Shopping Malls In Off-Season Brand Big Change &Nbsp; Consumers "Taste Fresh"

At the moment, the major shopping malls in Xicheng have launched or are about to adjust the commodity structure.

As a result, the industry changed and the brand changed.

As the most sensitive female consumers, the pace of shopping malls adjustment is mainly around them.

Nowadays, visiting any shopping mall will find that the frequency of women's clothing brand adjustment is the fastest. Almost every quarter adjustment will have multiple brands coming in and out. Some of the once popular brands have gradually lost the favor of the mall, and have been pushed into the corner, and some have even sold out.

According to the head of a women's clothing department in a shopping mall, a few years ago, the best thing to sell in the market is the professional wear. Now, the female customers are pursuing the personality brand that can adapt to the requirements of the workplace.

Zhuo ya, SCOFIELD, MAXMARA and so on become the new generation of women's fashion endorsement.

"Today's brand has changed greatly, and even the brand that was 5 years ago has not kept much."

This person in charge said that clothing is a very fresh commodity. 5 years ago, some brands had eaten for 3 years, now one.

The brand of men's clothing has also changed rapidly.

At the end of the last century, Montagut, Goldlion, playboy, YOUNGOR, Kai Kai and Shan Shan were very popular in Xicheng shopping mall. At that time, the men in the streets were very proud to wear these brands.

Now, these brands are slowly pulling out of the mall.

New generation brands such as Y - 3, GUESS, Dili and Armani are becoming popular.

The renewal rate of pure sports brand in shopping mall is also the same.

Miss Cheung found that many of the pure sports brands had been eliminated after the Olympic Games, many of them were domestic brands lacking product and design.

Almost all the brands left behind now begin to downplay the technical elements in the pure sports series, while reducing the price and attracting more customers with more casual and fashionable designs, the sports brand's leisure development has started a few years ago, and now it is becoming more and more popular.

Businesses change their brands, giving consumers more freshness and attractiveness.

In the interview, consumer Yang Xiaojie said, just like human metabolism, the old obsolete and competitive left behind, the brand update of shopping malls, in fact, is also leading the rapid rise of consumer tastes.

"Exchange pfusion" withdrawal is not only due to sales volume

A shopping center commodity department chief told reporters that every season is the most frequent replacement of brands, some of the old brands that do not adapt to the market will take the opportunity to pform or withdraw from the market, and some new brands are eager to seize the market at this time.

In the off-season, many shopping malls have taken advantage of this opportunity to enter the industry. In addition to adjusting the brand layout, shopping malls have also introduced more international brands to enhance the appeal of shopping malls.

The reporter understands that most stores adjust the brand to 20% each time, and the brand adjustment before the peak season is more than 40%.

The reason for the adjustment is that because the clothing brands at home and abroad are mostly like the carp of the river, the choice of shopping malls is large. Two, the shopping mall itself is also facing changes in the positioning of the merchandise and the consumption habits of its customers. The adjustment is aimed at adapting to the consumption demand of the market.

However, the brand of being cleared is not simply a problem of sales volume.

This is in the interview, all businesses repeatedly stressed.

It is understood that at present, the retail industry has a set of systems for the consideration of brands, including product sales, product service, satisfaction and market demand.

The poor sales performance is only one aspect of the clearance. Sometimes the brand itself will take the initiative to dismantle the store with its own marketing strategy, which is the result of a two-way choice.

In fact, when shopping centers adjust their brands, they often get rid of some brands which are not bad in sales performance because of the important factor of "positioning".

The manager of women's clothing department of a shopping mall said, "in fact, some brands are not adjusted in terms of performance, but because these brands are no longer in line with the location of shopping malls, they have to reluctantly let them withdraw."

"To compress and adjust traditional varieties and take the initiative to form mismatches with competitors is also a way to avoid homogeneous competition and form their own characteristics."

An industry insider said.

In addition, the reason for the withdrawal of some brands is the change of agents or the closure of factories.

However, the adjustment is also a double-edged sword, because some brands have a small sales volume, but have a specific consumer group. The replacement of the brand by the business means that some of the fixed customers have been lost.

