Competition Between Brands At Home And Abroad

< p > although the economic downturn has inhibited the purchase desire of North American consumers, the position of North America in the global apparel retail market is still difficult to shake due to the inclusion of the world's largest "a" target= "_blank" href= "http://www.91se91.com/" > clothing /a consumer market.

According to Euromonitor International, North America was the third largest clothing market in the world in 2012, with a sales volume of US $400 billion.

Compared with Western European markets, the recovery of the North American market shows a positive trend.

Although the Canadian market is relatively small, its sustained and steady growth has sent a positive signal to the North American retail market.

In addition to expanding sales through retail channels, businesses are also looking for opportunities in the personalized design and sportswear market.

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< p > < strong > the dispute over the share of brands at home and abroad < /strong > /p >

P predicts that in the next few years, the growth of clothing sales in North America will be higher than that in Western Europe, and it is expected to surpass the Western European market in 2017. The United States will continue to be a hub for the development of retail innovation and fashion.

When consumer clothing spending starts to pick up, the famous clothing brand hopes to get the favor of this protagonist.

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< p > Japan's fast marketing group plans to become the world's largest retailer in 2020.

To this end, the group launched effective expansion measures in the North American market: the establishment of a large flagship store in major commercial streets in major cities, and the introduction of an e-commerce platform in the United States.

At the same time, H&M also accelerated the increase in the number of stores in the United States, and as of February 2013, the brand has more than 260 stores in the United States.

It is worth noting that H&M has not replicated the online marketing strategy in the Asian market, but has postponed the plan of building a network sales platform in the US.

In order to expand sales coverage, Inditex has adopted a multi brand strategy. Its brand ZARA has not reached market saturation in 45 stores in the United States. It launched another brand MassimoDutti in October of 2012 to lock the wealthy consumers in the US.

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< p > facts have proved that no matter what achievements the international brand has made in other markets, it must not rely on the "one size fits all" approach to occupy shares in the North American market.

On the other hand, the diversification strategy of these "fast fashion" brands inevitably aggravates competition with North American local brands.

In this case, the local clothing brands began to adjust their strategies and make changes in line with market characteristics.

The US brand Gap has regained its brand position by streamlining its sales lines in North America, increasing marketing and product development, and effectively reversing the decline in sales.

Abercrombie&Fitch has been fighting in the US domestic market, but today, the brand's ubiquitous storefront and high product prices are no longer sought after by young consumers.

To this end, the company decided to control the number of stores by closing some stores, and actively expand the scope of radiation in the overseas consumer market.

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< p > < strong > Canada market growth temptation < /strong > /p >

< p > economic stability is the most important factor for Canada to attract international clothing brands, and it is also the reason why American retailers are fighting this war.

Now, there is nothing stopping the US retailer Target from going to Canada. The company expects to open as many as 120 stores in Canada in 2013~2014.

Despite the positive trend of the market, consumers in the North American clothing market show such a consumption mentality: pursuing low price, value oriented and clothing buying intention.

The Canadian market is no exception.

A real problem is that American brands must solve the overpriced predicament when they enter the Canadian market.

The JCrew brand suffered this embarrassment in 2011. Import tariffs and logistics costs made the price of its brand in Canada generally higher than that in the United States, which further led Canadian consumers to prefer to drive to stores in the US instead of buying their clothing products locally.

Gratifying, the Canadian government is planning to reduce current tariffs on existing baby clothing and sporting goods, which may push foreign brands to lower prices in Canada.

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In order to deal with the attack of American retail forces such as Target, Canadian retailers began to re-examine the development strategy, focusing on their own advantages, characteristics of products and consumer groups, P.

In 2012, Canadian apparel brand Loblaws' Joe's new product line sales grew.

The brand of independent shops successfully operated in Canada and Fifth Avenue in New York has pformed from well managed Canadian fashion retail brand to an international lifestyle fashion brand that firmly occupies the North American market. The new product line helps to stabilize its sales growth.

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< p > < strong > advocating individuation or pursuing sports wind < /strong > < /p >

< p > because North American consumers are still sensitive to the price of clothing, department stores, which are mainly engaged in clothing sales, are under great pressure.

Unlike the past, some department stores owners did not take greater and frequent discounts, but began to invest in private brands and exclusive series to compensate for losses caused by the growth of Internet sales and clothing professional channel sales.

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< p > US chain store JCPennny is adjusting its products. The company launched the concept of "shop in store" in 700 stores in the United States to meet the needs of consumers at different levels.

Cooperation with high-end a target= "_blank" href= "http://www.91se91.com/" > designer "/a" has also become the key to win the market.

NeimanMarcus, a senior department store, combines Target and 24 designers in the United States, and is the 2012 holiday series of clothing designs. It sold out after 3 weeks.

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< p > besides the more individualized design, another key driving force of the North American clothing sales market lies in the sales of sportswear.

Because of the vigorous development of personal sports such as running, cycling, yoga and Pilates, the demand for sportswear has increased.

In 2012, the sales of sportswear in the United States increased by 8.3%, which was higher than that of 2.2%.

Although price is still an important consideration, consumers who buy sportswear pay more attention to product quality, innovative design and functionality, which will increase sales of brands such as lululemon.

In addition, sports brands are starting to focus on female consumers. In sportswear design, they focus not only on functionality but also on fashion.

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