅速发展起来，给国内的新青年们带来了新的风格，碰撞出不同的文化。

到目前为止，洛丽塔文化已经成为青少年释放自身情感的新方式，而不再是一种单一的服装风格。

近几年来，由于互联网的不断发展，国内洛丽塔服装文化的影响范围也在逐渐扩大。

洛丽塔服装文化已经变成了具有代表性的服装文化之一。

历经超过30年的改革创新，洛丽塔服装文化已经演变出很多新的风格，将日本的洛丽塔原始品牌与中国新生品牌进行对比与浅析，为洛丽塔服装品牌未来的发展提供参考依据。

一、洛丽塔服装起源洛丽塔是小说《洛丽塔》中的女主人公的姓氏，也是Lolita的翻译。

洛丽塔拥有与其年龄一致的单纯，又具备着超越其年龄的成熟与性感的气质。

但小说中的人物洛丽塔与服装洛丽塔风格却是不匹配的，该风格的灵感出自于洛可可宫廷风格，该灵感与小说中洛丽塔的装扮是没有丝毫联系的，有许多外行人对洛丽塔服装起源都会认为出自小说之中，但并非如此。

还有很多人认为该灵感出自于日漫，日本动漫里的人物形象的女仆装含有洛丽塔元素，从而导致很多人对洛丽塔服装产生误解。

但洛丽塔服装风格真正的出处是洛可可时代，在那个年代使用绸带、荷叶边、蝴蝶结、蓬蓬裙、蕾丝花边等对服装进行装饰是十分盛行的。

洛丽塔服装文化是受到了欧洲宫廷复古的影响。

洛丽塔极其特别的造型设计，还有精致的元素给国内现代女装设计风格带来了或多或少的影响。

2023年LOLITA洋装行业洞察报告及未来五至十年预测分析报告

LOLITA洋装行业洞察报告及未来五至十年预测分析报告目录申明 (4)一、LOLITA洋装业数据预测与分析 (4)(一)、LOLITA洋装业时间序列预测与分析 (4)(二)、LOLITA洋装业时间曲线预测模型分析 (5)(三)、LOLITA洋装行业差分方程预测模型分析 (6)(四)、未来5-10年LOLITA洋装业预测结论 (7)二、2023-2028年LOLITA洋装业市场运行趋势及存在问题分析 (7)(一)、2023-2028年LOLITA洋装业市场运行动态分析 (7)(二)、现阶段LOLITA洋装业存在的问题 (8)(三)、现阶段LOLITA洋装业存在的问题 (8)(四)、规范LOLITA洋装业的发展 (10)三、2023-2028年宏观政策背景下LOLITA洋装业发展现状 (10)(一)、2022年LOLITA洋装业发展环境分析 (10)(二)、国际形势对LOLITA洋装业发展的影响分析 (12)(三)、LOLITA洋装业经济结构分析 (12)四、LOLITA洋装行业发展状况及市场分析 (13)(一)、中国LOLITA洋装市场行业驱动因素分析 (13)(二)、LOLITA洋装行业结构分析 (14)(三)、LOLITA洋装行业各因素（PEST）分析 (15)1、政策因素 (15)2、经济因素 (16)3、社会因素 (17)4、技术因素 (17)(四)、LOLITA洋装行业市场规模分析 (17)(五)、LOLITA洋装行业特征分析 (18)(六)、LOLITA洋装行业相关政策体系不健全 (18)五、LOLITA洋装行业政策环境 (19)(一)、政策持续利好LOLITA洋装行业发展 (19)(二)、行业政策体系日趋完善 (19)(三)、一级市场火热,国内专利不断攀升 (20)(四)、宏观环境下LOLITA洋装行业定位 (20)(五)、“十三五”期间LOLITA洋装业绩显著 (21)六、LOLITA洋装行业“专业化能力”对盈利模式的影响分析 (22)(一)、LOLITA洋装企业盈利模式运作的关键 (22)1、”专业化能力“对LOLITA洋装行业的重要性 (22)(二)、怎样培养LOLITA洋装行业的业务能力 (23)七、宏观经济对LOLITA洋装行业的影响 (24)(一)、LOLITA洋装行业线性决策机制分析 (25)(二)、LOLITA洋装行业竞争与行业壁垒分析 (26)(三)、LOLITA洋装行业库存管理波动分析 (26)八、“疫情”对LOLITA洋装业可持续发展目标的影响及对策 (27)(一)、国内有关政府机构对LOLITA洋装业的建议 (27)(二)、关于LOLITA洋装产业上下游产业合作的建议 (28)(三)、突破LOLITA洋装企业疫情的策略 (28)九、未来LOLITA洋装企业发展的战略保障措施 (29)(一)、根据公司发展阶段及时调整组织结构 (29)(二)、加强人才培养和引进 (30)1、制定总体人才引进计划 (30)2、渠道人才引进 (31)3、内部员工竞聘 (31)(三)、加速信息化建设步伐 (31)十、LOLITA洋装成功突围策略 (32)(一)、寻找LOLITA洋装行业准差异化消费者兴趣诉求点 (32)(二)、LOLITA洋装行业精准定位与无声消费教育 (32)(三)、从LOLITA洋装行业硬文广告传播到深度合作 (33)(四)、公益营销竞争激烈 (33)(五)、电子商务提升LOLITA洋装行业广告效果 (34)(六)、LOLITA洋装行业渠道以多种形式传播 (34)(七)、强调市场细分，深耕LOLITA洋装产业 (34)十一、LOLITA洋装行业风险控制解析 (35)(一)、LOLITA洋装行业系统风险分析 (35)(二)、LOLITA洋装业第二产业的经营风险 (35)申明中国的LOLITA洋装业在当前复杂的商业环境下逐步发展，呈现出一个积极整合资源以提高粘连性的耐寒时代。

lolita服饰调研报告

lolita服饰调研报告Lolita服饰调研报告一、引言Lolita服饰作为一种二次元文化的代表，近年来在年轻人中越来越受欢迎。

本报告旨在对Lolita服饰进行调研分析，了解其起源、发展、特点及市场前景。

二、Lolita服饰的起源和发展Lolita服饰起源于日本，最早出现在20世纪60年代。

影响着Lolita服饰的主要来源是维多利亚时代的服饰风格，同时融入了哥特、公主、洛丽塔等元素。

Lolita服饰最早是作为一种独特的时尚风格出现，后来也成为了一种次文化，代表了一种追求童真、浪漫和梦幻的生活方式。

三、Lolita服饰的特点Lolita服饰有其独特的特点，主要体现在以下几个方面：1. 裙子：Lolita服饰中的裙子多数采用蓬松的A字裙或公主裙设计，长度一般在膝盖以上，以展现女性的柔美和可爱。

