Garment Industry'S "Changing" Men'S Clothing Road In 2010

While domestic car companies are vigorously seeking overseas acquisitions, some garment companies have taken back the pace of going outward. At the foot is a two-way road of "change". On the one hand, they advocate continuous changes along with market trends, on the one hand, from products to the fashion of brand culture.

In March 28th, Li Rucheng, chairman of YOUNGOR group, said: "YOUNGOR will push 5 sub brands this year and change the situation of relying on a single brand."

At the same time, the seven wolves began to give up their former international sports stars and invited domestic stars to speak.

Most garment enterprises went through the depression of financial crisis and began looking for a new way in 2010.

In YOUNGOR's dependence on the three carriages of clothing, real estate and financial investment, Li Rucheng chose to work hard.

Li Rucheng made calculations: in 2009, YOUNGOR produced 60 million pieces of clothing, 50 million of which were exported and 10 million sold domestically, but the profits were flat.

In the face of five times profits from exports, clothing companies are determined to deepen the local market.

According to the latest statistics of the Ministry of industry and commerce, the retail sales of clothing nationwide increased by 10.5% over the previous month in January this year, which has been increasing for four consecutive months since October 2009.

In 2010, in the face of the gold like domestic demand market, how will China's clothing enterprises layout? How will men's clothing, women's clothing, children's clothing and other categories of enterprises still "change"? Let's look at the new expression of the market and the new trend of the industry from the CHIC observatory.

Men's clothing industry

Chinese men's clothing finally has the beginning of fashion.

Key words: Group multi brand, young positioning fashion

As the CHIC exhibition of China's clothing industry vane, it has always faithfully reflected the changes in the industry and the expression of the market. Ningbo suit, Wenzhou business suit, Quanzhou jacket and so on have led the CHIC.

At this year's CHIC exhibition, what kind of look is the menswear brand coming out of the financial crisis?

The big booth must be multi brand.

This CHIC exhibition has such a prominent phenomenon: brand operation is more and more group manipulation. Behind a new brand is often large groups and large consortia. It has become a trend to occupy different segments of the market through multi brand operation.

No wonder the organizers of the organizer lamented during the exhibition that most of the booths were mostly multi brand businesses.

With more than ten brands of Shanshan Group and President Zheng Yonggang, it is undoubtedly the most famous "tide maker".

When entering the men's wear hall, many spectators feel unfamiliar with the "S2" brand. However, as you go closer, you can see that the wall of the "multi brand and internationalized" brand LOGO shows its eyes: Lecoqsportif, Smalto, QUA, renoma...

It turned out that this is the "site" of Shan Shan.

YOUNGOR, also a leader in the clothing industry, shows 5 brands such as hemp, Hart, Marx, GY, Mayor and YoungorCEO in the 1000 square meter booth.

Li Rucheng, chairman of YOUNGOR group, said that after the baptism of the financial crisis, the group put the clothing business to the leading position of the company's future development and completed the integration of the company's clothing business.

"The company intends to complete the new shaping and development of YOUNGOR brand on the basis of rationalizing the organizational structure."

With the help of CHIC's overall layout of the men's wear market, the domestic down jacket giant Bosideng has expanded again in the fashion industry. It has chosen more than 1200 square meters of booths on CHIC2010, and has launched a brand new urban fashion style BOSIDENGVOGUE.

"We are confident that we will give the industry a brand new feeling."

Bosideng's official said, "the launch of BOSIDENGVOGUE indicates that Bosideng will take a solid step forward in the strategic adjustment process of diversification."

It is reported that BOSIDENGVOGUE invited the famous French fashion consultant company to carve out products, completely subverting the old product pattern with design as the main part and replenish part of buyers, and implementing a product constitution system designed by market buyers.

Li Lang has always been known for his business men's clothing and has a high market share.

On CHIC2010, Li Lang brought his sub card L2.

"In the future, Li Lang will take a multi brand approach to meet consumer demand of different age groups."

Hu Chengchu, executive director and vice president of the company, said that through the listing machine, Li Lang launched the sub line brand L2, locking the target consumer group into the younger generation.

