2023, Vol. 8, No. 3. - go to content...

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Shalmina I.I. Development and forecasting of the client’s assortment matrix. Journal of Clothing Science. 2023; 8(3). Available at: https://kostumologiya.ru/PDF/10TLKL323.pdf (in Russian).

Development and forecasting of the client’s assortment matrix

Shalmina Irina Ivanovna
Omsk State Technical University, Omsk, Russia
E-mail: i.shalmina@gmail.com
ORCID: https://orcid.org/0000-0002-7569-1921
RSCI: https://elibrary.ru/author_profile.asp?id=477032
WoS: https://www.webofscience.com/wos/author/rid/AAG-3782-2020

Abstract. The article discusses the relevance and prospects of using the principle of customization in the development of a modern clothing brand. In order to guarantee the availability of manufactured products to consumers, the garment industry must quickly rebuild and adapt to changing customer requirements, enterprises and entrepreneurs must promptly collect and analyze user data. The development, planning and implementation of a customized assortment matrix of the consumer is one of the most important steps in the work of a brand that sees prospects for its development in the direction of customization. The transition to the production of customized products, including garments, is a necessity for any brand that wants to attract the attention of its potential consumers. In the work, the customized assortment matrix of the brand is understood as the range of clothing of a particular client, including all products manufactured by the brand, tracked by time, purpose and seasonality. The analysis of the work of modern sewing enterprises with consumers, for whom a customized approach is appropriate, allowed us to determine the main aspects of the formation of an individual assortment matrix. The developed customized assortment matrix includes such communication links between the brand and the consumer as analysis of the psychological characteristics of the consumer, lifestyle, individualization of fashion preferences, knowledge of the existing wardrobe of a particular consumer and the continuity of the new assortment in relation to previous orders and the wardrobe as a whole. The forecast of the brand’s long-term consumer strategy should take into account regional differences, cultural characteristics and social changes in order to more effectively cover the interests of customers. This approach allows you to build a brand strategy with your customers, taking into account their interests.

Keywords: clothing industry; clothing; customization; customized assortment matrix; clothing brand; customer base; clients

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