2. 材质：Lolita服饰注重使用高品质的面料，如蕾丝、丝质、棉质等，增加服装的质感和手感。

3. 装饰：Lolita服饰的装饰十分丰富，常见的包括蕾丝边、蝴蝶结、荷叶边等，以及可爱的印花图案，为服饰增添了浪漫和可爱的氛围。

4. 配饰：Lolita服饰的配饰也非常重要，如头饰、项链、手套等，常常体现出Lolita风格的独特个性。

四、Lolita服饰市场前景Lolita服饰作为一种特殊的时尚文化，其目标群体主要是追求个性和独特风格的人群，尤其是年轻女性。

近年来，随着文化交流的加深，Lolita服饰在国内外市场上的销量也有了较为显著的增长。

1. 市场规模：据调研数据显示，目前Lolita服饰市场规模约为几十亿元人民币，并呈逐年增长的趋势。

尤其是在一些大城市的时尚圈子中，Lolita服饰的影响力越来越大。

2. 市场需求：与传统时尚品牌相比，Lolita服饰在市场上拥有其独特的卖点，满足了一些年轻人对于童真、梦幻的需求。

同时，随着人们对时尚个性的追求，Lolita服饰的市场需求也呈现出逐渐增长的趋势。

3. 市场竞争：与其他时尚品牌相比，Lolita服饰市场并不是特别竞争激烈。

服装店Lolita创业计划书

服装店Lolita创业计划书第一节：商业理念Lolita是一个专注于时尚和个性化定制的服装品牌，旨在为年轻女性提供独特、时尚的服装。

我们致力于挖掘每个女性独特的个性和魅力，为她们打造独一无二的时尚风格，让她们在任何场合都能散发出自信和魅力。

我们的服装店将以Lolita风格为主打，结合传统和现代元素，设计出独特的服装款式，满足不同女性的时尚需求。

同时，我们还将提供个性定制服务，让顾客可以根据自己的喜好和身形定制专属的服装，展现独一无二的魅力。

第二节：市场分析Lolita服装店的目标市场主要是年龄在18-35岁之间的年轻女性，她们热爱时尚，追求个性化和独一无二的穿衣风格。

这部分女性群体对于服装的质量和款式有较高的要求，愿意花费一定的金钱购买适合自己的服装。

根据市场调研数据显示，Lolita风格在年轻女性中具有一定的影响力，有一定的市场潜力。

同时，个性定制服务在时尚圈也逐渐受到追捧，很多顾客希望能拥有独一无二的服装，满足自己的个性需求。

竞争分析显示，目前市面上的服装品牌较多，但是很少有品牌能够满足年轻女性对于个性化和定制化的需求。

因此，Lolita服装店有较强的市场竞争力，有望在市场中获得一席之地。

第三节：产品定位Lolita服装店将主打Lolita风格的服装款式，通过结合传统和现代元素，设计出独特的服装风格，迎合年轻女性对于时尚和个性化的需求。

我们将不断创新，推出新款式，让顾客可以在我们店里找到符合自己喜好的服装。

此外，我们还将提供个性定制服务，让顾客可以根据自己的喜好和身形，选择款式、颜色和面料，定制出属于自己的专属服装，展现独一无二的魅力。

第四节：营销策略1. 线下推广我们将在市中心繁华的商业区开设实体店面，店面的装修风格将符合Lolita的品牌形象，吸引顾客的眼球。

同时，我们还将在周边的时尚网红打卡点进行宣传推广，提升品牌知名度。

2. 线上推广我们将建立网上商城，开设官方微信、微博、抖音等社交媒体账号，不定期推出产品促销活动、搭配建议等内容，吸引年轻女性顾客的关注和购买。

洛丽塔市场调研报告

洛丽塔市场调研报告1. 引言本文是针对洛丽塔市场的调研报告，旨在分析洛丽塔市场的现状和未来发展趋势，为投资者提供有关洛丽塔市场的具体信息和分析意见。

2. 调研方法本次调研采用了多种方法进行数据收集和分析，包括在线问卷调查、采访、资料收集等。

调研对象主要包括洛丽塔市场的消费者、商家和行业专家。

3. 市场概况3.1 洛丽塔市场定义洛丽塔市场是指以洛丽塔风格为主题的商品和服务市场。

洛丽塔风格源自日本，强调可爱、浪漫和甜美的氛围，通过精致的服装、饰品和化妆品等产品满足消费者的审美需求。

3.2 市场规模根据调研数据显示，洛丽塔市场在过去几年中呈现稳定增长的趋势。

据统计，2019年洛丽塔市场的总销售额达到X亿元，较2018年增长了X%。

预计未来几年内，洛丽塔市场的规模将继续扩大。

3.3 目标受众洛丽塔市场的主要目标受众是成年女性，尤其是20至30岁年龄段的年轻女性。

这部分消费群体对于洛丽塔风格的产品表现出浓厚的兴趣，并且愿意为其消费。

4. 消费者行为分析4.1 消费习惯洛丽塔市场的消费者在购买洛丽塔风格产品时，通常注重以下几个方面：价格、品质、设计和品牌。

价格偏低、品质过硬、独特的设计和知名的品牌是吸引消费者购买的主要因素。

4.2 购买渠道消费者购买洛丽塔风格产品的主要渠道是线上购物平台，如淘宝、京东等电商平台。

此外，一些洛丽塔风格的实体店也有一定的市场份额。

4.3 购买动机消费者购买洛丽塔风格产品的动机主要有以下几个方面：追求个性、展示自我、追求快乐和满足心理需求等。

这些动机使得消费者对洛丽塔风格的产品保持持续的购买欲望。

5. 市场竞争分析5.1 主要竞争对手洛丽塔市场的竞争对手主要包括国内外的洛丽塔风格品牌和其他相关风格的品牌。

国内的竞争对手包括XXX、YYY等品牌，国外的竞争对手则包括XXX、YYY等品牌。

5.2 竞争优势洛丽塔市场的竞争优势主要体现在以下几个方面：独特的设计风格、丰富的产品线、较低的价格、高质量的产品和良好的品牌形象等。

女裙调研报告

女裙调研报告女裙调研报告一、引言女裙作为女性的主要服装之一，在市场上拥有广泛且持续的需求。

本次调研旨在了解女裙市场的现状、消费者需求以及竞争对手情况，为制定有效的市场策略提供依据。

二、市场现状分析1. 市场规模：女裙市场近年来呈现稳定增长态势。

根据调研数据显示，女裙的年销售额持续增长，市场规模较大且有进一步扩大的空间。

2. 市场特点：女裙市场具有时尚、多样化的特点。

消费者对于款式、颜色、面料等方面有着较高的要求和个性化的选择需求。

3. 品牌分析：女裙市场竞争激烈，主要品牌包括国际知名品牌和本土品牌。

国际品牌在设计和品质方面具备一定优势，本土品牌在价格和市场认可度方面具备竞争力。

三、消费者需求调查1. 裙长偏好：调查结果显示，不同年龄段的女性对于裙长的偏好存在差异。

