搜索
新职业英语深圳职业技术学院应用外国语学院新职业英语深圳职业技术学院应用外国语学院Unit2DesignDiscoveryReadingAWarming-upReadingAListeningSpeaking436ProjectReadingBWritingVocabularyandStructure51278BackNextSelf-evaluation9Grammar10Unit2DesignDiscoveryWarming-upTask1Task2HomeUnit2DesignDiscoveryWarming-upTask1Whilepreparingforyourdesignyoumayneeddatapresentedinthefollowingforms.Matcheachformwithitscorrespondingname.linechartpiechartbarcharttablechartHomeNextUnit2DesignDiscoveryWarming-upTask2Thefollowingchartprovidessomeinformationabouttheproductyouaregoingtodesign.Analyzeitandanswerthequestionsbelow.1.Whatinformationdoyouget?__________________.2.Whatelsedoyouwanttoknow?_________________.3.Whatmeasureswillyoutakeforyourdesign?_______________.BackHomeNextUnit2DesignDiscoveryReadingATextTask1Task2Task3Task4BackgroundInformationHomeUnit2DesignDiscoveryReadingA1.FashiondesignFashiondesignistheappliedartdedicatedtoclothingandlifestyleaccessoriescreatedwithintheculturalandsocialinfluencesofaspecifictime.Fashiondesigndiffersfromcostumedesignduetoitscoreproducthavingabuiltinobsolescenceusuallyofonetotwoseasons.Aseasonisdefinedaseitherautumn/winterorspring/summer.Fashiondesignisgenerallyconsideredtohavestartedinthe19thcenturywithCharlesFredericWorthwhowasthefirstdesignertohavehislabelsewnintothegarmentsthathecreated.Whileallarticlesofclothingfromanytimeperiodarestudiedbyacademicsascostumedesign,onlyclothingcreatedafter1858couldbeconsideredasfashiondesign.Unit2DesignDiscoveryReadingASomefashiondesignersareself-employedanddesignforindividualclients.Otherhigh-fashiondesignerscatertospecialtystoresorhigh-fashiondepartmentstores.Thesedesignerscreateoriginalgarments,aswellasthosethatfollowestablishedfashiontrends.Mostfashiondesigners,however,workforapparelmanufacturers,creatingdesignsofmen’s,women’sandchildren’sfashionsforthemassmarket.Largedesignerbrandswhichhavea“name”astheirbrandsuchasCalvinKlein,RalphLauren,orChannelarelikelytobedesignedbyateamofindividualdesignersunderthedirectionofadesignerdirector.Unit2DesignDiscoveryReadingA2.DemographicsDemographicsordemographicdatarefertoselectedpopulationcharacteristicsasusedingovernment,marketingoropinionresearch,orthedemographicprofilesusedinsuchresearch.Notethedistinctionfromtheterm“demography”.Commonly-useddemographicsincluderace,age,income,disabilities,mobility(intermsoftraveltimetoworkornumberofvehiclesavailable),educationalattainment,homeownership,employmentstatus,andevenlocation.Distributionsofvalueswithinademographicvariable,andacrosshouseholds,arebothofinterest,aswellastrendsovertime.Demographicsarefrequentlyusedineconomicandmarketingresearch.Unit2DesignDiscoveryReadingADemographictrendsdescribethechangesindemographicsinapopulationovertime.Forexample,theaverageageofapopulationmayincreaseovertime.Itmaydecreaseaswellascertainrestrictionsmaybeinplace,forinstanceinChinaifthepopulationishigh.Thetermdemographicsasanounisoftenusederroneouslyinplaceofdemography,thestudyofhumanpopulation,itsstructureandchange.Althoughthereisnoabsolutedelineation,demographyfocusesonpopulationstructure,processesanddynamics,whereasdemographicsismostoftenusedinthefieldsofmediastudies,advertising,marketing,andpolling,andshouldnotbeusedinterchangeablywiththeterm“demography”or(morebroadly)“populationstudies”.Unit2DesignDiscoveryReadingA3.TargetmarketMarketspecializationisabusinesstermmeaningthemarketsegmenttowhichaparticulargoodorserviceismarketed.Itismainlydefinedbyage,gender,geography,socio-economicgrouping,oranyothercombinationofdemographics.Itisgenerallystudiedandmappedbyanorganizationthroughlistsandreportscontainingdemographicinformationthatmayhaveaneffectonthemarketingofkeyproductsorservices.Aproductfocusingonaspecifictargetmarketcontrastssharplywithonefollowingthemarketingstrategyofmassmarketing.Unit2DesignDiscoveryReadingADefiningatargetmarketrequiresmarketsegmentation,theprocessofpullingaparttheentiremarketasawholeandseparatingitintomanageable,disparateunitsbasedondemographics.Themarketsegmentationprocessincludes:1.Determiningthecharacteristicsofsegmentsinthetargetmarket.Thenseparatingthesesegmentsinthemarketbasedonthesecharacteristics.2.Checkingtoseewhetheranyofthismarketsegmentsarelargeenoughtosupporttheorganization’sproduct.Ifnot,theorganizationmustreturntostepone(orreviewitsproducttoseeifit’sviable).3.Onceatargetmarketischosen,theorganizationcandevelopitsmarketingstrategytotargetthismarket.Unit2DesignDiscoveryReadingATask1Eachofthefollowingpicturesindicatesawaytocollectfashiontrendinformation.Namethemandbrainstormotherpossiblesources.Unit2DesignDiscoveryReadingAFashionDesignPreparationHaveyoueverseenashirtoradresshangingonarackinastoreandwonderedwhatstepsweretakentogetitthere?Youcanbequitesurethatitprobablytookahugegroupofpeopleandmany,manyhourstobringthatonelittlegarmenttofruition.Eachstepofthisdesignprocessisasvitalandequallyimportantasthenext.Unit2DesignDiscoveryReadingAFirstthingsfirst.Adesignermustknowwhoheorsheisdesigningfor.Atargetmarkethastobedeterminedinordertomeetcustomerexpectationsandproduceagarmentthatsatisfiesth