Women's clothing industry is the most active market in China's clothing industry, the most complex demand, the largest capacity of the sub-industry. With the gradual improvement of national income level, consumption upgrading and changes in consumer consumption habits, female consumers' personalized demand for clothing is getting higher and higher, and the demand for segmentation in the women's clothing market is also gradually increasing. therefore, there are more and more women's clothing with different styles in the market, and the same company will also open up multiple brand lines with different styles for different target customers. In such a diversified and highly competitive market environment, how to do a good job in market research and accurately grasp the market dynamics and consumer demand has become the key to the success of women's clothing brands.

Market research refers to the process of collecting, collating, analyzing and interpreting market-related information to provide a basis and advice for a company's strategy and marketing decisions. The purpose of market research is to understand the size, structure, characteristics, trends, opportunities and threats of the market, as well as the characteristics, needs, preferences, satisfaction and loyalty of consumers, as well as the strategies, strengths, weaknesses and trends of competitors. The methods of market research mainly include industry analysis, data analysis, business circle visits, consumer questionnaires and interviews.

Shangpu Consulting is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Shangpu Consulting has rich market research experience in the women's clothing industry. It has provided market research services for many women's clothing brands to help them understand the current market situation and development prospects, and formulate reasonable strategies and marketing plans. The following are the methods and cases used by Champ Consulting in the market research of the women's clothing industry:

Industry analysis: Industry analysis refers to the analysis of the overall situation of the women's clothing industry, including the development history, stage of development, market size, market structure, market share, market growth rate, market segmentation, market characteristics, market trends, market opportunities and market threats. The purpose of industry analysis is to understand the overall situation and development direction of the women's clothing industry, and to provide reference for the strategic positioning and goal setting of the women's clothing brand. The methods of industry analysis mainly include literature review, industry reports, expert interviews, policies and regulations, etc.

Case 1: Shangpu Consulting provides market research services of China's high-end women's clothing industry for a high-end women's clothing brand. By collecting and analyzing relevant domestic and foreign literature, industry reports, policies and regulations, it makes a comprehensive analysis of the development process, market scale, market structure, market characteristics, market trends, market opportunities and market threats of China's high-end women's clothing industry, it provides a basis for the brand's strategic positioning and goal setting. The analysis results of Shangpu consulting show that the growth trend of China's high-end women's clothing industry is obvious, and the market scale is gradually expanding, and it is in the growth stage; the characteristics of China's high-end women's clothing consumers are older age, higher income, higher education level, high-end occupation, mature consumption concept, personalized consumption demand and rational consumption behavior; the opportunities of China's high-end women's clothing market mainly come from consumption upgrading, consumption diversification, consumption scenario, consumption experience, consumption internationalization and so on; the threat of China's high-end women's clothing market mainly comes from market competition, market saturation, market change, market supervision and so on.

Case 2: Shangpu Consulting provides a market research service of China's fast fashion women's clothing industry for a fast fashion women's clothing brand. Through collecting and analyzing relevant domestic and foreign literature, industry reports, policies and regulations, it makes a comprehensive analysis of the development process, market scale, market structure, market characteristics, market trends, market opportunities and market threats of China's fast fashion women's clothing industry, it provides a basis for the brand's strategic positioning and goal setting. The analysis results of Shangpu Consulting show that China's fast fashion women's clothing industry is developing rapidly, the market scale is expanding, and it is in a mature stage; the characteristics of China's fast fashion women's clothing consumers are young age, low income, low education level, low occupation, trendy consumption concept, fashionable consumption demand and impulsive consumption behavior; the opportunities of China's fast fashion women's clothing market mainly come from consumption growth, consumption renewal, consumption networking, consumption socialization, consumption environmental protection and so on; the threat of China's fast fashion women's clothing market mainly comes from market competition, market homogenization, market saturation, market change, market supervision and so on.

Data analysis: Data analysis refers to the process of collecting, sorting, analyzing and interpreting relevant data in the women's clothing industry to reveal the laws and meanings behind the data. The purpose of data analysis is to understand the specific situation and details of the women's clothing industry, and to provide data support for the strategic formulation and marketing decisions of women's clothing brands. The methods of data analysis mainly include data source, data cleaning, data processing, data analysis, data visualization and so on.

