Western European Apparel Industry Will Be Mixed In The Future.

Western Europe once witnessed a new boom. The main driving force for the growth of last year was not Turkey. The emergence of new flavours and multi brands promoted the strong growth of sales. At the same time, Britain has contributed to attracting tourists' consumption. Future western Europe clothing What is the future of the industry? Western European market has gone from finding the home of high fashion to the hotbed of fast fashion. Clothing industry Can we return to high-end again?

　 The trend of low price is still fast.

The world's authoritative research organization, Rui International, said that for the formation of competition pattern in Western Europe, the fast fashion clothing products in the added value must be outstanding. In addition, the region's macroeconomic conditions are relatively fragile, and it has a large number of smart consumers with high price sensitivity, which have accelerated the sale of fast fashion and grocery private brands.

In Britain, the 1/5 of clothing sales comes from civilian small brands. At present, many supermarkets have become a part of clothing retailing. In February 2013, Morrison, the fourth largest food supermarket in the UK, began to add Morrisons. Children's wear Sales area.

At present, despite the fact that many media and some consumers are opposed to the proliferation of cheap clothing brands, they say that they have increased the intensity of credibility recognition and caused a lot of environmental pollution problems. However, "fast fashion fatigue" is still a hypothetical concept without final reality, which can be demonstrated by the excellent performance of Primark, a leading cheap fashion retailer. At present, the brand has no signs of decline in sales. It has opened its shop for the first time in France this year. There are also signs of expansion in the European continent.

With the success of this value model and the intensification of price competition, off-season discounts and promotions have become almost outdated topics in the retail environment. In France, commercial sales were once controlled by the state, and the government encouraged the so-called "extra time" sales (floating sales) to cope with the current weak economic situation.

　　 Fast fashion sales show fatigue

However, the clothing industry's "super low price war" obviously can not be extended for a long time. In many Western European markets, especially Sweden, frequent discount strategies have been unable to stimulate people's desire to buy, and discount fatigue is everywhere. At the same time, a series of advertising campaigns have become common weights to stimulate consumption, but there are more and more data showing that consumers have also been overcharged with publicity, and are suffering from so-called "sales fatigue".

There are also indications that consumers may give priority to product quality in terms of the quality and price of clothing products. After all, high quality products, apart from the attractive value added of high value-added products, also enable ordinary consumers to find high-quality resources at relatively inexpensive prices, so that they can afford those attractive luxury goods.

In order to cater to this consumption mentality, H&M started selling seven brand marketing strategies in Western Europe as early as early 2013, with quality labels as selling points.

Experts predict that due to the special demographic structure, Western Europe will become the favorite of high-end brands.

Europe is the fastest growing region in the world. The age group over 50 will become the main consumer of the clothing market in the region. Most of the year's consumers have higher disposable income, and these more mature consumers are more willing to spend money on higher prices and higher quality. Brand clothing At present, many brands and retailers are actively adjusting strategies to seize this business opportunity.

Tourists become luxuries and saviours

The unique history and rich culture of Western Europe attracts tourists from all over the world to visit and consume. The high-end fashion district that has grown into fashion vane, such as the bustling market in London, Paris and Milan, is still a good place for many clothing brands to compete for nuggets, though the rental price is amazing, because the lot is often a high degree of consumer recognition.

On the other hand, domestic consumers have also stimulated the sales growth of luxury goods. In short, tourists have become the Savior of luxury brands. In fact, in terms of the growth rate of consumption, Designer Clothing has generally outstripped the overall market clothing, which is largely due to the rich tourists, who are the main buyers of luxury goods. For example, in 2012, high-end clothing designed by Italy designers increased by 4%, while the overall clothing market dropped by 1.6%.

In 2012, under the dual influence of the Queen's celebration and the London Olympic Games, London became the focus of tourists, and retail sales continued to soar. Despite the escalation of rent in Oxford Street shopping district, Regent Street and Bond Street, branding is still rushing to bet on such areas.

Olympic Games push up sportswear turnover

Like in the North American market, the sales performance of sportswear in Western Europe in 2012 was gratifying, an increase of 1.4%.

The increase in sales was mainly due to the publicity and promotion of the media in the 2012 Olympic Games, which aroused people's concern and love for mainstream and special sports and products. However, this highly intensified interest is bound to be transient, so fundamentally speaking, the sales enthusiasm of functional sportswear is temporary rather than a lasting growth curve.

Western Europe's strong price conscious environment has also stimulated the large-scale construction of the British high street sportswear brand. Including H&M, it opened two specialized sportswear pop-up shops during the British Olympic Games. UNIQLO is also unwilling to lag behind in sharing this competitive market. It signed a 5 year contract with world class male tennis player Novak Dyokovic to help him campaign. Clothes & Accessories The great development.

However, in terms of technical expertise, they also need to learn from sporting goods giants Nike and Adidas. Their extensive retail business performance and their established brand strategy positions have made these giant costumes and products. shoes Market demand is increasing.

　 The future of the garment industry is mixed.

Europe expects to see Western Europe in the next 5 years. Clothing market The contract is expected to be US $2 billion. By 2017, the market size will be roughly the same as that in North America.

In other markets, including the UK and Germany, clothing sales will show a positive growth trend, but the overall performance of the region will be dragged down by Italy, Greece and Spain, which are currently in trouble.

Despite the fact that the population is aging and price sensitive and the prospects are not optimistic, Western Europe has a strategic position in the global arena because of its leading edge fashion design and strong tourism driving force.