Shoes And Clothes Join In The Gold Rush Fashion Campaign

After more than 20 years of development, Quanzhou's leisure apparel has risen in the whole country, forming a complete industrial chain from raw materials, polymerization, spinning, weaving, printing and dyeing to clothing, and producing a large number of famous brands nationwide.

Recently, Quanzhou's textile and garment industry, which is leading the way in casual wear, is attacking again, and a new brand power is emerging as the core of the fashion movement.

At present, more than 20 enterprises are competing.

The popular sports dress is divided into several categories. The first category is professional sportswear, represented by Adidas, Nike, Lining and Anta; the second category is leisure sports apparel; 360 degree can be regarded as a typical representative; the third category is entertainment sports costumes, XTEP is the best; the fourth type of life movement is the new direction of the tiger sports; the fifth category is fashion sportswear, represented by XTEP's Colin and Disney, and Hong Rui Xing, French cock, surpass, Qian Sen, seven wolves sports, flying grams and so on.

It is said that the brands that are currently heading for fashion in the world include KAPPA (back to back) and PUMA (Puma).

In Quanzhou, from the beginning of last year, the brand positioning of fashion movement gradually emerged, a kind of partial sports, the core products are mainly shoes, sportswear as a complete set, and another category such as Hong Ruixing, French cock, surpass and Qian Sen and other brands, fist products for clothing, shoes as matching sets, the matching ratio of each brand is different.

According to the analysis of the industry, the fashion movement has dual attributes, that is, "fashion + sports", which is a new market space jointly established by Quanzhou shoes and clothing enterprises.

The orientation of fashion movement is based on the trend of sports fashion and fashion, which is suitable for the needs of urban youth and fashion white-collar workers.

Liu Lin, general manager of Fujian pcendental group, believes that professional sports are biased towards sports and are not suitable for ordinary life occasions; leisure sports and entertainment activities tend to be young at age and do not take care of the needs of fashion white collar workers.

The age gap and market gap between them leave room for the positioning of the fashion movement.

Analysis of a lot of brands want to grab "cake" industry insiders believe that Quanzhou leisure clothing has been operating for ten years before the real formation of a plate, but with the rapid economic growth, the pursuit of personality and fashion crowd more and more, the formation of fashion sports plate is expected to rise in Quanzhou in just a few years.

"The 2008 Olympic Games in Beijing will definitely arouse the enthusiasm of nationalist sports for a long time, followed by the Asian Games held in Guangzhou in 2010.

This movement will deeply touch the sports complex of young urban and young white-collar workers.

The person analyzed.

"Many enterprises have seen the market space of the fashion movement, which is indeed a piece of cake, and the weight is not too small. This is no need to prove the fact.

Therefore, many brands want to seize the favorable terrain of this mountain top of fashion movement.

Professionals believe that.

At last year, the French cock (China) Limited located in Shishi changed its wholesale route and introduced brand franchising and agency business.

Subsequently, XTEP (China) Co., Ltd. obtained the usufruct of Disney Sports in the United States, and acted as the exclusive agent of the Spanish brand "Colin" in the mainland of China. It also suggested that Colin and Disney were already the leading brands of the domestic fashion movement.

Like surpassing, the French cock also made the Manifesto of the first brand of fashion movement.

The trend of the market has become a tough battle. At present, all kinds of fashion sports brands have launched a tough battle in the domestic first and second tier markets.

In January 14th, Fujian's big sun enterprise organization moved its brand of fashion sports, namely, Qian Sen's presence in Fujian, and launched an offensive in the Xiamen market.

According to Ding Li, deputy general manager of Da Sen, in 2007, Qian Sen planning opened nearly 100 stores in the country, including direct operations and agents. The geographical route was the main axis of the coastal areas, with particular emphasis on Guangdong, Fujian, Zhejiang, Jiangsu and Shandong.

As the early start of the brand positioning of the fashion movement of the French cock, with the help of the July and August sales slack season, and dealers to replace the brand name, only two months to open dozens of stores, layout in the domestic first and second tier cities.

Beyond that, the industry is shocked.

Surpassing Group Chairman Zhang Quanxi in the beginning of 2007 cost budget, allocated 30 million yuan as 2007 year's brand operation expense, the human resources did not move, the grain and grass first.

We can see its determination from landing China's international clothing and fashion fair and China Fashion Week March this year.

Second tier cities are easier to expand, but a market operator believes that at present, many enterprises entering the field of fashion sports have problems with standing and focusing.

One is to look up, the brand positioning is too low, enough to meet the threshold of market demand; the other is overlooking, the brand positioning is too high, resulting in the product does not conform to the market development trend.

He believes that the brand of fashion sports is absolutely not sold in the three tier cities. The impact of big cities such as back-to-back and Puma is relatively large, and it is easier to expand in the second tier cities.

At the same time, on the development of market network, fashion sports brand will be different from the general agent system of the rise of Fujian Menswear, and more single store franchising and municipal agent system.