Survey Of Brand Clothing In Tianjin

Here world

Xiaobian of the network to introduce the status quo of Tianjin brand clothing.

Once upon a time, Tianjin brand clothing led the fashion trend in the shopping malls, and Miguel and Dawei Tianjin brands were selling well all over the country.

However, as people's demand for fashion is getting higher and higher, the major shopping malls have begun to adjust the market, and with the emergence of new department stores, the entry threshold of clothing is getting higher and higher.

Against this background, many of the clothing brands in Tianjin have been defeated or beaten, but foreign and foreign brands have become the protagonists.

This can not help but sigh: what's wrong with the brand clothes in Tianjin?

The brand of the middle and old aged areas

More than ten years ago, Tianjin entered the major shopping malls in Tianjin, and its clothing has always been dominant. Consumers in this city are also happy to buy the brand clothing of the real estate in the city.

For example, Dawei, who is very popular at the moment, is like Miguel, who is following the fashion trend.

With the upgrading of shopping malls and the introduction of new brands, some local brands have been eliminated. The existing brands are being challenged by foreign countries, and this trend is continuing.

In order to find out the recent situation of local brand clothing in Tianjin, reporters have visited many department stores in recent days.

In the fashion shopping mall such as joy city and water tour city, Tianjin's brand clothing is almost extinct. Journalists hardly see any local clothing brand in Tianjin. But in the high-end department stores such as Yi ddan, Galaxy shopping center, Lotte Department store and so on, Tianjin's local clothing brand has no trace.

In this regard, the heads of several shopping malls said that most of the local brand clothing in Tianjin has not yet reached the access standard of the shopping mall. Compared with the international high-end brands and foreign fashion brands, there is no comparison between the brand image and the consumer recognition.

And in the department stores that are located in the public market, what is the situation of Tianjin's local clothing brands? Reporters see in the relatively popular department stores such as Zhongyuan Department store, Le bin department store, friendship Xintiandi square and so on, and the position of Tianjin's local clothing brand is far from that before.

In these department stores, apart from JACK&JONES, ONLY, Vero Moda and other foreign fashion brands set up in Tianjin, the real Tianjin brand store is basically located in the three to five layers of the shopping mall.

In the general store floor planning, the higher the floor, the lower the competitiveness and popularity of the brand. The positioning of clothing is basically the middle and low aged clothing.

However, it is in such an area that we can see some local brand clothing in Tianjin.

For example, flying Nicks, Jin Hongda, Lai Dade, thousand diagrams and other clothing brands for middle-aged and elderly groups are basically located in the four floors and above floors of shopping malls.

Among many local brands in Tianjin, women's clothing should be the most important.

Although the age of women should be basically centered on middle-aged ladies, but the new style and good sense of quality still make the old Tianjin brand the best in the Tianjin local brand clothing.

According to press reports, the number of garment enterprises in Tianjin is more than 2000.

Among them, the brand has a high reputation and strong strength, and has sales in both local and overseas markets. It has a relatively sound sales network and system which accounts for about 15% of the clothing industry in Tianjin. For example, it should be big. It has certain strength, good sales in the field, but less than 20% of the brand reputation. Besides, the regional distribution of garment enterprises mainly based on processing or wholesale mainly concentrated in Tianjin, such as Xiqing, Baodi, Wuqing, Jinnan, and so on. These enterprises account for 60%.

But there are so many.

But faced with increasingly difficult living environment.

The head of a shopping mall told reporters: "in the process of brand adjustment in the shopping mall last year, the impact of local brands in Tianjin was the biggest. Almost half of Tianjin's local clothing brands were cleared out of shopping malls and replaced by new brands in the south.

Although some clothing brands located in the middle and old age are more recognized by consumers in this city, sales performance is also acceptable, but compared with the foreign brands, the overall brand of Tianjin is still in a weak position.

And popular brands like JACK&JONES and ONLY are available in almost every shopping mall, so they are no longer the focus of sales.

"Low market positioning, lack of fashion sense, aging of the style and other issues are the main reasons why Tianjin's local clothing brands are facing difficulties."

