Five Big Problems Beset With Domestic Clothing Brands

"No brand is suitable for spanformation and fast fashion. It is very difficult to make a real fast fashion brand." The industry admits that for the vast majority of local enterprises, it is not easy to compete with the international giants and win the competition. It needs to meet three core requirements, that is, products keep up with fashion trends, fast supply and public prices.

According to the analysis, there are five major problems in the development of fashion brand in China.

1, the domestic fashion brand has been constantly self revolution and upgrading, but it is difficult to continue to lead the fashion. In the past few years, customers are very popular, but they want to extend their platforms without restriction, and gradually lose their brand attributes. The platform has not been built up in time and effectively, causing today's customers to be entangled.

In the past, Metersbonwe performed well, and later it involved brand extension. It extended five or six brands, plus channel spanformation, industry environment change and other factors.

2, cheap price is only one of the advantages of "fast fashion" brand. The "fast" in the whole process is their winning trick. But in some domestic independent brands' management and management mode, it's hard to get consumers to buy the latest fashion costumes at the first time. Because their products have to go through a lot of examination and approval before they can really sell on the market, this process hinders the fast fashion process.

The domestic traditional garment industry chain can be divided into 7 parts: manufacturing, design, raw material procurement, warehousing and spanportation, order processing, wholesale operation and terminal retail. Generally speaking, the traditional garment production enterprises have to go through these links, the average period is 180 days, while the world famous brands are generally 120 days, while ZARA only takes 15 days.

At this rate, consumers who love fast fashion brands must "patronize" once a month, otherwise they will miss some new models. A brand salesperson who has studied fast fashion brands said, "for these traditional garment manufacturers, the speed must be accelerated, otherwise it will be difficult to compete in the next few years."

3, product spanformation positioning is not allowed

"Product positioning is a common phenomenon in the spanformation of local clothing brands." Industry experts believe that as more and more "fast fashion" invasion, domestic brands seem to lag behind in fashion style.

For example, the target group of Metersbonwe is young people aged 16 to 25, but in fact, it is a large target group. Therefore, its clothing may be on the up and down.

In contrast, ZARA takes the fashion of young white-collar and UNIQLO to take advantage of casual style. When you want to buy what kind of clothes, you will first think of these brands.

4, the industry believes that the production renewal cycle and design style of clothing directly determine consumers' recognition of international fast fashion brands. In addition, another advantage of fast fashion lies in the strong supply chain support and the high turnover of goods brought about by the rapid market reaction speed.

"Taking ZARA as an example, it launched more than 20 thousand new clothes in one year, and the rapid reaction of the market has formed a culture." The person said that at the same time, at the same time, the fast fashion brand will also be produced in small quantities and artificially create a scarcity, so as to stimulate consumers. Desire to buy 。

These people say that H&M and other brands cater to the consumer psychology of "high quality and low price", which is built on the low value added value of brand and fashion, which is difficult for local clothing brands to copy.

5, since last year, fast fashion brands in China have begun to seek spanformation. For example, Metersbonwe has enhanced experiential services in the form of "one store one story", while Giordano and Gloria have begun to focus on the opening and application of O2O shopping. Although the domestic spanformation of fast fashion brand has realized that it is necessary to operate. O2O To reduce the size of suppliers, but the industry still believes that the gap between them and international fast fashion brands is still very large.

with Metersbonwe O2O experience shop, for example, there is a marked two-dimensional code on the floor of the door. The mirror in the fitting room is marked with "sweeping and pleasant surprises", and the billboards are placed in front of the cash register to form members' billboards. Although the O2O element can be seen everywhere, the store's sales model is still not much different from the traditional clothing store.

"Almost all brands are talking about O2O, but no successful mode has been seen." The industry believes that the traditional brand spanformation to do O2O, channel conflict will be more intense, because to consider the interests of franchisees, "O2O development needs a process, requires a lot of thinking and observation."