Case 1: Shangpu Consulting provides a data analysis service of Chinese high-end women's clothing consumers for a high-end women's clothing brand. By collecting and analyzing the consumption data of Chinese high-end women's clothing consumers, including consumption amount, consumption frequency, consumption channel, consumer goods category, consumption brand, consumption preference, consumption motivation, consumption satisfaction, etc., it makes an in-depth analysis of the consumption behavior and consumption psychology of Chinese high-end women's clothing consumers, it provides data support for the brand's product development and marketing strategies. The analysis results of Shangpu Consulting show that the consumption amount of high-end women's clothing consumers in China presents a normal distribution, with an average consumption amount of 3000 yuan, and the consumption frequency presents a right-deviation distribution, with an average consumption frequency of twice a month. The consumption channels are mainly offline physical stores, accounting for 70%, followed by online e-commerce platforms, accounting for 20%, followed by social media, accounting for 10%, consumer goods are mainly dress, accounting for 40%, followed by coats, accounting for 30%, trousers, accounting for 20%, and others, accounting for 10%. Consumer brands are mainly international well-known brands, accounting for 60%, followed by domestic well-known brands, accounting for 30%, and emerging brands, accounting for 10%, consumer preference is mainly simple and elegant, accounting for 50%, followed by fashion avant-garde, accounting for 30%, again retro classics, accounting for 20%, consumer motivation is mainly self-satisfaction, accounting for 60%, followed by social identity, accounting for 30%, again emotional sustenance, accounting for 10%, consumer satisfaction is mainly very satisfied, the proportion is 80%, followed by satisfaction, accounting for 15%, and again average, accounting for 5%.

Case 2: Shangpu Consulting provided a fast fashion women's clothing brand with data analysis service of Chinese fast fashion women's clothing consumers. By collecting and analyzing the consumption data of Chinese fast fashion women's clothing consumers, including consumption amount, consumption frequency, consumption channel, consumer goods category, consumption brand, consumption preference, consumption motivation, consumption satisfaction and so on, it deeply analyzed the consumption behavior and consumption psychology of Chinese fast fashion women's clothing consumers, it provides data support for the brand's product development and marketing strategies. The analysis results of Shangpu Consulting show that the consumption amount of Chinese fast fashion women's clothing consumers shows a right-hand distribution, with an average consumption amount of 500 yuan and a normal distribution of consumption frequency, with an average consumption frequency of 4 times a month. The consumption channel is mainly online e-commerce platforms, accounting for 60%, followed by offline physical stores, accounting for 30%, followed by social media, accounting for 10%, consumer goods are mainly T-shirts, accounting for 40%, followed by skirts, accounting for 30%, jeans, accounting for 20%, and finally others, accounting for 10%. Consumer brands are mainly ZARA, accounting for 30%, followed by H & M, accounting for 25%, uniqlo, accounting for 20%, and finally others, the proportion is 25%, the consumption preference is mainly fashion avant-garde, accounting for 50%, followed by simple leisure, accounting for 30%, followed by sweet and lovely, accounting for 20%, followed by self-expression, accounting for 60%, followed by self-expression, accounting for 30%, followed by emotional sustenance, accounting for 10%, consumer satisfaction is mainly general, accounting for 50%, followed by satisfaction, accounting for 30%, again very satisfied, accounting for 15%, and finally dissatisfied, accounting for 5%.

Business circle visit: business circle visit refers to on-the-spot investigation and investigation of the main business circles of women's clothing industry, including the location, scale, flow of people, consumption level, consumption atmosphere, consumption scene, consumption habits, consumption demand, etc., as well as the quantity, distribution, type, style, price, sales volume, word-of-mouth and service of women's clothing brands in the business circle. The purpose of the business circle visit is to understand the market environment and competitive situation of the women's clothing industry, and to provide reference for the location and layout of women's clothing brands. The methods of visiting the business circle mainly include observation, recording, photographing, interview, etc.