年轻女性更偏爱短裙，中年和老年女性则更青睐中长裙或长裙。

2. 材质要求：消费者对女裙的材质要求较高，多数倾向于舒适、柔软、透气和易打理的面料，如棉、丝、麻等。

3. 设计风格：调查结果显示，消费者对女裙的设计风格偏好较为多样，主要有甜美、时尚、复古、文艺、简约等多个风格。

了解目标消费群体的喜好，量身定制款式是提高市场竞争力的关键。

四、竞争对手分析1. 国际品牌：国际品牌在女裙市场上具有较高的知名度和品质优势，但价格较高，消费群体主要集中在中高收入人群。

2. 本土品牌：本土品牌在女裙市场上树立了一定的品牌形象，价格相对较低，覆盖了中低收入人群，但面临国际品牌的竞争压力。

3. 网络品牌：随着电商的发展，网络品牌在女裙市场中占据一定份额，以价格较低、款式丰富、线上购物便捷等优势吸引了一部分年轻消费者。

五、市场策略建议1. 产品定位：根据调研结果，可以针对不同年龄、职业、场合等特点进行产品定位，满足不同消费者的需求。

2. 提升品质：加强对面料的选择和质量控制，提升产品的舒适度和耐用性，树立品牌形象和口碑。

3. 丰富设计风格：结合消费者的喜好和时尚趋势，开发多样化的设计风格，满足不同消费者的个性化需求。

lily女装调研报告

lily女装调研报告Lily女装调研报告一、调研目的和背景为了更好地了解市场需求和竞争对手的情况，我进行了对Lily女装品牌进行了调研。

Lily是一家年轻时尚的女装品牌，它以独特的设计风格和高质量的产品受到了很多年轻女性的青睐。

调研的目的是为了更好地了解Lily品牌的市场占有率、消费者购买决策和满意度等情况，以及竞争对手的市场策略和产品特点。

二、调研方法和过程我通过问卷调查和访谈的方式对Lily女装品牌进行了调研。

问卷调查主要针对Lily的顾客群体，内容包括他们购买Lily的原因、购买频率、购买渠道、满意度和改进建议等方面。

另外，我还采访了一些女性年轻消费者，了解他们对Lily品牌的认知、喜好和竞争品牌的比较。

调研时间为一周的时间，我先进行了问卷调查，然后根据问卷结果筛选了几个调研对象进行了访谈。

三、调研结果1.市场占有率在我所调查的范围内，Lily女装品牌的市场占有率为30%，位列市场的前几位。

调研对象中有60%的人曾经购买过Lily的产品。

2.购买决策因素调研结果显示，购买Lily品牌的女性主要考虑的因素有：产品设计和风格（40%）、价格合理性（25%）、产品质量（20%）、品牌口碑（10%）和销售渠道（5%）。

3.购买频率和渠道大多数购买Lily品牌的女性表示他们平均每月会购买该品牌的产品，多数选择线上渠道购买（60%），也有一些喜欢去实体店进行试穿和购买（40%）。

4.竞争对手分析在对竞争品牌进行调研之后，我发现Lily女装品牌的主要竞争对手有两家，分别是A品牌和B品牌。

A品牌在设计风格上更加偏向于简约时尚，定价略高；B品牌则注重产品的功能性和舒适度，定价相对较低。

四、调研结论和建议1.调研结论- Lily女装品牌在市场定位和品牌知名度上具有竞争力，但还可以进一步提升市场占有率。

- 女性消费者选择购买Lily品牌的主要原因是产品设计和风格，这表明品牌的设计发挥了重要的作用。

- 了解消费者购买决策因素对于品牌发展非常重要，价格合理性和产品质量也是购买决策的重要考虑因素。

服装行业调研报告时尚消费者群体的购买习惯和品牌偏好研究

服装行业调研报告时尚消费者群体的购买习惯和品牌偏好研究服装行业调研报告时尚消费者群体的购买习惯和品牌偏好研究随着人们生活水平的提高和时尚行业的蓬勃发展，服装已成为人们日常生活中必不可少的一部分。

本篇调研报告旨在研究时尚消费者群体的购买习惯和品牌偏好，为服装行业提供有益的市场参考和战略指导。

一、调研目的及方法为了深入了解时尚消费者群体的购买习惯和品牌偏好，我们采用了问卷调查和个别访谈相结合的方法进行调研。

本次调研对象为不同年龄、性别、收入层次和地域的消费者，在多个城市展开调研。

通过问卷调查统计分析以及个别访谈的深入讨论，我们对时尚消费者群体的购买行为和品牌偏好进行了较为全面和深入的研究。

二、购买习惯调研结果1. 价格因素：在购买时尚服装时，价格是消费者最为关注的因素之一。

尽管有小部分消费者更为追求品牌和质量，但绝大多数消费者在购买时会先考虑价格的合理性和物美价廉的特性。

因此，对于服装行业而言，产品的价格定位需符合目标消费者的消费水平。

2. 购买渠道：时尚消费者购买服装的渠道多样化。

除了传统的实体店铺购买外，电子商务平台的兴起也极大地改变了购买行为。

消费者更加便捷地在电商平台上寻找心仪的时尚产品，并通过互联网实现跨地域购物。

因此，服装企业应在传统实体店和电商平台之间找到平衡点，提供多样化的购买选择。

3. 产品质量：时尚消费者对产品质量的要求越来越高。

由于有大量仿冒品的存在，消费者普遍意识到品质的重要性，并倾向于购买有良好口碑的品牌。

为了满足消费者的要求，品牌企业应加大对产品质量的把控，建立良好的品牌形象。

三、品牌偏好调研结果1. 消费者对品牌的认知：在调研中，我们发现消费者对品牌的认知程度与其购买决策密切相关。

知名品牌在市场上拥有更高的曝光度，往往受到消费者的青睐。

此外，消费者普遍会通过朋友圈、社交媒体等渠道了解和传播对品牌的认知，品牌企业应注重提升自身在消费者心中的形象与知名度。

2. 品牌口碑和信任度：消费者选择品牌不仅仅关注产品本身，更看重品牌的信誉和口碑。

重庆地区女大学生对洛丽塔服装消费情况的调查报告-商务英语-毕业论文

本科毕业设计（商务实践报告类）中文题目：重庆地区女大学生对洛丽塔服装消费情况的调查报告夕卜文题目: A Report of Chongqing College Girls，Consumption of Lolita Garment重庆地区女大学生对洛丽塔服装消费情况的消费情况摘要：文化的交流和潮流的发展促使许多商家开始创立自己的洛丽塔品牌，吸引越来越多的女孩购买洛丽塔服装。

为了帮助以往的旧品牌和未来的新品牌更快地发展, 满足消费者需求，本项目通过网上问卷调查和单独访谈的方式，研究了重庆地区女大学生进对洛丽塔服装的消费需求和偏好，提出了一些具体的建议。

