Three Factors For Evaluating The Attractiveness Of Market Segments

After the segmentation of clothing consumer groups, researchers and clothing marketers should also Segments Make an evaluation to clarify which market segment the enterprise is ready to serve. The following factors are mainly considered in evaluating the attractiveness of different market segments.

（1） Scale and development prospect of market segments

The scale and development prospect of the market segment, that is, whether the potential market segment is available Moderate scale And development characteristics. "Appropriate scale" is a relative concept. Large clothing companies generally attach importance to the segment market with large sales volume, while small or emerging clothing companies avoid entering the segment market with large scale because it requires too much resource input. The development prospect of market segments is usually an expected feature, because enterprises always hope that sales and profitability will continue to rise. However, it should be noted that competitors will also quickly seize the developing market segments, thereby inhibiting the profitability of the enterprise.

（2） Attraction of market segment structure

Although some market segments have the scale and development prospects expected by enterprises, they may lack Profit potential 。 Enterprises should evaluate the impact of five factors on long-term profitability; Peer competitors, potential competitors, alternative products, buyers and suppliers.

（3） Enterprise goals and resources

Even if a certain market segment has a large scale, good development prospects and attractive market structure Clothing enterprises still need to consider their own goals and resources. Sometimes, enterprises will automatically give up some attractive market segments because they do not meet the long-term goals of enterprises. When the market segment meets the goal of the enterprise, the enterprise must also consider whether it has sufficient skills and resources to ensure success in the market segment. Only when an enterprise can provide valuable clothing products and related services can it enter this market segment.