Consumption Barriers Lead To Changes In Sales Mode

stay clothing Clothes & Accessories In the field, both producers and retailers pay more attention to female consumers. They have always been the main purchasing power. However, when the Red Sea competition becomes more and more difficult to control, fierce competition makes profit more and more small.

Is the fashion world just a female consumer? Does the shopping mall still put men's clothing on the high floor for some time? With the development of fashion industry, these questions have long been denied. Nowadays, the status of male consumers has changed dramatically. More and more clothing retailers are beginning to strengthen the sale of men's clothing and tap the potential business opportunities in men's clothing market.

　　 Men's consumption demand increases

Recently, several large shopping malls in Europe and America have refurbished the area of men's wear. Britain's low-end brand Primark increased the men's wear product line and set up a specialized men's shop. Meanwhile, the high-end luxury brand Burberry (Burberry) has also opened an independent menswear storefront.

Suitsupply, a Holland menswear brand, launched its e-commerce website last month. The menswear brand, established in 2000, now operates 44 direct outlets worldwide, mainly in Europe and the United States. With the launch of China's e-commerce brand, Suitsupply is expected to launch its stores in China by the end of this year or early next year.

John, a well-known British retail store (John Lewis), is recruiting soldiers for the men's clothing department. Matt McCormack, head of fashion department, said: "in our shopping malls, sales of men's wear have been growing very fast. We hope to provide more excellent men's clothing for consumers by employing more professional talents." (Lewis)

The American clothing giant Nordstorm also said that men's wear and men's shoes Sales growth has raised its overall profit by 30% last year, and this year they will continue to consolidate this achievement.

Canadian sports clothing brand Lulu lemon (Lululemon) this year, one of the important plans is to increase the investment of men's wear line to further expand the brand's market share. CEO Christine (Kristen Day) said: "the next market opportunity will appear in men's wear field, especially in Canada, men's wear sales will grow at an unprecedented rate, which is a great opportunity for us."

Last year, men's clothing accounted for only 8% of the total sales of Lulu lemon, and men's clothing sales accounted for 12% of the total sales so far this year. Even during the peak period of holiday sales, it accounted for 15% of the total sales. Kristen said that the continuous growth of sales LED Lulu lemon to expand the men's wear line immediately and further expand its business in Canada and the United States.

Although men's clothing consumption demand has increased, men generally do not like shopping. This is an indisputable fact. The research institute says that men spend less on clothing than women. This is not because men do not pay attention to fashion or pay attention to appearance, but there are too many external factors to prevent them from spending.

Most men do not like shopping because shopping is not only time consuming but also physical exertion. Besides, male consumers pay more attention to their feelings and do not like to look from others. So buying clothing in a physical store is not the first choice for male consumers.

According to survey data from the European market monitoring agency, 21% of men in the United States read some critical articles on the Internet in the past week, while only 14% of women did the same thing. In addition, compared with women, men preferred to browse the news online and see the Internet as the main source of information. All these data indicate that if a clothing business wants to master the male consumption resources and change men's attitude towards the fashion industry, it needs to make the best use of the Internet. Online shopping is more suitable for male consumers. Although male consumers are more inclined to buy online, they have to assume the risk of incompatibility and unanticipated risks caused by e-commerce. This has also become an important reason for hinder men from buying large quantities.

　　 Consumption barriers lead to changes in sales mode

In view of this, Menswear consumption needs a revolutionary change. The US online retailer Trunk Club has achieved this change and subverted the traditional sales mode.

Trunk Club is a high-end clothing e-commerce website specially designed for men in Chicago. The website will first let users fill out a questionnaire, which includes clothing styles, colors, size of daily wear and acceptable prices. Subsequently, the website's clothing consultant sends a full box of clothes to consumers according to the above information. Consumers can choose what they like to stay, and send them back if they don't like it. Users only need to pay for those clothes left behind. Consumers can also consult the website's clothing consultant through telephone and video to dress advice.

This model not only helps the men who are not fashionable to fashion buy suitable ones. clothes It also saves time for shopping. Users no longer need to go to stores to personally select and try them on. This process can be completed at home or in offices. In addition, Trunk Club also has a companion blog to introduce the brand and products introduced, and to attract consumers' attention by popularizing clothing and collocation knowledge, discussing topics such as gourmet and wine. That's why the website is popular among many middle class men in the United States.

Trunk Club CEO Brian Spili (Brian Spaly) said: "Trunk Club for people, especially men, provides a special and comfortable way of shopping. It combines the convenience of e-commerce and the reliability of traditional shopping, and has revolutionary significance. With Trunk Club, men can buy satisfactory clothes without leaving home. "

Blaine also said that at present, Trunk Club has more than 3500 active customers, and the company's goal is to turn over 3~5 times the annual turnover. The website covers more than 50 men's casual wear brands, and the price of the clothing they sell is comparable to that of high-end retail stores. Its target customers are only men, and most of them are executives who think time is more valuable than money.

It is worth mentioning that Trunk Club does not charge for costumes and consultancy. Instead, like traditional retailers, all of its profits come from retail transactions, clothing purchased at wholesale prices, and then sold at retail prices.

Unlike traditional retailers, they are not the so-called salesmen. Clothing consultants are both sales and stylists. Their main duties are to help consumers get aesthetic, dress appropriately and aesthetical, and consumers have strong dependence on clothing consultants. The more reasonable and pertinent the opinions they offer to consumers, the more likely they will continue to buy. Unlike traditional retail stores, the relationship between salespeople and consumers is limited to active promotion and passive acceptance. This lack of close relationship is not sustainable.

At present, the distinctive business model of Trunk Club can be said to overturn the traditional mode of clothing retailing industry, but whether it can achieve lasting success and whether it has universal applicability still needs further investigation.