Desolation Of Clothing Brand

On Sunday evening, the 27 year old white-collar Xiaoyun visited the Esprit counter in Fuli square of the Third Ring Road for more than half an hour and left empty handed.

Coincidentally, Esprit flagship store, which has been operating for 12 years in Nanjing West Road Meishan Hengtai business district, has suddenly closed down recently.

Facing the rapid expansion of H&M and other emerging fast fashion brands in the past two years, a group of former brands are encountering the collective "Waterloo".

Esprit closes its large flagship store in Shanghai

When he was in college, Xiao Yun was a Esprit control. He could not eat meat for a windbreaker for two months.

Fashion, style and fabric are the reasons why she loves Esprit.

But yesterday, she carefully picked out a circle at the Esprit counter in the shopping mall, but she had a feeling that she didn't know what to look at.

The price tag of 365 yuan makes her feel quite worthless.

"Almost all brands, ZARA styles are more fashionable, H&M types are more, and UNIQLO cost performance is higher.

Esprit is not able to keep up with the popularity and can't lower the price. "

When Xiao Yun lamented his beloved brand, the flagship store in CITIC Pacific square in Shanghai was reported to be closed down last week and replaced by I.T, a fashion retailer in Hongkong, last week.

Esprit CITIC Pacific store area of more than 1000 square meters, has been operating in Nanjing West Road for 12 years.

Worsening business performance and the pressure of rent increases are cited as important reasons leading to the closure of stores.

Related data showed that Esprit's parent company's global profitability declined for three consecutive years, and its share price fell more than 90% in 3 years.

"Esprit is essentially a strong and profitable brand, but the brand has gradually lost its soul in the past few years, and the fine tradition of the brand is neglected, and the cohesion of the customer is losing."

Si Jie global evaluated itself in its earnings report.

In the morning, reporters learned from various department stores in Beijing that Esprit has not yet had an accident in Beijing.

Old fashion can't catch up with "new fashion".

"Esprit, the greatest card in my youth.

Time is really a pig killing knife. The brand is lonely and the beauty is very late.

Netizens sigh deeply about the sudden closure of Esprit.

In the minds of consumers, they are experiencing "Esprit".

"When I was in college, my favorite clothing brand was" Lady house ", purple, green, pink, bow, long dress, lace, like its name, virtuous and refreshing.

Wu fan, a shopping maiden, still remembers that when she was financially strapped in her schooldays, she always saved up her mother's pocket money and left it to buy a dress in "Lady house".

Nowadays, Wu Fan has become a white-collar worker in the mouth, who has earned a lot of money but never stepped in. "

The store.

"The time has changed, and the ladies house is still ten years of purple, green and pink. Looking at that coward, everyone will be tired of aesthetics."

The retrogression of brand personality and the serious aging of style become the main reason for Wu to abandon the "Lady house".

"Seven years ago, if you asked me," who is suitable for the ladies' house, I will say "18 to 28 years old young girl" without hesitation.

But now, I think that even high school students are not suitable for this brand, its style is becoming more and more eccentric.

Miss Guo was once a loyal fan of "Lavinia" of the white collar ladies' brand. "From 2004 to 2008, I bought more than 30 clothes of their family in four years."

But in recent years, she almost stopped patronizing. "The price has gone up a lot, and the key is that the style is too old."

The semi annual reports of local sports brands showed that PEAK, Anta, and 31st grade net profit fell 43.3%, 17% and 23% in the first half of this year respectively, while the net profit of the famous sports brand Lining dropped by 80%.

High cost wears down old brands

There is a well-known saying in the clothing industry that there is no weak market, only weak products.

Insiders pointed out that as the early fashion brand entering the mainland market, the brand represented by Esprit was once the object pursued by young people.

However, in ZARA, H&M, UNIQLO and other emerging "

After the wind and water started, these leading brands who had led the market gradually fell behind because of their immutable style and serious brand aging.

At the same time, the rental cost of commercial real estate which has been rising in recent two years has become worse and worse, and has become the last straw to crush the old brand.

Statistics from DTZ DTZ, the second quarter of 2012, Beijing, Wangfujing, Xidan, Sanlitun and other hot business circles, due to the difficulty of a shop, the rent ceiling rose slightly.

Among them, the average rent level of the Oriental Xintiandi has reached 1800 yuan to 3000 yuan per square meter per month, and the highest rent of the first floor has reached 3500 yuan per square meter per month.

The average rental level of China World Trade Center mall is 1200 yuan to 2000 yuan per square meter per month.

"If it is a chain fast selling brand such as H&M, because it can generate high traffic volume and high popularity for shopping malls in the short term, it will be able to talk about a larger discount when entering the rents.

However, the ordinary brand and the general performance brand do not have the bargaining power to this extent, and this increases the cost pressure of the old brand to some extent.

A deputy director, who has long been engaged in the business of the shopping center, told the reporter.

"Like Europe, Vero Moda and Only, they used to buy, but now they feel that the price is not high, and many styles are very exaggerated.

Now that we have many choices, there is no need to stare at a house. "

In Fuli square, 100% satisfied autumn clothes were not found.