How Did Women'S Clothing Overcome The Collapse In 2015?

With the downturn of the economic environment and the pfer of consumption channels brought by the electricity supplier, some casual wear and men's wear brands chose to close the physical stores in 2013 and 2014, instead of Rio Tinto's electricity supplier market.

There is a view that the collapse of women's clothing brands will come in 2015.

As a large number of women's clothing brands in Shenzhen, what is the status of Shenzhen women's wear? What will happen in the future? Recently, a reporter has investigated the Shenzhen women's clothing industry, and found that Shenzhen women's clothing is deepening pformation and upgrading. In the next one or two years or even longer, it will usher in a strong and strong pattern.

On the international market, clothing retailer Wet Seal announced on Wednesday that it will close 338 stores and remove about 3700 full-time and part-time employees.

It is said that many young clothing brands, including Wet Seal, have been in a predicament recently because of the preference of their target customers to H&M, Forever 21 and Zara.

Amazon and other online retailers have also taken many customers through big discounts.

In the domestic market, men's clothing brands such as the seven wolves and the nine herd kings continue to close their stores.

For example, in the first three quarters of 2014, revenue was 1 billion 495 million and net profit was 307 million, down 15.07% and 27.99% respectively.

Of particular concern is that as of November 2014, about 20% of the franchise revenue fell, the franchisee closed more than more than 200.

Despite the poor performance of physical shops, the electricity business is developing rapidly.

For example, the sales volume was about 50000000 in double 11 quarter last year.

In the past, the location of the electricity supplier channel was used to clean up the stock, but it started upgrading last year, and launched the same price and online special contributions on the offline line. The sales volume was 3% and 30% of the total sales respectively.

There is a view that the clothing industry will continue to tide shop, men's wear, casual wear, women's clothes are difficult to escape.

According to the introduction, in the pattern of domestic clothing, casual wear, men's wear and women's wear brand are being set up.

Solid shop, always casual dress than men's aggressive, men's clothing is more radical than women's clothing, and women's clothing brand shop more emphasis on quality, so the women's clothing brand shop closing tide is also the latest.

Lining, Baleno, seven wolves, nine Mu Wang and other leisure sportswear, sportswear and men's clothing brands were forced to close some physical stores first, and in 2015, women's clothing went bankrupt.

"In 2015, the collapse of women's clothing came, this proposition is wrong."

Xia Guoxin, vice chairman of the China Apparel Industry Association and chairman of the company, said that every industry will have good businesses and bad enterprises. In 2014 1~10, the garment industry will grow by 10%.

In the Chinese market, about 1000000000 of the population should wear clothes. In the general direction, once consumption is launched, the growth will be very rapid.

In 2015, he still insisted on setting up shop standards, opening shops at random, emphasizing product design and differentiation.

Xia Guoxin said that consumers ultimately buy goods, hoping to buy good things, quality and design will still be the key point of the future.

In the interview, Xia Guoxin repeatedly stressed: "good brands in Shenzhen are very healthy!"

There are many good brands in Shenzhen.

In December 31, 2014, odbo Chairman Xu Li excitedly painted the WeChat circle: "Shanghai eight hundred odbo store, December 31, 2014 single day sales volume reached 1 million 210 thousand."

In an interview with reporters, Xu Li admitted that the company's performance was 20% better than that of the previous year.

"The future will be strong and strong."

Chairman of pink wardrobe

A special survey was conducted on the topic of "women's clothing closures in 2015", and he surveyed almost all the friends in the clothing industry.

He believes that "2015 is the year of women's clothing brand failure", which is a rational proposition, while the Shenzhen women's wear brand will have a stronger pattern. In 2014 and even before, the women's clothing brand that has been upgraded and upgraded will be more powerful, and "some old brands will be closed down."

"77%, the profit growth of the direct system in 2014 was staggering; and 3.7%, the 2014 growth rate was the lowest year since the establishment of" pink ".

The decline in sales of franchised stores and the rise in sales of direct outlets show an obvious two stage differentiation.

Li Feiyue believes that the success of the blue blue clothing store has been benefited from the growth of experiential marketing. The "lifisee art space" created by the pink wardrobe has put the clothing store and art education, art exhibition and art experience together in the fashion art industry. The "daily experience, Zhou Zhou salon, monthly parties and innovative" clothing industry experience in the art of grafting and the mode of artistic interaction are welcomed by consumers. The major shopping malls also welcome the pformation and upgrading of the fashion industry.

Li Feiyue introduced that the new shop opened in Beijing by the pink wardrobe has carried out a new exploration. It introduced coffee bar into the art space, and put it together with clothing, teaching customers to make coffee, grind coffee, make coffee and coffee.

Li Feiyue pointed out that "experiential marketing will be an important direction for women's clothing brand shop pformation."

Li Feiyue said that Shenzhen's "lifisee art space" has introduced 7 overseas students. In the pink clothing wardrobe's shopping guide structure, there has even been a phenomenon of master's students and overseas students doing shopping guide, which is almost unimaginable in the past clothing stores.

Li Feiyue predicted that the first half of 2015 will still be a sowing year of blue, and that the second half of 2015 will be a bumper harvest year, and that the great leap forward will be achieved in 2016.