Branding And Chewing "Sports Fashion" This Brand

Light extravagant eyed to enter sports fashion

In 2015, the fashion trend was not right.

No matter what.

In the fashion brand, Dior, Chanel, Kenzo and so on have launched many sports shoes.

Recently, light luxury brand Tory Burch also announced that its sports line will be released this year, called Tory Sport.

According to Barclays estimates, the United States sports apparel market will grow by nearly 50% by 2020 and its market value will exceed US $100 billion.

The reporter observed that in the whole fashion circle, sports fashion is the new favorite of designers. In the spring and summer of 2015, from Alexander Wang to 3.1 Phillip Lim, fashion designers poured sports elements into their works, and the sports brand responded to this trend gladly, carrying the mobile equipment into the fashion world.

Under the impetus of this movement, more and more people began to add sports elements to everyday dress. This style change has broken the dull feeling as before.

"Leisure sport is no longer a trend, and it means a comfortable lifestyle for consumers of all ages," said Marshal Cohen, NPD industry's chief analyst.

Sports and fashion get together by price PK

Gap, H&M brand and Uniqlo UNIQLO

The competition in tennis courts is especially remarkable, while Zara has a distribution agreement with NBA in addition to its own sports series.

The field of fast fashion group is closely related to the current way of life and the hot spots of many industries.

Reporters visited the fast fashion brand market, and found that the current fast fashion brand movement has little difference in fashion. In the consumer group, consumers in the same style do not choose brands or prefer low price brands.

"Fast fashion follow suit phenomenon has been more serious. Now the direction of the wind is obviously concentrated in the field of sports and fashion, which is due to the popularity of sports lifestyle in the Chinese market."

Fashion retailer Liu said that fast fashion sports are concentrated on casual clothing, and sports are less professional. But fierce competition leads to the rapid homogenization of fast fashion brands. If the future does not increase differentiation, fast fashion brands will probably lose both sides.

Traditional sports brands accelerate fashion layout

While emphasizing the fashion of products, some sports brands have begun to follow the fashion line in logo design.

Including Xi Dalong, Hongxing Erke and del Hui have launched a more fashionable brand new blue label.

Some domestic sports brands such as Anta, Lining and XTEP are also accelerating pformation.

Reporter analysis, sports brand segmentation field pformation fashion leisure, on the one hand, because competition is too fierce, product homogeneity is serious, it must be done; on the other hand, hope to develop sports fashion products and save the market.

Chen, a product developer who once worked in several traditional sports brands, said that the traditional sports brands were developing in the fashion of layout, and developing the sequins, colliding colors, printing, drilling and decorating, and more fashion elements in product design, especially in tailoring.

In the past two years, the products will be divided into fashionable sports products. The products will focus on yoga, jogging, tennis and golf products. The target group is the young people who like sports, not professional athletes.

However, there are still some people in the industry who believe that even if sports fashion is a meat and cake, but from the development status quo, the domestic sports brand's fashion and leisure effect is not ideal, and the product and marketing direction are a bit confusing.

Sports have not been recognized by mainstream consumer groups.