本次调查共回收有效问卷322份，访谈学生6人。

该调查得岀了4个主要结论：1•商家要降低顾客成本，包括金钱，时间和体力成本。

2. 商家应该给顾客提供最大的购物和使用便利。

3. 了解和研究顾客，根据顾客的需求和偏好提供商品。

4. 创立竞争优势需要不断与顾客交流。

关键词：洛丽塔服装；女大学生；品牌；建议A Report of Chongqing College Girls1 Consumption of LolitaGarmentAbstractMany merchants begin to establish their own Lolita brands and a lot of girls gravitate towards buying Lolita Gaiment under the influence of the communication of culture and the development of fashion・ To help the old brands and the new brands quickly develop and satisfy consumer^ needs, my program has played a target on the group of Chongqing college girls to probe into their consumption needs and preferences by online questionnaire survey and single interviews and has given some specific suggestions. This investigation received 322 responses and interviewed 6 persons・The survey has gained four major conclusions.First, merchants should reduce customers' costs, including money cost, time cost and energy cost・Second, merchants should provide customers with biggest convenience of shopping and using・Third, merchants should learn about and investigate customer and provide wares according to their needs and demands・Four, to establish the competitive advantage, merchants should communicate with customers constantly.Key words：Lolita garment; college girls: brand; recommendationAcknowledgementsFirst and foremost, I would like to express my profound gratitude to my supervisor, Professor Zhu Qiiig without whom I couldn't finish my project so smoothly. Her patient guidance and warm encouragement have assisted me a lot during every significant stage of project. She has been completely respected my own ideas while also giving me beneficial recommendations to make sure that I won't digress from my topic, am able to satisfy the demands of my school and could finish the project successfully.Meanwhile I am very grateful for random strangers who have spent their time on filling in the online questionnaire and accepted the face-to-face interview.Fm also indebted to my fiiends who patiently help me to send out and repost the online questionnaire, othenvise Fm unable to approach to so much useful information・Finally many thanks to my family who stand behind me and support me firmly, by giving me some advice on how to communicate with strangers effectively to get information I need・Thank you all!Contents独创性声明及授权书 (i)中文摘要 (i)Abstract (ii)Acknowledgements (iii)1 ・ Introduction (1)1.1Background (1)1.2Objectives (1)1.3Significance (2)1 ・4 Structure (2)2.Research Design (2)2.1The Overall Definition and Sampling (2)2.2Approach (3)2.3Survey Procedure (3)2.4Questionnaire Design (3)3.Results and Findings (4)3.1Price Range (4)3.2Purchase Approaches (7)3.3Customer Consumption Preferences (10)3.4Special Communication and Services (13)4.Discussion and Interpretation of Results (14)4」Cost (14)4.2Purchase Approaches (15)4.3Customer Purchase Preferences (16)4.4Special Communication and Services (16)5.Recommendations (17)5.1Cost: Pricing (17)5.2Convenience: Providing All-dimensional Convenience for Customers (18)5.3Customer: Attaching Importance to Customer Needs (19)5.4Communication: Actively and Effectively Interacting with Customers (20)6.Limitations (21)Appendix A The Questionnaire (22)A Report of Chongqing College Girls*Consumption of Lolita Garment1.Introduction1.1BackgroundRecently getting dressed in Lolita garment for entertainment and other occasions is prevalent among young girls under the communication of culture and the development of fashion. Lolita garment is a kind of clothes based on three types, which are usually named as gothic type, sweet type and classic type. Based on lace, binding tapes or bowknots, it is designed to definite a topic expressed by the patterns on the dress, which represents people the designers9 emotions and feelings of design ・ Lolita was inspired from European court and developed by Japan. Comparing with other garment, Lolita garment could be a little unusual and inconvenient for people to dress up. but it provides a new kind of dressing idea for more girls to express themselves. Since the Lolita garment has been germinated by Japan, many Chinese girls began to buy Japan Lolita brand through purchasing agents・Under such circumstance, many merchants have caught the potential business opportunities with their acumen and begin to establish their own Lolita brand and have the willingness to find their own market among such a lucrative business・ However, there are also some problems hindering their step to move on. By targeting on the group of Chongqing college girls, this project is going to investigate the problems and find solutions to solve them in order to help the old brands and new brands learn about consumers5 needs and extend their business・1.2ObjectivesThe project has three objectives:First, collecting iiifomiation on college gills5 consumption habits andinvestigating the needs of consumers related to Lolita garment services・Second, probing into development opportunities for Lolita garment・Third, Making recommendations for merchants to inspire them to formulate effective marketing strategies on 什lis garment market・1-3 SignificanceAs we all know, clothing, food, housing and transportation necessitate in our daily life, while clothing is a basic part of them. Nowadays, the world is becoming more and more open under the globalization and the communication of culture, which has germinated the multicultural clothing market・ A lot of people begin to break the line of mundane ideas and follow their heart to live a free and cozy life. Lolita garment is not only a kind of clothing but also a spirit to express their personalities, representing ego and freedom. Development of Lolita garment propels the process of multicultural clothing industry, contributing to a stalwart part of domestic economy.1.4StructureThis essay is divided into six parts. The first part has introduced the background of my project. In the second part, the process of research design is demonstrated in which the related survey was conducted・ Results and findings are presented in a clear order in the third part. The fourth part has discussed and interpreted the results. The fifth part gives suggestions based on the analysis of information gained above・ Last, the final part concludes the possible limitations that this project may not preclude from.2.Research Design2.1The Overall Definition and SamplingThis project has targeted on a group of Chongqing college girls to investigate their consumption preferences about Lolita garment. There are three data sources to support the project:1 ・ Online investigation of Chongqing college girlsrmation from official website3.Interviews of 6 random studentsRandom sample for collecting information was conducted during the process of investigation. In sum, 322 responses were received and 6 students were interviewed.2.2ApproachCombining the online investigation and the face-to-face interviews to collect information, I also consulted the official websites of Lolita garment to make sure that I was conducting my project in right way. I gathered some useful information about the accurate definition of Lolita garment and the prospect of Lolita garment industry by permeating through every respect of available sources.2.3Survey ProcedureOnline consumer investigation of college girls was conducted among Chongqing universities to collect information about their average month spending on buying Lolita garment, preferences about Lolita garment, attitudes toward the services of Lolita merchants and their needs and demands not yet been satisfied・Information about the problems of Lolita garment was collected mainly through the online questionnaire, which has assisted to understand what the merchants need to change and improve for a better development.The face-to-face interviews also gave a profound understanding of competitions present for Lolita merchants among the clothing industry・2.4Questionnaire DesignThe questionnaire was designed to deeply learn about the consumption habits, preferences and necessities about Lolita garment.The questionnaire consists of two kinds of questions・ The first kind is multiple choice which requests respondents to select one answer from following items. 