In 2013, Europe'S Major Textile And Garment Brands Increased Their Sales Promotion Efforts.

< p > in the major business circles of Europe, Oxford street in England and Champs Elysees in France are very representative and are popular among consumers.

At the beginning of this year, Europe's major a href= "http://www.91se91.com/" target= "_blank" > textile < /a > a href= "http://www.91se91.com/" target= "_blank" > clothing "less than" brand increased sales promotion efforts, trying to make full use of popularity and stimulate sales in holiday consumption boom.

The current international trade edition, with its redundant data, specially invited two Chinese consumers living in the UK and France to observe the changes in the European textile and clothing market.

How about the discount of the major brands? How about the consumption of people in the hot business circle? From the answers to these questions, perhaps we can feel the warming of the European consumer market.

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< p > < strong > consumer file: < /strong > < /p >

< p > Name: Yang Kun Residence: sex in London, England: Female Identity: clothing < a href= "http://www.91se91.com/" target= "_blank" > designer < /a > /p >

< p > Name: Liu Chang Residence: gender in Paris, France: male identity: Fashion Management graduate student < /p >

< p > < strong > high frequency vocabulary 1: discount < /strong > < /p >

< p > reporter: when did you start this year in the discount season? What is the intensity of the discount? < /p >

< p > Yang Kun: the British discount season has actually started since the beginning of November last year.

The discount at this stage is concentrated on some high street brands (high street is not only a single street, but generally refers to the most prosperous business district in the town. The high street brand is the common brand in the commercial street, similar to the domestic H&M and VeroModa).

At first, the discount rate of these brands was not large, generally 22% off. The purpose was to pre heat the consumption war during the Christmas season.

As soon as Christmas is over, luxury brands will take the lead in the large discount period (the discount in December 26th is generally around 33% off, and then will drop to 50 percent off or 70 percent off after January). The price discount of high street brands will increase significantly (50 percent off or even lower), and the scope of discount products will be wider than before.

During the period of Boxing Day (boxing day December 26th) to new year's day, almost all of the people's outgoing consumption focused on snapping up discounted goods.

Discount stores will be categorised according to discount rate or clothing size, and will be concentrated on special discount area to facilitate customers to choose.

The brand discount period is expected to last until the end of January.

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< p > Liu Chang: France has two discount seasons each year, each time in winter and summer.

The discount season in winter starts from early January to early February; the summer discount season starts from mid July and ends in mid August.

Each lasted for about a month.

During this period, almost all shops in Paris were discounted, and they were all 5~7 discount. In the end, even some brand discounts would reach 1~2 fold, but at this time almost no goods were available.

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< p > editor's comment: European Business Promotion Week mode is no longer a phased way to promote low discount.

For consumers, when the price is low and the mind can not be fully matched, how much expediency is most likely depends on the purse strings.

In the special period of economic crisis, price is often the most direct factor in stimulating consumption.

Discount intensity reflects the sincerity of businessmen, and if consumers do not want to sacrifice their love, they must rush to the shopping mall at the moment of the most cost-effective.

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< p > < strong > high frequency vocabulary two: business circle < /strong > < /p >

< p > reporter: which shopping malls do you often go to? What business circle is popular this year? < /p >

< p > Yang Kun: I prefer shopping in Oxford street and Regent Street.

The two streets cross, the most prosperous commercial street in London, concentrating almost all the brands that Britain can see, and two senior department stores, Searl Foridge (Selfridges) and Liberty.

Westfield, the famous shopping centre in London, is also the focus of my purchase.

Westfield has one in the East and west of London, where most of the high street brands and individual luxury brands are concentrated.

It is convenient for people who live far away from the center of town, and also disperse the crowding of downtown business districts during festivals.

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< p > Liu Chang: my shopping destination owners are old Buddha, Paris spring, Bon March, Champs Elysees street, Ma Hai district and Saint Germain district. As long as I am a busy business district, I will go there.

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< p > editor's comment: in the promotion period of holidays, shopping centers are often the first choice for people to buy goods, and consumers want to catch up with low-priced goods.

By contrast, the style of small fashion shops will be relatively less popular.

For example, Covent garden, a creative and designer shop in London, UK.

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From P last Christmas, the two oldest shopping malls in Paris, France, began to compete in a showcase competition, with the most beautiful windows and interior decoration to welcome the festival.

Whether the spring store and the famous French luxury brand Dior are well designed windows, or the SWAROVSKI crystal decorated Christmas tree in the old Buddha's shopping center, they all earn eyeballs.

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< p > < strong > high frequency vocabulary three: brand < /strong > < /p >

< p > reporter: what clothing brands do you care about during the discount season? < /p >

< p > Yang Kun: my personal concerns mainly include Zara, Cos, Topshop, Urban Outfitters and Pringle of Scotland.

The design of Zara and Cos is simple and the color is distinct. It can be used to match all kinds of occasions and clothing of all ages.

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< p > Topshop and Urban Outfitters emphasize on the avant-garde Street mix.

All kinds of tidal current elements, such as rivet, gradient dyeing, star pattern printing and retro design, can be found here.

Moderate prices and student preferences make it the first choice for young fashion girls in the UK to shop.

Pringle of Scotland's knitted woolen apparel is the top notch in the UK.

The classic English rhombus pattern, high quality wool and all kinds of unique knitting processes completely subvert the impression that sweaters are monotonous and poor in people's minds, giving people a refreshing feeling.

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< p > Zara and Cos belong to medium and high grade. The original price of the single product is 50~80 pounds (the coat class will be more expensive).

The original price of Topshop and Urban Outfitters is 20~60 pounds, and some special styles and coats will be more expensive, but rarely exceed 100 pounds, with 10 percent off discount on student cards.

