商品企劃-臺南應(yīng)用科技大學(xué)生活科技學(xué)院─服飾設(shè)計(jì)管理系

1、林妤真編輯-merchandising plan and procuct development,1,商品企劃,任課教師﹕林妤真,林妤真編輯-merchandising plan and procuct development,2,Week 1:Merchandising plan and product development,What challenges the apparel industry face in TaiwanW

2、hat is merchandising plan and product development in TaiwanWhat procedures are included for merchandising plan and product development,林妤真編輯-merchandising plan and procuct development,3,week 2:Who and What is included

3、by Merchandising plan？,President/CEO ：the leaderMarketing: Market research、AD、SaleMD: Creative、DesignSouring：Technical Design、Product ManagersMF：ManufacturingFinance,林妤真編輯-merchandising plan and procuct development,

4、4,Week 3:商品企劃人才的特質(zhì)與能力,－決策能力－分析能力－結(jié)構(gòu)與組織能力－溝通與協(xié)調(diào)能力－電腦能力,林妤真編輯-merchandising plan and procuct development,5,Week 4-1:商品企劃的定義﹕,從各來源蒐集、吸收、歸納資訊經(jīng)整合後得取之結(jié)論，為做為未來商品開發(fā)參考的一種管理流程。在正確的地點(diǎn)、時(shí)間，以正確的商品、價(jià)格與數(shù)量以滿足目標(biāo)顧客的欲求與需求,林妤真編輯-merc

5、handising plan and procuct development,6,Week 4-2商品企劃的最終目標(biāo)﹕,為開發(fā)一套適合公司的行銷策略並反應(yīng)實(shí)際消費(fèi)者需求與欲求的流程，使商品得以在正確的時(shí)間上架並配合相關(guān)商品策略使商品得以順利售出，而公司更足以從中得取足夠利潤,林妤真編輯-merchandising plan and procuct development,7,Week 5:商品企劃的步驟,界定市場與設(shè)定目標(biāo)蒐集和分

6、析資訊綜合整理資訊設(shè)計(jì)發(fā)展與演進(jìn)新概念評估執(zhí)行與溝通,林妤真編輯-merchandising plan and procuct development,8,Week 6:商品企劃的流程 (1),1. 市場資訊、競爭資訊、流行資訊的集結(jié)與綜合分析2. 企劃提案﹕品牌精神的檢視3. 共同討論會(huì)議﹕市場需求訂定、釐清目標(biāo)客群、通路評估、生產(chǎn)線評估、競爭狀況討論4. 綜合分析與問題釐清5. 確認(rèn)商品與相關(guān)企劃書,林妤真編輯-me

7、rchandising plan and procuct development,9,week 7:商品企劃的流程 (2),6. 商品概念的形成﹕包括流行主題確認(rèn)（流行意念）、商品系列的展開（色彩、材質(zhì)、風(fēng)格）、波段計(jì)劃7. 設(shè)計(jì)展開﹕款式與樣本製作、剪裁縫製原型、初步成本估算、檢視當(dāng)季商品線、選擇款式與修正版型8. 製造／銷售﹕生產(chǎn)計(jì)劃、銷售計(jì)劃、行銷策略、行銷戰(zhàn)術(shù)、促銷方案,林妤真編輯-merchandising plan a

8、nd procuct development,10,Week 8:商品企劃,流行趨勢分析、競爭對手市場現(xiàn)況、領(lǐng)導(dǎo)品牌設(shè)計(jì)趨勢、零售店面資料回報(bào)布料蒐集分析、副料蒐集分析、季節(jié)主題研訂、產(chǎn)品系列研訂、產(chǎn)品初步規(guī)格、產(chǎn)品成本規(guī)劃,林妤真編輯-merchandising plan and procuct development,11,Week 9:商品企劃與設(shè)計(jì)流程,產(chǎn)品細(xì)部設(shè)計(jì)包含款式設(shè)計(jì)、樣品製作、版型設(shè)計(jì)、馬克排版、布副料展開、

