A Study on The Influence Of 'She-Economy' Upsurge on The Development of Clothing Companies: Taking Anta as An Example

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With the awareness of people's self-consciousness, the 'she-power' of female consumers begins to emerge. The upsurge of the 'she-economy' has become a highly-concerned economic phenomenon. Various industries turned their attention to the female market and female groups. On the basis of previous studies on 'she-economy', this paper focuses on clothing enterprises, summarizing the impacts of this economic phenomenon on the cases concerned in this paper through case study, literature study and event study, so as to provide suggestions for the development of the clothing industry. The study found that the coping strategies made by clothing enterprises in response to the 'she-economy' phenomenon have a significant positive impact on the enterprises themselves, which is reflected in the profitability, asset structure and female consumption performance of the enterprise. Whereas, inappropriate marketing methods may bring a negative impact to enterprises. Hence, enterprises need to exercise sound judgement when making decisions. From the market situation, it can be found that the women's clothing market still has a large development space. In the future, clothing enterprises can learn from the excellent cases in the industry, try to open up the female business, transform the new-born 'she-power' into their customers, expanding their consumer group. Other industries can also carry out researches on the impacts of the 'she-economy' phenomenon, learn from the development experience of those clothing enterprises, and enter the huge consumer market of women's business.