8 of 15 questions belong to this kind・ The second type of question requires respondents to choose more than one choices, questions 6, 7, & 9, 11,12, 13, 15, 16 belong to this catalog.Four parts constitute the questionnaire・The first part gathers some basicinformation of respondents as to their monthly spending on garment, pricing situation related to Lolita garment including their selection of Lolita brands, frequency of purchasing, preferential selling price and some discount customers look forward to. It comprises Questions 1 to 6. Part 2 is entwined with purchasing approaches of customers, presented from Questions 7 to 10. Then the survey probes into consumers5 consumption habits and preferences, containing accessories of Lolita garment, favorite types and modes of Lolita garment, purchasing records of Lolita wedding dress and major concern on Lolita garment. It comprises Questions 11 to 15. The last part consists of establishing better communications and providing good services, like the approaches of learning about the updating information of Lolita garment and attitudes toward recommending bloggers・ It comprises Questions 16 to 17.3・ Results and FindingsAll the respondents and interviewees who have engaged in the questionnaire stayed objective. The results and findings are presented as follows after the collection of accurate and practical data・3.1Price RangeFigure 1 has illustrated the monthly spending on garment of college girls. We could see that nearly 20% of college girls spend less than 300 monthly, almost 30% spend 300-500 on garment every month, 42% of college girls spend 500-1000 on garment monthly and a small part, 9.35% spend more than 1000 on garment every month. From these data, we can know that college girls spend a big amount of money on garment, which represents that their buying power is great, being a powerful impetus for clothing market・Figure 1 Monthly Spending on Garment5042.06%Figure 2 gives us overall information about college girls whether having purchasing records about Lolita garment of Japan brands・ The chart shows that only 21.74% girls have ever bought Japan brands and 42.24% girls are eager to possess one but ceasing to go for it because of its too expensive price, which indicates that something inside are peculiar to Japan Lolita brands, such as design, pattern, quality and so on, alluiing many gills' buying desire・ If merchants in China could establish their own brands and make its efforts to be famous even outside China under the persistence to focus on manufacturing their own Lolita garments with good quality, moderate price and special design, they could elicit a large amount of buying power from college girls in China・Figure 2 Purchasing Records about Lolita Garment36.02%因Yes No interest at all ■ I want to buy, but thinking it too expensweFigure 3 indicates the purchasing frequency of Lolita garment by Chongqing college girls. We could obviously see that the vast majority of college girls would like to buy Lolita garment 1-2 times every month, taking up39.75% of total respondents・ And nearly 33% girls buy Lolita garment 1-2 times half of a year. Frequent purchasing of Lolita garment, 1・2times every week, takes up 6.83% and remaining 20.5% spend money on Lolita garment 1-2 times one year. This shows that there is great potential for development of Lolita garment market・Figure 3 Purchasing Frequency of Lolita Garment6.83%■ 2 times every week1・2 times every month ■ 1-2 times half of a year ■ 1-2 times one year Figure 4 represents the usual selection of price range when purchasing Lolita garment. Apparently nearly 70% choose the price range from 300 to 500, which means the common affordable price for college girls to buy the Lolita garment is less than 500. What we could gain from the following table is that 45.96% people are able to afford from 500 to 1000 and even about 10% would like to buy the dress above 1000, denoting the necessary part for manufacturing dresses designed in a position of high-level products・Figure 4 Usual Selection of Price Rangeso70.81%Figure 5 shows us four kinds of preferential policies customers want to see when buying Lolita dress・ Nearly 60% of college girls choose group-buying. More than 80% want to have discount when spending more than one specific amount, such as 500 and exemption from express fees. 57.94% of college girls want to buy Lolita dress with getting gifts. All these information has represented that customers want to cut down their purchase costs when buying Lolita dress, which means merchants should make efforts to cut down costs for customers・Figure 5 Preferential Policy Customers Want to See When Buying Lolita Dress3.2Purchase ApproachesFigure 6 indicates three major ways of purchasing Lolita garment. This question requires respondents to choose more than one selection, so we could see that 96.27% usually buy Lolita garment online and 19.25% also go to the physical stores. Buying dress through CP exhibition takes the smallest part because it is regularly held in Shanghai, which means it is very inconvenient for customers toselect their desirable goods ・ We have already known that online shopping is more and more popular nowadays, but not meaning there is no market among physical stores. Through these data, we could clearly find out that combining the online shops with the physical stores is a resourceful means of benefiting customers, extending business and quickly penetrating into the deep garment market ・Figure 7 represents several reasons of buying Lolita garment online ・ From the graph, we know that 60.75% of customers buy Lolita garment online because they can learn about the information of goods in advance ・ Nearly 85% choose online shopping because merchants will make the purchase link in advance for saving customers' time and energy. Meanwhile 77.57% think they can refei' to other customers ，comments about the goods through online shopping ・ Only 26.17% of college girls choose online shopping because of its convenience on returning and changing goods ・ From the information, we can see that college girls like to buy Lolita garment online because they are able to get great convenience online to save time and energy, which means merchants should provide more convenience for customers online.Figure 7 The Reason of Buying Lolita Garment OnlineFigure 6 Ways of purchasing Lolita Garment19.25%14.29% \Online Physical Steres ■ CP ExhibitionFigure 8 demonstrates four selections of reasons of going to physical stores.45.79% like going to physical stores because of its location in CBD. 71.96% of college girls are attracted by the whole layout of physical stores in consequence that ifs convenient for entering and going out, scanning the goods and checking the bill. 64.49% think they can consult to the professional shopping guide. 66.36% like going to physical stores in consequence that they can try on the dress and check whether ifs suitable. These figures have shown that convenience on physical stores for customers is also necessary and important.Figure 8 The Reason of Going to Physical StoresFigure 9 is about whether the service staff from Lolita business is professional.66.26% customers commit their expertise on Lolita garment and their ability to tackle with problems in time. While still 33.54% hold their opinions that servicestaff in Lolita shops actually lack insight about Lolita andthey can't solve the problems witliin a minute, which shows this could be a complementary part for some merchants to improve ・Konw a liitle about Lolita garment 3nd couldr t covle problems in time 3・3 Customer Consumption PreferencesFigure 10 is a graph representing the selections of some decorations when buying Lolita garment. Listed choices of accessories are all selected byrespondents, taking a wide range of all the choices, making us clearly know about consumers* needs and demands ・ It gives an impetus to merchants that they have access to expand their business range by selling more than one item, not only the single dress, such as the headwear, bustle, Lolita bag, Lolita shoes and Lolita sock ・ The collateral profits brought by those accessories could also be an opportunity for businessman to develop their own brands ・Be professional and able to sovle problems Figure 9 Whether the Service Staff is Professional33.54%66.46%Figure 10 Selections of Decorations When Buying Lolita GarmentFigure 11 shows us the usual selections of Lolita garment types・ Accordingto the optional question, 72.67% and 78.88% are more likely to choose OP and JSK. 21.12% girls like to buy SP and 24.22% also prefer SK. OP and JSK are the common forms of Lolita garment, usually selected by consumers, suggesting merchants classifying items related to its purchasing situation. Taking such two kinds as the common items for consumers but also manufacturing a small quantity of SP and SK may be the proper way to balance customers5 preferences.Figure 11 Usual Selections of Lolita Garment TypesOP: 72.67%JSK: 78.88%Figure 12 has illustrated the choices toward their favorite modes of Lolita garment, allowed to choose more than one option・ As we can see, three major modes of Lolita garment take up a comparative average percent with sweet style 59.01%, classic style67.7% and gothic style 31.68%. That indicates college girls won't only focus on one mode instead of changing styles timely, which could be intelligible in the consequence of volatile personalities of girls, especially in buying clothes・ That's to say it requkes merchants to keep pace with customers, learning about 什wir preferences in time is very important.Figure 12 Favorite Modes of Lolita GarmentClassic; 67.7% Figure 13 has represented the purchasing records of Lolita wedding dress. Apparently a big majority of college girls, taking up 77.02% have never bought Lolita wedding dress due to its unsuitable forms. Actually Lolita wedding dress is too magnificent to wear usually, but being fit for presenting some formal occasions ・ While 22.98% have the record of buying Lolita wedding dress because they like the splendor of it and could harness it to be ready for some sudden formal attending ・ This tells merchants that sometimes they need to learn to give up some items that are not very outstanding and popular among customers and not very lucrative.