ONLY, An Old Brand Of Foreign Women'S Clothing, Is In A Dilemma In China.

"A family in China for 15 years." fashion The brand suddenly disregards the brand image and adopts the extreme way to recover the agency power. The old brand of foreign women's clothing must be pushed to a crossroad. One person clothing People in the industry shook their heads and sighed.

Distance from Denmark Latest fashion The giant fashion company (hereinafter referred to as "the best seller") has been in dispute with franchisees for several days. According to Liu Xiaojie, an official spokesman for the company, the negotiations between the company and its franchisees were conducted yesterday, but she did not disclose details of the negotiations. A few days ago, the company suddenly unilaterally lifted the franchise contract with Hunan, Tianjin and other franchisees, and caused more than 30 franchisees to "siege". Some franchisees have just signed a contract and put in millions of decoration stores, but the agency contract needs to be signed every 3 months.

The stylish peak of the China Fashion alliance signed to the author: "in the rapid bombardment of Europe and the United States, it is the first step for the strategic adjustment of the company to change its agent right into a direct battalion. The most direct purpose is to recover the profits that previously belonged to agents, and then further adjust the strategy to face the impact of the increasingly powerful fast fashion market. A few days ago, the group of ZARA brands announced that it opened 120 stores in China in 2011, and the Japanese brand UNIQLO company maintained its advantage in Hua Kuozhang.

In addition to profit recovery, another reason why brands are eager to get rid of agents is to choose direct business. The reason is that the management concept and management level of agents may damage brand image. The author understands that the fashion cycle is shortened, and the market requires the brand to have a faster reaction speed to cope with the fast fashion change. Reflected in the communication of goods and information, the reaction of agents will be slow, and the outlets will undoubtedly speed up the reaction of brands to the market. It is understood that the proportion of first affiliated stores of the company was 50%, and then dropped to 28%.

"However, to recover the ONLY brand's proxy, the company must make a bigger profit sacrifice, and risk the trust crisis and the direct business, but the whole market has forced it to this road." At its peak, most Chinese clothing brands have a life cycle of only 5-8 years. In 2010, the fast fashion brands represented by ZARA were popular, while ONLY and other old brands declined slightly.

Experts said that during the blind expansion of brand players, they should have the ability to train and manage franchisees. In order to protect the brand name, they could get rid of the old burden and obviously hurt the franchisee's interests. If the contract signed by the brand and the agent obviously has the signs of "joining", it should be recognized legally that their cooperation is "franchising". In accordance with the regulations on commercial franchise management, brand operators should sign a contract with franchisees for a period of three years.