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Local Outdoor Industry Should Be Vigilant In Positioning Fashion Cards.

2013/3/21 15:31:00 24

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Local Outdoor Industry Outdoor Sportswear Outdoor Clothing Design

Less than P, the selling point of fashion trend has become a breakthrough for local outdoor brands to open up the market. More and more outdoor brands are moving closer to "tide card". Does this way of making the young consumers' eyeballs have long-term vitality? 
 < a > href= > http://www.91se91.com/news/index_c.asp > > outdoor industry < /a > scale expanded by 40%, /p >
According to the data of the Organizing Committee of ISPOBEIJING2013, the scale of China's outdoor sports industry has reached 14 billion 520 million yuan in 2012, with an annual growth rate of 34.94%. In the past ten years, the average growth rate of the outdoor products market in China has exceeded 40%, and more than 800 brands have leaped in the Chinese outdoor products market. This shows that the outdoor sports industry has become one of the fastest growing retail segments. 
"P > high profits, who does not want to share a cup of cake? The domestic traditional sports brand is also unwilling to be lonely. From Lining exploration and Adidas's high-profile appearance at the ISPO exhibition, Anta and 361 degrees have expressed their intention to outdoor market. However, apart from the international professional outdoor brands, there will be a group of dark horse dressed in "foreign coat" to join the competition. 
 the local outdoor brand is playing the fashion brand by foreign design .
 in China, the target group of outdoor products is a 26-35 year old man who belongs to the post-80s generation. They like novelty and change, which is the reason why the outdoor tide card arises at the historic moment. 
 HASKI, a newly launched outdoor brand led by the Korean design team, which has been registered in mainland China, has opened nearly 30 stores nationwide by the end of 2012. The brand responsible person said, HASKI and outdoor brand JackWolfskin belong to Shanghai Asia Group, fashion and function is the biggest publicity point of the brand. 
P also highlights the sense of design, and the new series of its main promotion is developed with Italy fashion team. The team's main products are design and production. The head of the marketing department said, "cooperation with the Italy design team will make the brand positioning more business oriented and leisure oriented." a target= "_blank" href= "http://www.91se91.com/" will be developed in the future. 
 positioning ambiguity should be alert to outdoor "fast fashion" .
 at this ISPO exhibition, there are many outdoor brands such as "a href=" http://sjfzxm.com/DESIGN/designer/index.asp "Design > /a". The first impression is the breakthrough to the traditional outdoor loose profile. 
P, an international outdoor brand agent, said that it is a vague position to integrate fashion and specialty with the aid of foreign design. These brands are aimed at young customers, but the rapid change of consumers' aesthetic taste is the subject of this brand. 
According to the view of the P brand research center, it is an opportunity for domestic outdoor brands to emphasize individuation on a professional basis by using foreign design resources. However, while emphasizing the design, it is also necessary to emphasize professionalism and functionality as the core of outdoor products. If the appearance is more important than function, it will attract only a small number of entry-level non professional consumers. Brand positioning will be close to "fast fashion", and it is difficult to maintain long-term vitality in the outdoor goods market which relies on professional speaking.