The Survival And Development Of Chinese Clothing Brands

Analysis of the development of women's clothing enterprises

We should make a careful analysis of the women's clothing market and consumption trend, and we can't detailedly analyze the existing pattern, current situation, market trend, consumption trend, and the conditions, foundation and resources of the women's garment enterprises. Because these are the key to survival, development and growth of clothing and apparel enterprises, whether new products can build brand image and enhance popularity, and whether marketing strategy can achieve good sales results, survival and development.

The sustained growth of the economy has greatly increased the consumption power of women. Clothing industry The development brings new room for growth. Judging from the current development of women's clothing industry in China, the national dress design and style generally have the following characteristics:

After many years of development, Chinese women's wear has been divided into several styles, namely, Hangzhou, Guangdong, Shanghai, Fujian and Han. By the year twentieth Century, China's clothing industry has entered a more unified international direction and style.

Modern consumers dress for individuality and pursue their own style, and clothing has become an external manifestation of Chinese women's self character and self pursuit. This has become the mainstream fashion of today's dress. Among them, color, style and collocation can best express human personality. If you can highlight your brand's personality on the basis of highlighting your style, you can own your own market.

With the development of the garment industry in China, large-scale international enterprises are integrating into China, so that China's apparel industry has begun to integrate with other countries in all aspects, regardless of equipment, talents, fabrics, accessories, and consultation. All kinds of resources have the same conditions as the world (though there is still a gap), so reform, introduction, change and innovation are the top priority of Chinese garment enterprises.

European, Japanese and Korean styles are the most influential places in China's clothing market.

With the rapid growth of China's national strength and economy, the advantage of low labor force in China has gradually been lost in the world garment industry, and the low production cost has become the past. China's clothing industry has become one of the most competitive industries in China and the world. Making a good taste and making a brand are the way to survive and profit.

Women's brand clothing market Analysis of consumption trend

After years of development, China's women's clothing has already met the basic needs of women's clothing. Modern consumers dress to be individualized and pursue their own style and perfection. Women's demand for brand clothing is increasing at all ages, which leads to market segmentation. Consumers of different age levels, different economic status and different cultural backgrounds need different clothes.

From the trend of women's brand clothing in recent years, consumption will change to personalization, leisure, diversification, fashion and branding. They prefer personality and leisure. Brand clothing that embodies temperament and fashion and has a certain reputation. Therefore, there will be two trends in the consumer market in a certain period: one is that the sales of high-end international brands will increase; the other is that the middle and low consumption gradually begins to shift to moderate consumption.

Before making a comprehensive analysis of consumers, we first need to stratify consumers according to different conditions, so as to better understand the proportion and role of consumers at different levels in the market.

From the perspective of the consumer class, there are three categories: the first is the brand clothing consumer group, which includes staff from foreign enterprises, famous performing arts circles, farmers entrepreneurs, senior personnel in foreign-related agencies, financial circles, etc., accounting for about 0.61% of the total number, while consumption accounts for 3%.

Then the middle-class clothing consumption level, which is mainly the wage earners in cities and the surplus households in the rural areas, accounts for 60% of the urban population and 20% of the rural population. Finally, it is the low-grade clothing consumption layer, mainly the urban middle and low income people, the unemployed and the rural population, accounting for 25% of the urban population, accounting for 60% of the rural population.

At the same time, different age groups also have their own characteristics of consumption. 15 year old female ~25 years old: the consumer group of this age group is mainly students and those who have just left their jobs, most of which are not independent or completely independent. This group of people's pursuit of clothing standards are mainly in popularity and novelty, is the fastest changing clothing group, they have a certain understanding of the brand, but most of them can not afford to buy brand-name clothes. They are potential consumers of brand clothing.

A young woman aged 25 years old, ~45 years old: this consumption Most of them have worked or worked for many years, have certain economic foundation and cultural accomplishment, emphasize the quality of life, and emphasize the taste of life. Clothing is a symbol of personal taste and status, so it requires more. This group of people is the main consumer group of brand clothing.

Women over the age of 46: the consumer group of this age group does not play a leading role in social and economic activities, and the economic income is in the stage of recession or stagnation. The demand for clothing is not high or not too high, not the dominant consumer of brand clothing.

Through analysis, it is not difficult to find that in the current women's clothing market, with the excellent resources and environment, excellent market development ability and design level, the women's brand clothing manufacturers supporting the supply of fabrics have huge development space and strong development momentum. However, because of the strong regional color of domestic women's clothing brands, not many of them can form scale and influence in the whole country. Therefore, whoever can fill this brand blank in time can win the world of domestic women's brand clothing and have the conditions to be higher and lower than the famous brands abroad. Women's clothing brand development focuses on girls' clothing or 25~35 years old, who can meet the needs of consumers of different age, economic status and cultural background to the maximum, who will gain the greatest development space and maximize economic benefits. The middle-aged and young white collar women aged 25~35 years in large and medium-sized cities in developed areas are the main consumers of brand clothing. The sale of high-end international brand names will increase. At the same time, middle and low consumption will gradually shift to middle and high-end consumption. The "environmental protection" high-tech product from nature is the trend of high consumption in the future. While women's clothing consumption is simple, generous and affordable, it will change to the direction of avantgarde, fashion, nature, comfort and elegance.