消费升级下服装智慧门店发展现状与前景分析  

Development Status and Prospects of Smart Clothing Stores Under Consumption Upgrading

作　　者：周赟 许君 王晓云[1] 李衡 Zhou Yun;Xu Jun;Wang Xiaoyun;Li Heng(College of Textile Science and Engineering,Tiangong University,Tianjin 300387,China;Tianjin Shengmei Technology Co.,Ltd.,Tianjin 300190,China)

机构地区：[1]天津工业大学纺织科学与工程学院,天津300387 [2]天津胜美科技有限公司,天津300190

出　　处：《针织工业》2023年第5期81-85,共5页Knitting Industries

摘　　要：消费升级背景下,线下服装零售的数字化转型已是大势所趋。为深入研究服装智慧门店的发展状态和成长空间,以解读新零售模式下服装消费需求差异性为导入,剖析打造智慧实体零售的重要意义。然后以消费者旅程为主线,将构建服装智慧门店的基础技术划分为人机交互、射频识别、虚拟试衣和室内定位,并阐释其对于洞察消费行为、提升零售效率的积极作用。结合国内外服装品牌对智慧门店的应用现状,从多元消费触点、智慧物流和产业链协同3方面,为服装智慧门店的进一步升级提供规划思路。Under the background of consumption upgrading,the digital transformation of offline clothing retail has become the general trend.In order to deeply study the development status and growth space of smart clothing stores,based on the new retail model,through the interpretation of the differences in clothing consumption demand,the significance of creating physical smart retail was analyzed.Then,with the consumer journey as the main line,the basic technologies for building smart clothing stores were divided into human-computer interaction,radio frequency identification,virtual fitting and indoor positioning,and their positive effects on insight into consumer behavior and improving retail efficiency were explained.At the same time,combined with the application status of smart stores of domestic and foreign clothing brands,the further upgrading plan of smart clothing stores was pointed out,from the three aspects of diversification of consumer contacts,intelligent logistics management and industrial chain synergy.

关 键 词：服装品牌 新零售 智慧门店 数字化 消费需求 场景体验 全渠道 

分 类 号：F724.2[经济管理—产业经济]