Quanzhou Women'S Wear Expanded Brand Lineup

Explore regional characteristics and unique cultural style.

There is a gap between the lineup and men's wear.

In recent years, the development momentum of the industry has not been underestimated. Now we have developed the strength brands such as brinho, Wirancis, big winner and Li Shiqi.

With the involvement of new wolves, such as dancing with wolves, deer and card, Quanzhou women's wear brand lineup has been expanded, and it has also promoted further exploration of shaping women's clothing regional characteristics and unique cultural style.

From the running mode of dancing with wolves, Wei Lu and jigsaw in the field of women's clothing, although their aim is to find new growth points of brands, their intervention modes are different.

Wei Lu's form of intervention is more like an extension of product serialization. At present, there is no single performance of brand operation.

The 2008 spring and summer new conference held recently by Wei Lu (China) Co., Ltd. disclosed a message: the women's clothing series will be launched in the spring and summer products in 2008.

Because Wei Lu has always claimed to be committed to building the "business dress first brand", it launched a series of women's wear, which caused a lot of controversy in the industry.

According to Zhuang Xiaoping, planning manager of Wei Lu (China) Co., Ltd., the women's wear series is mainly extended on the basis of the original men's wear products, and is still in the test stage.

Zhuang Xiaoping said that the brand name of Wei Lu itself has a strong neutral color, which can be commensurate with the brand positioning of high-end business women's clothing.

Unlike Wei Lu, the women's wear is independent of the men's wear.

This also means that the women's clothing will be fully relied on its own strength, start a new business, expand the market, develop agents and franchisees.

This is last November 17th's "new spell, the new dream, the new strategy" brand fashion women's clothing 2008 spring and summer products conference and the first "love to fight" will win the dealer cooperation win win Symposium on the wind.

According to the introduction, the brand (China) Co., Ltd. tried the way of women's clothing brand a few years ago, but its process of importing from wholesale to monopoly was not smooth.

As a result, Fujian collage Group Co., Ltd., another new woman dress brand helm, has many years of clothing experience Yan Xiang Peng and the licensing group reached a cooperation agreement.

Yan Xiangpeng, who is now the director of the women's fashion designer, said in an interview with reporters that the last strategic seminar was called "new spell", because the product style of the women's clothing is completely new now, and a brand-new dish has been produced.

Compared with the previous women's products, the products are more personalized and fashionable. The product positioning is pformed from the original mature business women's clothing to fashion women's clothing, and the targeted consumers are younger than before.

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Dancing with Wolves

The way of operation is similar to that of women's fashion, which belongs to brand authorized operation.

Cao Ping, executive deputy general manager of the costumes company with wolves, told reporters that the commercial women's clothing brand launched the year before the wolf was only authorized to operate.

Dancing with wolves, business women wear bold style of leisure style into office wear, business travel attire, suitable for business, travel, leisure lady.

According to the introduction, the brand of women's clothing, to give the age of 25 to 35 years old urban white-collar women to provide the most high-grade clothing and accessories for positioning, the women's clothing market has been further subdivided.

Motivation: the temptation of market potential

As for the expansion of the Quanzhou women's wear camp, Wang Renjiang, the chairman of the battle line, said that this is related to the large demand for women's clothing market, the diversity of product styles and the rich brand positioning.

First of all, the clothing of women is very clear throughout the year. When the season changes, the market demand is very large. This undoubtedly expands the capacity of the entire women's clothing market.

Because of the vast territory and different customs in China, coupled with the diversity, multilevel and casual consumption of women's clothing, the characteristics of women's clothing are changed and the cycle is short. At the same time, the strong regional colors of domestic dress brands, such as Han, Hangzhou, Shanghai, Guangdong, etc., are also achieved.

Secondly, from the perspective of market development, women's clothing is becoming more and more personalized and fashionable. Female consumers do not like to wear the same clothes as others. This also indicates the great prospect of women's clothing market.

Third, women are less loyal to women's clothing brands.

Mr. Ji, the director general of the Dragon (Fujian) Clothing Development Co., Ltd., who has many years of clothing operation experience in large shopping malls, told reporters that, compared to men, women are not so high in the requirements of the brand when they buy clothes, and more emphasis is on styles, colors and prices.

