Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)

Chinese Traditional Clothing Brands’ Transformation in the Face of Generation Z — Taking Bosideng as an Example

Authors
Sixuan Chen*
Ningbo Hanvos Kent School, Ningbo, 315200, China
*Corresponding author. Email: chensixuan666@outlook.com
Corresponding Author
Sixuan Chen
Available Online 1 July 2022.
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.

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Volume Title
Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
1 July 2022
ISBN
10.2991/aebmr.k.220603.007
ISSN
2352-5428
DOI
10.2991/aebmr.k.220603.007How to use a DOI?
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  -