Garment Industry Segments Customer Groups

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Xiaobian of the network introduces the multi brand warfare: is it a blessing or a curse for the new round of clothing industry?

Shulan bought the four largest men's clothing brand of Denmark PWT group and opened up the men's wear market; the parity underwear brand city beauty spent 113 million yuan to buy the high-end underwear brand Ordifen; the movie fashion group created the brand XII BASKET (twelve basket), expanded the number of its brand to 6; Han Du Yi house intends to complete the layout of at least 20 sub brands based on clothing category in 2020.

With the maturity of the main brand, the market growth potential of the new brand is more attractive.

At present, what are the ways to build multi brand structure? What are the pros and cons? Let's move closer to the new round of clothing market.

Recently, the reporter learned that a listed clothing company that has been carrying out the strategy of single brand operation will develop its sub brand in the next one or two years and formally open the way of multi brand development. In fact, the brand has already divided its single brand into different series as early as many years ago, so as to take care of the increasingly large and subdivided customer groups.

Prior to this, many brands of clothing brand layout has already begun.

Such as shurang women's clothing has many independent research and development sub brands such as Shu Lang, Mei Teng, Ke Lei Mu Mu, this year and Denmark PWT group reached a strategic cooperation, the introduction of Wagner's bison, shine original, Lindbergh and junk de luxe four men's wear brand; Taiping bird on the basis of men's wear market, through the COLLECTION, TRENDY, magic fashion and many other brands of women's clothing market; the United States group based on the network successfully operated Yin man, Chu Yu, left in life and many other brands; the love group launched love beauty, love Mr., love children, and so on, establish "love a family" brand culture.

There is no need for discussion on multi brand strategy.

In the process of becoming bigger and stronger, the multi brand strategy has become a common choice in most cases, both at home and abroad.

Internationally, the world's most famous fashion retailing group, LVMH, has more than 50 brands, including fashion, leather products, perfume and cosmetics.

Nowadays, with the development of China's garment industry, the development strategy of many brands has changed to the introduction of multiple brands on the basis of the original brands and the expansion to multiple market segments. This trend intensified after 2010.

The reason for this is that the continuous upgrading of consumption level and the refinement of demand have prompted enterprises to take multiple brand operations to better grasp consumer demand, cover more consumer groups and enhance market share.

At the same time, the single brand operation always exists in the ceiling, and the sub brand can bypass the shackles, so that enterprises can maintain rapid growth.

At the same time, multi brand operation can occupy more store areas of department stores and shopping centers. Especially for high-end brand clothing enterprises, department stores and shopping centers are important sales channels, and multi brand operation can increase sales chances.

Of course, this mode of operation can also disperse the business risks brought by a single brand.

Zhao Yingguang, chairman of the Korean electricity supplier group, said in an interview: "the brand operation of the Korean home has completed the basic layout.

Han Feng fast fashion ladies HSTYLE, Hanfeng OL fashion women's Soneed, Hanfeng fast fashion men's wear AMH, Han Feng fast fashion children's wear Mini Zaru, Europe and the United States fast fashion women's wear niBBuns, Oriental retro designer brand, prime streak Souline and other sub brands can support the development of the next 3 years.

Zhao Yingguang even thinks that there is no need for discussion on the multi brand strategy of clothing enterprises. It is the only way to carry out multi brand operation when the enterprise develops to a certain stage and can do everything within its power.

Multi brand operation is like a new round of market penetration in the clothing market. Enterprises want to occupy as many market segments as possible and seek market share.

Metersbonwe, Semir, Taiping bird and other brands develop new brands by developing new brands, while YOUNGOR, Shanshan, and urban beauty are expanding their product lines through buyout and acquisition of brands.

How to operate, this is a problem.

However, multi brand strategy is not the best policy.

Judging from past cases, many brands of many garment enterprises such as crack, silk, Semir, YOUNGOR and so on are not as successful as they think. Some have been advancing slowly, and others have been slow to make profits.

"The operation of a brand is not a simple matter. It takes at least 3~5 years from product molding to launch to consumer acceptance. Not all enterprises have such strength and responsibility."

Wu Jianmin, chairman of Shandong sulang clothing and accessories Limited by Share Ltd, said.

The data of YOUNGOR group also proved this point. In 2009, YOUNGOR began to launch more.

The strategy has become a HSM agent in China, creating HANP brand, and cooperating with Japanese design companies to operate GY brand.

But until 2014, the sales volume of YOUNGOR clothing sales was about 4 billion 100 million yuan, and the main brand YOUNGOR accounted for about 3 billion 800 million yuan, that is to say, the total sales revenue of the rest brands was only around 300 million yuan.

"At present, there are two ways to arrange multi brand strategy for local garment enterprises. One is to design and develop sub brands independently, one is to buy other garment brands that have already been formed.

Among them, the acquired brand is easy to integrate the brand culture, and there will be bad connection in resource allocation, maintenance and continuous pursuit of customers.

However, the brand of self created brand may be faced with problems such as short brand establishment time, thin culture, difficult to form a long and unique sales advantage, and thus inundated with many brands.

Gu Yong, general manager of Anhui branch of Shenzhen pin yuan Garments Co., Ltd. said, "in addition, the coincidence of product positioning and the unclear division of market areas will also lead to fierce competition among brands."

From the experience of international apparel multi brand operation, it is easy to extend a brand from high-end to low end, but it is difficult to move from low end to high end.

After all, the market is different, and the operation is very different.

In addition, in the process of multi brand development, the differentiation of resources is inevitable.

In this way, most garment enterprises can not make up their minds to separate their brands from the company. This leads to the fact that the sub brands of some companies can not differentiate from the main brands from product lines to marketing terminals.

And abroad

Compared with the multi brand strategy of the enterprise, the multi brand operation of the domestic brand is still relatively rough.

How to truly enjoy the profit growth brought by multi brands is a long-term learning process.