The Orientation Of Fujian Style Fashion Leisure

In the coming season of clothing ordering, some people are busy and worried.

Journalists in the industry have been informed that in fashion and leisure, which has been generally favored, clothing companies in Quanzhou "have not yet been launched, have fallen off", can not open the order.

Because the early positioning and development path planning is not clear, these enterprises have to face up to the stock market, but they are completely annihilated.

Faced with a series of "unbearable" problems such as failing to support the province.

"Wait and see, the window period of fashion and leisure is five years, but in two or three years, there will be a batch of first fall."

Two years ago, when a fashion and leisure industry started to rise, an industry insider predicted.

Now, two years have just passed, and indeed a group of enterprises "take the lead".

Two years ago, in Fujian.

Where is the success of the fashion leisure brand that has the ability to continue to struggle? Where are the sticking points of those brands that are not sustainable? The reporter started with the successful cases of Jiangsu and Zhejiang and the mainland, in order to give some inspiration to Fujian's fashion casual wear brand.

Using design sense to "bend" beyond

Whether it's a city fashion or a tide card, whether the product can be done well after the product style is positioned is still the biggest problem in the brand of Fujian producing area.

Frankly speaking, among these elements, "product" is indeed the weakest link of enterprises in Fujian.

Even before business and leisure, most of the routes are built up by terminal channels, and then slowly improve products.

Consumers of fashion and leisure are hard to "wait on". They want brands to be "fast fashion". They need more money, they need to be "wet", and the quality of products is better. Otherwise, they are also tasteless.

This is very difficult for enterprises. "More money and less quantity" is indeed a hard nut to crack.

Their fashion and leisure brands are just starting up. There are not many terminals, but products can not reach a certain quantity. Most suppliers are unwilling to cooperate.

"In fact, if an enterprise is willing to give enough profits, it is not impossible to find it.

This has led to the fact that most of the Fujian style clothing is somewhat "deficient in quality" in the minds of consumers.

If the quality of the clothing is needed to catch up with the brands of Jiangsu and Zhejiang, it may be another way to turn to the sense of design.

Because of the importance of design, it is very obvious in fashion and leisure.

The pursuit of sense of design in fashion and leisure will go far beyond other categories.

This is an opportunity for fashion and leisure products. "

Ding Geng, President of mascanini, bluntly said.

How does fashion and leisure brand make use of the sense of design to make up for the impression of "insufficient quality" in the consumer's mind? "Bend" surpasses the brand of Jiangsu and Zhejiang? "CABBEEN" is a case that has to be mentioned.

This brand takes 10 years to establish the image of China's first men's wear designer brand in the consumer's mind. Now it has become one of the most promising brands in the industry.

The core competitiveness of CABBEEN lies in its design ability and the brand promotion around the emphasis on product design.

The emphasis on design has now been recognized by many of the Fujian style leisure brands and has begun to try.

This can be seen in some brands such as makasini and HOPERISE. These brands not only set up their own R & D centers in Guangzhou and Shanghai, but also unswervingly enrich their designers' strength, for example, HOPERISE hired research teams from Germany, Italy and the United Kingdom.

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"To live first"

Selective shopping mall channel

GXG, the famous fashion and leisure brand, has always been the top three in the market. This is a great admiration for Fujian fashion casual wear, and everyone wants to follow suit.

However, we must not lose sight of the fact that this is already a strong brand. For the brand which is not strong enough, the future road of shopping mall is still need to be considered.

Adu, an industry analyst, chose shopping malls or street shops in the fashion and leisure sector.

This is totally different from the road ahead of business and leisure brands.

More realistic is that in today's commercial real estate rents rose today, in fact, whether it is street shops or shopping malls, are not easy to go.

Nowadays, the high rent and pfer fees of the street shops have made these new fashion leisure brands overwhelmed. At this point, the brand is fighting for the financial strength and the courage of the boss. In a word, the early entry of water is basically started from burning money, and see who can stand the first pass.

