"Beautiful Dress" Has Gradually Become A New Force In Fujian Style Men's Clothing.

Recently, Shishi "Liangzi" brand enterprise has entered the intensive stage of autumn and winter new product releases. It is understood that in the relatively low fashion of other types of clothing, the order volume of "pretty boy" enterprises has increased rapidly, and the prospects for development are generally optimistic by distributors and suppliers.

Forming brand "club"

"The brand is growing obviously, and the speed of scale is accelerating." Yesterday, the city clothing trade association staff told reporters, in the past two years, in the post financial crisis environment, the international trade situation is not stable. To fight domestic battlefields has become a wise choice for most enterprises. When most enterprises are unable to break through the foreign trade mode, Shishi enterprise has pioneered the development of "beautiful dress" series with many years of experience and market sensitivity.

"The speed of development is very fast. Now there are fewer than more than 100 local brands. Yang Yang, director of marketing department of shoulder to shoulder clothing, said that the company had transferred the brand strategy direction in the past year, and changed from the original attack sportswear to the main attack on the "beautiful dress". Facts have proved that this strategic transformation has been well received by the market. In just two years, the company has laid out relevant distribution channels in 34 provincial administrative regions of the country.

Shoulder to shoulder strategic adjustment is only a microcosm of many local businesses. It is understood that Shishi, one of the largest leisure men's production bases in China, has formed a brand club that has attracted the attention of the industry, including CABBEEN, Wolf Road, and so on.

Fast fashion "double-edged sword"

As we all know, casual men's wear is the most famous and competitive clothing variety of Shishi, and the "beautiful dress" that goes on the fast fashion line is fast fitting in with the demand of fashionable and personalized consumers in the era of information fragmentation due to small batch and multi style. However, due to the lack of core technology, this type of clothing is often entangled in the embarrassment of being "copied". Speaking of this embarrassment, Wang Xiwen, general manager of Tai Wang clothing, believes that the original design of the "beautiful dress" is not easy, but the poor plagiarism in the market is very convenient, which makes the real brand enterprise "very hurt". Referring to this problem, Shishi entrepreneurs, who are suffering from homogenization, repeatedly shook their heads. "At the moment, the" men's clothing in autumn and winter "is at the stage of ordering and popularizing, and it is also the worst time for Fujian to send" beautiful clothes "to be copied.

According to the analysis, the market price of a mid-range brand "Liang Zhuang" is between 100 yuan -300 yuan, but the "copycat version" sells only 60 yuan -80 yuan each. Due to the existence of these "plagiarism" teams, the market share of Shishi "Liang Zi Zhuang" has been seriously lost. "In contrast, apart from the advantages of fabrics and R & D, we have advantages, but the maintenance level of brands is very fragile." Undoubtedly, it is necessary to establish the absolute right to speak of "pretty clothes" and continue to provide brand maintenance. "On the one hand, we should increase brand research and development technology, give full play to the advantages of existing production bases and make strong brands. On the other hand, we should learn from the experience of foreign brands, conduct in-depth operation of brands, build a strong brand ecosystem, and improve the overall development environment." Quanzhou textile and clothing association responsible person pointed out the direction of development.