Retreat brands show their magic and find a way out.

According to a survey, the domestic youth casual wear market has a market scale of 200 billion yuan, and will maintain sustained and rapid growth driven by the continuous increase of urban and rural residents' income, the increasing pursuit of fashion and brand.

The leading company that takes the lead and takes the lead is expected to enjoy a double dividend from the steady growth and concentration of the industry.

Reporters found that in recent years, a number of leisure brands slowly withdrawn from shopping malls began to find their own way out, of which urban stores are more common forms, such as Metersbonwe, YISHION, Semir, Baxian and so on, and other brands, specialized in young fashion routes, and accumulated a number of young customers.

At the same time, these brands have gradually adopted the way of franchising. They have rapidly launched their own stores in the major towns of Xicheng, deeply ploughed three or four kinds of markets, firmly controlled villages and towns under the banner of "fashion to the countryside", and expanded the tidal front to every inch of rural land.

Chen, who lives in Changan street of Huishan District, discovered that the street central block suddenly opened about ten brand stores since last year.

"Like Metersbonwe, they are two, and they are very close.

Semir has also opened up the two largest facade, which is very popular among students and young people.

Miss Chen told reporters that there were only one or two brand stores in the town, but since last year, the brand expansion rate was very fast, and quickly replaced some of the original small clothing stores.

In addition, there are many shopping malls to withdraw from the brand apart from their own independent stores, but also began to try to hold hands with hypermarkets, such as JEANSWEST, Baleno and so on.

"The presence of these brands has allowed supermarkets to change their clothing market only before they changed, and the results were better than expected."

A supermarket customer service manager told reporters that for brand clothing, entering the supermarket is a good choice.

If you choose to open a special store, you have to choose a location. You need to ensure the volume and sales volume of your customers.

Leisure brand pformation "fast fashion" route {page_break}

Many of the leisure brands from shopping malls have great changes in marketing mode except for their distinct channels of opening shops.

From the new brand store model of some leisure brands, we can see the shadow of the pition to "fast fashion" brand.

Recently, a Metersbonwe building at the two main gates of Chong an temple attracted a lot of public attention.

"Metersbonwe is amazing. It's the 5 floor."

Some netizens posted that.

Some netizens even think it is "naming building".

But the fact is that this is the largest flagship store that Metersbonwe has opened in Wuxi, with a business area of more than 2000 square meters.

Such a signal is actually the development and deepening of its brand strategy in recent years.

"Big store strategy is one of the strategies adopted by many brands in channel construction. Apart from Metersbonwe, many famous clothing brands are actively building large stores."

Metersbonwe's Wuxi agent, Mr. Xue, told reporters that after the listing of Metersbonwe, competitors are no longer just some local leisure brands. They will be targeted at the leaders of the international fast fashion industry such as H&M and ZARA.

In the flagship store of Metersbonwe, the reporter saw that there was a big difference from the traditional brand store. The complete mode of goods sales and display were very close to the fast fashion brands such as H&M and ZARA.

Judging from the location of goods, it also changed the customary practice of locking the age of 18 to 25 years old customers, but by extending the age of the customer group to 35 years by enriching the product line.

Reporters here see that the first floor of the city ladies series of goods have been put on the shelves, positioned in young, fashion, business office workers, the store began to appear more than 30 years old customers.

Reporters also noted that the domestic leisure brands began to fashion the fashion designers' fashionable "fashionable" shirt line, and joined the national fashion elements.

In the continuation of animation marketing, film implantation marketing strategy, Metersbonwe introduced Kung Fu Panda, Transformers, Saint fighters and other popular cartoon images this summer, and for the first time innovatively introduced the "LOCOROCO", "plant zombies" and "God of war" in the game hero image.

Customers locked in after 80, 90 young consumers, and put forward "I am a new product" Declaration of patriotism, these domestic goods tide T become the hottest season this season.

When H&M, ZARA's "fast fashion" meets Metersbonwe's "rapid expansion + national fashion", who will get the top in the ever-changing leisure market, it is full of variables at that time.