9、產(chǎn)品規(guī)格,林妤真編輯-merchandising plan and procuct development,12,Week 10:全球消費(fèi)走向,多元文化的展現(xiàn)環(huán)保議題休閒生活解構(gòu)主義中性化 性感表徵消費(fèi)價(jià)值觀,林妤真編輯-merchandising plan and procuct development,13,Week 11:界定目標(biāo)客群輪廓,客觀變數(shù)性別年齡職業(yè)地理區(qū)域購物習(xí)慣與形態(tài),主觀變數(shù)生活型態(tài)的重點(diǎn)

10、描對於流行敏感程度獨(dú)特的心理需求對外觀的重視與表達(dá)程度可接受的價(jià)格帶,林妤真編輯-merchandising plan and procuct development,14,範(fàn)例-目標(biāo)個(gè)客描述,以少女盤女裝品牌為例,林妤真編輯-merchandising plan and procuct development,15,林妤真編輯-merchandising plan and procuct development,16,林妤真編

11、輯-merchandising plan and procuct development,17,Week 12-1:定位法則,消費(fèi)者導(dǎo)向競爭者導(dǎo)向最好能在某定位上，具特定地位維持一貫性,林妤真編輯-merchandising plan and procuct development,18,WEEK 12-2:品牌定位,品牌為商品的形象、個(gè)性協(xié)助消費(fèi)者確認(rèn)其真正需求的產(chǎn)品品牌為產(chǎn)品蘊(yùn)涵的價(jià)值可供消費(fèi)者藉以辨識、記慣可形成

12、對某特定產(chǎn)品有”聯(lián)想式”之偏好,林妤真編輯-merchandising plan and procuct development,19,What’s the symbolic meaning for the following picture?,,林妤真編輯-merchandising plan and procuct development,20,林妤真編輯-merchandising plan and procuct develop

13、ment,21,week 13-1:商品的組合(1),Color FabricFabricationTexture Material StyleLine,林妤真編輯-merchandising plan and procuct development,22,week 13-2:商品的組合(2),Quality Design Price,林妤真編輯-merchandising plan and procuct de

14、velopment,23,Week 14:商品分類與結(jié)構(gòu)依年齡分,童裝-嬰童、小童、大童女裝:小少女、少女、少淑、淑女、中年婦女、銀髮,林妤真編輯-merchandising plan and procuct development,24,Week 15:商品分類與結(jié)構(gòu)依生活型態(tài)分,休閒服上班服宴會(huì)服正式禮服內(nèi)衣類,林妤真編輯-merchandising plan and procuct development,25,

15、Week 16:商品分類與結(jié)構(gòu)依風(fēng)格、款式分,The major theme that are used in Taiwanese apparel consumption marketThe themes that are used in brand name seasonal production lines,林妤真編輯-merchandising plan and procuct development,26,Week 17-

16、1:商品設(shè)計(jì)發(fā)展與概念的演進(jìn),－主題的精煉（使該主題具明確的意象）－產(chǎn)品線與系列計(jì)劃的設(shè)計(jì)與訂定（產(chǎn)品系列應(yīng)具備足夠的多樣性，並使其相互間維持足夠的共通性與一致性,林妤真編輯-merchandising plan and procuct development,27,Week 17-2:商品概念結(jié)構(gòu)形成,－與生活的聯(lián)結(jié)提案－感覺的訴求－故事性的營造－溝通的文案,林妤真編輯-merchandising plan and pr

17、ocuct development,28,Week 18-1:如何架構(gòu)商品分類,反應(yīng)趨勢的流行商品: fashion流行但修正符合市場的新穎商品: trendy暢銷基本商品: basic,林妤真編輯-merchandising plan and procuct development,29,Week 18-2:服飾單品組合,流行款 ?%暢銷商品 ?%基本商品 ?%,林妤真編輯-merchandising plan an

18、d procuct development,30,Week 18-3:服裝產(chǎn)品系列單品佔(zhàn)比,UpperBottomOut sideInside,林妤真編輯-merchandising plan and procuct development,31,Week 18-4:How to balance your product lines,By colorBy fabricsBy product categoriesBy d