Transformation Of Domestic Clothing Brands Is Difficult To See.

< p > open O2O experience store, push private custom wardrobe, play fans economy...

Last year, the domestic clothing brands were throwing out the pformation plan, and staged the "imitation show" of the international fast fashion brands.

But as of today, brands like Baleno, YISHION and Smith Barney still suffer from declining performance, frequent stores and brand weakness.

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People who love window shopping should have discovered that in the newly emerging business circles of < a href= "http:// www.91se91.com/news/index_c.asp" > Chengdu < /a >, it is hard to find traces of old brand clothing in China.

On the contrary, UNIQLO, H&M, ZARA and other international fast fashion brands have become the standard of business circle and occupy a significant sales port.

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< p > < strong > are all talking about a href= "http:// www.91se91.com/news/index_c.asp" > O2O < /a > but no success mode < /strong > /p >

Less than P, from last year to now, under the pressure of online and offline, fast fashion brands in China have begun to seek pformation.

Taking American Apparel as an example, it enhanced experiential services in the form of "one shop one story", while Giordano and Gloria began to focus on the opening and application of O2O shopping, and enhanced interaction.

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< p > July 1st afternoon, the reporter visited the Metersbonwe O2O experience store in Chengdu, which is located in the global center.

When entering the door, there is a marked two-dimensional code on the floor. The mirror in the fitting room is marked with "sweeping and pleasant surprises", and the billboards are placed in front of the cash register to form members' billboards.

Although many elements of O2O have been felt, the reporter found that the sales mode in the shop is still not much different from the traditional clothing store.

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< p > "almost all brands are talking about O2O, but no successful mode has been seen."

A well-known clothing company executives believe that the traditional brand pformation to do O2O, the channel will be more intense conflict, to take into account the interests of franchisees, if we want to do O2O will be with agents.

Moreover, the development of O2O needs a process, which requires a lot of thinking and observation.

At present, most of China's clothing enterprises still use electricity providers as an important channel to absorb inventory and walk slowly on the road of O2O.

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< p > billion Europe network CEO Huang Yuan Pu pointed out that the managers of traditional clothing enterprises still do not realize the importance of online, and still do not have Internet thinking. Business managers either overly value O2O or attach too much importance to it and are eager to make progress. Managers still do not find the right direction.

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< p > < strong > are all talking about pformation < a href= "http:// www.91se91.com/news/index_c.asp" > product positioning < /a > is hard injury < /strong > /p >

< p > "product positioning is a common bruising."

Liu Wanlan, founder of product road network, thinks that the embrace of the US is really great. But with the invasion of more and more foreign brands, the United States seems to be lagging behind in its clothing style. The target group is young people aged 16~25, but in fact, it is a large span target group. From maturity to maturity, there will be great changes in the style of dressing, and the clothing of the state may be on the up and down. In contrast, ONLY takes the white collar wind and UNIQLO to take the casual wind. When we want to buy what kind of clothes, we first think of this brand, and the soft rib of the United States is precisely here.

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< p > < strong > the stone of other hills > /strong > /p >

< p > < strong > international fast fashion brand rapid reaction form culture < /strong > /p >

While P shows the imitation show on the "old brand", the fast fashion brands abroad are expanding at an alarming rate in China.

Data show that the four "fast fashion" brands H&M, UNIQLO, ZARA and GAP store in China less than two days and a half on average.

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"P", "going out of stock and closing stores, these brands will hardly be troubled by these problems."

The industry believes that the production renewal cycle and design style of clothing directly determine the degree of recognition of consumers, and one of the advantages of fast fashion lies in the strong supply chain support and the fast turnover of goods.

Taking ZARA as an example, more than 20 thousand new designs of clothing are launched in one year, and the rapid reaction of the market has formed a culture.

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"P >" at the same time of high speed, we should also implement hunger therapy, small batch production, artificially create a scarcity, so as to stimulate consumers' desire to buy, instead of turning your brand into "street clothes".

The foregoing people pointed out that H&M and other brands cater to the consumer psychology of "high quality and low price", which caters to the psychology of "spending less money on brand goods". It is built on the low price of brand and fashion added value.

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