Pringle of Scotland belongs to the luxury brand. The basic cost of the sweater is about 100~200 pounds, and the cashmere sweater is 300~600 pounds. Occasionally, it will encounter a very high discount product.

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< p > Liu Chang: if I want to meet personal needs, I usually buy high street brand clothes, such as Zara, H&M and so on.

Occasionally, I would also go to see the mid-range brands like Couples, Levi's, Tommy Hill figer and so on.

If I buy gifts for my family, I will go to a luxury store and pick out some discount scarves, scarves or purses.

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< p > editor's comment: during the discount season, high street brand is always the favorite of consumers when shopping.

There are two reasons: more affordable prices and more diversified choices.

In the period when the economy is not yet out of the haze, young and fashionable consumers are more inclined to wear a variety of fashion instead of an international brand.

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< p > < strong > high frequency vocabulary four: popularity > /strong > /p >

< p > reporter: how much discount do you feel when compared with last year? How about the shopping flow? < /p >

< p > Yang Kun: this Christmas, when the subway workers strike and the subway stops in the city center, it is not convenient to go shopping on Oxford street.

So I only went to Westfield, who was away from home in the east of London.

Although it was already afternoon, and many people on the road had been carrying the loot of big bags and ready to go home, the crowd who rushed into the shop shocked me. I wonder if I can't go to the city center like me.

The shopping mall, which is usually so large, is full of people. I can only walk slowly along the crowd.

Individual shops have begun to restrict passenger flow because of excessive passenger flow, leading to long queues at the gate.

Even so, people are still in spirits.

All the discount items are placed in the most obvious position, occupying most of the stores.

The discount is mostly around 50 percent off.

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< p > Liu Chang: the discount season in Paris this winter officially began in January 9th.

On the first day of discount, consumers are most interested in shopping malls, because many of the international first-line brands, such as Dior, GUCCI, Chanel and so on, are actively participating in discount activities, with a discount of 30 percent off or even 50 percent off.

The first one or two days of the discount season, and the first weekend of the discount, there are so many people in all the major business circles in Paris.

After the first weekend, the flow of people will gradually recede.

After entering the discount week for second weeks, the new products will start to enter the store next season. After that, the discount will increase.

The last week's discount is the most ruthless, and there will be a lot of 1~2 discount products, but the broken code situation is more common.

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< p > reporter: how are people's enthusiasm for consumption? Are they still waiting for the last wave of a copy? < /p >

< p > Yang Kun: before Christmas, the discount is not big, but because of the demand for Christmas gifts, the shopping malls will have large passenger flow at weekends.

Some inexpensive and practical seasonal products, such as scarves and gloves, are placed in a prominent position as the main hits.

Christmas to new year, because most people are still on holiday, although the discount rate is not the largest, but the beginning of the style and size are relatively complete, so consumer enthusiasm is very high, consumption is more concentrated.

After the new year, with the remaining options less and less, the discount rate increased, but most people had completed the expected purchase, and went to work normally, at this stage the traffic volume was also significantly reduced.

By the end of the 1 month, many goods have been discounted to 2~3, but it is hard to find products that are of the right size. I believe that even if a few consumers hold the hope of finding the bottom, it is hard to be satisfied.

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< p > editor's comment: from last Christmas to the present, the bustling shopping scene has been reflected in both Britain and France, but it seems that the popularity of Britain is more prosperous.

Although the French old Buddha and other old department stores are packed with people, a considerable number of consumers have the mentality of cautious consumption.

"I don't think I need to buy a lot of things this year, and there are too many people in the mall," said Marie, the old lady of France. "I don't like it very much."

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< p > < strong > high frequency vocabulary five: resuscitation < /strong > < /p >

< p > reporter: How did you feel about your recent consumption of textile and clothing products? < /p >

< p > Yang Kun: it is felt that in the second half of 2012, the consumption market of textile and clothing has gradually recovered, and the purchasing power of local people has begun to pick up.

Besides season discounts, we should also mention seasonal clothing.

Because of the obvious cooling of winter in Britain this year, it is colder than in previous years. Many people expect to spend extra money on the purchase of winter clothes.

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In P, luxury brands are diverse in Britain.

Cheap brand products are also enough to match the elegant and fashionable style.

So no matter what kind of people, they can definitely find brands and clothes that are suitable for them.

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< p > shopping is more convenient and more humane.

Because the online shopping system in the UK has been very developed. Almost all brands support online purchase, which greatly facilitates those struggling customers.

They can sit comfortably at home, and just move the mouse to make the shopping list fast, and save time and effort.

All online purchases accept unconditional return or replacement within a certain period of time, reducing the concerns that consumers can not try on.

Such online shopping not only brings consumers a relaxed and intuitive shopping experience, but also reduces the passenger flow burden of the shops, which is a win-win situation.

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< p > Liu Chang: the price of textile and clothing consumption in France is more obvious.

In the field of luxury goods, 60% of the luxuries consumed by many Chinese people are bought in foreign markets, because there are many differences between local purchases and domestic prices in Europe.

In Europe, luxury brands rise every year, but not much.

Apart from luxury goods, other brands are also raising prices.

Crocodile brand classic Polo shirt is about 83 euros, and may rise to 89 euros every other year.

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The P Europe debt crisis has led to a decline in people's enthusiasm for shopping. However, France is well, and Spain and Greece are somewhat worse.

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Editor's comment: from the perspective of the consumer market, the economic and consumer spending in Britain and France is slowly recovering. P

Although such a rebound is based on the promotion of low discount sales season, at least we can feel the rise of consumer confidence.

Among them, the online shopping mode of consumption is becoming more and more mainstream. This point is not only worth the attention of international a href= "http://www.91se91.com/news/index_s.asp" > clothing brand < /a >, but also the attention of foreign trade enterprises that want to stabilize the market.

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