Domestic Clothing Brands Want To Break Through Five Major Problems To Be Solved

In recent years, with ZARA in Spain, H&M in Sweden, UNIQLO in Japan and GAP in the United States, etc. International Fashion Retail giants quickly scrambled to the Chinese market, and "fast fashion" was launched. Nowadays, more and more domestic brands are also eyeing the huge market capacity of "fast fashion". Metersbonwe, Baleno, Giordano and Lining have tried to transform.

However, in the actual operation process, these domestic fast fashion brands have encountered a series of problems, such as not continuing to lead fashion, update speed is not fast enough, transformation product positioning and O2O immature. Industry experts pointed out that the domestic clothing brand is still in the process of "learning from fast fashion", improving the efficiency of supply chain and strengthening development capability are their top priority.

Found that fast fashion became popular, followed by domestic fashion brands.

In recent years, Spain's ZARA, Sweden's H&M, Japan's UNIQLO and the GAP of the United States and other international fashion retail giants have stepped onto the Chinese market and have been advancing all the way. At present, these international fast fashion brands have become "popular Magnets" in the major shopping malls in China.

Recently, reporters in Xidan, Wangfujing, Sanlitun and other business circles have found that these fast fashion brands are crowded with every store, and people waiting for cash at the checkout stand are queuing up. In contrast, in China's major shopping malls and famous business circles, the domestic clothing brand stores are rather deserted.

In a ZARA store, Ms. Zhao told consumers that she could buy everything from clothing to handbags, from accessories to shoes and socks at one time. "A short sleeve is tens of yuan, a pair of trousers is one hundred or two hundred, a suit and a coat is only three hundred or four hundred, and the style is the latest fashion. Who doesn't love this brand?"

"Fast fashion brand has unique characteristics, so that it can attract a large number of popularity, and is conducive to the popularity of shopping malls in a depressed consumer market environment. This is also an important reason for shopping centres to favor fast fashion brands." The person in charge of a shopping mall said.

Faced with fierce market competition and high inventory pressure, a number of local garment enterprises began to "copy" fast fashion brand rapid R & D, fast loading cycle and zero inventory mode, accelerating into the fast fashion area.

Reporters interviewed found that, including Metersbonwe, Giordano, Baleno and other local clothing brands, in recent years, or clearly or secretly played the "fast fashion" banner.

In addition, the Chinese sports brand "boss" Lining also turned his attention to sports fast fashion, produced 10% of the products to test the water, "fast fashion" supply chain, and reduced the product update speed to 60 days.

A brand clothing salesperson said that the fast fashion consumer group is very broad, is not easy to be affected by the macro-economic impact, the market capacity is very large, so the local brands want to quickly occupy the market by fast fashion products.

Focus on differentiation to improve supply chain efficiency

Industry experts point out that the biggest incentive to attract local fashion brands to follow suit is the impressive performance of foreign fast fashion brands in China in the past few years.

Since ZARA opened its first store in Shanghai in 2006, international fast fashion giants such as H&M and GAP have been opening new stores in all parts of China, and sales have maintained two digit growth for many years. Perhaps more attractive than performance, perhaps, is the inspiration of fast fashion brands to domestic brands in the entire supply chain management.

One of the advantages of fast fashion lies in the strong supply chain support and the high turnover of goods brought about by the rapid market reaction speed. Such as ZARA from the design version, custom, shipment to the shelf cycle reached an astonishing 15 days, and to achieve this point lies in its strong design force.

"Designers are not necessarily first-class, but they can be accurately captured. Fashion trend Moreover, the designer team is very powerful, which is impossible for many domestic enterprises to imitate. These people said.

At the same time, the international "fast fashion" brand store has a large scale, thousands of homes, and has the pricing power in the dialogue with the upstream suppliers. It can get goods at low price and fast speed, which is also impossible for local brands. At present, the "fast fashion" brand in China is still in the process of learning. Improving the efficiency of supply chain and strengthening the development capability are the primary tasks.

"Low price or quick response" is actually a way to control costs and reduce inventories in fast fashion. Many domestic brands transformation is fast fashion is to solve the whole industry is currently facing high storage pressure. Without this burden, there is no need for frequent discounts to save goods, and brand image and consumer loyalty are also a virtuous circle. The head of a garment enterprise said.

Although most of the domestic clothing brands are hit by "fast fashion", the development is facing pressure, but "fast fashion" is not the only "life-saving straw" for the traditional clothing enterprises to get out of the predicament. This part of enterprises should learn from the international brand of its efficient commodity planning system, production and distribution mode and close to the market strategy, aiming at the short board of international brands in the domestic market, and out of a differentiated way according to their own conditions.

Analysis of five major problems beset by domestic clothing brand breakthrough

"No brand is suitable for transformation 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 transformation, 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 transportation, 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 transformation positioning is not allowed

"Product positioning is a common phenomenon in the transformation 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.

"Take ZARA as an example. It launched more than 20 thousand new clothes in one year. market The rapid response has formed a culture. " The personage expresses, while developing at high speed, fast fashion brand will also produce in small quantities, artificially create a scarcity, thus stimulate consumer's 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 transformation. 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 fast fashion brands in China have realized that they want to operate O2O and reduce the size of suppliers, the industry still believes that the gap between them and international fast fashion brands is still very large.

Take the Metersbonwe O2O experience shop as an example, there is a marked two-dimensional code on the floor of the door, and 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 transformation 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."