Old Fashions, Fast Fashion, Each Move To Develop Deputy Brand And Expand Product Line.

Facing the first tier cities facing competition, fast fashion brands are seeking new growth points.

Ding Yiou, a clothing buyer, told the Beijing Commercial Daily reporter that the development of sub brands or sub cards in the main cities of China is the trend of current fast fashion brands. Such as H&M launched the high-end fast fashion brand COS, ZARA's Massimo Dutti, Stradivarius. Taking COS as an example, although the price is 2-4 times the price of H&M, the design and materials are more precise and accurately lock the customers between low consumption and middle consumption.

It is reported that COS has opened 7 stores in Beijing, Tianjin, Chongqing, Chengdu, Hangzhou, Shanghai and other first tier cities, and its Beijing fragrant grass store is its first store in the mainland. Its first store in Shenzhen will also be in the 5 moon Shenzhen Shenzhen Holiday Plaza this year.

While the brand expansion will extend to the three or four line cities, the traditional fast fashion brands are also trying to stabilize the market share in the second tier city market. For example, H&M opened the first store in mainland China through the acquisition of Monki brand, and then entered Foshan, Suzhou, Wuxi, Shenzhen and other cities in Nanjing.

In addition to maintaining through different brands Market share Besides, extending the product line is also the consensus of the old fast fashion brand. H&M investment manager NilsVinge recently said that in 2015, the group will carry out a long-term investment of about 48 million 500 thousand -7270 million, and the investment plan will include new products such as make-up, body care and hair care. and ZARA HOME It has become the leader of fast fashion brand layout lifestyle products.

Fashion experts Ying Shan Express fast fashion brand layout multi product line, is the brand to create a one-stop shopping mode vane. The future layout of multi product lines will be the general trend of fast fashion industry.

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In Chongqing, Chongqing women's clothing is a typical example of revitalized new urbanization. More than 500 garment manufacturers in Chongqing's Chaotianmen garment market have been developing together, and the Chaotianmen garment manufacturers association has been established. The "Shang Meng Chongqing Fashion Industrial Park" is built with the help of industrial clusters to develop the whole industry chain, and build a whole industrial chain service base project, and build a new platform for industrial clusters. Expand overseas market by association and tap domestic demand.

As one of the ten largest wholesale markets in China, the Chaotianmen clothing market in Chongqing has been developing "own brand" since 2000 in the early 90s. The Chaotianmen market has gathered about 500 garment production enterprises. The annual output value of the large scale is about 200 million yuan, and the number of them is tens of millions of small businesses.

But in recent years, Chongqing women's clothing is facing development dilemma. Tang Juncai, vice president of Chongqing Chaotianmen garment enterprises association, told reporters that in recent years, the situation of garment industry has changed. With the improvement of national consumption level, the pursuit of brand development has become more and more popular. The garment industry in the eastern coastal area has certain cluster advantages in terms of production mode and upstream and downstream matching. Chongqing has been fragmented, almost 20 years ago.

Wang Zhigang, deputy general manager of the Shanghai center of the studio of Chongqing, who participated in the project planning, said that the logistics mode and production mode of Chaotianmen clothing enterprises in Chongqing still remain in the original stage. The high cost of transportation procurement and the continuous rising of labor costs make the rapid production response advantage and cost advantage no longer. In addition, the development concept is extensive, and the lack of brand design talents. There are industries, no matching, scale, no platform, brand, no brand name, stragglers, and self governance. This is a true portrayal of the status quo of Chongqing women's clothing industry.