Case 1: Shangpu Consulting provided a high-end women's clothing brand with a business district visit service in Beijing. Through on-the-spot investigation and investigation of several major business districts in Beijing, such as Wangfujing, Xidan, Sanlitun, Chaoyang Joy City, etc., the market environment and competition situation of women's clothing in Beijing were analyzed, which provided a reference for the location and layout of the brand in Beijing. The analysis results of Shangpu Consulting show that the women's clothing market in Beijing is large in scale, high in consumption level, good in consumption atmosphere, many in consumption scenes, and high in consumption demand, but there are also some problems, such as conservative consumption habits, single consumption demand and concentrated consumption brands. Beijing has a large number of women's clothing brands, wide distribution, many types, many styles and high prices, the sales volume is better, the reputation is better, and the service is better, but there are also problems such as fierce brand competition, serious brand homogeneity, and no obvious brand differentiation.

Case 2: Shangpu Consulting provided a fast fashion women's clothing brand with a business district visit service in Shanghai. Through on-the-spot investigation and investigation of several major business districts in Shanghai, such as Nanjing Road, Huaihai Road, Xujiahui, Lujiazui, etc., the market environment and competition situation of women's clothing in Shanghai were analyzed, which provided reference for the location and layout of the brand in Shanghai. The analysis results of Shangpu Consulting show that the women's clothing market in Shanghai is large in scale, high in consumption level, good in consumption atmosphere, many consumption scenes, and high in consumption demand, but there are also problems such as more open consumption habits, more diversified consumption demand, and scattered consumption brands. Shanghai has a large number of women's clothing brands, a wide distribution, more types, more styles, and higher prices, the sales volume is better, the reputation is better, and the service is better, but there are also problems such as fierce brand competition, serious brand homogeneity, and no obvious brand differentiation.

Consumer questionnaire: consumer questionnaire refers to the design and distribution of a series of questions to collect the basic information of women's clothing consumers, consumer behavior, consumer psychology, consumer evaluation and so on. The purpose of the consumer questionnaire is to understand the characteristics, needs, preferences, satisfaction and loyalty of women's clothing consumers, and to provide reference for the product development and marketing strategies of women's clothing brands. The method of consumer questionnaire mainly includes questionnaire design, questionnaire distribution, questionnaire recovery, questionnaire analysis and so on.

Case 1: Shangpu Consulting provided a consumer questionnaire service of Chinese high-end women's clothing consumers for a high-end women's clothing brand. Through designing and distributing a questionnaire containing 20 questions, it collected the basic information, consumption behavior, consumption psychology and consumption evaluation of Chinese high-end women's clothing consumers. It distributed 1000 questionnaires and recovered 800 valid questionnaires, with a recovery rate of 80%, through the analysis of the questionnaire data, the characteristics, needs, preferences, satisfaction and loyalty of Chinese high-end women's clothing consumers are analyzed, which provides a reference for the brand's product development and marketing strategy. The analysis results of Shangpu Consulting show that the basic information of Chinese high-end women's clothing consumers is mainly between 35 and 45 years old, with an income above 20000, a bachelor's degree or above, and occupations such as senior managers, professionals, and freelancers. The consumption behavior is mainly that the consumption amount is above 3000 yuan, the consumption frequency is less than twice a month, the consumption channel is offline physical stores, and the consumer goods are dress, coats, trousers, etc, consumer brands in international well-known brands, consumer psychology is mainly consumer motivation in self-satisfaction, social identity, emotional sustenance, consumer demand in personalization, high quality, high service, consumer evaluation is mainly consumer satisfaction in very satisfied, satisfied, consumer loyalty in very loyal, loyal.

