Chinese Traditional Clothing Brands’ Transformation in the Face of Generation Z — Taking Bosideng as an Example
- DOI
- 10.2991/aebmr.k.220603.007How to use a DOI?
- Keywords
- Gen Z; Bosideng; Transformation; Traditional clothing brands
- Abstract
In recent years, with the rapid popularization of the Internet and the emergence of a large number of Generation Z people, traditional clothing brands have gradually lost their competitiveness in the market and have been surpassed or even replaced by emerging clothing brands. This paper aims to put forward some suggestions to Chinese traditional clothing brands on how to deal with the transformation of this environment. By analyzing the consumption behavior of the main consumers in the current clothing Market, Gen Z: highly connected to the network, motivated by emotion and experience and pursuing personalization, and taking Bosideng, this paper basically captures the main consumption preference of Gen Z. Also, it takes Bosideng, the former leader of the Chinese clothing market, as an example, expounding the strength and weaknesses of Bosideng and explaining its transformation methods in detail——to be more specific, younger, and viral products, channel expansion, and technology construction. Facing Generation Z, this paper gives three suggestions to the traditional clothing brands that are still being suppressed by new brands, that is, focusing on innovation, developing channels in different dimensions and digitalization and informatization.
- Copyright
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Sixuan Chen PY - 2022 DA - 2022/07/01 TI - Chinese Traditional Clothing Brands’ Transformation in the Face of Generation Z — Taking Bosideng as an Example BT - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022) PB - Atlantis Press SP - 35 EP - 39 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220603.007 DO - 10.2991/aebmr.k.220603.007 ID - Chen2022 ER -