At present, the strategy of the enterprise is basically that the brand itself first opens several large direct stores, and has built up its image and then joined in the development.

"Shopping malls and channels are also" battlefields ".

Adu introduced, along with

In the channel development, if we compare the brand of Jiangsu and Zhejiang with the brand of Fujian, we will find that the brands of Jiangsu and Zhejiang are better at shopping malls. For a long time, Fujian brands are relatively weak in shopping malls and channels.

But this does not mean that the Fujian brand can not go shopping mall channels, the key lies in the right way.

It is understood that mcarasini, Gao Er Pu, Wolf Road and other brands will play their own market in the mall channel, and establish a solid channel.

Liu Hong, director of the brand of Cassini, has revealed that mascassini has been stationed in the mainstream shopping malls of a second tier city such as Wuhan and Changsha.

Hu Jiuming, Gaulp's marketing manager, said that the market share of Gao Er Pu accounted for more than 70%.

"Occupy the shopping mall channel is also a very important significance is to establish an image, fashion casual brand consumers usually more because the terminal image, terminal location of the market to identify a brand, so the shopping mall is our main channel."

JIM 'S's Deputy General Xiao Bing said.

As for why the high proportion of shopping malls can be maintained, wolves and other enterprises that have opened up shopping malls have said that it is very important to enter the shopping mall selectively. The shopping mall, which is too expensive, is not allowed to enter.

In short, the industry generally believes that shopping malls and SHOPPING MALL (shopping center) will be the mainstream of fashion and leisure in the future.

Adu said that Fujian bosses had the ability to grasp the "quick and ruthless" way of the channel. When the brand of the Fujian producing area collectively attacked the shopping malls, it was believed that the shopping malls could be quickly collected.

Brand promotion also needs "fashion".

"A lot of people thought that CABBEEN was a brand abroad. After consumption, they learned that it was a brand of Chinese designer. No one was disgusted with it because it was the brand of Chinese designer.

This is the brand of a Chinese designer. This is the work of Chinese designers. You can say that I am good or bad, but CABBEEN represents the works of contemporary Chinese fashion designers. It has a sense of honor, good or bad.

This is what Mr. CABBEEN said when he insisted on setting up a domestic designer brand for more than 10 years and eventually won the Golden Summit Award.

This is the confidence and persistence of fashion and leisure brands.

All the brand promotion of CABBEEN in the past more than 10 years is almost done around the "designer" brand.

"Business and leisure brands will spread their brand awareness to the public in a large area. The promotion of fashion and leisure can only affect the public through small groups."

Liu Hong said.

And can move fashion and leisure high grade consumer brand appeal is must have the soul, let the consumer have the perception, have the common understanding.

For the promotion of fashion and leisure brands, Xiao Bing believes that it can no longer advertise naked as commercial leisure brands, but should adopt a more "restrained" way, so that when we do not express, let consumers take the initiative to understand us.

Fujian style clothing has a strong foundation in brand promotion, which is far superior to that of Jiangsu and Zhejiang brands.

Nowadays, these fashion and leisure brands "create" the way of promotion are also beginning to "very fashionable".

For example, Ma Cassini has sponsored the "Earth Hour" campaign this year, using this activity to publicize the brand spirit of marcieni's "environmental protection brand". "We can create an unbreakable relationship between brands and consumers through the use of diversity, participatory and interactive experience and communication, and then make more precise dissemination of the Mar Cassini brand."

Mr Marc KASINI, President Ding Gang said.

Looking at CABBEEN, its first show or show in Beijing fashion week for many years has already laid CABBEEN's leading position in the domestic designer's brand.

In addition to the show, CABBEEN still has many "hidden" brand promotion methods, such as making celebrities wearing CABBEEN in fashion magazines such as city pictorial and so on, so that Male No.1 appears in the premiere of "Hawthorn love" in CABBEEN's costumes.

"These activities are different from holding their own special conferences. The former is a public relations promotion campaign that develops to a certain level, promotes culture, and brings new vitality to its brand culture."

Mr. CABBEEN said.