原標題：2020消費潮流

These Are The Trends Influencing Consumer Behavior In 2020

圖片來源：上海大學-巴黎國際時裝藝術學院

想要搞清楚時尚潮流是怎麼來的，我們要從消費者行爲入手。畢竟潮流並不僅僅是關於服裝的款式而已，首先要考慮消費者羣體的變化和他們花錢方式的變化，還要綜合這些行爲背後的心理來考慮。今天讓我們一起來看看2020的消費主角都是誰，以及影響他們的潮流。

When trying to understand where fashion trends come from, we first have to consumer behavior. Trends aren’t just dictated and decided upon on looks alone. in fact there’s a whole psychology involved in looking at how the consumer has changed and how they are parting with their hard earned cash, to factor into the mix first. We’re taking a look at exactly who the 2020 consumer is and x trends they’ll be influenced by next year.

Z世代的思維

Gen Z Mentality

Z世代，即出生在1996-2010 之間的人， 逐漸成長爲主力消費人羣。時裝企業今年將把更多的注意力放在他們身上，來推出產品線，制定營銷策略。因爲Z世代出生成長在一個有電腦，手機和移動互聯網的世界，他們都一定數量的錢，其中一部分人也有了穩定的收入， 都在等着花出去。但是有一點，Z世代都很謹慎， 這點比之前的千禧一代有過之而無不及。因此瞭解消費者背後的做決策的心理就顯得更爲重要了。

It’s a great time for Gen Z right now. The consensus is that anyone born between 1996 and 2010 can be considered a Gen Z'er meaning fashion companies are looking to them this year more than ever, to inform their product lines and marketing strategies. This is because elder Gen Z'ers, the generation known for being born into a world where computers, mobiles and instant internet access has always existed, are well into their early twenties. This means they have access to their own money including a decent amount of disposable income, just ready and waiting to be spent. But here’s the clincher! Gen Z are conscious consumers, far more so than the millennials who came before them and therefore, arguably, the psychology behind consumer made decisions has never been more important.

Z世代的成長伴隨着經濟動盪和氣候變化等等很多不確定的事物，其他很多嬰兒潮一代和X世代追求的事物都出現了。他們也非常有事業心，把自己看做一個可以爲社會利益做出貢獻的個人品牌。

Gen Z grew up with a lot of uncertainty in terms of the economy, the climate and pretty much everything else the Boomers and Gen X have been running for them - and it shows! They are also entrepreneurial, seeing themselves as personal brands for social gain.

可持續性是基本要求

Sustainability As A Starting Point

圖片來源：上海大學-巴黎國際時裝藝術學院

2020年，可持續性任然是我們不懈的追求， 只是這更多的是一個前提而不是潮流了。 千禧一代的消費者也同樣受到可持續觀念的影響， 他們依然注重呵護自己，支持大健康產業，喜歡有機，純粹和綠色的東西。綠色的生活方式已經興起， 帶動時尚品牌在人造皮革，可持續皮料和植物纖維等方面加大籌碼。幾乎每個月都有品牌宣告他們不再使用動物皮毛或者皮革，這股潮流在接下來幾年一定會愈演愈烈。

We’re all still working towards sustainability in 2020 only it’s more of a starting point and a prerequisite rather than a trend. Millennials are also included in this influence on consumer behavior as they continue on the journey to self care, support the wellness industry and surround themselves with all things organic, pure and green. Plant based lifestyles are also lumped in here, influencing fashion brands to really up the ante on their vegan leather, sustainable skins and cellulose fibers. Almost every month we see an announcement from another brand, declaring they are going fur or leather free and we’re sure this will continue to grow in popularity as the year goes on.

沉浸技術

Immersive Technology

圖片來源：上海大學-巴黎國際時裝藝術學院

技術是另一個影響消費者行爲的因素。已經有很多時裝和美妝品牌在店鋪和試衣間使用具有交互功能的鏡子。虛擬現實，增強現實和Snapchat遊戲也越來越多，眼下消費者對這種消費體驗還不太熟悉，用不了多久， 他們這方面的需求就會越來越多。在這種技術熱潮中，如果購物帶來的新鮮和娛樂性不夠，一步錯過，步步皆輸。

Technology is certainly an influencing trend for consumer spending and we’ve already seen this from the fashion and beauty brands using interactive mirrors in their stores and fitting rooms. Virtual reality, augmented reality and Snapchat gaming are all on the increase and while at present, consumers don’t necessarily expect these kind of shopping experiences but it won’t be before long they do. Anything less could become lost in the technology buzz and not provide the same level of excitement and entertainment from their shopping experience.

