Revelation Of Subdivision Of Men's Clothing (Three): Market Segmentation

　　 Subdivision Manifesto: lock-in subgroups

　 Designer brand needs brewing

Popular brands often cater to the overwhelming majority of mainstream consumer groups. However, there are still a certain number of consumers who are the original designer brand's "Zhong Zhong powder": their stickiness is very strong, the rate of repeat purchase is high, and they do not pay much attention to the price. The chief male model is a C shop with a flagship designer brand. The shopkeeper, Benny, started working as a ODM designer and worked as a Menswear designer in Guangzhou for 7 years. In the early days, the resources and funds accumulated at hand were not enough to create a brand of their own. They could only sell the brand to the brand, and at the same time, the factory made use of the online Taobao C store to earn the median price, until the establishment of the independent brand "chief male model" in 2008.

　 The market bottom of designer brand

One of the original intentions of Benny to do online is that it can't stand the exploitation of middlemen. "Online shop opened for 6 years, and style changed three times". He admitted that the style changed for three times is actually considering the consumption crowd. Design The acceptance of style, "who dares to say that the vision of 6 years ago is almost the same as that of today?" A narrow group of people is also a representative of loyalty and viscosity. In his view, the potential of men's designer brand has not yet been released.

Male consumers tend to be more impatient than women. Perhaps women's clothing users can turn over dozens of pages to consider switching to another store, but male consumers are forced to place their orders within a dozen pages. On the other hand, this group of users has unique characteristics and beliefs. "Like Coca-Cola, they will believe in your style and taste, and keep following them, but if you try to change styles completely and perceive by users, you will relentlessly abandon you."

In the backstage data of the famous model, the 16~25 year old post-90s users occupy most of them. They do not care much about the price of goods at any time, nor do they care about the sales volume of stores. Benny thinks that after 90 years, this group will continue to increase in the retail market share, which indirectly accelerates the entire designer clothing industry, and they are a group of consumers who pursue individuality.

"Today's China is a daring age. Diversification With the combination of styles, more and more cities will be approaching Seoul and Tokyo. The widening of information access channels has made spring for men's designer brand. Benny believes that the cross style, cross regional and cross age status will further intensify. "Compared to 6 years ago, today's London Fashion Week conference is over, and tomorrow it will be sold on Taobao," which is unthinkable in the past.

　　 Supply chain weakness

Regarding the designer brand, the supply chain is a big problem. "In the early stage, you need to go through the process of merchandising, printing process needs to be merchandised, fabric and sample clothes should be provided by yourself". With the experience of the master model, Zhongda fabric wholesale market can fully meet the needs of early materials and accessories. The designer brand is usually started from a small workshop, and based on a small workshop to conduct a small amount of money in advance. The medium and small sized foreign trade factories, especially the factories in Europe and America, often have unstable orders, and the production of orders can generally reach 200~300 or more. If we want to delineate industrial plots, Guangzhou Baiyun District and Haizhuqu District are obviously better choices.

Over the past two years, more and more Men's wear Designer brands appear, such as those in the non pond, the hands-made Korean clothing house, the popular flower Sheng Ji, and the early traditional designer brand, such as Jiangnan cloth dress sketch, so that the market began to bustle. Competition, of course, can not be avoided, but Benny thinks that no matter sketch or non pool medium is group behavior, relying on the overall brand influence to arrange their blank product line, for the dedicated men's designer brand, they have the advantage of small boat turn around.

At present, the men's wear designer brand is only a viable sample for the whole men's wear industry. However, most designer brands do not possess excellent operational and marketing skills, and the objective factors such as complex technology have led to the slow growth of men's designer brand. This also makes the market burst of the whole men's designer brand still need to be brewed for a while.