Current Situation Of The Clothing Industry: Designer Brand Clothing Has Become The New Favorite Of The Clothing Market

If you refuse to knock on clothes, pursue uniqueness and oppose blind obedience, if you want to be a global fashion pioneer, then designer clothing Brand is undoubtedly the best choice. The designer brand will meet the needs of consumers whether it is small and fresh, grand European and American style or chic national style.

　　 At present, designer clothing brand has become a hot topic in people's mouth.

　 Market sales are beneficial

China has many outstanding Fashion Designer In contrast, there are few successful designer clothing brands. To know that a successful clothing brand is far from enough by selling well, it must have integrity and standardization. The designer brand lacks experience in promotion and publicity, so it is crucial to find a sales channel suitable for the brand.

Generally speaking, there are two kinds of terminal positioning of local designer brands: one is the department store (including designer brand integration store), and the other is the brand store. Franchised stores can decide their own promotions, store display and other matters, but the rent cost is high. Once the location is wrong and there is no corresponding target group, there is a great possibility of sales crisis. The shopping mall counter has a certain flow of people and sales. If the selected shopping mall has a certain influence in the local area, it is easy to spread the brand, and the management energy invested is relatively small.

Shops in shopping malls make up for the shortcomings of most designer brands, and many local designer brands have chosen stores as their sales channels.

The reporter interviewed Beijing Zaishi Clothing Clothes & Accessories Zou You, the founder of the company, has sold the designer brand "THIS IS YOU'Z CLOTHING" in Beijing Cuiwei Building and Zhongyou Department Store since 2011.

Zou You explained his choice to reporters Department Store The reason for the store as a sales channel: "Brand needs a platform to communicate with consumers, and shopping malls are undoubtedly the best channel for designer clothing brands at the initial stage. From our point of view, two points are worth focusing on: first, the matching degree between shopping malls and brands. From the perspective of brand positioning, YOU'Z is mainly designed for urban women with high-quality life, while Cuiwei, Zhongzhong The positioning of Friends Department Store is also to focus on high-end clothing, and the two complement each other; Secondly, we should start from the combination structure of the shopping malls and achieve a degree of relaxation. The two shopping malls have done very well in this regard. "

"Cuiwei Department Store and Zhongyou Department Store have great influence in department stores across the country. The settlement undoubtedly gives us a shot in the arm." Talking about the help of the two department stores to the brand, Zou You concluded that "the market requirements are changing rapidly, and the customer base of the store is diverse, so designers can design more for different consumers clothes , which will be recognized by people from different circles, so that brands and designers will have more influence. At the same time, we can timely adjust the development direction of the brand through the information feedback of the mall. "

Talking about the sales of department stores, Zou You said that YOU'Z, as a new brand, has a process of adapting to water and soil. At present, YOU'Z is quite satisfied with its sales ranking in the mall. However, he believes that the location provided by the mall is not ideal, and hopes to make appropriate adjustments.

There are many similar opinions. Many domestic designers think that the requirements of shopping malls are too many, and the location provided is far from the expected value. In brand management, they must give good results to be favored by department stores and shopping centers Clothing brand They are too strict with local designer brands or Chinese clothing brands.

　　 Is designer brand a new favorite?

It is difficult to arouse real resonance among consumers who pay attention to individuality at the moment because of the "one thousand store uniformity" of clothing brands in department stores and shopping centers. People are no longer satisfied with the same ZARA , H&M and other fast fashion brands. Wang Liuhe, secretary-general of Shanghai Department Store Industry Association, put forward the view that "introducing distinctive designer products is also a means of differentiated competition for department stores".

Nowadays, many designer brands that can only be seen in the art district or on the street have gathered in the mall. Although not as popular as foreign designer brands, local designer brands have gradually emerged. According to the reporter, many shopping centers and department stores have introduced local designer brands, such as Jixiangzhai introduced by Blue Harbor, Dongbei Tiger of Oriental New World, Jifen of Beijing Saite Shopping Center, Jicheng of New World Women's Department Store, Liu Lanyu, etc. The self positioning of these brands coincides with that of the mall, and they become the backbone of the mall.

Wang Xianqing, director of the Institute of Circulation Economics of Guangdong University of Commerce, believes that China's retail market should have a forward-looking vision, such as shopping malls and department stores can open up a separate space to operate designer brands.

However, the high price has always been a criticism of designer brands, and local designer brands can not be exempt from customs. In recent years, the financial crisis has caused the sales volume of the traditional retail industry to plummet. The mall has regarded discount as the best way to eliminate customer anxiety, and the price adjustment has been increasing. However, the high cost of designer brands has forced the price to stay high, and many consumers also said that the high price of clothing will deter them.

Industry insiders believe that in order to get out of trouble, local designer brands can learn from some European and American brands to place their hopes on high-end brand discount stores and win customers through pre planned discounts.

With the subdivision of clothing consumption demand, designer brands will be subdivided accordingly and become more professional. I believe that designer brands will inevitably become synonymous with commercial hot spots and attract more consumers' attention.