Embarrassment Of Fashion Brands

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Stock is stacked with warehouses.

The boss simply cut down the clothing production in autumn and winter, while dumping the stock over the season and improving the selling price of the new clothes in autumn and winter.

Recently, I heard the news from a general manager of a department store. I can not help wondering, what is the matter with the clothing enterprises? First, regardless of the high inventory of the warehouse, look at the new autumn and winter new products on the new shelves, and pick up a price marked by four figures, which is comparable to some big international brands.

Also facing inventory pressure, first look at the real estate developers, under the "purchase restriction" policy, in order to maintain sales volume, housing companies have "cut prices" to guarantee volume, engage in low price promotion, increase sales volume and promote further improvement in price without rising prices.

Let's look at the steel enterprises. In order to maintain a stable market price, the steel companies adopt a reduction in output to stabilize prices.

Only

In the way of raising prices, he maintained his high attitude and played the role of "cottage luxury".

In fact,

Demand has been weak and market share has been shrinking.

Prada's earnings report showed that its market share declined in China, which was 25% lower than its 12 month high. In the first quarter of the year, Burberry's sales growth in Asia Pacific region (mainly in China) dropped from 16% in the same period last year to 16%, down by more than 50%, while LV and tifrany's market share in China has also declined in recent years.

Not only luxury bags, clothing, but also jewelry, watch industry also showed signs of weakening demand.

In the face of some luxury brands with fixed price increases each year, consumers also have their own recognition ability and are no longer easy to buy.

According to the survey, 1/3 of high-end people said they would shrink the purchase budget for luxury goods this year, and 1/3 said they were on the sidelines.

It is an undisputed fact that this year's life is bad. Sales volume is not good, business is hard to do, clothes can not be sold, and the increase of various costs also increases the cost of enterprises.

Although many bosses complain that raising prices is a failure, but in my view, the more expensive the price is, the lower the purchase intention of consumers is, and the more new products become inventory. This is a dead circle.

Enterprises should pay more attention to product sales and brand word-of-mouth, which is prohibitive and costly.

Only by looking at the profits lightly and at a reasonable price will the customers be able to make big profits with small profits but quick turnover.