焦慮

The Burnout

我們生活在一種焦慮的文化中，由此帶來了我們可以大有作爲的全新產品和服務，焦慮文化是指當今社會帶來的壓力，可能是因爲你做了三份工作也沒經濟上的安全感，或者一邊忙於學習，一邊還要工作，兼職工作，社交，開導剛離婚的瑪麗阿姨，所有這些都讓你焦頭亂額，焦慮是每個人都會有的，因此消費者會尋找可以讓他們感覺良好的產品和時裝。柔軟舒適的面料，放鬆保健類的產品更適合他們享受閒暇時光。

we’re living in a burn out culture and with it brings a whole new category of products and services that can be filled. The burn out culture refers to feeling burned out by the pressures of today’s society which can be anything from working three jobs and still not being financially secure, to taking on too many personal projects while trying to study at school, work part time, have a social life and support aunt Mary through her divorce. Burnout is a very real thing for many people and so consumers will be looking for products and fashion that makes them feel good, soft and tender fabrics for taking time out for themselves as well as calming and restorative products.

一致的價值觀

Holding The Same Values

圖片來源：上海大學-巴黎國際時裝藝術學院

在社交媒體時代， 消費者期望和他們購買的品牌建立起聯繫，所以只有好的產品是不夠的，消費者希望感覺到產品背後的品牌和他們有一樣的價值觀。2019年，這個問題最好的例子是在快餐行業。美國快餐巨頭Chick-Fil-A是一個爆紅的炸雞快餐品牌，今年卻出了問題，不是說他家的雞肉口味或者質量不好，或者客服或宣傳出了錯。唯一的問題出在這家公司給反同性戀組織捐款。很多喜歡這個品牌的人紛紛不再買他們家的食物了。

In an era where social media prevails, consumers are looking to regain a sense of personal connection with the brands they shop from. It’s not enough any longer to simply have a great product, consumers also want to feel that the brand behind the product holds the same values as they do personally. We’ve seen a perfect example of this already in 2019 in the fast food industry. Leading American chicken giant Chick-Fil-A food is extremely popular and broadly accepted as one of the best fast food chicken restaurants. But their problem this year wasn’t to do with the taste or quality of their chicken, neither was it anything to do with customer service or print point. No, it was all down to the company’s charitable donations to anti gay groups. Many advocates for the food simply refuse to buy from them any longer on principle alone.

同時這還包括消費者對理解和關注他們的心理健康的要求。逐漸地，公開自己受到心理問題的困擾不再是恥辱性的事， 消費者想知道自己購買的品牌對心理健康的理解，以及能尊重他們的員工。

This also includes the push on understanding and taking care of our mental health. Slowly, the stigma of suffering openly about mental health disorders is starting to be broken down and consumers want to know the companies they buy from, are understanding towards mental health and treating their employees respectfully.

爲了做到成功，品牌企業需要認識到和他們產品和服務一樣重要的還有品牌的價值觀，環保觀念，技術的使用，個人體驗等等。2020年，品牌不僅要向內看，也要關注外界的東西，因爲他們面對的是越來越成熟的消費者。

In order to succeed, brands need to recognize that their product or service is just as important to their consumer as the values the brand holds, as their environmental impact, as their use of tech or personal experience and so much more. For 2020, brands need to look internally as well as externally as their customers are delving deep.

上海大學巴黎國際時裝藝術學院（Shanghai University - MOD'ART International），成立於2003年，被外界譽爲”上海時裝界的黃埔軍校“，是國內第一個在上海創辦的中法合作時裝設計學院，國內率先引進法國奢侈品營銷與管理專業和時尚傳播專業。受到中國服裝協會、中國服裝設計師協會、中國國際貿易促進會紡織行業分會等專業社會團體的支持。