Take the fashion again and make a collective effort.

"The proportion of fashion casual men's clothing on CHIC this year is far greater than in previous years."

Liang Qi Huang, executive director of L2's men's clothing brand, is a bit of a sigh.

Indeed, in this year's men's wear hall, we can clearly feel the fashion trend of casual men's clothing.

S2citylife, GY, L2, Sunshine Fashion...

In the exhibition hall, a group of new generation brands are located in the young consumer groups.

But after careful exploration, they are one after another. They are Shanshan Group, YOUNGOR group, Li Lang stock and sunshine group.

The Pacific bird group simply pushed the male bird's clothing.

It seems that after the formal suit and business leisure, fashion leisure has become a very potential market concept.

At the same time, the Chinese men's wear is again coming out.

On this CHIC, men's wear enterprises have gradually reduced their share of formal clothing. Most enterprises are pushing fashion and leisure series, and the proportion of fashion casual men's wear is far greater than that of previous years.

When models were wearing a self-made single western and waist windbreaker, we had to face up to the fashion of men's wear. When a nearly 60 of men's clothing business owners suddenly appeared on a narrow necktie and said that the narrow necktie was fashionable and beautiful, we felt the strong trend of fashion.

Shanshan Group's brand S2citylife (hereinafter referred to as S2) came into being in this strong fashion fashion trend.

In the early days of the industry, the industry has just begun to explore the age and fashion of men's wear, and began to advocate the design of men's clothing like women's design, and began to attach importance to the design of the new generation men's clothing with details. In early 2009, in order to realize the overall core competition of the "multi brand and internationalization" of the Shanshan Group, the Group invested 35 million yuan to create a truly fashionable fashion menswear brand S2, which was operated by Ningbo Shanshan Morton Garments Co., Ltd., with the cooperation of elite teams accumulated through years of brand operation and management.

At the CHIC exhibition in March this year, S2 appeared as the only brand representative of Shanshan Group. The city fashion men's clothing based on black and white grey system and diversified coexistence and outstanding original style is very bright.

Chinese men's clothing finally has the beginning of fashion.

Comments: in fact, the men's clothing group fashion "pformation" is the invisible hand of the market, and is the market segmentation after the industry has developed to a certain extent.

As the chief executive of Shanshan and other enterprises said, people's requirements for dress have changed from traditional functional type to life style, and the trend of men's clothing development is more fashionable and functional.

The emergence of the concept of fashion and leisure in the men's clothing industry represents the gradual maturity and maturity of consumers' consumption style, and gradually becomes a hero in terms of brand culture and fashion.

voice

"Now 80 has become the main force of consumption, compared to 60 and 70, they pay more attention to the style of individuality, so the charm expressed by products is very important.

At the same time, the workplace is more accepting of fashionable clothes, which provides a big space for fashion and leisure. "

Li Qiming, vice president of Shanshan Group, thinks that the rich elements of design, the application of new technology and the development of new fabrics will bring more changes to clothing. Therefore, diversified and personalized fashion casual men's clothing can attract young people of 25~35 years old.

"I hope sales in the first year will reach one hundred million."

Wang Liangxing, President of Li Lang, also said that LILANZ is a mature business and leisure brand while interpreting L2 brand, while L2 is a younger brand. Wang Liangxing has high hopes for L2 under the support of 200 million operating capital.

"Guangdong is regarded as an early location in the development area. It was known as" beautiful dress "very long ago, so the supply chain resources and operation experience of Guangdong will be relatively rich. In the past two years, Jiangsu and Zhejiang are increasingly visiting the market and buying samples, so the market has also developed rapidly.

Tian Weinan, head of the British new upscale series, said.

"Fashion leisure can be said to make up for the lack of business and leisure. Although business leisure has a complete monopoly product, its consumption space has not yet been fully excavated, and the emergence of fashion and leisure represents the gradual consumption and maturity of consumers, and gradually becomes a hero in terms of brand culture and fashion."

The president of mascassini China, Ding Jing, thinks that fashion leisure is the market segmentation after the development of leisure men's clothing market to a certain extent.