Casual Wear Enterprises Are In The Throes Of Change.

According to the annual report released by the United States, it closed at least more than 220 stores in 2013.

Similarly, Giordano listed in Hongkong is closing its stores to deal with the decline in sales.

According to the first quarter announcement released by Giordano in 2014, the company closed 75 stores in the first quarter, of which the number of stores in the mainland market was reduced by 54.

"Guan Dian Chao is just a microcosm of these" mass casual wear brands "being abandoned by a new generation of consumers.

Yang Dayun, President of UTA Fashion Management Group in China, said: "if these brands still make some irrelevant changes from the perspective of maintaining the original interests and scale, it will be difficult to resist the fate of disappearing from the market in 5 to 10 years."

In this regard, leisure wear market is now weak development trend, does it mean the end of its "golden age"?

Whose capital game?

"A large number of local casual wear enterprises have been closed shop, a large part of which is due to the listing of enterprises."

Mao Lihui, a well-known clothing critic in China, seems to be "obsessed" with the listing, which makes more and more clothing companies trapped in the "vicious circle" of capital games and can not get away.

Mao Lihui told reporters that many investors who invest in clothing enterprises will have certain time requirements for the listing process of enterprises.

In this regard, many garment enterprises in order to achieve IPO as soon as possible, is bound to choose a large number of shops to achieve rapid sales promotion in the short term.

"If enterprises can successfully achieve the listing, they will be able to maintain the operation of new stores through continuous injection of continuous funds. However, judging from the IPO situation of garment enterprises in recent years, many garment enterprises have not been listed successfully, which will cause a fatal blow to enterprises."

Mao Lihui told reporters that if the company fails to go public, investment will facilitate the divestment, which will cause greater financial pressure on the garment enterprises and its new shops will be difficult to maintain.

At the same time, in Yang Dayun's view, the casual clothes enterprises relying on the agency system "fortune" have many "bad injuries" in the terminal mode.

"Many powerful affiliate agents usually have multiple clothing brands. They will adjust their operation strategies according to the marketing situation of different brands, and rarely stand on the side of the brand side for terminal operation.

At the same time, many agents will continue to make additional orders to businesses when they sell goods, instead of considering too much about the overall sales of brand goods.

Some agents may even conceal the overall sales of goods in order to keep them continuously supplied. "

Yang Dayun said.

In this regard, Yang Dayun said that although the agent system has promoted the rapid development of China's garment industry at a certain stage, but in the face of the current weak clothing consumption market, the agency system has greatly weakened the control over the terminal sales channels, resulting in the backlog of a large number of goods, and this phenomenon has been particularly prominent in the casual wear enterprises with the main volume of running.

In this regard, Liu Weiwen, director and deputy general manager of JEANSWEST International (Hongkong) Limited, admitted that a large number of shops are indeed the usual operation strategies of local leisure wear brands which are popular. This strategy has also promoted the rapid development of casual wear enterprises since the last 90 years of the last century.

"But with the influence of the market environment and the continuous improvement of consumer tastes, this terminal strategy is also gradually facing bottlenecks."

Farewell, golden age.

"The rapid development of casual wear enterprises has its own historical opportunities."

Yang Da Yun told reporters that many famous casual wear enterprises in China started from the mid 90s of last century. At that time, the overall domestic clothing resources were relatively scarce, and it was a good time to make money whatever they sell, and many leisure wear enterprises began to develop.

With the trend of design, parity and the brand awareness of consumers at that time, casual wear enterprises quickly opened the sales market in the country on the basis of the affiliate agency mode.

But in Mao Lihui's view, this development mode also laid the foreshadowing for the development of the domestic casual wear brand in the future.

"No matter how bad the clothes are, they are not worried about sales. This mode of development has made domestic casual wear enterprises have no intention to study the fashion connotation and spirit of casual clothes, to understand what the consumption desire of the market is, and ultimately lead to the narrower and narrower the market of domestic casual wear brands, and many brands are more widely positioned as students' clothing."

Mao Lihui said.

In many casual wear

In the golden age and unwilling to change, the consumption environment of the market is gradually changing.

In recent years, with the rising of raw materials and the rising cost of labor, the profit margins of casual wear enterprises, which are positioned in the mass market, have been continuously compressed.

At the same time, the rapid development of international fashion brands entering the Chinese market and e-commerce has caused a great impact on local casual wear brands.

Liu Weiwen told reporters.

The rapid development of the garment industry has brought a large number of clothing brands to the market. This provides consumers with more choice opportunities, but also constantly "ripened" the aesthetic standards of consumers.

"Young consumers are right.

The aesthetic taste is also constantly improving. Their demands for personalized and interesting clothing are increasing, and their aesthetic preferences at each stage are constantly changing, which puts forward higher requirements for garment enterprises.

Liu Weiwen said.

Obviously, in

It seems that this is a big challenge to the garment enterprises lacking in the study of leisure lifestyle. It is also an obstacle which is difficult to overcome in a short time.

At the same time, the casual clothing brand with young consumers as the main target audience is also facing the challenge of declining customer loyalty.

For the industry's common use of "brand culture to impress customers, enhance consumer loyalty" strategy, casual wear enterprises seem to have forgotten the brand culture when they run, and have not done enough.

"Most domestic casual wear brands are mostly franchising agents in the channel strategy, and the pmission of brand culture and brand fashion concept can only penetrate into the regional general agent at most, and then cannot be conveyed downward."

Mao Lihui believes that this also makes the domestic casual wear enterprises are generally faced with the lack of brand culture.