Chinese Men's Wear Designer Brand Has A Long Way To Go

　　 Shanghai Fashion Week: why can't you see a few men's clothes? Designer ?

Some agents believe that there may be men's designer brand opportunities between high-end luxury goods and low-end local business men's wear brands. After a trial in the first and second tier cities, Gao Shi Jie acknowledged that the time to develop menswear designer brand in China is not yet ripe.

Recently, the AK Club military uniform themed men's show was staged in Xintiandi too Pinghu park. This is Shanghai this season. fashion week A few of the show men's designer brands, including three society and both showroom Y/Project, were previously exhibited in Paris, Zhou Liangxiang in the 2015 spring and summer.

"I wonder why there are no more men's shows in China?" Colin McDowell turned around at the MODE Shanghai costumes Exhibition on Sunday, and then sat in front of a row of women's clothing. Colin is the founder of Fashion Fringe, which is used to discover new designers. He said the men's wear market will be explosive and new. fashion The trend is men's clothing.

This summer, the first men's wear week will be held in New York. The consumer market is the main reason. "This is really an exciting era," Thomas Ott, senior vice president of Saks Fifth Avenue, Sax, held in an industry forum held half a month ago at Fifth Ott. Men today are not only interested in fashion, but also quite aware of it. "

This sentence does not apply to China. Men's wear market 。 Let's think about it. Do you think that if the men around you see the J. Crew geography teacher dressed up in London?

In the six first and second tier cities of Beijing, Shanghai, Guangzhou, Chengdu, Xi'an and Shenyang, Chi man GQ investigated 1331 men aged 20 to 45, who graduated from university or above, and made a survey report. The report shows that the biggest card in Chinese men's mind is seven wolves (9.3%), followed by LV (6.8%), Armani (6.5%) and Nike (5.7%).

"The first big name" seven wolf is a more than 30 years old local men's wear brand, before invites Zhong Hanliang, it is very popular in the two or three line city. But nearly two years of performance shows that this low-end men's wear brand also encountered problems. In the 2014 fiscal year, the operating revenues, profits and net profits of the seven wolves were not smaller than those in 2013, and this has been a decline for two consecutive years. The Frost & Sullivans report showed that the overall performance of China's men's wear market in 2013 was not good enough.

extravagant brand It is still the largest consumer market in men's clothing. "Although women spend a lot more money on personal luxury goods than men, the growth rate of luxury consumption in the next five years will exceed that of women's luxury goods," said Fflur Roberts, the luxury goods chief executive of Euromonitor, a marketing research firm last year.

For most Chinese men, big names like LV and Armani are definitely a wise choice. "It's not going to go wrong." Gao Shijie, director of operations at both showroom, said. Whether it is men's superstition or loyalty to brand authority, this habit has been strengthened. Zhao Huizhou, the chief designer of the women's wear brand EACHWAY, founded in 1997, thinks that men's clothing is more important than brand design than women's.

Sellers believe that consumers are becoming sharper. That's true. They already know that strange noises are not necessarily high-end brands. Many of them actually buy an overseas shell -- but that may be limited to it.

Some agents believe that there may be men's designer brand opportunities between high-end luxury goods and low-end local business men's wear brands. "Men's clothing is a blank in the middle end market." Gao Shijie said, "many brands want to intervene, but they have not done well." Shanghai Shanghai fashion week hosted by MODE Fashion Week Clothes & Accessories At the exhibition, both Showroom exhibited several foreign menswear designer brands, representing the sole agent showroom of the men's clothing brand.

The real situation of men's wear designer brand is that the proportion of men's and women's clothing that most buyers can accept is about 3:7. Pure men's wear shops are clustered in first tier cities, with a small number.

After a trial in the first and second tier cities, Gao Shi Jie acknowledged that the time to develop menswear designer brand in China is not yet ripe. They are planning to increase the number of agents abroad. Women's wear Designer brand and lifestyle brand. "The consumption power of men's designer brand is still small." Gao Shijie said that in addition to men who are not as willing to try new brands as women, Chinese men's taste is generally lagging behind women, and the progress is slow. Nike's ranking in men's minds in China's first and second tier cities also shows that fashion, sports, outdoor and street style clothing is more attractive to men than fashion.

Colin believes that Chinese men's wear designers are in a much more difficult position than men's designer brands overseas. They may be doing the same thing, but with the logo of the original Chinese designer, "I'm not sure if they will buy it." Colin said.