Korean Men'S Clothing Enters The Era Of "Function Is King"

With the changes in the office culture of Korean enterprises and their subsidiaries, the dressing styles and habits of Korean men are also changing. The demand for casual and functional multi-functional business casual clothing has surged sharply, and the result has benefited Korean men's clothing enterprises and the whole men's wear market.

Not only in the Brand Company, the sales of leisure brands have increased significantly, and the men's clothing areas in department stores have also achieved rapid growth.

The men's market is a barometer of the economy

Since the Asian financial crisis to last year, over the past ten years,

Judging from the situation of enterprises,

Men's clothing sales in department stores also show the same trend.

Recently, the biggest topic among department stores is "men".

Compared to the women's clothing market that has already shown a saturation trend, the men's wear market is now full of vitality.

Take the new world department store as an example, the sales of men's wear increased by only 8.3% in 2007, but by the end of this year, the sales of men's wear increased by 27.6% compared with July 21st.

In particular, men's clothing sales increased by 18.8%, while leisure brand sales increased by 33%.

Li Huiyuan, Minister of men's clothing department of New World Department, said: "men who have purchasing power are becoming big customers in department stores.

Each department store aims to expand the market share of men's clothing and catch the target consumers, or to make large scale stores or introduce large numbers of famous men's clothing brands overseas.

As mentioned earlier, entering this year, the South Korean men's wear market is a good prospect.

The main reason for this is that this year, the domestic economy of Korea is better than last year. The men who had been suppressed and careful spending began to buy clothes in large quantities.

Especially recently, not only the young people aged 20 to 40 years old, but also the middle-aged and elderly men over 50 have begun to pay close attention to fashion. This has also become an important reason for the Korean men's wear market to become better.

Along with the excellent market of men's wear, tie market and male exclusive cosmetics market were also promoted.

Last year, the "Man 's Style Plus" men's clothing store opened at the new world department store's main store. Some famous brands' accessories, along with some ties and men's cosmetics with personalized characteristics, grew by more than 20% per month.

In view of this good performance, the new world department store plans to set up a new high-end Man s Collection store in its Jiangnan store in September, and sell more than 30 overseas famous brands such as BELSTAFF in the store.

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Enter the era of "function is king"

Fashion and comfort

"Cool business winds" attack

The sale of men's clothing with multiple functions from Korean clothing to green tea and bamboo T-shirts has been on the rise in South Korea.

Korean men's clothing entered the era of "handsome is the basic, function is king".

Fashion and comfort

Even in a solemn office, formal clothes should be as comfortable and cool as outdoor clothing, because only such clothing can survive in the market competition.

Based on this situation, now, cool, light, sweat and other multi-functional fabrics are also increasingly used in men's clothing.

The ROGATIS organic green T-shirt of South Korea's first wool weaving group has made a good response just after being listed.

The so-called "organic green T-shirt" is to produce green tea, bamboo, coconut fruit and other processed materials, and extract their useful substances.

Fabric has good antibacterial, breathable, quick drying, cool and cool characteristics, especially coconut fruit T-shirt can also effectively prevent UV.

The first person in charge of wool weaving said: "although the production of general T-shirts under ROGATIS brand is only 700, the production of organic green T-shirts is over 2000.

In early May of this year, organic green T-shirts were formally put into production. Taking bamboo fiber T-shirts as an example, we sold 45% of the preparation amount in a month, and now we are multiplying our production.

In particular, in Korea, there is a series of jackets, called "F4", which are multi-functional. It is a new product launched by DAKS gentleman, belonging to LG FASHION company.

This series of summer jacket is not only cool, but also popular for its unique advanced design.

DAKS gentleman's "F4" jacket series consists of light weight, travel, flax, and royal family.

Light weight jacket chooses lightweight, well permeable fabrics, and the accessories are also used as least as possible. A traveling jacket with 7 pockets in the body can not only contain all the necessary items while traveling, and the objects that will be loaded will not be scattered and will not cause the clothes to be pformed. It is the favorite of frequent business traveler. Flax jacket uses the smallest flax fabric, which is a good choice for people who are busy in outdoor activities.

"Because of the recent hot weather, sales of summer jackets are increasing significantly," said Pei Qiying, head of marketing group at DAKS gent, LG FASHION.

