Decryption: Why Is The Clothing Industry Frequently Coming Out Of The News Of Closing The Merger Side Card?

international

Recently, the media reported that some of the international clothing brands will be closed down some of their sub brands.

When rumors spread all over the sky,

Marc Jacobs announced that it should integrate its sub line Marc by Marc Jacobs into the main brand.

These big international sub cards are very popular with consumers in the market. Why do they frequently hear the news of closing the merger side cards? Does it mean that the Chinese independent clothing brands will welcome spring from the domestic clothing market?

Actually, this is not the first time that the world has been launched.

Close the sub card.

Prior to this, the international first-line brand Calvin Klein integrated its subordinate cards and accessories, directly unified with Calvin Klein debut.

In addition, the Italy brand D&G also closed its sub card to fully enter the market with the main card and implement the expansion plan.

Calvin Klein chief executive Tom Murry said in an interview with the media, "I believe that the new brand name action, coupled with our efforts to strengthen the brand vice brand and accessories series, will bring a significant bonus effect to the brand image, and also help to strengthen and expand the brand's life style concept."

From the actions of these two brands, it is easy to see that the sub cards have been merged or closed, so as to enhance the brand market share and brand image from different angles, and make the positioning of the main brand more clear.

What's the impact?

With the rise of China's consumer market, the major brands are closed.

How will it affect Chinese independent clothing brands?

"The consumption level of Chinese consumers has gone up, but the service level of design and clothing brands can not keep up.

Therefore, the development of Chinese clothing (24.15, -0.57, -2.31%) industry can not simply be synchronized with the world.

A Chinese Apparel Association's anonymous person told reporters in an interview with the China national classics news.

In the 80s and 90s of last century, the major brands developed rapidly. By licensing the brand to different channels such as stores, department stores and supermarkets, they launched their own brand cards, plus the popular prices of these sub cards, which were favored by young consumers, and at the same time, they also brought reliable income for the company.

The reporter visited the Beijing old Buddha's mall which assembled many domestic independent clothing brands.

According to the reporter's observation, the price positioning of domestic designer brand is very awkward, most single products price is between 2000 yuan and 3000 yuan, and few people buy it.

The industry insiders said in an interview with reporters that this is a double manifestation of consumers' distrust of independent brands and price concerns.

The consumption power of Chinese consumers is absolute, but China's independent clothing brands should give consumers the corresponding equivalent services.

From the perspective of consumers, more hope is to buy products with brand awareness and clothing satisfaction at the same price.

In addition, the closure of the sub brands of major international brands is also a good news for domestic designer brands.

However, as domestic designers can not blindly study their own clothing design, we should also consider the promotion of brands. When the major luxury goods sub cards are closed and withdrawn from the market, domestic brands take advantage of the intermediate consumption and get the opportunity to develop.

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