Men'S Clothing Category Revelation: How Do Others Make Men'S Clothing (Three)

Men's wear has always been a big market next to women's wear industry. However, it seems that a consensus has been reached about the competitive environment of the men's wear industry: the industry has a serious "traditional brand dependency syndrome".

The online men's wear brands, such as Justly, spark card and zero number men, which grew up in the volume dividend period, were almost swept away by traditional brands in the TOP20 industry camp.

Throughout the whole line, men's clothing market tends to homogenization, homogenization of style and homogenization of marketing. This kind of environment is not conducive to the development of the industry.

Of course, pessimistic mood does not have to spread, men's Internet brand is not so vulnerable. The four little dragons represented by Hua Sheng Ji, Viishow, Allin and Lilbetter are popular, so that people can see the new force of men's clothing network brand.

On the other hand, personalized consumer demand, fashion diversification, and the long tail effect of subdivision are finally slowly covering the online men's wear market.

Three, 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 acceptability of the consumer's design style. "Who dares to say that the vision 6 years ago is almost the same as today, so the designer can only change the style to the table we want to make."

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.

The purchase behavior is more impatient than that of the female. Maybe the user can turn over dozens of pages to consider changing to another store, but male consumers are forced to place their order 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 you will be merciless if you try to completely change your style and perceive by users.

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.

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 the end of the London Fashion Week conference 6 years ago, the same money was sold on Taobao tomorrow," the speed of docking from the version design to the factory's single production is not imagined in the past.