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The Life Cycle Of Fashion Predators Will End?

2014/8/15 11:14:00 20

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 ONLY, VERO MODA and JACK&JONES. Once upon a time, these brands are the three carriages of Hangzhou's major shopping malls. They occupy the best position in the floor and create achievements that are of no match for their peers. 
 "no shop, no shopping mall." It is a portrayal of the infinite scenery of those brands at that time. However, who can imagine that, after five or six years, the fashion designer has to make a difficult decision: shrink the pace of store expansion, and even close some shops with poor performance. 
At the same time, P has recently announced the acquisition of M and MDirect, the UK online fashion store, with 1 billion 300 million DKK (US $240 million). This acquisition will help to increase our company's experience in online apparel sales. 
Less than ten years, the P has been no longer in line with the market. It can only shift its focus to the network electricity supplier. 
 news event .
Less than P, the number of brands has been removed from the Mixc, .
 closing more than 1000 square meters shop in West Lake. 
 depth analysis 
 fast fashion rises suddenly, win win fashion fashion .
Less than P, the shop in Qingchun Road, west of the clothing house, was closed. The more than 1000 storefront two storefront storefront sold ONLY and JACK&JONES on the first floor, and VERO MODA and SelectED on the two floor. 
 "store closed at the end of June, because the lease is coming." The staff at the clothes House said that JACK&JONES had already set up a counter in the shopping mall, and ONLY and VERO MODA are currently on sale on the first floor, and SelectED only recently concluded a special sale. 
"P" is unique. A few months ago, these brands were also evacuated from the third floor of the Mixc. According to industry sources, in Wenzhou and other places, it is not uncommon for fashion brands to be removed from some shopping malls. 
 even in the mall, there is no place to sit in gold. In Wulin Yintai, ONLY and VERO MODA moved from the 4 floor of the main girl's clothing to the 5 floor, together with some men's wear and sports leisure a target= "_blank" href= "http://www.91se91.com/" > dress < /a >. Although there are only two discounts in January and July, they will also participate in the activities of the mall. Yesterday, the door of the ONLY counter was also set up with the Activity Notice of "50 percent off new products of Yintai VIP card". 
 "after 2010, the performance of its brand has begun to decline, and it has been more powerful in the past two years." A person in charge of a department store in Hangzhou said that they did not "cut" these brands in the recent adjustment of their formats, but because the cooperative relationship with the bestsellers has been good for many years. "In fact, there is no need to reserve it from the economic value." 
 "fast fashion entry has a great impact on fashion fashion." Many retailers have expressed the same view. 
 from the development curve of the fashionable dress, it seems that the time it starts to go downhill coincides with the node of fast fashion. In 2007, Hangzhou ushered in the first fast fashion brand, ZARA. Subsequently, in 2008 and 2009, UNIQLO, GAP, H&M and MUJI also entered Hangzhou city. And when they began to play a "scale" effect on the consumption habits of young people in Hangzhou, the first time sales of fashion products were hit by sales. 
 "in fact," a href= "http://www.91se91.com/news/index_c.asp" > fashionable dress > /a > early customer group has a great degree of coincidence with the fast fashion customer group. A retail insider said that seven or eight years ago, for many young people who were 20 years old, wearing ONLY, VERO MODA and JACK&JONES was very popular. Now these people are growing up slowly, but the style design of these brands has not changed so much that they can no longer satisfy their needs. On the contrary, fast fashion offers more choices. 
 a senior woman dress retailer said that from the design of these fashion brands, they have always been doing some "public money" instead of following the international fashion trend as fast fashion as possible, integrating into the international fashion elements in color and style, and unable to compare with the fast fashion in terms of styles and varieties and the rhythm of the goods. 
 its "decline" can not help but recall that in the same era, it has experienced the same ups and downs of fashion brands such as Igor and Esprit. They seem to be far away from us now. During the peak period, Esprit sold billions of dollars in Hangzhou, Jiaxing and Hubei, and ranked first among the national agents. However, it began to decline in two figures around 2009, and the department store of Yintai Wulin store and West Lake Cultural Plaza store had not seen its figure for a long time. "Brand aging is their common problem." Insiders say. 
 rumor 
 Fashion inside the order: 
 no shop will be opened this year. Stores that sell less than 100 thousand yuan a month will have to close .
