[5]
Surveys indicate that the trend of leisure clothing is penetrating into the office. It will undoubtedly lose a tremendous business opportunity if we do not occupy the casual wool clothing market. 4. 2. 1 Change the status of wool in knitted apparel. The most important products of wool are kitted apparel in leisure apparel market. Compared with wool woven garments, wool lacks vogue in knitted apparel. Therefore, to improve the vogue of wool knitted apparel, we should conduct projects development and short the development cycle. At the same time, expanding the variety of products and providing diversity of choice to meet consumer demand for personalized. It is an important factor to effect the consumption of leisure closing that if it is comfortable close-fitting wearing the wool knitted clothes. Not easy to take care is a psychological obstacle of consumers to buy wool apparel. In fact, the fastness to wash and easy care are relatively mature technologies. But consumer still thinks that wool clothing is not easy to care. Therefore, on the one hand we should improve the easy care technology, on the other hand, increase the promotion and publicity to change the consumer's wrong impression. 4. 2. 2 Conduct deep cooperation with casual clothes brands. The casual clothes market in China has experienced several years of rapid development and some influential brand manufacturers have emerged in the retail market. Chain store brands contact with consumers directly and the market is sensitive to understand the value demand of consumer. Meanwhile, with the increase of brand awareness of Chinese consumer, the trust of brand is increasing and the communicate ability is also strengthening between brand enterprises and consumers. Therefore, the brand monopoly enterprises become more important in the heart of consumers. Wool fiber has some blurred image which needs the technology to solve, however, we can not rule out the problems of promotion and lacking communication with consumers. The survey which conducts to some leisure clothing brand franchised store shows that they have little knowledge about the wool and prefer other fibers including cotton and polyacrylonitrile fiber. Therefore, we can improve the image of wool apparel and enhance the status of wool in the tendency of leisure clothing consumption by launching cooperation with the brands, developing objective project to encourage more use of wool and utilizing the advantaged status to communicate effectively with consumers. 5 Conclusions The integration of wool industry chain is multifaceted such as technical level, supply chain level and marketing promotion level. However, only that taking the demands of consumer as the core and conducting integration path are meaningful in a consumer-driven clothing market pattern. Refernces.
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