Fashion: Clothing Brand Development

"This dress is better than the necklace," he said.

In fact, quite a lot of news and accessories recently came from the fashion industry. Clothing brands are playing the powerful role of jewelry.

For example, Neighborhood and Hamiltom jointly launched watches - Black mute steel surface KHAKI form, with Black Crocodile belt, and the back of the watch was inscribed with Neighborhood and URBANGARMENT characters.

NeilBarrett and Maurice-Lacroix are also pushing watches.

This is not to say that the era of watches is coming, but that the clothing industry is increasingly permeating the world of accessories through watches.

In the shopping mall, I found that the shoes lying on the floor, scarves and hats hanging on the shelves have taken up more and more positions in the clothing counters.

"This season we have 300 commodities, including 30 accessories, accounting for 10%, displayed in jewelry cabinet, belt rack and other 4 areas.

It used to be 5%~8% only. "

E-WORLD responsible person told the author, "there are more than 5 bags, 10 pairs of shoes and scarves.

New types of brooches and badges are also introduced this season.

"Our new concept store this year is very strong in decoration, especially in the display area, where shoes and bags are especially popular."

Max&Co relevant responsible person said.

Men's clothing, which has always attached importance to collocation, is also very active in accessories.

"This spring and summer added brooches, cufflinks, men's waist seals, and a limited edition leather belt designed by the domestic team in Italy.

Next year our plan includes adding perfume and watches.

This is the person in charge of CABBEEN.

Accessories can directly drive the customer unit price, which is quite obvious.

"Some of our clothes were designed together, such as French shirts and cufflinks, and some clothes with waist seals. In this case, 50% of the customers will choose to buy them together with accessories."

CABBEEN salesperson told the author, "under normal circumstances, there will be 3 of the customers will accept our proposal, and buy accessories."

In E-WORLD, 7 of the customers will buy them with accessories.

"We usually buy one set at our counter for almost five thousand or six thousand yuan, and accessories will account for 10%~15%.

The belt price is about 500 yuan, the package is 800~1200 yuan.

One can bring up a lot of turnover. "

The salesperson told the author.

"Some silver jewelry margins can be as high as 400%, not to mention other materials.

A belt that does not seem to cost much material can sell the price close to a garment.

One industry insider said.

A friend once bought a pair of famous brand glasses at Hongkong airport. He returned to Hangzhou and sighed, "two lenses, one rack, more than 2500 Hong Kong dollars. It's really expensive."

"Of course, many brands decide the extension accessories business from the perspective of overall matching effect, but relatively high profit is also very attractive.

Although the clothing brand has not yet constituted a scale effect, the cost is not very low, but relatively small investment, not too much inventory pressure is the best reason. "

In addition to directly driving sales, accessories are seasonally affected, and can also be used as promotional gifts.