Growing Power Of Garment Industry And Increasing Brand Competitiveness

In recent years, with the rapid development of garment industry and the gradual intensification of competition, a number of growing brands have sprung up in the market. With the rising brand ranking, the market share also shows a growing trend and competitiveness.

In this regard, the China Apparel Association responsible person believes that fashion design is the common feature of these brands, which accurately grasp the market trend and cater to the demand of consumers for fashion products.

"For example, in the fierce competition of women's clothing market, Ying Ying's mid-range positioning and the fashion design of the brand can better satisfy the current consumption demand. Its market rankings increased from fifteenth in 2007 to seventh in 2009, and the market share increased from 0.68% to 1.61%."

The person in charge said for example.

"The market share and market ranking of strong growing brands are developing rapidly, and enterprises are accelerating the layout of retail terminals, on the one hand, they enter higher grade department stores, and on the other hand, they accelerate the development speed of franchised stores."

The official further analyzed, for example, the cashmere sweater brand "Mi Huang" ranking and market share rose from twenty-fifth and 0.66% in 2005 to fifth and 5.01% in 2009, respectively.

The increase is not related to the increase in the number of franchised stores.

It is understood that the "huanghuang" in early 2009, the number of stores has reached more than 500.

Down jacket brand "ice clean" has covered all the other provinces, municipalities and autonomous regions except Hainan Province, and has more than 3000 outlets, such as exclusive stores, shopping malls, etc.

It is reported that the "ice clean" ranking increased from twelfth in 2005 to fifth in 2009. The market share rose from less than 1% in 2005 to 3.21% in 2009, and its development trajectory steadily increased.

In addition, the China Apparel Association found in the industry survey that with the development of the clothing market, the group brand showed a trend of rapid growth and development, such as VERO MODA, ONLY, Jack Jones, OBJECT, SELECTED and other 11 brands of bestsellers and Bosideng group in China.

The "Matthew effect" caused by the multi brands of the group has promoted the market share and competitiveness of the group.

The head of China clothing association said that the development of multi brands of the group is not simply a quantitative increase, but a diversified development of consumer demand to determine the differentiation and differentiation of brand positioning of the group so as to boost sales.

For example, the 11 brands owned by the bestseller include men's wear, women's wear, children's wear and so on.

Among them, the 4 brands of VERO MODA, ONLY, Jack Jones and SELECTED have now entered the Chinese market, and the top three brands have always been welcomed by consumers, and the share of market sales has long been in the lead.

He said: "the reason for this is that brand positioning plays a vital role in addition to fashion design."

As far as VERO MODA is concerned, the brand is aimed at 25~35 mature professional women, highlighting the sense of classic and fashion. Its style is concise and feminine, and is favored by female consumers.

It is understood that the market share of VERO MODA in 2009 was 4.79%, ranking second.

It is worth noting that at present, there are also Garment Group enterprises that have achieved good results in brand diversification and market segmentation, such as Bosideng down jacket.

Through the diversified development of the feather clothing brand, the group meets the diversified demand of the market. The market share of the four brands in 2009 is 20.09%, 7.82%, 3.19% and 3.21% respectively, and the top 10 in the ranking are all in 2009.