ZARA Continues To Dig Deep Into The US Market To Find Potential For Development.

For fast fashion brand ZARA, the United States is still a market to be excavated.

ZARA, the ZARA parent company, the world's largest garment retailer, Spain Inditex group announced on Thursday that it would buy an old building with a total area of 47 thousand square meters in the SoHo District of Manhattan, New York, for the opening of a brand new ZARA flagship store.

At the same time, ZARA will continue to adopt a positive store strategy in the United States this year, opening 15 stores in New York, which will open 8 new stores in Manhattan, New York, and 7 stores in other parts of New York.

As for other parts of the United States, ZARA will also open more than a dozen flagship stores in cities like Losangeles, Las Vegas, Garth and Boston.

Compared with China,

And Japan,

There are not many shops in the United States.

According to the results of ZARA 2013 fiscal year, there are 45 stores in the United States, far below 152 in China, 77 in Russia, and 90 in Japan.

Although there have been many

But the mature American market is still one of the most important battlegrounds for fashion brands.

In September 2014, UNIQLO announced plans to put more resources into the expansion of the US market in the future. At present, UNIQLO has only 26 stores in the United States, but by 2020, the number of stores will reach 200.

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Bosideng group started off with its down coats. As early as 1994, it entered the field of down garment production with "Bosideng" brand. After that, three sub brands including "snow flying", "KangBo" and "ice cleaning" were launched, forming brand matrix.

According to the data released by China industry and enterprise information center in 2013, the above four brands occupy 37.8% of China's down garment market and are well deserved industry leaders.

Taking down garment as the main business, the biggest problem is the cyclical nature of production and business activities.

In order to balance the performance and hedge the risk of single down clothing business, Bosideng group has diversified expansion, launched the fashion brand "Mogao", the women's clothing brand "Ricky" and "Jesse". In 2009, it entered the commercial men's clothing field as the brand of "Bosideng men's clothing", and bought a six storey building in the west end of London for 20 million 50 thousand pounds in 2011 as the flagship store and office, taking the first step of internationalization.

Over the past few years, the above reforms aimed at "going to the seasonally" have yielded little effect. The brands of Bosideng group are classified into different categories, and each industry has their own specialties. But due to the excessive number of brands, the limited marketing resources have been dispersed, resulting in low recognition and lack of brand appeal. International business is limited to London, with high mobility of the top teams. Only 20 people are operating now.

Painstakingly, the development of non down garment business is slow. In the end, Bosideng is also a down garment manufacturer.

As of September 30, 2014, down garment business accounted for more than 85% of Bosideng's total revenue, of which 35.5% of the foundry business accounted for.

The OEM business brings hundreds of millions of revenue to Boston every year. Compared with these visible gold and silver, the loss on the other level is very concealed. Bosideng OEM GAP and BOSS down coat are competing for the market share which originally belonged to Bosideng in China.

As a result, Bosideng has fallen into the dilemma of "made in China". It has provided the international brand with a competitive weapon for the market at the expense of high cost and meager profit, and its own brand has been pushed into the corner by these collaborators.