King Mu Has Confirmed The Acquisition Of FUN Brand.

After a period of silence in Fujian and even the whole country, the "FUN" garment, which was once popular in Xiamen, reopened its first store in China recently.

According to industry sources, the new owner of the "FUN" brand is a business casual man.

Lin Congying, chairman of the nine Mu Wang, said in an interview with the media, "the acquisition of FUN enables the nine herding group to enter the niche market of the young people and become a new profit growth point for the group."

Fashion "son"

The acquisition of FUN by King Mu is not a "whim", but a judgment of the development trend of the entire garment industry.

Lin Congying believes that changes in work and lifestyle make more and more consumers pay attention to individuality, which provides a broad space for development of fashion casual clothes.

"Because of the fact that King Mu has been focusing on business men's clothing for many years and has some distance from the casual fashion market of young people, the acquisition of FUN is just to make up for this market vacancy."

Staring at fashion and leisure is more than just

Prior to being listed in the commercial men's wear, he also released a high-profile announcement for young fashion men in the second tier cities to launch a sub brand L2.

"L2 is the market segmentation of Li Lang under the concept of business men's wear, mainly for young fashion men."

Operate independently.

According to the survey, fashion leisure is becoming the fastest growing segment of the apparel industry. Over 18 of the young people aged 34 to 34, they like to buy clothes.

However, when the traditional clothing brand is based on the sub brands of young fashion people, it has to face a new problem: different brands have great differences in the design style and operation mode. Can the experience of managing traditional brands support the operation of new brands?

"The brand experience of the new brand, especially the difference from the original brand style, is not necessarily our wealth."

Lin Congying said.

It is understood that in order to operate FUN, nine Mu Wang set up Mars (Xiamen) Cci Capital Ltd, and set up a professional team with foreign capital background to run the brand.

Similarly, in order to speed up the development of fashion brand, Li Lang also established the second brand L2, which is independent of Shanghai.

Speed up the development of new products

For a long time, Fujian style clothing did not have the right to speak in fashion.

Jiang Hengjie, executive vice president of China Apparel Association, once said that China's garment industry is a follower of the western trend and even the trend of Japan and Korea.

"At home, the earliest trend of perception is Guangzhou and Shanghai. Compared with the garment enterprises in Guangdong and Zhejiang, Fujian style clothing is obviously in a weak position in grasping the trend."

JIM "S brand design director Hui Wen long feels deeply about this.

"Since fashion has time periods, it puts forward higher requirements for the design capability of enterprises and the ability to grasp and predict fashion."

Hui Wenlong said that for fashion brands, the style of last month could not be noticed in second months, which requires fashion brands to take the "fast fashion" mode of "small amount of money".

It is understood that "from the present point of view, the development of new fashion brands for men's clothing in Quanzhou is generally around 800 pieces per year, which is about 1/3 more than the annual commercial men's wear. The order will also be changed from the traditional 4 seasons to 6 seasons in one year. From the frequency of the goods, basically every 20 days, there will be new products on the left and right."

Insiders said.