■ Yes, very splendidFigure 14 demonstrates in what aspects college girls think highly of Lolita garment, which provides more than one selections for respondents to chose. Great quality, moderate price, special design and gorgeous pattern are all appreciated at a comparath^e average percent ・ WHiafs more, special design is the top inviting one 、 Sweet: 59.01%77.02%Figure 13 Purchasing Records of Lolita Wedding DressNo, unsuitable for common dressamong these traits with 71.43%・ However, considerate service only takes up a small part with 15.53%, showing their more focus on substantive factors, like quality, price, design and pattern・ What they think highly of is what merchants should pay more attention to.Figure 14 In What Aspects Do College Girls Think highly of LolitaGarment3.4Special Communication and ServicesFigure 15 represents some approaches to learn about fresh information related to Lolita garment. From the chart, we can directly know that Microblog is the most common way for college girls to get information. Using Taobao and QQ group take up 57.14% each・ While Wechat is the last way for them to chose with 14.29%・ As we all know, Microblog is a platform for communication and sharing others with a lot kinds of information, and tliafs why a vast majority of girls would like to select it as the main means to gain messages they want. Deciding to update information on which platform or choose more than one should be considered carefiilly in case that customers wouldn't miss these information about products・Figure 15 Approaches to Learn about Fresh Lolita InformationMicrobog： 87.58%Wee hat 14.29%Figure 16 has indicated whether college girls follow bloggers about their related match of Lolita garment. With the popularity of recommending bloggers, 81.37% of a total have followed their interested bloggers to refer to their related match about Lolita clothing while 18.63% girls are more likely to match their clothing optionally instead of following others5 favor. That means recommending bloggers play an important role on advertising products and influencing customers' purchasing choices・Figure 16 Whether Following Bloggers about Their Related Match of LolitaGarment18.63%■ Yes, I will refer to their clothing match B No, I would like to match my clothing optionally4. Discussion and Interpretation of Results4.1CostFrom the analysis above, we have already known that Lolita fashion is verypopular among young girls, having tremendous influence to propel Lolita garment being more famous and known by more people, which could extend its potential market・When it comes to monthly spending on Lolita garment, we could clearly knowthat a vast majority of college girls will spend from 500 to 1000, which means that they possess buying power to some degrees and are able to afford Lolita dresses after excluding some fixed expenses・ Their purchase frequency shows that most college girls concentrate on buying Lolita dress 1-2 times every month and their preferred price range is from 300 to 500, which suggests merchants should combine customers? satisfactoiy price with th亡ir buying frequency to fonnulate pricing strategies considering customers9 costs and own necessary costs・As for the preferential policy, most college girls will choose discount when buying more than one specific amount and exemption from express fees. Merchants should fonnulate some discount plans on the two aspects in order to reduce customers' costs・4.2Purchase ApproachesIn terms of purchase approaches, the results demonstrate that an overwhelming majority of college girls prefer to buy Lolita dress online・This alludes that the common shopping way for college girls is still going ahead online and it won^t change for now. Merchants should be ready to take online selling as the main means and provide good online services for customers. However, it doesn^t mean that the physical store should be cancelled blindly. How to combine them together efficiently to provide shopping convenience for customer is the most essential factor.When it comes to the reason of buying Lolita garment online, most college girls think that merchants will make the purchase link in advance for saving their time and energy. This suggests that when operating online shops, merchants should provide more convenience on shopping to save time and energy for customers・A vast majority of college girls like to go to physical stores because the whole layout is vury clear, and ifs veiy convenience for entering and going out, scanning thegoods and checking the bill. This suggests that the design of physical stores is veryifimportant in providing convenience for customers・When formulating the distribution strategy, merchants should take customer's com-eiiience as the priority because convenience is the essential part of customer value・4.3Customer Purchase PreferencesFrom the investigation, we have clearly known customer^ preferences of Lolita dress, representing us their genuine needs and demands・ Merchants should directly face customers needs and take customer as the center to penetrate the whole market in g・Most college girls will buy one or more accessories when buying Lolita dress, which reflects the genuine needs and demands of customers and represents an extra business chance for merchants to do their business or develop their own brand comprehensively, meanwhile satisfying the needs of customers and providing complete shopping experience for them.JSK is the usual choice for customers among four types when buying Lolita dress, and Classic is the most welcomed Lolita dress mode・This suggests that more attention and stress on them can develop their business and win profits more quickly.Lolita wedding dress is not usually bought by college girls because its drawback weighs its merits, suggesting that merchants shouldn,t easily engage in selling Lolita wedding dress considering its unpractical trait・Special design is the most important factor that customers think highly of. If merchants want to attract customers to buy their goods, the first thing they need to do is that they must allure them at their fist eyes, in other words, their design of Lolita dress must be so attractive and inviting and can catch customers5 eyes at the first time.4.4Special Communication and ServicesWearing is not just one simple behavior and necessary thing in our daily life, but expressing our attitude toward our life. Whatever kinds of clothing, we could find funs from them after a delicate match. Somehow, almost people around take wearing as aregularly ordinary thing under the effect of life pressure, busy job and fiddly housework, with no more free time spending on wearing, a meaningless thing. However, dressing ourselves up delicately could help us suspend from those pressures to relax and recoup happiness and freedom, which is a spirit that Lolita garment represents・In addition, nowadays purchase is not just a simple and single consumption behavior, but also a kind of close connection between seller and buyer. Businessmen should realize that communicating with customers and conveying such spirits to customers can make customers feel comfortable and contributes to the development of business in the long run・In terms of platforms to learn about Lolita updating information, nearly 300 respondents selected Microblog as their main approach to collect information. That gives an impetus that businessmen should concentrate on Microblog for updating or informing・ Announcement for information also should be issued on other platforms simultaneously because they take a middle part of proportion that can^t be neglected.More than 80% of college girls will refer to bloggers9 recommending clothing match. Cooperating with recommending bloggers and communicating with customers is not only necessaiy but also can accelerate fans' business brand awareness・ It's vury pivotal to get support from customers and succeed・5・ RecommendationsIn this part, suggestions will be given about how Lolita clothing businesses tackle those problems encumbering its progress and find its peculiar path toward success・From the past decades, many businessmen emphasize more on customer to satisfy customers, needs and demands because nowadays customer is dominating the main market in marketing, which means being entwined with customers is the main strain to develop. Thus, the 4C theory has been harnessed to tackle problems on the foot of customers・。

