Behind The Competition Of Apparel Retailers

From a global perspective, the increasing number of young consumers and the increasingly leisure lifestyle of office workers are the two main driving forces for accelerating the leisure of global fashion brands.

Casual wear has a wide market, but the increasing competition is driving the production of the global casual wear retailing to the rich and cheap Asian region.

In particular, China's consumer market with large population and rising national income level is also changing the market focus of the global casual wear retailing industry.

Among many international brands, Spain's ZARA, Sweden's H&M and Japan's UNIQLO and other world-renowned casual wear retailers are pursuing and disseminating the changing international trend through their strong brand building and promotion capabilities, product design capabilities, channel building capabilities, marketing capabilities and supply chain management capabilities.

In the brutal competition, China's famous clothing brands Lining, Bosideng, burshlung, Anta, China trend, news birds, YOUNGOR, XTEP and others are competing in the international market.

"At present, the apparel retailing industry is still oversupply, and the industry competition is too serious.

It is not like the textile industry has a regional division, or relatively concentrated industries, leading industries monopoly. "

Wang Rong, an apparel retailing analyst for securities, told the financial times.

At the same time, she said: "although competition is fierce, there is no problem of integration among brands.

Because the brand characteristics of clothing retailing industry are quite distinct, integration needs to find out that the customer groups do not overlap, do not conflict with their own brands, and match with the original brands.

At present, there is no brand that can be integrated in China, and it is possible that the Hong Kong stock market and foreign countries are more likely to be integrated.

The main purpose of listing is financing, and financing is the most needed development of every brand.

Taking American Apparel as an example, the main purpose of raising funds is to shift from business mode innovation to management mode innovation, use information platform to integrate social resources, build up the upstream and downstream ecological chain of garment industry, and comprehensively enhance management.

Gao Fangmin, an apparel retailer analyst at Guoxin Securities, said: "at present, listing is only a means of financing for clothing retailers, and there is no necessary connection with the development of the industry.

At the same time, it also involves the problem of industrial chain. The industrial chain and information platform are very important for the retail industry. "

"The development channel needs a lot of capital, and if it is borrowed by banks, it will increase its liabilities.

Therefore, listing and financing is an important means for many enterprises to obtain capital.

Wang Rong also holds the same view.

In China, compared with Baleno, Giordano and other brands, Smith Barney clothing is still a new brand, but it is ahead of marketing and public awareness.

It also depends on brand building and marketing channels.

American barrack clothing uses direct stores to control the first tier cities, and establishes many flagship stores and image stores. The two or three tier cities also use franchisee control to speed up the development.

At the same time, for the clothing listed companies entering the capital market, it can increase the advertising sites of enterprises, enhance the visibility of enterprises, and produce advertising effects.

"At present, the development of garment manufacturing enterprises is not optimistic about the clothing retail enterprises, but in the future, clothing manufacturers still have great room for survival, and clothing retailers will gradually increase the entry threshold, so that the development of clothing retail enterprises will slow down."

Wang Rong analysis.

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