Men'S Clothing Industry Expresses Insufficient Brand Management And Finds Out The Way.

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Last year, the overall performance was insufficient, but Jiangsu's Baicheng Garments Co., Ltd.'s young series of men's clothing brand Bernard Chuan achieved year-on-year sales growth of 20% year-on-year.

"100% remittance has been engaged in men's clothing business since 1999. The main products were men's business men's clothing.

But in 2008, we learned the changes in the men's wear market and launched the young fashion series men's clothing brand Benakawa for the consumption needs of the new generation of young men.

Gao Liu, Minister of apparel marketing department, told reporters.

Focusing on young opportunities, it has clearly become the choice of more and more traditional men's clothing enterprises.

As for the change of the men's wear market, the situation of exhibitors as the weathervane of China's garment industry development CHIC (China International Clothing Fair) is very clear.

Finding a way out from "Youth"

According to the latest statistics of the men's wear brand from CHIC2015, many clothing companies have stepped up their efforts to promote the young fashion men's wear accessory line. The new fashion men's wear series has been launched by snore, and the independent fashion show of the fashion and leisure men's brand ZUO has been exhibiting. Alton has continued to plough the fast fashion men's wear market. Mark Ed Faye's brand Fairwhale Jeans and SHAKE have played the slogan of a familiar male for the male consumers of the age of 20~30.

For the changing trend of men's clothing market, the head of market department told reporters that this change is mainly driven by changes in men's clothing market.

"After 10 years of rapid development in China's apparel industry, the business men's clothing market, which is located above the age of 35, has become saturated. This has forced the traditional men's wear brand to start looking for a new way out."

The brand leader said.

Indeed, from the development trend of men's clothing industry in recent two years, it is easy to find that many traditional commercial men's wear brands start the polarized layout of products: besides the men's private custom business, men's wear brands also introduce younger and fashionable products to achieve the overall layout of the market.

For men's clothing enterprises to choose the two way out of pformation, he said that the men's private custom business although the quality and stability of the customer group is relatively high, but to achieve substantial growth in the local market, there is still a need for a certain breeding cycle.

"Men's clothing brand to achieve a substantial increase in market sales, but also rely on fashion, leisure products layout."

"The two largest market for local men's clothing development potential will be concentrated in the business leisure and fashion leisure market. To do well these two parts, the men's clothing market will have great potential for growth in the future."

Zhang Guangyun, deputy director of the center for men's clothing, said he is optimistic about the development of the men's wear market in the future. "There are 500 million people in China's menswear consumption group. If the annual per capita consumption is 2000 yuan, the men's clothing market will have 1 trillion yuan market volume, and men's clothing growth will be very large."

But to grasp this part of the market, it is very important to have a thorough understanding of the consumption needs of the target customers.

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Everyone wants to look younger.

Everyone wants to look younger.

Zhang Jianzhen, the brand leader, discovered the psychological changes of male consumers in recent years.

"The age of men is much younger now. Consumers who are 40 years old prefer clothes to 30 year old youth."

Zhang Jianzhen told reporters.

Increasing the intensity of market segmentation and consumer shopping psychology has become the consensus of more and more men's clothing brands.

"With the growth of the 80 and 90's new generation of consumer groups, their consumption habits, consumption psychology and consumption concept also have a profound impact on the development of China's garment industry.

In this regard, we must know what the target consumer groups need.

Zhang Guangyun said.

The person in charge of the menswear brand department also agreed.

"Local men's clothing brand pformation from formal dress to youth, fashion and leisure has become the trend of the times. There must be some room for men's clothing market, but competition is also more intense.

Therefore, in the future, we will focus on brand research and business practices for market segmentation.

In this regard, Fairwale Jeans has strengthened communication with consumers through a series of creative marketing activities.

According to the person in charge of Fairwale Jeans brand, the brand launched a modern series of activities, through interaction with consumers, to better understand customer needs.

He has been strengthening the construction of his SPA model for many years, which improves the response speed of the supply chain and enables him to master a large amount of consumption data.

"Before the annual product development, the company's planning department will send out the members' data through our database, and organize a demand report on the style, fabric and type of the members, as a support for new product research and development."

Zhang Guangyun said.

In this regard, Gao Liu also agreed that in her view, the most fundamental thing to achieve is to improve the management of enterprises.

The future is a tough battle for meticulous management.

Although more and more enterprises are beginning to lay out the young men's wear market, Gao Liu still has confidence in the future development of the brand.

"Although many traditional enterprises have launched young men's clothing sub cards, but in order to really do a good job in this market, enterprises must pform their original mode of operation."

Gao Liu told reporters that in order to run Baina Chuan well, the company changed its original business mode and realized the risk sharing with dealers by implementing the joint venture system.

In the channel layout and shop management, Bernard Chuan also carried out shop tracking. "According to the different store conditions, every 6~8 store company will send a brand supervisor, responsible for training, management and management of each store, tracking the sales situation of each store in real time, and strictly controlling brand inventory."

A kind of

Men's clothing brand responsible person believes that to be based on men's wear market, the test is from the product to the terminal of all aspects of the ability, enterprises must increase the intensity of every link.

From business men's clothing to young and fashionable men's clothing, the head of the market has indicated that a major change is to increase the response speed of the supply chain and speed up the circulation of goods.

"The core of future men's clothing competition is the product, and the biggest advantage of our product is the manufacturing process. We need to upgrade the fashion and design, and achieve the brand's short, flat and fast pformation."

For this reason, for many years, he has been focused on building the brand SPA mode, but the management of the response speed of the brand supply chain has been upgraded to a new level.

Zhang Guangyun told reporters that the focus of Alton management is how to make fine category management and category optimization in the fast response supply chain system.

"We need to refine the management to which section, which color and size will respond to the consumer market, so as to make a quick response and reduce the sale of the best seller."

The refinement of brand management has emboldened Zhang Guangyun for his future development: "I think the fierce competition in the future men's clothing market is not necessarily a good thing, it will help the local men's wear brand grow rapidly and improve."