The consumption tendency of women makes the entry threshold of women's clothing brand operation relatively low, and it is easier for enterprises to intervene in women's clothing field. As long as the products developed by enterprises are suitable for market demand, especially the clothes' styles, styles and colors are suitable for consumers' needs, even if their brand awareness is not high, they will sell well.

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Fourth, the women's clothing market is not greatly affected by foreign products, and the terminal pressure is relatively small.

In contrast, Chinese men's clothing is ready to feel the competitive pressure of foreign two or three line men's wear brands, and terminal store operating costs continue to rise.

Fifth, the brand operation and market cultivation of women's clothing industry in Quanzhou is not very mature at present.

Whether from R & D, manufacturing, or brand operation and market expansion, there is a big gap between Quanzhou women's wear and men's wear.

To some extent, this gap illustrates the operability of women's clothing market.

A women's clothing brand operator told reporters that at present, China's women's clothing industry is developing towards the direction of industrial upgrading on the road of brand management, and women's clothing production and operation enterprises are becoming more mature.

In recent years, the sales cycle of women's wear products is gradually shortened, and the market reaction speed is faster and faster.

Constantly strengthening personalized service in women's clothing production and operation is becoming a common means of brand marketing.

From the perspective of consumption demand, brand consumption is becoming the guide of the consumer market.

At the same time, however, the development of women's clothing industry in China is being questioned more and more deeply: the expansion of market share is achieved through the compression of profit space. While women's clothing market is booming, some enterprises are losing money or losing money.

Under such circumstances, Quanzhou women's wear practitioners began to reflect, trying to find out where the bottleneck of development is.

First of all, after years of development, the women's clothing market has already formed some advantageous brands, but the market development is not balanced, and the positioning of products is tilted to the side. Only girls' brands are numerous and relatively personalized.

Secondly, the production of women's garments is not low in China. There are many varieties, colors and styles. The level of production technology, equipment and management has been greatly improved in recent years. It can undertake the processing of any famous brand women's wear in the world. However, the high-end market of domestic women's clothing is almost occupied by foreign brands.

Most of the major retail enterprises in China are dominated by domestic brands, but women's clothing is a relatively high share of foreign and joint venture brands.

Third, the concentration of Chinese women's clothing has always been lower than that of men's clothing, and its brand stability is poor and its life cycle is short.

Fourth, the design requirements of women's clothing are novelty, high technology content and strong effectiveness, but some enterprises' technology and equipment are still lagging behind. The matching of accessories and accessories can't keep up with the development of industry, and the fabric of high-grade products still rely heavily on imports. Compared with the international advanced level, there is still a gap between the design concept and brand culture level, and the design strength is relatively weak, especially the construction of cultural atmosphere and fashion concept.

Industry view: shaping women's clothing culture of Fujian style

In recent years, China's women's clothing industry has developed rapidly.

In women's clothing products, underwear (mainly BRA) production has a high degree of concentration, and a number of brands have a high market share; in fashion, women's clothing in Shenzhen, Hangzhou and Humen has been magnificent and has its own characteristics. In China's overall regional characteristics of women's clothing, exceptions, white-collar, brother and other non regional brand women's clothing is also thriving.

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From the perspective of the layout of the National Women's clothing industry, there are now Han, Beijing, Shanghai, Hangzhou, Guangdong and so on.

Relatively speaking, Quanzhou women's clothing has not yet formed a cluster advantage in the whole country.

In this regard, Wang Renjiang said that at present, Fujian style women's wear is represented by three major producing areas in Xiamen, Quanzhou and Fuzhou. Xiamen women's wear is more fashionable, while Quanzhou women's clothing is partial to leisure, while Fuzhou women's wear is more lady like.

At present, the three major areas of production need to break through is to increase investment in R & D and design, attach importance to brand building, and build the cultural connotation and brand style of Fujian style women's clothing in the whole country.

Ji Zi said that from the perspective of marketing, Quanzhou women's clothing brand should form a brand culture of Fujian style women's clothing, and attach importance to style design and product style.

At the same time, we should strengthen the subdivision and research of the consumption differences in the big markets of East, West, South and North in China, so as to differentiate the products in different ways.

According to Ji Zi, for women's clothing, products must set up a unique theme style, so as to guide consumption.

In supporting accessories, we should pay more attention to details, pay attention to product quality, while also paying attention to the popular style of women's wear in TV series. Many large brands of women's clothing have not been broadcast in popular TV series, and the related women's clothing products have been developed and designed and put into the market.