Modern "Fine" Women's Clothing: Focus On The Market

From the typical brand to peek leopard, LAN Zi, Baozi and other women's clothing business performance also encountered cold current, the stock in the first three quarters of the stock market was 885 million yuan, a year-on-year decline of 11.77%, net profit of 88 million 64 thousand and 100 yuan, down 58.38% compared to the same period, of which 9 million 116 thousand and 400 quarter net profit loss in the three quarter was 9 million 116 thousand and 400 yuan, down 114.60% over the same period.

In the first half of the year, Baozhuang's turnover was 965 million yuan, down 10.32% compared with the same period last year, and net profit was 55 million yuan, down 60.71% from a year ago. But in 2014, there was a bright spot in the women's clothing Market: a number of women's clothing brands are approaching the capital market.

In 2014, 15 women's clothing enterprises accounted for 5 in the pre disclosure prospectus. They were 5 women, respectively, including masfield, singer, Vigna S, Xin he shares and an Zheng fashion, accounting for 1/3. Vigna S, the two time to enter the customs, finally landed on A shares, and two other women's clothing enterprises La Natsu Bell and Ke Eli Till successfully listed in Hong Kong.

In the wind and rain, the women's clothing enterprises appeared in the capital market. They openly disclosed themselves and accepted the examination and consideration. Looking at these women's clothing enterprises, we find that their revenue scale is between 700 million and 2 billion yuan, the main brand's revenue growth is relatively steady, the gross profit margin is higher, close to or more than 7 percent, the main brand is positioned in the middle and high grade mature women's dress, the design style is more distinct, there are a number of loyal consumers, the financial condition of the enterprise is generally good, and the cash flow is also abundant, which is in the fast growing period of the brand.

We simply excerpt some data from publicly disclosed data. We can see that no matter whether or not we admit it, we can see that some aspects of women's clothing are actually learning from men's clothing.

The investment is not very big, but the brand's premium capability has not been high. But now women's clothing has begun to spend money on the space image to emphasize shopping experience. In the past, men's clothing was particularly concerned about the SI decorating and upgrading of the shop, so the investment in the decoration was five thousand six thousand square. Now women's clothing is also concerned about this. It even goes too far. From paying attention to products to paying attention to the whole, shops are becoming more and more sophisticated, the environment is getting better and better, the pattern is bigger and bigger, bargaining power has also come up. With the control of women's fabric texture, style, style, terminal experience and brand fine positioning, the premium and market influence of these women's clothing are gradually rising. For example, in the past, women's clothing was built on the cultural atmosphere of the store.

Compared to men's wear, women's clothing is a more subdivided and active market, with many brands, diverse styles, and complex consumption demand. Women's clothing has many styles and fast cycles, and is highly sensitive to the trend changes. In recent years, the impact of fast fashion consumption and international high-end brands has been promoted. Brand women's clothing In the process of development, we should pay more attention to lean operation, pay more attention to the accuracy of positioning and keep a distinct style in design, pay attention to direct marketing and pay attention to single store benefits in marketing channels.

This fine feature is the advantage of women's clothing. When they have a good foundation, they have made achievements in the benefit and profit of the single store. It is worth praising that the sound of merging has brought a new fashion and attitude, and it is totally consistent with the imagination that the men's clothing brand (currently listed on the high-end men's clothing brand) is not available in the data.

Another important trend is that in recent years, the consumption power of luxury goods for men has increased significantly, so many influential brands in women's clothing industry have launched men's clothing design. A good example is Michael Kors, which has already seen the men's area in its latest flagship store in New York, and the brand is expected to reach $10 billion in men's sales in 2017.

And Tory Burch has launched a new series of male accessories this year. Coach's sales of men's bags and accessories have been rising steadily; the British brand Christopher Kane, Richard Nicoll and Jonathan Saunders also introduced men's wear lines in 2011 and 2012 respectively, and the growth rate of the men's wear market has reached 5% in the year of 2013, which is one percentage point higher than that of women's wear.

In fact, there are many others. Luxury goods And quasi luxury brands have begun to vigorously develop menswear production lines, Hermes, Lanvin, Gucci, Ralph Lauren, Dolce &Gabbana and other brands in recent years or new men's wear shops, or increase. Men's wear Business investment has been focused on the Prada of women's clothing, announcing that it hopes to double the sale of men's clothing in the next 3 to 5 years.

According to Euromonitor statistics, the sale of men's luxury goods in the world is expected to reach $1100 euros in 2019, which will increase by an astonishing 36% compared to the 2014 $810 billion euros.

This can not be coveted, or even begun to imagine what will be the brightest brand in China that will inevitably take part in the field of men's clothing.

In the women's clothing brand ready to be listed, Mass Phil used a lot of money to develop the brand of men's wear. Although he did not disclose the plan for men's wear, the careful people in the industry have already seen from the Internet recruitment website that Hin ho shares are recruiting strong men's wear designers. This reveals a trend: not only the fast fashion parity brand includes men's and women's clothing, but also the middle and high-end brands are moving towards the comprehensive direction of "men's and women's eating".

In addition, some women's designs with more distinctive personalities have begun to set foot in men's clothing, such as the sketches of Jiangnan cloth, and the men's clothing shops, which are exceptions, include a deeper consumption trend: consumers pay more attention to the consumption experience. The department store counters are located in the shopping centers, the collection shops and the experiential shops will become the main stores. The more complex, diverse and rich series and brands will build up a group of strong brand skeletons. From parallel to converging, from left to right, the former insulators have become a big conductor of mutual influence and mutual reference.