A&F Brand Building For Older Consumer Groups

At present, domestic retail demand growth is almost stagnant. The strong performance of the Chinese market has led A&F to open its store in the United States on the same side and make a high-profile appearance in mainland China. But fast fashion brands such as GAP, Forever 21, H&M and ZARA are accelerating the decline of the traditional fashion market. Under the situation of low performance, we only need to reposition to seize the market and offset the continuous losses.

JonathanRamsden, chief operating officer, said that brands have been left behind by young people in recent years, so they are ready to create new product classification, market planning and price positioning for older consumers. Jonathan Ramsden said: "this is to make the brand more differentiated, to develop the A&F in a more high-end direction, and to make Hollister closer to fast fashion."

Hollister is even better than A&F at present. The proportion of the two stores is about 2:1, and it is also the pioneer of Hollister in the Chinese market. First, shops opened in Beijing and Shanghai, and then A&F was settled in Shanghai.

　　 A&F And the future of Hollister is still unknown. For the time being, the new brand has been adopted. strategy There are no bright spots. From the perspective of market competition, the fear of fast fashion saturation in the first tier cities has gradually become a reality. Before A&F entered Shanghai, in February 2014, New Look, the second largest women's clothing retailer in the United Kingdom, was officially launching the first Chinese store. It announced that while expanding its business, it would shift its energy to accelerate China's expansion. Its pricing from products to target customers was similar to those of ZARA, GAP, H&M, C&A and UNIQLO. Hollister As a fast fashion brand, there is no unique competitiveness in terms of store size or clothing category. In the core business circle of the first tier cities, the competition between the trend brands and fast fashion brands can be seen as white hot. Such cruel killing, Hollister and A&F want to find a way out, they are doomed to need to take a beating.

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Italy luxury group Ferragamo released its annual earnings in 2014: Sales of 1 billion 332 million euros, an increase of 5.9% over the previous year (fourth quarter year-on-year growth of 9.3%), an increase of 6.5% over the previous year (fourth in the year to +7.7%), an increase of 13% yuan (293 million) over the previous quarter (EBITDA), an increase of 13% over the previous quarter (fourth quarter growth 32%), and a pre tax profit (EBIT) 245 million euro, an increase over the previous year.

By Region (by constant exchange rate):

The Asia Pacific region accounted for 37% of the first big market. Despite the adverse effects of the political tension in Hongkong, the annual sales increased by 5% year-on-year (7% in the fourth quarter), of which the sales performance of the Greater China region was quite encouraging, and the year-on-year sales grew by 18%.

Despite the tight political situation, the weak tourism industry and the economic downturn, the European market continued to maintain a good momentum, with year-on-year sales rising 9% year-on-year (fourth quarter year-on-year growth of 14%).

The annual sales in North America increased by 5% year-on-year (the fourth quarter year-on-year growth rate was only 2%, significantly lower than the fourth quarter growth rate of 11% in the fourth quarter of 2013).

Japan's annual sales grew 4% year-on-year (fourth quarter year-on-year growth of 6%), which was affected by the depreciation of the yen, and the real exchange rate fell by 4%.

Sino US and South American sales increased 14% year-on-year (fourth quarter year-on-year growth of 17%).

According to the sales channel (according to the constant exchange rate):

The company currently has 373 straight shops, 270 third party distribution stores;

In 2014, retail business revenue increased 5% year-on-year (fourth quarter year-on-year growth of 6%).

In 2014, same store sales increased 2% year-on-year (fourth quarter year-on-year growth of 4%).

With the help of good performance of tourism retail channels, wholesale income in 2014 increased by 10% over the same period (fourth in the fourth quarter).

By category (by constant exchange rate):

Sales of handbags and leather goods were particularly outstanding, year-on-year sales increased by 13% compared with the same period, while shoe sales increased by 5% year-on-year, accounting for 78% of the total sales.

The annual sales of perfume increased by 5% over the same period last year, and the fourth quarter contributed the most, with a year-on-year growth rate of 23%.