The Survival Strategy Of Franchised Stores Is Big: Fresh Sense Is King.

Leisure jeans enterprises are still facing severe development situation, and enterprises that survive in this background play their unique advantages to participate in market competition.

This special issue summarizes the business strategy of implementing high product price strategy, flexibly using domestic factories, strengthening retail business and seeking overseas sales.

High prices and characteristics of Japanese origin

Saito Takaji has been committed to the structural reform of Levis brand since he became president of Levi Strauss Japan in 2010.

In order to reduce discount sales, enterprises have purchased surplus inventory products and suspended sales of low priced goods for hypermarket.

In addition, it also launched a high price strategy that concentrated the price of jeans on more than 10 thousand yen.

At the same time, according to the difference of store sales channels, for example, the high sensitive shops or casual wear chains in the city center, we have formulated different commodity policies and gradually improved the platform of high priced strategy.

Recently, enterprises have also demonstrated the integration of denim clothing by strengthening the development of upper garment and grocery goods, and expanded the clothing and denim fabrics other than jeans to gain sales.

EDWIN said it would focus on selling more than 8900 yen in price in the future.

Because competitors use raw materials from overseas markets and sewn and processed in overseas factories, the price advantage of their own brand products in SPA (manufacturing retail business) and retail stores will be even more.

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EDWIN in Japan's domestic processing plants will play a high value-added commodity characteristics to participate in competition.

CAITAC INTERNATIONAL said it would make full use of its own factories in Japan.

The company's main brand YANUK JIMMY TAVERNITI was originally an American senior jeans brand, and the trademark rights in Japan were obtained by CAITAC INTERNATIONAL.

Enterprises plan their own products according to the domestic trend of Japan, and if the products are sold well, they will be added immediately by Japanese domestic factories.

Although it is a high priced commodity competing with imported jeans, it is hoped to expand the sales by giving full play to the fast reaction of domestic factories to the market and the flexibility of making arrangements for production.

Operational deployment

Strengthening retail business led by Direct stores

Leisure jeans manufacturers are taking the retail business led by direct outlets as an important part.

Because the absolute number of main stores is smaller than before, manufacturers should not only play an advantage in manufacturing industry, but also create fresh shops from the perspective of retailing.

The sales performance of D MALL, a 2 life style direct shop opened by Domingo in Okayama and Kyoto, Japan, has increased steadily. It is expected that the company will increase its income in the current fiscal year (March 2015).

In addition to running several brands of Domingo company, D MALL also brings together groceries and food, enriches store products with products made in Okayama, such as jam and bread, and releases product information by actively organizing activities and using gallery space.

In addition, Domingo operates 3 OMUNIGOD brands in retailing.

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Starting this year, enterprises are also preparing to hold D MALL shop's time sale activities in Nagoya.

Johnbull company takes Johnbull Private Labo as its main axis, and has opened 14 shops, including Johnbull Private Labo Classunite, which imports lifestyle proposals, and has added Dressages Johnbull Private Private with higher quality than existing models.

In the first half of this fiscal year (July 2014), the company's retail performance was better.

Next spring, Johnbull plans to open new stores and take the Kanto area into consideration.

At present, there are only 3 shops in the capital circle of Guandong City, and there is still much room for expansion. At the same time, we hope to promote the promotion of all shops through new stores opened in the capital circle.

After Takaya Shoji opened its Cafetty Pour toi store in Kyoto in spring 2012, it opened another LLE de Re store in Chi Yu in September this year.

Cafetty Pour toi is about 30 years old women as the main customer group, while LLE de Re is mainly targeted at women over 35 years old.

LLE de Re shop, though starting from autumn and winter products, will sell the new brand M J G women's clothing, but the proportion of the new brand is only 20%. Other parts are all purchased goods to attach importance to the personality of the brand fashion shop.

In the future, new shops will continue to be opened, and site differentiation will be implemented. Cafetty Pour toi will open shopping centers in the suburbs. LLE de Re will be opened in shopping centres with dual department stores.

As a new attempt, EDWIN is actively offering experimental shops.

In June of this year, a non cowboy fabric (jeans) shop was set up in Ginza, Tokyo, which is centered around EDWIN GOLF, a golf sportswear brand.

In September, Osaka opened the 1 shop of women's fashion pants shop, which is based on tight women's trousers brand LADIVA.

In October, the same shop was opened in Tokyo.

However, in terms of whether to expand the scale of direct outlets, the company said that EDWIN is a wholesaler who does not consider the pformation of SPA into a retail retailer.

At present, the direct store is an experimental shop of the enterprise, and it also carries out brand promotion through direct stores.

Levi Strauss Japan operates its sole brand store, with a total of 23 Levis Store (including franchised stores).

Under the overall strategy and lifestyle strategy, including Levi, Strauss and Japan, the exclusive brand store is being used to display the brand.

The converted shops include Shibuya and Harajuku in Tokyo, metier in Osaka, and shops in Fukuoka.

It is reported that sales of Shibuya shops are steadily increasing.

Overseas strategy

Developing Asia by devaluation of yen

Because the Japanese cowboy clothing is highly valued by overseas consumers, the trend of leisure cowboy clothing manufacturers to enter the overseas market has been continuing.

At the same time, enterprises want to expand exports with the help of the Japanese yen's depreciation.

Compared with Asian businesses, it is difficult for European and American markets to expand the number of existing buyers.

The Japan Blue Group's blue house company has expanded its export targets by participating in the CAPSULE and Bread & Butter exhibition in Europe and the US.

The objective of this fiscal year (February 2015) is to expand the volume of orders for the existing units of existing US buyers, while expanding the Asian market scale that has been growing rapidly since the end of 2013.

Japan's original peach taro JEANS, and the more popular price of Japan's original Japanblue Jeans, is committed to developing overseas markets.

According to the export performance in February 2014, the export performance for Germany and Asian markets was steady, with sales of about 100 million yen.

In the United States, the company has not planned to participate in the joint exhibition in the current fiscal year, but will strengthen its more direct marketing business.

In Asia, sales are expected to expand.

In addition, Paris based business in Europe will strengthen the business activities of its members.

Japan Blue Group, a COLLECT company engaged in the wholesale of clothing materials, will introduce indigo blue as the entry and exit from the 2015 autumn and winter products, and introduce the brand Solive for men's clothing. The brand will also open up overseas market businesses.

Domingo's SPALLBOUND brand has been exhibiting at the PITTI UOMO exhibition in Italy.

The export market of the company is mainly in Europe and Asia, while others are exported to the United States.

In June this year, overseas exhibitions attracted many Korean professionals.

Although it had benefited from the depreciation of the yen, the export volume of enterprises increased last year, but this year is expected to remain unchanged from last year.

In 2015, enterprises will continue to participate in PITTI UOMO, and will consider launching OMUNIGOD brand in the future.