The Boundaries Of International Men'S Wear Are Gradually Blurred.

After more than ten years of development, the majority of well-known brands have positioned people over the age of 35. This part of the market has become saturated, which has forced the traditional men's wear brand to start looking for a new way out.

Crisis

The sweetness of homemade men's and shopping malls is no longer

"Once familiar with men's wear brands are almost gone."

Mr. Zhang sighed after visiting several department stores in Beijing.

Instead, some international men's wear.

But the price is not much higher.

Not only the new shopping malls are not cold for domestic men's clothing, but some famous department stores in the first tier cities are also beginning to reduce the proportion of men's clothing, and also adjust the homemade men's clothing brand to a remote location.

"Zhengzhou's department store homemade men's clothing also has certain advantages, but the performance is not as good as before."

A shopping mall official said some of the young customers were taken away by fast fashion brands.

"Today's homemade men's wear brands do need improvement, no matter whether they are designed or priced, they can no longer adapt to the new consumer groups."

He said his department store is undergoing a new round of adjustment, and some inappropriate brands may leave.

What kind of menswear brand does a store need? A men's clothing brand agent says that men's clothing areas in the future will be most enthusiastic about these six types: fast fashion men's wear brand, men's wear multi brand collection shop, foreign high-end men's wear brand, men's wear designer brand, men's wear custom brand, men's SPA, beauty and other experience items.

The emergence of these brands will bring new opportunities to the market.

Brands are keen on store stores.

A famous menswear brand will soon withdraw from the department store of a core business district in Zhengzhou.

"Next we will go to the mall to open the shop."

The brand agent said.

The brand originally used for business men's wear, but now it has already made a comprehensive combing of the strains, which is divided into three series: high-end, classic and leisure, and extends the category. Shoes, bags and so on are already on the counter, requiring two hundred or three hundred square meters of storefront. The shopping center provides more business area.

After visiting the department store, we will find that all men's clothing will be classified in depth.

For example, the new logo system of "black label, purple label and red label" created by Qipai.

AI Deng Bao launched the "New England" "1991 series", although the spokesman for Chen Daoming is a spokesman for Lau Lang, but the shopping guide is introduced. Many of the new ones are consumer groups after 80 and 90.

Men's clothing brands are diversified, and customer groups are more widely covered.

The brand believes that consumers' demand for men's wear is no longer single, but that they hope to meet the dress requirements of various occasions such as business, leisure and parties. The extension of brands will bring more consumption opportunities.

If the average sales volume of a shop is increased from 2 million yuan to 4 million yuan, it will be possible to make a comprehensive effort in shoes, bags and accessories.

Some of Europe's top brands are big enough, and shoes, bags and accessories earn more than the main industry, but the premise is to have enough strong market position and influence.

The brand changes brought about an increase in the business area, and many men's clothing brands in many department stores opened shop in the existing conditions, for example, Lu Di long had 300 square meters in the shop of Jin Bo da.

Opportunities brought by "Youth"

Men's clothes haven't changed much over a long period of time, apart from changes in color and whether they can pull up their trouser legs.

However, men's clothing in recent two years

The designers are seeking a major breakthrough.

"To be frank, men also want to dress young."

A Menswear brand agent said.

There are many ways to perform young men's clothing, and even boldly draw on the elements of women's clothing.

For example, handbags in fashion week are seen in many men's wear counters this spring.

Different materials, practical and beautiful.

Excellent cortex, simple lines, the key and mobile phone from pocket, and will not appear "Niang".

In addition, some men's clothing brands even wore a belt outside to keep them warm and self-cultivation.

"No change is unable to attract the attention of the post-80s and 90s."

In many department stores, the manager of the men's wear area said that after 10 years of rapid development in the Chinese clothing industry, the business men's wear market, which is located at the age of 35, has become saturated, and this has also forced the traditional men's clothing to start looking for a new way out.

From the end of last 90s to 2005, the men's wear market in China was still dominated by traditional suits and business men's wear.

Later, influenced by the European trend, men's clothing gradually developed towards business and leisure.

At the beginning of the business, the enterprises were more concerned about the preferences of the 40 year old group. Then, the demand for fashion products by consumers aged 30 and even younger also gradually attracted the attention of enterprises.

Although the domestic men's wear brand is still dominated by business and leisure, the fashion of men's clothing must not be ignored.

Domestic men's clothing needs to be re priced

"The price of some homemade men's clothing is really too high."

A company executive Mr. Niu said he thought it would be better to buy big brands abroad than to buy them.

"There are problems in the positioning of men's clothing brands in China."

A shopping mall official said, "high to low, not to go to high-end market, less than those luxury brands, and go to the low end, but faster than fashion, popular brand, positioning ambiguity not only caused the loss of consumers, but also easy to cause the homogenization of products competition."

The market is forcing China's garment industry to have its own fashion discourse power, and the importance of original design and quality is highlighted.

When it comes to product design, we usually think of fashion designers. Behind mature brands, it is not only simple designers but also famous designers.

Nowadays, many brands incorporate design into marketing system, allowing consumers to participate in the design, so that the brand can interact with the market.

However, after many brands choose to be younger and fashionable, they need to increase the response speed of the supply chain and speed up the circulation cycle of goods, which also requires a re pricing of goods.

"Some men's wear used to be several thousand yuan in the past, but now they are

It can't sell. "

An agent said that the brand of his agent began to control the price chain in the past year and reduced the cost of raw materials.

As a result, the design and quality are better than before, and the price is reduced by 1/3, which is enough to deal with the impact of fast fashion brands.