Quanzhou'S Clothing Industry "Big" Enters The Market.

Recently, news of the introduction of international brands came out again in Quanzhou's clothing industry. Wolf Road clothes took the agent of "WRANGLER", one of the three largest denim brands in the United States, and was responsible for developing Fujian's market network.

Acting "big card" to enter the shopping mall

In the past ten years before acting as a Cowboy brand in the United States, Liu Yiqun, general manager of Wolf Road Clothing Co., Ltd., with the accurate positioning and development plan of brand management, has successfully established a foothold in Fujian Style Men's clothing with the "heterogeneous" business model.

The way of differentiation is to let the enterprise find another way in the Chinese men's wear market. However, the small brand's "entering (business) field" is difficult, but it also makes Wolf Road once embarrassed.

For Liu Yiqun, how to survive and develop faster has become the most realistic problem facing the local design brand of Wolf Road.

And choosing to join the international fashion brand to become a "big name" regional agent is the best strategy chosen by the company at this stage.

In Liu Yiqun's view, the sales promotion of brands depends not only on Direct stores, agencies, but also on shopping malls. Shopping malls are almost a place to integrate all consuming resources. If wolves' products can be located in large shopping malls, the promotion and development of brands will undoubtedly benefit a lot.

However, the premise of entering a powerful large shopping mall is that the brand itself has enough popularity and influence. Although the development momentum of these years is not to be underestimated, the wolf road is only a local design brand. Compared with other international second tier brands, its competitiveness is obviously insufficient.

Based on the above market analysis, Liu Yiqun began to consider introducing "coming in" under the premise of "going out" and making use of the "successful gene" of international famous brand to develop smoothly.

In 2005, wolves apparel introduced the international cowboy fashion brand "TOUGH" and "SALAD" from Hongkong.

The company has introduced a new international cowboy brand "WRANGLER" from the United States. Its distribution is mainly concentrated in Shishi, Jinjiang, Xiamen and other places.