China's Retail Market Should Have A Forward-Looking Designer Brand Or Become A New Favorite.

If you refuse to crash, your personality is unique and opposed to blind obedience, if you want to be global. Fashion pioneer The designer clothing brand is without doubt the best choice. Whether it's small and fresh or European or European style, designer brand will meet the needs of consumers.

Now, designers Clothing brand It has become a hot topic in people's mouth.

　　 Store sales are good.

China has many excellent costumes. Designer But by contrast, successful designer clothing brands are few. To know that a successful clothing brand is far from enough to sell well, it must have integrity and standardization. The designer's brand lacks experience in promotion and publicity, and it is very important to find a suitable sales channel for the brand.

Generally speaking, there are two kinds of terminal positioning for local brand designers: one is the shopping mall counters (including designer brand integrated stores), and the other two are brand exclusive stores. Stores can decide their own sales promotion activities, store display and so on, but the cost of rent is high. Once the location is wrong, there is no corresponding target group, and the possibility of a sales crisis is very large. Shopping malls have a certain number of people and sales, such as the choice of shopping malls in the local have a certain influence, it is easy to brand communication, investment management energy is relatively small.

Shopping mall counters make up for the shortcomings of most designer brands, and many local designer brands have chosen shopping malls as a marketing channel.

The reporter interviewed Zou You, founder of Beijing fashion dress Co., Ltd., whose designer brand "THIS IS YOU" Z CLOTHING began selling in Beijing Cui Wei building and Zhongyou department store in 2011.

Zou You explained to reporters why he chose department stores as a marketing channel: "brands need a platform to communicate with consumers, and shopping malls are undoubtedly the best channels for designer clothing brands at the beginning stage. From our point of view, there are two points worth considering: first, the matching degree between shopping malls and brands. From the brand positioning, YOU 'Z is mainly designed for urban women with high quality of life, while the location of Cui Wei and Zhongyou department stores is mainly based on high-end clothing, and the two complement each other. Secondly, from the combination structure of shopping malls, we need to achieve relaxation, and the two shopping malls do very well in this respect.

"Cui Wei and Zhongyou department stores are very influential in the national department stores. Undoubtedly, it has been a shot in the arm for us. Referring to the help of two department stores for brands, Zou You concluded: "market demand is changing rapidly, and shopping malls have diverse customers. Designers can design more clothes for different consumers and get recognition from different circles, so that the influence of brands and designers will be wider. At the same time, we can adjust the direction of brand development in a timely manner through information feedback from shopping malls.

Referring to the sales situation of department stores, Zou You said that YOU 'Z as a new brand has a process of water and soil adaptation, and YOU' Z is still quite satisfied with the sales ranking in the market. However, he believes that the location provided by the shopping mall is not ideal enough to make appropriate adjustments.

There are many similar opinions. Many domestic designers feel that the market demands too much and the location is far from expected. In the brand management, they must give very good results to get the favor of department stores and shopping centers. Compared with foreign clothing brands, they are too harsh to native designer brands or Chinese clothing brands.

　　 Designer brand becomes new favorite?

The "thousand shops" of clothing brands in department stores and shopping centers are hard to arouse the real resonance in the current consumers who are particular about personality. People are no longer satisfied with the fast fashion brands such as ZARA and H&M. Wang Liuhe, Secretary General of Shanghai general merchandise industry association, put forward the view that "introducing distinctive designer products is also a means of differentiation competition in department stores".

Nowadays, many designer brands that can be seen in the art district or on the street have gathered together to the shopping mall. Though not as popular as foreign designer brands, local designer brands have been emerging. According to the "clothing times" reporter, many shopping centers and department stores have introduced local designer brands, such as the auspicious garden imported from the blue harbour, the Donghu tiger in the Oriental new world, the gifen, the Beijing World Shopping Center, the Jijie, Liu Lanyu of the new world women's department store, etc. The positioning of these brands coincides with the shopping malls, becoming the backbone of the mall.

Wang Xianqing, director of the Institute of circulation economics, Guangdong University of Business, believes that China's retail market should have a forward-looking vision, such as shopping centers and department stores, which can create a space for designer brand.

However, the high price has always been a criticism of designer brand criticism, and local designer brand is also not free from vulgarity. In recent years, the financial crisis has plunged the sales volume of the traditional retail industry, and the discount has been regarded as the best way to dispel the discomfort of customers, and the price adjustment has been increasing. But the high cost of designer brands forces prices to stay high. Many consumers also say that the high price of clothing will discourage them.

The industry believes that local designer brands can learn from European and American brands in order to get out of the predicament, and some brands in Europe and America will put their hopes on high-end brand discount stores, and strive to win customers through advance discounts.

With the subdivision of clothing consumption demand, designer brand will also be subdivided and become more professional. It is believed that designer brand will become the pronoun of business hotspots and attract more consumers' attention.