Chinese Clothing Brands Will Be The Biggest Challenge For Customers And Tastes In Europe And America.

Since the outbreak of the financial crisis in 2008, the global economy has been recovering quite slowly under the shadow of the European debt crisis.

However, the consumption enthusiasm and ability of the Chinese market has not been seriously affected. The international two or three line fashion brands are constantly pouring into China.

But does anyone know how Chinese brands sell overseas?

In fact, many Chinese fashion brands have turned their attention to the success of their local businesses.

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Bosideng group, which has 10000 retail outlets from Shanghai and China, has achieved revenues of 1 billion 300 million US dollars since 2012, and opened its first overseas flagship store in the UK.

Yi Wen group, which owns four men's clothing brands, has also locked overseas market expansion in Britain.

What about these Chinese fashion brands traveling far away on the Silk Road? It is worth noting that not every "export" Chinese clothing brand has been successful.

Lining from Beijing became the first Chinese sportswear brand to enter the US market. In January 2010, Lining opened the first and last flagship store in Oregon's Portland.

Because the local sporting goods market is relatively mature, coupled with the intense competition environment created by Nike and Adidas two giants, Lining closed the store two years later and stopped the pace of entering the US market and focused on e-commerce.

"We need to calculate and analyze the data in more detail before expanding further, so we can better understand the US market," said George Lu, head of Lining's e-commerce department.

Let's take a look at several aspects that Chinese brands need to pay attention to in the European and American markets.

First of all, the factors that most likely impede the development of Chinese clothing brands in the European and American markets may be the low level of recognition.

Jason Denmark, director of retail in the UK, commented: "in China, Boston is like the Marks & Spencer in the UK."

The popularity of the brand in the west is quite similar.

Bosideng realized this very early and made a major decision at the beginning of this year at the flagship store in London.

A huge three storey storefront lay at the heart of London's busiest shopping area, the intersection of Oxford St and South Molton St, Oxford.

Denmark explained during the analysis of the site selection process: "in fact, at first, Bosteng urgently wanted to open the first (overseas store) in Manhattan, but now the average annual flow of this place is 2 million times, so we encourage Bosideng to set up the first overseas store here.

This decision is also correct.

Because any unknown company will find it difficult to survive in Europe.

Bosideng will also choose three British local department stores to set up direct stores.

The sense of existence of the group's brand is regarded as an important thing in the establishment of an overseas brand recognition by the British market strategist.

The group plans to build its first European store in London's Notting Hill before 2013, and eventually hopes to penetrate the brand into the North American market.

Ms. Xia Hua, President of the Group believes that London is a creative city with cultural inclusiveness, which combines traditional culture with modern fashion.

She said: "our brand awareness and social influence is gradually expanding, which is our milestone in the international arena."

With the support of British Fashion Council, Yiwen group also held a London Fashion Week in February last year.

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5 months later, the British business day in China was held again.

In addition, the product is also critical for a larger market share.

Alexandre Quirici, partner of IDG Capital Parterns, an investment company, commented that knowing the local market, customers and tastes outside China will be the biggest challenge for overseas strategy.

Boston did a good job on this point.

Denmark said the classic saying: "we have to let every garment learn to travel."

At present, two men's senior brand managers from Britain are invited to join the men's wear design line in Boston London.

Bosideng is known as a down garment manufacturer in China, but Boston London will change this pattern.

Trousers, Western-style clothes, Polo shirts, business shirts and windbreaker will become an important part of the product category, and the proportion of down garments on all production lines will not exceed 10%.

This will enable Bosideng's brand concept to wander between Reiss, Hugo Boss and Paul Smith.

Denmark, director of retail in London, said: "what we do in China doesn't work in Britain."

This also explains why the London men's wear line chose to set up its factory in western countries.

The factories that we know include Bulgaria, Portugal, Hungary and the United Kingdom; only 10% of the garments are made in China.

In order to have a more creative team to adapt to local tastes, the design studio has opened up European countries such as London, Milan and Paris.

Although the product still has Chinese characteristics in detail design, such as Chinese neckline, carved jade buttons and robe cut, but it has a foreign name in Europe: Eve de Cine, Eve de Uomo, Notting Hill, Kevin Kelly and Jaques Pritt..

Denmark said that many Chinese retailers are in the hot market to understand the British market, and Bosideng is just like the white mouse, using its own brand and fashion line to start the experiment.

"Our development and all the problems we encounter can make Chinese retailers plan to learn from overseas, especially those who are eyeing the British market," he said.

It is interesting that Denmark feels that the expansion of Boston in the UK has also brought more attention to the domestic market.

From the expensive shops which cost 35 million pounds in Oxford street to the reports of foreign media, the domestic retail industry and even consumers want to find out: how does the down jacket that appeared in the state store store sell in England?

Finally, London has the background of developed tourism. Tourists from all over the world who come to Oxford street and see Bosideng will bring it back to their country.

Data show that the first place in Bosideng flagship store in Oxford is the United States.

Maybe the next overseas store in Boston is the United States.