Case 2: Shangpu Consulting provided a consumer questionnaire service of Chinese fast fashion women's clothing consumers for a fast fashion women's clothing brand. Through designing and distributing a questionnaire containing 20 questions, it collected the basic information, consumption behavior, consumption psychology and consumption evaluation of Chinese fast fashion women's clothing consumers. It distributed 1000 questionnaires and recovered 800 valid questionnaires with a recovery rate of 80%, through the analysis of the questionnaire data, the characteristics, needs, preferences, satisfaction and loyalty of Chinese fast fashion women's clothing consumers are analyzed, which provides a reference for the brand's product development and marketing strategy. The analysis results of Shangpu Consulting show that the basic information of Chinese fast fashion women's clothing consumers is mainly between the age of 18 and 25, the income is below 10000, the education level is below junior college, and the occupation is students, junior staff, service personnel, etc. The consumption behavior is mainly that the consumption amount is below 500 yuan, the consumption frequency is more than 4 times a month, and the consumption channel is online e-commerce platform, consumer goods are in T-shirts, skirts, jeans, etc. Consumer brands are in ZARA, H & M, Uniqlo, etc. Consumer psychology is mainly consumer motivation in following the trend, self-expression, emotional sustenance, etc. Consumer demand is fashionable, updated, convenient, etc. Consumer evaluation is mainly consumer satisfaction in general, satisfaction, consumer loyalty in general, loyalty.

Consumer interview: Consumer interview refers to the method of collecting deep information, consumption experience, consumption feeling and consumption suggestion of women's clothing consumers through face-to-face or telephone communication with women's clothing consumers. The purpose of consumer interviews is to understand the true thoughts and feelings of women's clothing consumers, and to provide reference for the product improvement and service improvement of women's clothing brands. The method of consumer interview mainly includes interview design, interview object, interview method, interview content, interview record, interview analysis and so on.

Case 1: Shangpu Consulting provided a consumer interview service of Chinese high-end women's clothing consumers for a high-end women's clothing brand. Through face-to-face communication with Chinese high-end women's clothing consumers, it collected the in-depth information, consumption experience, consumption feelings, consumption suggestions and so on of Chinese high-end women's clothing consumers. It conducted 50 interviews, each of which lasted 30 minutes, and analyzed the interview records, the real thoughts and feelings of Chinese high-end women's clothing consumers are analyzed, which provides a reference for the brand's product improvement and service promotion. The analysis results of Shangpu Consulting show that the deep information of Chinese high-end women's clothing consumers is mainly to have higher requirements for their own image and temperament, to have higher standards for the quality and style of clothing, to have higher self-confidence in the purchase and wearing of clothing, to have higher enjoyment of clothing consumption, and to have higher interest in the fitting and matching of clothing, have a higher attention to the texture and details of clothing, have a higher taste for the style and color of clothing, consumer experience is mainly to have a higher evaluation of clothing satisfaction and loyalty, and have a higher brand and service of clothing. High trust, consumer advice is mainly to have a higher expectation for the style and design of clothing, and a higher attention to the activities and discounts of clothing, there is a high demand for after-sales and protection of clothing.

Case 2: Shangpu Consulting provided a consumer interview service of Chinese fast fashion women's clothing consumers for a fast fashion women's clothing brand. Through telephone communication with Chinese fast fashion women's clothing consumers, it collected deep information, consumption experience, consumption feelings, consumption suggestions and so on of Chinese fast fashion women's clothing consumers. It conducted 100 interviews, each of which lasted 15 minutes, and analyzed the interview records, the real thoughts and feelings of Chinese fast fashion women's clothing consumers are analyzed, which provides a reference for the brand's product improvement and service promotion. The analysis results of Shangpu Consulting show that the deep information of Chinese fast fashion women's clothing consumers is mainly that they have lower requirements for their own image and temperament, have lower standards for the quality and style of clothing, have lower self-confidence in the purchase and wearing of clothing, have lower enjoyment in the consumption of clothing, and the consumption experience is mainly that they have higher convenience in browsing and purchasing clothing, they are more sensitive to the price and discount of clothing, pay more attention to the new style and fashion of clothing, and have a lower evaluation of the satisfaction and loyalty of clothing. They have a lower trust in the brand and service of clothing. Consumer suggestions are mainly to have higher expectations for the quality and durability of clothing, and have higher demand for the style and personality of clothing, there are higher requirements for the after-sales and protection of clothing.