 US $240 million acquisition of UK electricity supplier. Is the road of O2O feasible? 
 according to the rumor, the inside of the fashion has already issued an order to brake the expansion of stores in Hangzhou: on the one hand, no new stores will be opened this year; on the other hand, shops with less than 100 thousand yuan monthly sales will be closed. 
 the past 100 stores, shopping Mall "size to eat" fashion fashion, now no longer take the "extensive" development route? 
 the reporter confirmed the rumor to the responsible person in Hangzhou fashion area, but the other side did not give a positive or negative response. However, he said, "no company will be willing to continue the operation of the shop which has already been in a loss". For Hangzhou shopping center which will be opened in the second half of this year and next year, they will "enter selectively". 
 "now the competition between shopping malls and clothing brands is very intense. In the future, we must keep quality and quantity and make trade-offs." The person in charge said. 
"P" recently, Linghua fashion announced the acquisition of M and MDirect, the UK online fashion store, with 1 billion 300 million DKK (US $240 million). This acquisition will help to increase our company's experience in online apparel sales. It appears that in the physical stores "retreat" at the same time, they try to overweight e-commerce business, take the road of O2O. 
There are more than 6000 stores in P, but the company stipulates that every year except the discount season of January and July, there is no big discount at ordinary times. The huge stock can not be digested through the stores, and the electricity supplier has become the ideal "sewer". 
From P to 2009, JACK&JONES began to participate in the "double eleven" promotion launched by Tmall in November 11th, and has repeatedly created the highest sales record in a single store. For example, in the first year, JACK&JONES completed the sale of 5 million yuan a day, in 2013, it created a performance of 172 million yuan, ranking the first in clothing category. In addition, ONLY and VERO MODA also rank the forefront of e-commerce women's clothing sales promotion every year. 
 "but in the case of no expansion of the market, the rapid growth of online store sales is actually a diversion of customers under the line." A retail industry said. Online customers also have some limitations, such as being more young and more sensitive to price. In the long run, it is also not conducive to the training of customers in physical stores. 
 last year, WeChat fashion launched WeChat's O2O project. Consumers can understand the product information and complete the purchase through the WeChat scan code in the store. However, according to relevant reports, the result of this trial is not good, and there are only a few dozen orders for non active days. 
 status 
 the "golden age" is far away. The highest brand performance of its brand is down 40% 
 the life cycle will be over. Clothes and lovers are in a similar position. They have gone out of the new path .
 for the fashion of fashion, if there is no infinite scenery in the past, it will not seem so gloomy. 
 2006 to 2008, it is the most fashionable time of the fashion fashion. "They are less than two hundred square meters of shops, annual sales can reach tens of millions of dollars, equivalent to about two hundred thousand yuan per square metre sales." The head of a department store in downtown Hangzhou recalled. 
 what is the concept of selling about two hundred thousand yuan per square metre? Take the fast fashion shop in the center of the city as an example, the annual sales volume is 1 hundred million, which is already very cattle, and their shop area is more than 1000 square meters. 
 however, such "golden age" has gone far away. "Now the sales performance, compared with that time, the largest drop in counters, fell by about 40%." A head of a department store in Hangzhou said. 
 according to sources, in the first half of this year, sales of JACK&JONES in Hangzhou decreased by 20% compared with the same period last year, and ONLY, VERO MODA and so on also dropped to varying degrees. 
 the "fashion fashion" has also experienced a peak in China for more than 10 years. Now it may be like a parabola goes past the highest point, and starts to go down. In the eyes of the industry, any brand has a life cycle. For this fashion dress brand, the freshness of consumers can only last for a period of time. If there is no excellent product that will bring forth new products, it will lose competitiveness. "Esprit, Levi" s and so on have all experienced such problems. Unless there is a good way to make the brand glow second spring, it will be eliminated by the market. For example, NEW BALANCE has also been caught in the brand aging crisis, but in recent years, it has won the market by virtue of its innovative product design. 
Similar to P, there are Korean brands such as E.land, Teenie Weenie, Scofield and so on. When they enter the Chinese market, they are similar to the fashionable fashion, and are also stationed in large department stores and shopping centers in large numbers. They were once popular with young girls. What the reporter is impressed is that in 2010, when a department store in downtown Hangzhou celebrated, the Teenie Weenie counters also blocked a warning line at the door because of too many customers. Consumers had to queue up to enter. 
 "but their current situation is much better than that of fashion." People in charge of a a href= "http://www.91se91.com/news/index_s.asp" > department store "/a" store in Hangzhou say that they are aware of the current problems and are trying to get out of the dilemma through a diversified strategy. On the products, they cut some of the product lines, and launched the fast fashion brand SPAO. In addition, they also developed more leisure, such as entertainment and tourism, such as coffeehouses and dessert shops.