Japan's Top Two Apparel Giants Step Up Retail Reform

EAON shopping center and retail in Japan group Seven& I Holdings holdings is stepping up its efforts to promote the comprehensive retail (GMS) reform, and has introduced the retail (SPA) approach in the development of apparel independent planning (PB).

Since the beginning of last autumn, EAON has incorporated the independent planning of leisure and youth clothing into the focus of the store's internal (exclusive store mode) transformation. At present, the development of some products has been completed. In the spring of next year, EAON will introduce a self-developed new product size system for middle-aged and elderly people. The size version will be used for clothing products for middle-aged and elderly people. At the same time, EAON also launched the Top Value. Ito and Yang Hua Tang, under Qi and Yi, will also launch Good Day in 150 Japanese chain stores to compete in the retail market.

At present, the strengthening of the middle-aged and elderly market has been clearly incorporated into the EAON medium term reform plan. This project has been launched in spring this year. In the reform, EAON introduced unified props, POP, etc., and actively used visual merchandising (VMD) and other means. In the first half of the year, 50 stores were completed, and 250 in the second half of the year. During the year, 300 stores were planned to achieve unified construction. In the meantime, EAON has also made large adjustments to the size and format of clothing for middle-aged and elderly people. customer Generally speaking, the problem of large code clothing and clothing shortage that suits the middle-aged and old people has further expanded the audience. This kind of clothing plan will be formally introduced to the market in the spring of next year with Top Value as its representative. The products of middle and old age will be mainly made of cloth, trousers, shirts and other cloth and silk products.

In early September of last year, Top Value went public. In March of this year, EAON developed a brand name Double Focus for teenagers. At present, the brand has gradually occupied a certain market share. Double Focus has stores in 100 commercial facilities in Japan, with an average sales area of 260 square meters. In the future, it will continue to adjust products and stores through continuous attempts.

Starting from this summer, EAON actively collaborated with large manufacturers to launch its own brand. Following the cooperation with MIZUNO and GoerTek, EAON's independent brand FuFu was formally established. Recently, FuFu has been working with underwear manufacturers for the first time. By the end of July, FuFu had set up sales stores in 247 stores of EAON. Its sales rate per month was 12% higher than that of the traditional NB brand, and its sales volume was 10% higher than that of the original plan. While creating brand stores, EAON also takes account of the transformation and activation of traditional underwear stores.

Retail giant Qi and Yi's own brand Good Day is targeted at the 20 year old ~40 year old crowd, mainly with leisure style, with an area of 500~800 square meters. From product planning to production to final sales, we rely solely on our own control. The ultimate goal is SPA. At present, the project team is composed of 30 employees and some external design and planners. There are about 800 women's wear and 400 men's wear. Next year, children's and underwear products will be launched. Good Day uniform size, price less than 10 thousand yen, support online shopping 。

70% of the total sales of Good Day garments will be processed in advance, and the remaining 30% will be added at any time according to the sales status. The production, fabric and accessories of the brand will be allocated from China and neighboring Asian countries, and the additional producers will be concentrated in China. The executive director of the company said that if the market consumption rate can reach 60%~70%, the gross profit margin of the accessories will be improved by 4~5%.

The clothing and product reform of Qi and Yi was officially launched in September last year. The first project is the Galloria, a women's wear brand launched through cross-border cooperation. At present, the sales of the brand are very optimistic. Since the beginning of this autumn, the brand has launched 9 matching models of contour models, and has learned from the group's L&B sales, skills, experience and hospitality mode of the group's sales.

At present, through the development of Good Day, the functional underwear of Galloria and L&B, Mens Kent (Kent), Body Cooler and Body Heater will become the four pillars of dress product reform.

The annual sales target of Qi and Iraq group is 35 billion yen, the functional underwear is 11 billion yen, Galloria and L&B are 10 billion yen, Kent is 4 billion yen, a total of 60 billion yen. The sales of our products are about the total. Sale 1/4, next year's clothing goal is to eliminate the deficit. In 2013 ~2014, the sales volume of Good Day is expected to reach 5 million yen.