Fashion Brands Are Becoming More And More Popular.

stay clothing In the process of becoming bigger and stronger, the multi brand strategy has become a common choice for both of us, both at home and abroad.

Internationally, the most typical example is LVMH, the world's most famous fashion retailing group. The group currently has more than 50 brands, including wine, fashion and Leatherwear Products, perfume and cosmetics, watches and clocks, jewelry and fine retailing are widely used in many fields. Take fashion brands as an example, the series of big names that global fashion people are crazy about are LouisVuitton, Loewe, Celine, Kenzo, Givenchy, MarcJacobs, Fendi and so on, all come from LVMH group.

In the domestic garment industry, the trend of multi brand has intensified in recent five years, especially after 2010. The 9 men's clothing companies listed on this issue have already embarked on the road of multi brand, the best proof. They are only the best epitome of many brands of clothing that are commonly pursued by many domestic brands.

From 9 homes Men's clothing enterprises There are many ways to achieve multiple brands. The first is self creation, represented by YOUNGOR and seven wolves. They rely on their own main brand accumulation, industrial chain and other resources advantages to re organize the team to create a new brand.

The two is to extensively seek international cooperation and agency. On the basis of their own main brands, they expand their brand camps to expand new consumer groups, or cooperate with foreign enterprises (such as cooperation between Shanshan and Japan's Itochu), or conduct their own international brand agents.

The three is to acquire and merge with the aid of capital force, which is represented by the king of nine shepherd. In the case of abundant cash flow, acquiring the target brand is all the more efficient and widely adopted means.

From a global perspective, it is an important means to acquire and merge multiple brands with capital strength. Take LVMH group as an example, its brands such as Loewe, Marc Jacobs, Fendi, Givenchy, silk, and DonnaKaran are all acquired. According to Alacrastore data from consulting firm, LVMH has made about 62 acquisitions since 1987, and has about 74 companies.

From the domestic situation, many leading brands in the previous stage have built new brands by themselves. However, from the new trend, more and more enterprises will take the means of acquisition and merger in the future, which can be seen from the new takeover intention of King Mu.

From the purpose of implementing multi brands, 9 families Men's clothing enterprises Two trends are highlighted. One is to expand to the high-end market, such as YOUNGOR's MAYOR, seven wolves, St. worth, BALDASSARI, etc. The two is the downward extension, which is to expand the more fashionable young men's wear market, and this trend is very prominent. YOUNGOR's GY, seven wolf's SWJEANS, its HAZZYS, St. Angelo and its L2 are all here. Besides the card slave Road, 8 enterprises in 9 enterprises have launched more young and fashionable new brands, accounting for 88.89%.

As a matter of fact, for enterprises, the aim is the same whether upward or downward, that is, beyond the dominant market of the main brand, it is eager to occupy more market segments by locating new brands with different levels and complementarity, and seek more new sales and profit growth points, and ultimately realize the dream of becoming bigger and stronger. And bigger and stronger, this is the most fundamental sweetness and allure of multi brand strategy.

However, judging from the actual effect, there are 9 enterprises besides a few enterprises. Men's wear Most of the new brands in enterprises are experiencing different degrees of annoyance: some new brands are not allowed to be positioned. After a few years, product lines and positioning are still in constant adjustment. Some new brands are not growing well, still being nurtured, and still can not get rid of the loss situation; GY, Shan Shan's entire multi brand plate, L2, San Jie Luo, and Peter road are all the same. By contrast, the high-end customized brands of various enterprises are slightly better.

This is just the common saying. The future is bright and the road is tortuous. But for many enterprises, it is obvious that the trouble of exploration can not stop them from pursuing the enthusiasm of many brands.

In fact, since the strategic direction of multi brands is undoubtedly right, then the only thing that enterprises can do is to try their best to make the new brand's incubation period and adjustment period shorter and shorter. Only then can you really enjoy the sweetness of many brands.