基于数据驱动的数字化时尚新零售模式——以Nike公司为例  

Digital Fashion New Retail Mode Based on Data Driven-Taking Nike as an Example

作　　者：林禹晨 罗竞杰 顾鸣[2] 

机构地区：[1]东华大学服装与艺术设计学院 [2]江苏华艺集团顾鸣艺术染整工作室

出　　处：《纺织导报》2023年第1期84-86,88,89,共5页China Textile Leader

摘　　要：文章通过对数字经济影响下时尚零售行业的发展研究,发现了数字化进程中人们消费需求与行为的改变,提出一种数字化时尚新零售模型,并以Nike公司为例,对模型进行补充与分析;提出以数字技术获取数据、完善双线零售模式、研发虚拟试穿系统、探索无人零售服务、提升空间体验等发展策略和具体路径;期望以此提升消费体验并加强零售各个要素、环节之间的关联度,为企业转型与营运升级提供一种思路,进一步促进数字化时尚新零售的发展。Through research on the development of the fashion retail industry under the influence of the digital economy,the paper found the changes in people’s consumer demand and behavior during the digitalization process and proposed a new digital fashion retail model.Taking Nike as an example,the paper analyzed and improved this model by putting forward development strategies and feasible pathways such as obtaining data with digital technology,improving online and on-site retail,developing a virtual try-on system,exploring unmanned retail service,and improving space experience.In doing so,it is expected to improve the consumption experience and strengthen the correlation between retail elements and links,so as to provide a way of thinking for enterprise transformation and operation upgrading,and further promote the development of new digital fashion retail.

关 键 词：数字化时尚新零售 数据驱动 双线零售 虚拟融合 无人零售 空间体验 

分 类 号：F713.36[经济管理—产业经济] F416.8F125