DAKS gentleman jacket series products overcome the shortcomings of the original jacket on the plate, use the thin body design, select advanced fabrics, and actively cater to the needs of consumers.

In addition, the brand of GGIO II men's wear also changed greatly in the proportion of products.

Sales of functional products increased from 20% in 2008 to 30% in 2009, and this year it increased to 45%.

Apparel industry stakeholders said: "for consumers, the functionality and practicality of clothing has become the main factor deciding whether to buy.

Especially in the context of the current workplace culture advocating leisure business, it is the popularity of functional men's clothing.

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"Cool business winds" attack

If the previous "cool business" trend simply took off ties and put on refreshing clothes, it would be quite different this summer.

To be precise, it should be upgraded - not only in the color of the cool colors, fabrics are also top-notch, sophisticated materials, and also joined the high-tech processing methods.

In order to cater for this "cool business style", this summer Korean men's clothing also used a lot of environment-friendly materials, and low carbon fashion also added a lot of them, which was sought after by many environmentalist men.

LG FASHION's TOWNGENT brand has introduced a new product called "ice jacket". It uses a softening process that can prevent wrinkles to the greatest extent and a silk processing technology that emphasizes soft texture to make up for the shortcomings of linen fabric.

On the color, there are also a variety of colors such as light blue, deep blue, violet, green and so on.

CAMBRIDGE KOLON's BRENTWOOD brand has developed a suit made of special ice sensitive fabrics that can reduce body temperature.

In this product, the special material is pre mixed into the raw silk to keep the cool feeling of the garment durable.

In particular, the material used in this product is high thermal conductivity material, which can reflect the divergence of sunlight and make the heat generated in the body go out quickly and reduce the body temperature by 2 degrees Celsius.

SEJUNG's INDIAN HOMME brand has launched ICING series products.

ICING series uses New Zealand wool, Ma Haimao and three acetate fiber blended fabric to enhance the cool feeling of clothing.

At the same time, the fabric can not be affected by external temperature changes, always keep the temperature in the clothes at 26 degrees, while the inside of the gauze and the shoulder pads with good air permeability also lighten the weight of the clothes and increase the comfort of the clothes.

Price trend of two yuan

In autumn and winter this year, the price of Korean men's clothing will be two yuan.

Among them, the brand that has always been on the top line will raise the price of the product, and at the same time launch a low price product that will cover the mass market.

From the point of view of all market brands, the popular brands that occupy the main share of market sales will make a small downward adjustment in product prices to further improve the sales rate.

According to the analysis, the emergence of these price policies is related to the Korean domestic economic downturn, the obvious differentiation of customer layer, and the polarization of consumers' purchase mode to high and low ends.

In order to strengthen the high-end positioning of the brand, the brand with high price has set up customized business.

Some high-end brands in clothing category have not been sold well in the past, but the customers are also relatively limited. However, with the recent increase in the number of consumers demanding more personal aesthetics and interest, some brands have extended customized services for senior customers.

Customized services are made of high quality fabrics, handmade and expensive. Compared with the bulk garments, the price is higher than 40% to 45%, but sales in the mall are very smooth, and customer demand is also increasing.

Moreover, customized services also provide customers with the design and detail services, so they get high satisfaction from customers.

The price of high-end products with customized services has increased. The share of some brands has increased from less than 10% in the previous year to 20% this year, or even 30% in some brands.

At the unit price, it also increased from 1 million won to 4 million won (1 yuan, 180 won).

Of course, low price products are also being pushed by many brands.

Low price products used to be promoted in the past, but recently, they did not start selling in discount stores, instead, they made adjustments at the unit price to maintain a reasonable price of 300 thousand won to 400 thousand won.

It is reported that this measure was obtained through personal field tests.

In the past several clothing sales season, many brands passed the field test on the store, and came to a good result of consumers' reflection.

Therefore, this autumn and winter, many brands will expand the scope of the above low-priced products.

An industry insider said: "now the customer layer has been differentiated, compared with the mid price products with relatively vague price range, either low price or high price, and clear prices attract customers more.

Therefore, many brand enterprises are catering to this change, and implement the strategy of "two elements" at both ends.