lolita洛丽塔服装调研-品牌种类消费人群

【造型】剪裁也力图表达一种清雅的心思
【妆容】自然纯净的妆容，柔和细腻的脸庞才能表现出公主的高贵和骄傲。
田园洛丽塔(COUNTRY LOLITA)
2019/11/10
又名Kaneko Lolita
Please add title in here
偏向沉实朴素，长裙为主，少使用蕾丝、丝带等装饰，但布料上会有印花纹的图案。与“古典洛莉塔”有些相似，但没有“古典洛莉塔”的高贵感觉。表达出田园般清新可人，邻家女孩的气质，很少人认识并开始没落，常给人误以为是 Classic Lolita。
LOLITA类别
LOLITA分为三支系
Please add title in here
SWEET LOLITA 一般称为甜系，特点是doll-like look、childish，是lolita中最受欢迎的分支，也是普通人心目中最神经病的——最鲜艳的颜色，最夸张的头饰，最蓬的裙子，全身能弄都弄上饰物。这个分支也是最受日本deco风格影响的。
PS：Moi-meme-Moitie的价格要比其他Lolita品牌贵上2～3倍。
☆JAME MARPLE☆
品牌介绍：JAME MARPLE创立于1985年，与同期的其他品牌相比，JAME MARPLE的设计
显得更富创意，因为其设计理念就是“把一些古典的元素变得时尚又不易被时代淘汰”。之后，JAME MARPLE又另外创立了品牌“JAME MARPLE DANSLE SALON”，并将其作为 JAME MARPLE的二线品牌。
“甜美洛莉塔”的分支，它是黑白或全黑的甜美洛莉塔，虽然它是以黑白、黑色为主，但在精神上拥有甜美洛莉塔的可爱特征。注意与以下要介绍的“哥特洛莉塔”区分开。
【特征】黑色的甜美洛莉塔【妆容】彩妆、淡妆为主

洛丽塔营销策划方案

洛丽塔营销策划方案一、品牌定位洛丽塔是一个融合了甜美、浪漫和可爱元素的时尚品牌。

我们的目标是为年轻女性提供独特而可爱的洛丽塔风格，并成为她们童话般梦想中的品牌。

我们注重细节，追求最高的时尚品质，并努力让每一位顾客感受到洛丽塔风格的独特魅力。

二、目标客户群体洛丽塔的目标客户群体是年轻女性，年龄在15到25岁之间。

她们喜欢甜美和可爱的风格，渴望通过服装来展示自己的个性和童话般的梦想。

她们对时尚敏感，愿意尝试新的潮流，并热衷于参与社交媒体活动。

三、市场定位洛丽塔品牌在市场上定位为高品质、独特可爱的时尚品牌。

我们注重设计，追求细节，力求让每一位顾客感受到童话般的梦幻。

我们与其他竞争品牌相比，不仅款式上更加新颖独特，品质上也更加可靠。

通过独特的设计和高品质的产品，我们将在时尚市场中占据一席之地。

四、竞争对手分析在洛丽塔市场中，我们的竞争对手主要包括日本的几个知名品牌，比如Baby, The Stars Shine Bright、Angelic Pretty和Metamorphose。

这些品牌已经建立起一定的市场认知度，并具有很高的忠诚度。

我们的目标是通过不断创新和品质保证，吸引更多的潜在客户，并打造出与众不同的品牌形象。

五、营销渠道选择洛丽塔营销渠道的选择应该基于我们目标客户群体的消费习惯和行为特点。

根据对目标客户的调研分析，我们认为以下渠道最适合传播洛丽塔品牌形象：1. 线上渠道：建立一个官方网站，并提供在线购物功能。

与知名电商平台合作，将我们的产品出售给更广泛的客户群体。

此外，我们将使用社交媒体平台（如微博、微信、Ins和YouTube）来发布时尚资讯和品牌更新，吸引目标客户的关注和参与。

2. 实体店铺：在主要城市开设实体店铺，为顾客提供更直接的购物体验。

店面装饰应与洛丽塔的甜美风格相符，为顾客打造一个奇幻的购物环境。

3. Pop-up店：参加时尚展览和市集，举办Pop-up店活动，将洛丽塔品牌带到更多的消费者面前。

关于女大学生对阿依莲服饰的消费行为调查

目录1.前言 (2)2.调查方案 (3)3.调查数据分析 (4)3.1你宣传力够强大吗？/43.2你客户忠诚吗？/53.3她们消费能力如何呢？/53.4她们喜欢在什么地方买你服饰呢？/63.5她们为什么选择“阿依莲”？/73.6她们都喜欢买你哪些服饰呢？/83.7她们都喜爱什么颜色？/93.8听听消费者她们心声吧！/104.调查总结 (12)5.调查日记 (13)5.1调查日记一/135.2调查日记二/145.3调查日记三/156.调查问卷 (17)前言阳光下青春，灿烂，雅致，如花女孩，我要怎样衣裙来装点你美？“阿依莲”对18岁至30岁淑女情有独钟，明快清新色彩，柔软细腻曲线，休闲自由情调，如聆听浪漫花朵呢喃。

不经意间已俘虏了无数淑女们心，成为众多淑女服饰品牌中一朵奇葩。

阿依莲（a.YiLian），一个代表都市时尚品位女装品牌，以其独特设计风格，简洁流畅线条，亮丽素雅色彩，配以精致剪裁、优雅及时尚款式，融汇东西方文化之精华，演绎现代都市时尚女性典雅与自信，深受全国各地年轻消费者所喜爱。

其服饰系列坚持品质优良，休闲时尚产品形象，以其独特设计风格、简洁流畅线条，亮丽素雅色彩，配以精致剪裁，演泽现代都市时尚、典雅与自信。

阿依莲健康、快乐、活泼、童真、积极、勇敢、奉献、善良、柔情、温婉……性格已渗入到客群思维观念之中，当粉色态度融入到产品王国时候，阿依莲品牌内涵就被无限地释放出来，像生命一样蓬勃发展，吸引着人们惊羡目光。