The head of the shopping mall said.

Clothing stores in residential areas

It is quite common to open supermarkets and canteens in residential areas, but it seems that most of the brands will consider in the layout of sales.

In many residential areas of the city, some of Tianjin's local clothing brands began to put their perspective in the neighborhoods which did not seem suitable for clothing stores.

In the Wang Ting dike residential area, Ya'an Road residential area, Bai Di Road residential area, Honghu residential area and other places, the reporter saw some brand stores in Tianjin's local clothing brands.

For example, a local clothing brand for middle-aged wage earners, its main selling way is to set up discount stores and experiential shops in large residential areas of Tianjin, and attract nearby middle aged and elderly residents at relatively low prices.

"At present, most of the local brands in Tianjin do not survive well.

Especially in recent years, people's fashion demand is higher and higher, and their consumption ability is higher and higher. For local brands with relatively backward style, Tianjin is getting less and less "cold".

The brand official said, "so the brand in many shopping malls stores have not reached the location of the mall, and the sales performance has not reached the standard, which has gradually been terminated by several shopping malls.

In the old residential areas, there are large numbers of middle-aged and elderly residents who have a large consumption capacity and are not very satisfied with the fashion level. So we began to open stores in and around the main residential areas.

However, although close to the target customer group, the brand's sales situation has not been much better.

"The residential area is not a business district after all," said the manager of the brand Wang Di Dian store. "After all, the residents in the neighborhood often come in after supper, but there is no specific consumption intention.

Sales will be better only if there are great discounts and seasonal changes in stores.

"This way of selling is only taking advantage of the consumer's rigid demand for clothing, rather than cultivating consumer loyalty to the brand. Although it seems close to the target group, it is not a good solution."

Brand decline brings vicious circle

The decline of Tianjin's local clothing brands in recent years, besides the external factors such as the strong competition of foreign fashion brands and foreign fashion brands, such as the lack of fashion sense, low cost performance, lack of design talents, and old marketing propaganda methods, are the root causes of the current predicament.

Reporters at a Tianjin clothing business forum found that most of the business leaders said the clothing industry was becoming more and more difficult: rising labor costs, rising fabric costs and rising cost of shops.

Almost all voices complain about changes in the market environment and lack of relevant policy support.

But for the main topic of the Forum - how to make Tianjin's clothing brand out of the predicament, few people give pertinent suggestions.

The reporter even heard the leader of an enterprise say, "what is the clothing style? What is the design? Let a few people go to the shopping mall to sneak around the circle, look at the Internet, see which one is good, copy it and follow it, and stick to your mark."

The reason for this leader to say this sentence is: ZARA did the same.

Besides, the cost of development is high because of their own design, and the best designers are reluctant to come to Tianjin.

At present, it is not easy to recruit excellent designers in Tianjin. Most of the strong designers choose to develop in Beijing, Shanghai and Guangzhou.

Basically, the graduates in Tianjin can be recruited. They are just graduates who are quite average. Some of them are not even sure whether they will take costume design as a career.

Xiao Zhiqiang, chief designer of Tianjin thousand pictures, said, "but I think the fundamental reason why we can't keep a good designer is because the clothing companies in Tianjin haven't created a good environment."

Liu Bo, chief designer of Shan Shan women's wear design, told reporters: "at present, there is basically no fashion clothing brand that can be heard in Tianjin, and the young designers of the cutting-edge have their own design ideas and ideas, opportunities, and even design and manage their own brands.

Under such circumstances, it is rather difficult for Tianjin garment enterprises to recruit excellent designers.

Only when Tianjin's clothing brands become bigger and stronger will they attract more and more excellent designers to stay in Tianjin.

After the weakening of the local clothing brand, many enterprises do not start with the most attractive point of view, such as brand culture and fashion level. Instead, they take the copy of the lowest cost as the means, and the direct result is the loss of the best designer.

The lack of good style and fashion elements and the decline of brand image and popularity caused Tianjin's local clothing brand to fall into a vicious circle.

From this, Tianjin produces

Far from the real fashion hall.