Multi Channel Development Of Traditional Clothing Brands

In the summer of 2015, the traditional clothing brand is going through the cold winter.

Pricing is too high and lack of fashion sense has become a bottleneck for the development of traditional clothing enterprises.

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With the impact of new business forms, traditional enterprises are struggling to survive in the difficult pition.

By the double-sided attack of the electricity supplier and the international fast fashion brand, the brand of casual clothes, such as Giordano, Baleno and Semir, has been pushed to the edge of the market.

As early as last year, the earnings report of Baleno's parent company De Yongjia showed that the number of outlets in Baleno's mainland market has reached 388, accounting for 10% of the total number of stores.

This month, Giordano's 2014 performance report also showed that sales last year were only HK $5 billion 545 million, down 5% from the same period last year.

Last year, the momentum of closing stores was fierce and the number of shops was reduced by 190.

It is reported that the Beau Monde as the focus of development in 2015 has become the plan and outlook for Giordano Greater China business in 2015.

The report shows that Peter dream will replace the stores in the hypermarket. The new products will be priced at 29 to 99 yuan, and the price is only three or four of Giordano's.

However, the clothing market of 29 to 99 yuan is mainly sold in supermarkets. The products at this price are often labeled as "tail goods, quality general" labels, which are not attractive to consumers.

It is not known whether Giordano's cheap strategy can be recognized by the market.

Compared with physical retail, the access threshold of online shopping platform is relatively low, and the cost of online rental and personnel expenses is less, and many new buying and selling methods such as overseas purchasing have been spawned. "Lower prices" and "more yuan products" have become the main means of online shopping to attract consumers.

Under this impact, many physical shops have been reduced to online shopping.

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"When we meet some guests who don't come out in the fitting room for a long time, we know that the business may be lost."

Wang Lin, a salesperson of a luxury brand in Shanghai, told reporters that many customers come to the shop just to test their bags, try clothes, and others will take the models.

"I understand the psychology of the guests, and they will not stop them, because I sometimes look at the prices in the shops, and find online purchasing agents.

To be fair, domestic prices do not have any advantages. "

In the face of the market that has been gradually eroded, some traditional brands will put their hopes on breaking out on the increasingly popular mobile Internet.

In general, Internet companies are less professional in clothing, and more often play the role of connectors between consumers and third party platforms.

Enterprises will have more advantages in integrating the whole industry and global resources.