阿依莲在自己倡导粉色王国里自由飞舞，象轻舞蝴蝶、象童话中公主、象梦幻过度里精灵，经过一轮又一轮蜕变重生，幻化出一个又一个天使，它寄托着主人梦想，飞到幸福彼岸。

调查方案2.1调查目通过调查女大学生对阿依莲服饰消费行为，来了解该服饰在女大学生中市场占有率，以及消费情况，并了解阿依莲服饰在该市场现状以及问题，并来分析该服饰未来发展状况。

2.2调查对象在校女大学生2.3调查内容对该服饰进行品牌了解，并调查女大学生消费者对阿依莲服饰色彩，价格等消费因素接受程度，购买动机，不购买原因以及给予建议等。

洛丽塔行业调研报告

洛丽塔行业调研报告洛丽塔行业调研报告一、行业背景洛丽塔是一种源自日本的时尚文化，该行业主要以可爱和浪漫的风格为特点，涵盖服装、配饰、化妆品等多个领域。

近年来，洛丽塔行业在全球范围内呈现快速增长的趋势，特别是在亚洲地区，洛丽塔文化已成为一种流行趋势。

二、市场规模根据调研数据显示，洛丽塔行业在过去几年内保持了稳定的增长态势。

据统计机构的数据，洛丽塔市场规模预计在2022年将达到100亿美元，年均增长率为8.2%。

其中，亚洲地区占据了市场份额的较大比例。

三、消费者群体3.1 年龄分布洛丽塔行业的消费者群体主要以年龄在15至25岁之间的年轻人为主。

在这个年龄段的人群中，女性占据了绝大多数。

3.2 消费动机洛丽塔行业的消费者主要因为对可爱和浪漫风格的喜爱而选择购买相关产品。

他们追求独特与个性化，希望通过穿着洛丽塔风格的服装和配饰来展现自己的个性。

3.3 消费渠道洛丽塔行业的消费者主要通过线下店铺和线上电商平台进行购买。

线下店铺通常以专卖店的形式存在，提供一站式购物体验。

线上电商平台则为消费者提供了更方便和快捷的购物方式。

四、竞争态势洛丽塔行业存在着一定的竞争态势。

目前，行业内主要有一些知名品牌，例如Angelic Pretty、Baby, The Stars Shine Bright等。

除了这些主要品牌外，还有一些小众品牌在市场上崭露头角。

竞争的核心要素主要包括产品设计、品质和价位。

消费者对于品质和设计独特的产品有着较高的需求，而价格的合理性也是他们考虑的重要指标。

此外，一些跨界合作也在洛丽塔行业中出现。

例如，与动漫、游戏等相关联的合作，为消费者呈现了更加多样化和个性化的产品选择。

五、发展趋势5.1 文化融合洛丽塔行业的发展趋势之一是与其他文化的融合。

例如，西方的一些元素被融入到洛丽塔文化中，形成了独特的风格。

5.2 环保可持续在全球范围内，环保和可持续发展成为了一个热门话题。

洛丽塔行业也开始关注环保问题，推出一些环保材料和可持续发展的设计。

洛丽塔风格服装分析及研究

洛丽塔风格服装分析及研究1、您的年龄【填空题】________________________2、性别【单选题】○ 男○ 女3、平时穿衣风格【单选题】○ 休闲自然○ 浪漫优雅○ 甜美可爱○ 个性夸张4、你了解洛丽塔风格吗【单选题】○ 非常了解○ 了解○ 稍了解○ 不了解5、你关注洛丽塔服装主要通过什么渠道【单选题】○ 网络○ 服装杂志○ 卖场○ 周围人群○ 其他6、您比较喜欢的颜色是【单选题】○ 灰色系○ 浅色系○ 深色系○ 都喜欢7、服装造型上你更喜欢哪一种【单选题】○ A型○ H型○ X型○ V型8、您有没有想过尝试甜美可爱的装扮【单选题】○ 经常○ 偶尔○ 很少○ 从不9、在选择服装时你认为哪一点最重要【单选题】○ 造型独特○ 实用性强○ 创意新颖○ 无所谓，只要自己喜欢就行10、您是否介意服装在保养时不方便【单选题】○ 非常介意○ 介意○ 不介意○ 无所谓11、你认为服装的哪些部位需要用一些元素来装饰【多选题】□ 领部□ 胸部□ 肩部□ 腰部□ 袖口□ 裤口□ 裙边□ 除以上其他部位12、下列一些元素你希望那些出现在你的服装上【多选题】□ 蕾丝□ 蝴蝶结□ 泡泡袖□ 碎花□ 大印花□ 刺绣□ 珠片□ 大量褶皱13、对于洛丽塔服装的造型或销售模式您有什么建议或意见【填空题】________________________。

洛丽塔的消费现状及市场前景分析

洛丽塔的消费现状及市场前景分析洛丽塔是指19世纪以来流行的一种风格，以女童或少女为形象的时尚文化。

洛丽塔风格初期起源于西方，后来逐渐传播到了日本等亚洲国家。

在洛丽塔风格中，服装通常包括蓬松的裙子、蕾丝和蝴蝶结等装饰，打造出童话般的甜美形象。

洛丽塔风格的消费现状可以从以下几个方面进行分析：1. 消费群体：洛丽塔风格的消费群体主要是年轻女性，尤其是青少年和20多岁的女性。

这些消费者通常对时尚文化有浓厚的兴趣，并喜欢通过穿着洛丽塔风格的服装来表达自己的个性和审美观。

2. 消费渠道：洛丽塔风格的服装和配饰通常在专门的洛丽塔品牌店或者线上平台销售。

在日本，有许多专门销售洛丽塔服装的店铺，如Baby, The Stars Shine Bright和Angelic Pretty等。

此外，一些电商平台也提供了洛丽塔风格的产品销售，例如在中国的淘宝和日本的Rakuten等。

3. 消费趋势：洛丽塔风格的消费趋势一直在发展和变化。

最初的洛丽塔风格以维多利亚时代的装饰为主，后来逐渐发展出了不同的分支，如甜美洛丽塔、哥特洛丽塔和布洛克洛丽塔等。

消费者对不同风格的洛丽塔产品有不同的需求，所以市场上出现了各种各样的设计和风格。

4. 消费价格：洛丽塔风格的产品价格较高，这是因为这种风格的服装和配饰通常由手工制作而成，而且使用了高品质的面料和装饰。

此外，洛丽塔风格也是一种小众文化，生产数量较少，因此价格会相对较高。

从市场前景的角度来看，洛丽塔风格有着一定的市场潜力：1. 国内市场：在中国市场，洛丽塔风格的消费群体逐渐增多。

随着经济发展和文化多元化的趋势，年轻人对时尚文化的关注度提高，这为洛丽塔风格的发展提供了机会。

此外，中国的电商市场也为洛丽塔风格的品牌提供了更广阔的销售渠道。

2. 国际市场：洛丽塔风格在国际市场上也具有一定的影响力。

尤其是在亚洲国家，如日本、韩国等，洛丽塔风格有着相当大的市场份额。

随着国际间交流的增加，洛丽塔风格也有机会进一步扩大其国际市场。