The Senior Men'S Wear Market Is Facing The Post Luxuries Era.

Since the outbreak of the financial crisis, domestic high-end consumption has also shrunk.

The high quality clothing brand which has always flaunted its luxurious position has also set off an unprecedented sales promotion trend.

Not only that, Prada, Versace, clylenya and other international famous brands have announced that in the next three to five years, there will be many discount stores in Hongkong, Tianjin, Shenyang and the central and western regions.

The formation of this strategy of "affinity to the people" is also based on the shopping characteristics of Chinese luxury consumers.

According to the survey by relevant organizations, the persistent consumption ability is weak, but it has a persistent fascination and desire for luxury consumer goods. And the middle class and the new rich class, who are disdain for fake goods, have become the main customers of China's luxury market.

With the deepening of the market pattern, the Chinese luxury goods consumers will mainly be the middle class and the new rich class between 20 and 40 years old.

After seeing the characteristics of the market, the major luxury brands have adjusted their operation strategies in China, and the era of luxury has arrived.

People's movement: the luxury camp is gradually differentiated. When the middle class becomes the main consumer force, Gucci group pioneered the brand management of the profit era at the beginning of the capital age. It introduced the Robert Polet of former Unilever 5 years ago as CEO, and integrated the mainstream industry management into the 87 year old luxury company, and gradually conveyed to the consumers a relaxed, pleasant, touchable and accessible brand image.

As a matter of fact, more and more fashion brands advertised at high prices have gone down the "luxury altar".

The once beloved menswear brand "Pierre Kadan" has already slipped into the mass market and has no longer become a luxury pronoun.

The complexity of the Chinese market has made many luxury brands at a loss.

The real well-to-do rich class tends to be introverted rather than luxurious, and does not like to flaunt their identity with luxury brands.

Consumers who are passionate about luxury goods tend to be the new rich and the fashionable middle class.

In this regard, Cai Changxian, general manager of the domestic senior men's wear brand VICUTU (Vicodo), has a personal understanding of the trend of domestic high-end consumption.

"The consumption desire and consumption ability of the new rich and white-collar classes in China are really amazing, and the growth is very fast.

Nowadays, almost all luxury brands around the world regard China as the main growth point of their performance.

Luxury clothing brands originally located in five star hotels are now locked in high-end department stores. The original product line with a higher price is now attracting more customers through the low-priced products of the Deputy brand series. Some two or three line foreign brands have opened the store next to us.

The deep analysis of the consumption trend has made the domestic senior garment brands more calmly deal with the possible impact of the popularity of luxury goods.

The Chinese Advanced Men's wear brand appeared in the early 90s of last century, and different from the production of the Chinese popular men's clothing brand. China's senior men's wear is generally based on the market operation, and gradually takes up the high-end department store channel with the advantage of product positioning, quality and image internationalization.

Vicodo (VICUTU) is its typical representative.

Cai Changxian, general manager of Victor garment center, recalled that at the end of 80s and early 90s, consumers had just begun to have brand awareness. Although the high-end consumer market had already appeared, the scale was relatively limited, and luxury goods such as ZEGNA and LV opened the first Chinese store in Beijing Xpu Ha Palace Hotel in 1992.

It is precisely because of the grasp of this trend of consumption and the breakdown of China's men's wear market. Cai Changxian founded the senior men's wear brand VICUTU (Vicodo) in 1995, and in a few years, the direct selling shop of the brand has spread the high-end department stores and the core business circle of the national first and second tier cities, and has formed a strong sales network, becoming a unique talent in the domestic senior men's wear market.

In the face of the new changes in consumption trends, Cai Changxian believes that the domestic senior garment brands are fully capable of coping with the "people friendly movement" of luxury goods.

In fact, this confidence stems from the brand accumulation that has been formed for a long time.

From the perspective of network layout, domestic men's wear brands should be given priority.

Although many two or three line foreign brands are preempting and squeezing the channel resources of domestic brands, for foreign brands, such as VICUTU (Vicodo), which have more than more than 300 years of operation in high-end department stores, foreign brands can not form a great advantage no matter the location of products or the training of customers.

The domestic senior men's wear brand is better in product technology and cost control.

The domestic senior men's wear line has been accumulated and improved over the past decade. Whether it is in production equipment or production process, it has already matched the international line level, and even many international first-line brands have commissioned domestic manufacturers.

At the same time, domestic men's clothing in the clothing version of the research and development can be based on the Asian body type, combined with international fashion tailoring, to create a more fitting, self-cultivation style, which many foreign brands can not do.

Secondly, foreign brands are still hard to reduce in terms of product cost. Taking suit as an example, the same is Italy's 1881 fabric suit, plus tariffs and fees. The luxury brand men's clothing is generally priced at more than 20 thousand yuan, while VICUTU (such as Victoria) and other domestic senior men's clothing brands are priced at around 10 thousand yuan. Almost double the price difference still adds a lot of sense of value to domestic brands.

In the brand building, the domestic senior men's clothing brand pays more attention to training customer relationship.

As Cai Changxian, general manager of Victor, said, the future clothing consumption will be more rational and personality. Dressing is not only a symbol of your identity and social status. The most important thing is to reflect your life experience and attitude towards life.

Moreover, we must adhere to this strategy to design brands, and strive to maintain a unique and unified emotional connection with customers at every contact point.

The more mature brands in the domestic senior apparel market have been accumulated over the past decade, gradually pforming the relationship between customers and brands into brand assets, while building solid brand loyalty.

With the formation of a new brand structure in the high-end market, consumers will become more rational. In the next round of international competition, the domestic senior men's wear brand will develop more steadily.

More clothing investment information, click http://fz.sjfzxm.com/ http://xm.sjfzxm.com/, editor in chief: Wang Xiaonan