Low Price Mass Market In Attack: Korean Fashion Brand Strengthens SPA Mode

"Now the popular topic among big brand clothing enterprises is SPA."

A person in charge of a large enterprise division in Korea said.

What is SPA?

Because the threshold of department stores is getting higher and higher, the profits of the brands are getting less and less. Men's wear is the vanguard, followed by casual wear, women's clothing and import agents. Large enterprises are beginning to attack the low price mass market in the consumer market.

Even the Korean attachment group, which has always had the confidence of the circulation channel, was ahead of the first wool weaving and LG at the end of last year.

Fashion, KOLON, the three South Korean strength faction companies, will reach out to the field.

In the Korean domestic clothing market, lifting the Korean SPA banner is the beginning of the competition between big enterprises and famous brands.

The so-called SPA, the full name of English is Specialty store retailer of Private label

Apparel, literally plated, is "private brand clothing professional retailer".

That is to say, the brand must have the ability to integrate the industrial chain from production to logistics, and then to sales.

Although before, the powerful brand is also from production to circulation, and then to sales, but in the sales link, it still can not get rid of dependence on department stores.

So, recently, some strength brands began to pay more and more attention to the SPA mode. Among them, the establishment of a large flagship store is a sign.

As the size of shops grows, another feature of the strength brand SPA strategy is revealed. That is to focus on the target audience and avoid the target consumers who are watching the international brand closely, so as to achieve dislocation management.

Although different types of goods and low prices and ways of opening shops are similar to overseas SPA models, Korean local brands pay more attention to Korean consumers' preferences and aesthetic requirements, and provide more products that meet the needs of local consumers.

Big brands try water SPA

LG

Fashion launched a new brand "TNGT" at the beginning of this year's large-scale work briefing, and officially began to test the Korean characteristic SPA mode.

It adopts the designated circulation strategy focusing on the office buildings in South Korea.

It is a specialized brand with business people as the target consumer group. At present, the brand is developing well.

Since the second half of last year, LG Fashion has opened more than 300 square meters of men's and women's wear complex stores and 8 women's consumers specializing in TNGT, apart from the original men's wear shops.

W "shop.

LG Fashion's initiatives in circulation network expansion are very positive.

By the end of this year, LG

Fashion plans to set up about 30 shops with a scale of more than 200 square meters in the national key office buildings.

And in the shop, there are books, stationery, cosmetics, fitness products and other work closely related to the work and work of workers, so as to form a joint purchase effect.

Following the launch of the basic leisure wear "SPAO" brand in November last year, the attachment group will launch the MIXXO of women's clothing brand in June this year.

These two brands are all SPA brands.

Among them, the MIXXO brand will first open a shop in Seoul's Ming Dong, with a shop area of more than 1700 square meters, and plan to increase the number of shops in the core business circle.

Prior to April 29th, the 500 square meter experimental shop located at a mountain (South Korean place name) opened.

On the day of its opening, it made remarkable achievements in sales of 28 million won (1 yuan, 172 won).

Although there are still some deficiencies in the SPAO brand in terms of new commodity supply and capital flow, overall, so far, it is still very good.

Thanks to its excellent logistics capabilities and excellent commercial development capabilities, it has been on the front of other brands in the exploration of SPA mode in Korea.

Also, the first wool fabric group introduced the famous international fast fashion brand MANGO, first to learn the SPA model.

Moreover, the group is also working hard to launch the SPA business, and specially recruited relevant talents in this field.

In order to implement the popular strategy of group brand, LG Fashion also recruited experts with rich experience in purchasing and Street store operation at the end of last year.

Compared with the above two companies, although KOLON is very careful in the way of SPA, the women's brand QUA of the group is trying to wear women's clothing as the center's SPA mode by lengthening the product line.

South Korean industry stakeholders agreed: "big companies are beginning to concentrate on testing the Korean brand SPA strategy, and will usher in an unprecedented competition."

That is to say, if we want to be the last winner, we must be backed up by huge capital, have a closely linked operation system and excellent human resources advantages like gears, and concentrate on marketing to form influence.

Why is the clothing industry lifting SPA fever again?

Large enterprises and powerful enterprises in Korea have made SPA models with full operation from the very beginning, through large-scale investment. SMEs generally diversify their products in a phased way to cope with the changes of the times.

In fact, the brand of SPA mode in Korea has already existed, but it has not formed a certain climate in scale, effect and image display.

It can be said that Korean domestic garment enterprises' coveted SPA mode is not two days a day.

Some enterprises began to do market research as early as more than ten years ago, and have been making preparations.

First, 10 years ago, the wool weaving group hired senior talents who served as vice president of Japan world fashion company to carry out the SPA business of women's clothing, but then broke down.

In order to learn the American Abercrombie and GAAP brand, the attachment group has become a successful example of SPA, and the WHO.A.U brand was launched 10 years ago.

Through the practice of this brand, we have gained valuable experience in many aspects such as market scale, consumer cognition, professionalism and so on.

Recently, the SPA mode is once again hot in Korea. Besides the biggest reason for the increasing share of overseas brands in the Korean market, the overall atmosphere of Korean domestic garment industry is "time to come" and is also an important catalytic enzyme.

A brand leader said: "if enterprises want to achieve sustainable development in the future and take into account the current market situation, they will not be able to avoid SPA.

But fundamentally speaking, it is a sense of crisis and confidence in our own competitiveness. "

A few years ago, a certain brand of sub line brand in the market expansion, realized that the Department Store circulation revenue structure decline, so began to implement the two or three line market strategy.

Looking at the fact that many brands in Korea are now expanding their product lines or operating sub line brands, although this is in line with the goal of building large stores, it seems that the motivation for defense is more obvious, namely, to protect the Korean market that the international SPA brand has begun to control and enter.

Another point is that the proliferation of overseas SPA brands in the Korean market has made great changes in Korean domestic consumer habits.

From this point, Korean brands decide that the expansion of circulation channels and the value development of commodities are very necessary.

A brand official said: "overseas situation is that the increasing number of shopping centers, the SPA brand with a strong ability to attract customers has ushered in the opportunity of its expansion channels.

South Korea will also usher in such a great change in the circulation environment.