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Where Clothing Brands Enter The United States Should Be Cautious

2014/3/30 21:36:00 38

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> a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand enterprise Tuition "where to go" broke into the United States need to calm down in January 22nd, Bosideng Bosideng opened in the men's clothing temporary store in Manhattan Union Square, New York.

In the eyes of the Chinese people, Bosideng is only a down jacket brand, and Bosideng has greater ambitions in overseas markets -- becoming a high-end men's clothing brand.

however, according to the US News, after two months' operation, Gao Dekang, chairman of Bosideng, feels that "the American market is more difficult", and the prospect of entering the high-end men's clothing field is not very optimistic.

He said that the basic clothing that can be sold is not very good in the US. At present, Boston has only got a small order of high-end products.

P and Boston are equally ambitious about the US market, as well as the Japanese brand Uniqlo UNIQLO.

Although they are different in the US market, Bosideng, known for its basic sales, is a good textbook for Boston, which is suffering from poor sales of basic clothing.

establish a brand image and avoid indulge in self admiration.

American public relations firm suggested that Bosteng should give up the "first Chinese clothing brand that broke into London", which was emphasized in the London market when it entered the London market, and so on.

"P" and UNIQLO, known as "GAP from Japan" at the beginning of entering the US market, let the American consumers who are only familiar with GAP clearly understand the location, quality and target consumer groups of UNIQLO.

it is reminiscent of GAP whether it is the style of clothing or the way of display.

In addition, its management has repeatedly stated publicly that GAP has been on the decline, while UNIQLO will replace its position, and the brand will quickly arouse consumers' interest.

Takizawa Naoki, creative director of P, thinks that the business mode of GAP is outdated. The only thing worth learning from UNIQLO is the marketing concept of the brand.

"GAP once used a simple T-shirt called pocket Tee to stimulate people's desire to buy," he said.

They also set up a display window for this purpose. The first week only showed the white bag Tee, and then put out all the other colors next week, so the shops became very dynamic and attractive.

In order to curry favor with American consumers, UNIQLO announced in February that it would launch 150 high-quality Supima cotton clothing products, including T-shirts, underwear and pullovers, in the US market, including P, underwear and pullovers.

In addition, UNIQLO has redesigned its 10% products to make it more suitable for American consumers' preferences and size requirements.

This series of actions is obviously intended to make UNIQLO look more localized. It is also one of the strategies of the brand to replace GAP to become the first parity a target= _blank href= http://www.91se91.com/.

location bend road refraction brand positioning maladjustment

"P >" Gao Dekang said: "it will not take the form of a fixed store in the United States, but to enter the big department stores in the United States, put together with world famous brands and high-end brands to enhance the reputation of the brand."

With the opening of the first mobile store, Bosideng plans to open mobile stores in Las Vegas, Losangeles and Miami as soon as possible.

for where to open a shop, I believe that the UNIQLO library, who has been in the US market for 8 years, has the most say.

recently, Fast Retailing group announced that it will continue to expand the share of UNIQLO's US market.

At present, the brand has 17 stores in the United States, and more than 5 stores will be opened this summer, which are located in Boston, Philadelphia and Losangeles.

A spokesman for the group said: "the market we are focusing on now is China, and the second is the United States.

China is fast growing and has great potential, but the United States is clearly the largest and most important consumer market in the world.

in fact, UNIQLO realized the importance of the US market as early as 2005.

In the same year, the brand first landed on the east coast of the United States and opened 3 stores in the shopping center of New Jersey.

The store is small and remote, attracts consumers with low price clothing, but soon closes and closes.

Shin Odake, former chief executive of UNIQLO, said: "when the brand is not recognized, it is hard for people to get interested in it, so the brand can not succeed at all."

After P, a year later, UNIQLO returned to the United States.

This time, the brand opened a flagship store with an area of about 3350 square meters in the fashionable sanctuary SoHo District of lower Manhattan, New York.

Subsequently, the brand opened two new stores in New York: a family of about 5950 square meters, thirty-fourth streets, and the other one in the most prosperous area of Fifth Avenue, covering an area of about 8270 square meters.

Huge area, pparent glass and dazzling store design have become the marketing strategy of UNIQLO's return to the United States.

In response, Shin Odake said: "opening flagship stores in high-profile streets is very important for the promotion and promotion of brands in overseas markets. They are silent advertisements that will motivate people to pay attention and talk about them.

We can also attract higher level talents. If we don't have these New York stores, I'm not sure if Jill Sander will cooperate with us. "

of course, the marketing strategy of "burn money" requires strong economic strength of the brand.

In the early days of development, UNIQLO was also unable to get rid of the deficit in the US market because it was too expensive.

Until the past two years, sales of brands began to grow in large numbers due to the popularity of brands in the United States.

introducing local talents to overcome "acclimatized" > /strong > /p >

in order to expand in the US market, Bosideng has recruited many local industry veteran personages. The former Hugo Boss executive Marty Staff will serve as an American consultant to Bosideng, the agent Project executive Nancy Berger will be responsible for its social media marketing, and public relations company Agentry PR will be responsible for its marketing and public relations in the US.

in terms of employment, UNIQLO went further than Bosideng. In January this year, there was a massive exchange of blood, and more senior posts were held overseas.

4 executives from H&M, GAP and WAL-MART began to act as executive director of United States FAST RETAILING group of UNIQLO; Anderson, who served as CEO of H&M company, served as the top executive director of the group, and Stephen, former sales manager of Banana subsidiary, GAP, was the sales director; in addition, the new US UNIQLO CEO Larry had served as senior vice president and chief financial officer of women's clothing in the United States for more than 10 years, "a", "brand", "brand" and "21".

overseas executives are not only more familiar with the local market, but also have considerable experience and connections.

It was because of Larry's appointment that UNIQLO was able to quickly open more branches in the East and west coast of the United States.