The Success Of Menswear Brand Strategy

More and more recently

Men's brand enterprises are eyeing the comprehensive retail channel.

The large men's clothing enterprises represented by "YAMATO" international company's "clock", and the traditional shop sales, began to manage their own stores in the comprehensive retail business facilities. The competition between new and old brands is becoming increasingly fierce.

At the same time, some garment manufacturers think: made in China

The brand is expected to attract consumers between the ages of 50 and 60, and more and more adult leisure men wear into shopping centers.

Self managed shops are coming out one after another.

At present, there are many men's clothing stores which are independently managed by the clothing enterprises in the comprehensive retail enterprises.

Brasset's menswear brand hahpppie already has 50 such stores.

In addition, KSWISS also plans to launch self managed shops in integrated retail facilities.

The company's self managed store business has been a great success. Its "simple life" brand has reached 204 stores.

In order to foster new growth points, the company decided to tap potential goods into the store stores located in the comprehensive commercial facilities in the brands such as shell and KIZUKI.

According to the report, the company is strengthening its links with large comprehensive retail facilities in Tokyo and striving to achieve 100 in the coming year.

Two brands, "playboy VIP" and "Si Ya Ya", have opened 200 stores in the comprehensive retail facilities. The sales of self managed stores have accounted for 35% of the total.

In addition, there are 235 and 281 independent shops of men's clothing brands such as Crocker, Dell, and George Dell bell.

Agency sales are more difficult to make profits.

In supermarkets, clothing can not be used as a unit for sales, because the purchase of supermarkets is often inclined to adopt wholesale form.

This method is characterized by the fact that clothing manufacturers sell large quantities of clothing to supermarkets at lower prices, and supermarkets sell them to consumers at relatively inexpensive prices.

So far, clothing companies have been forced to choose single sales because of their business, even if they are able to offer complete sets of garments.

The consequence of single sale is that the commodity price system is damaged and the brand reputation is also affected.

However, with the maturity of the clothing market, this simple way of selling is not only inefficient, but also more and more difficult to make profits.

This contrasts with self management shop.

With the form of consignment, businesses need not worry about backlog.

At the same time, clothing manufacturers can not only promote the cultural connotation of the brand through close contact with consumers, but also manage matters such as commodity pricing, source adjustment and sales methods.

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Under such conditions, merchants can make bold adjustments to the price system of clothing, and are willing to invest more in clothing production.

There is a common understanding of clothing circulation, that is, shopping centers with huge traffic volume have great attraction to garment manufacturers.

However, for adult clothing, large scale is not necessarily a good thing.

People in charge of Qi Fu Wu company said that large-scale stores are easy for middle-aged and elderly customers to feel tired, and there is no commodity and shopping environment suitable for adults.

What's more, when adults purchase clothes, the priority is the taste and quality of the products, and the low price is placed in a relatively minor position.

Therefore, the clothing store of comprehensive retail facilities is a more suitable shopping place for adults.

Lei Na's simple life brand strengthened the publicity inside the store, not only attracted many customers, but also increased the shopping proportion of repeat customers.

The brand of the company has also attached great importance to the quality of service, and specially compiled the work experience for salesmen.

The brand of "lair Scott Braque Rebeck" launched by Moore Lin from 2006 autumn and winter was mainly knitted garments, and then gradually expanded the range of products.

Today, LA & Scott Braque rebell has become one of the brands with comprehensive proposals.

Wholesale reduction resulted in unit price reduction.

Clothing manufacturers strengthen

The construction of shops is due to the shrinking of wholesale sales in recent years.

To improve sales efficiency, supermarkets have increased the proportion of their own brand goods.

Faced with this situation, clothing manufacturers can not stand idly by, because this will lead to a decline in the price of single garments.

The earliest self managed shop, and the largest number of shops, is the YAMATO international company, the company of the company.

Golding Bell, Jane life, flower and flower company VIP, because of the brand such as spike Ya also has 200 shops above scale.

In addition, apart from the 100 stores in LA & Scott and Braque, the hassppie brand has managed to break through 50 stores.

"It is a brand new attempt to manage the store independently," the company said.

Therefore, even if the commodity purchase price is higher than the original wholesale price, as long as the sales volume of the unit sales area can be increased, it will be harmless to businesses.

The operation cost of independent store is a difficult problem.

For garment enterprises, increasing the number of stores is one of the important business strategies.

However, the development of self managed shops needs to overcome two difficulties: first, whether to attract attractive stores; and two, how to solve the problem of self management of shops' rising operating costs.

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As apparel companies compete to launch self-management shops, the competition among different brands is becoming increasingly fierce.

According to the company, with the increasing number of self managed shops, attractive shops are becoming less and less.

"There are not many shops that can really make us decide to open a shop," said the company.

It can be seen that clothing enterprises will behave more cautiously in choosing commercial facilities and setting up independent management shops.

Another difficulty is to manage the operating costs of stores independently.

In addition to the wages of salesmen, clothing enterprises also need to pay for education and training, shop decoration and other aspects of the cost, investment in a larger scale.

Since 3 years ago, Qi Fu Wu started to try to manage its own business independently, and its proportion in sales has reached 35%. However, the head of the company claimed: "from the perspective of sales efficiency alone, the self managed shop is far from the level of wholesale sales.

However, as the number of shops increases, it will gradually have a positive impact on the profitability of enterprises. "

For clothing enterprises, managing shops independently is a new thing. It is necessary to spend time accumulating relevant operation management experience.

Although some independent management shops are on the right track, for most shops, how to digest operation cost is the key to the success of the format.

Therefore, garment manufacturers in the future need not only patience but also psychological preparation for exploration.