Gap Is Committed To Making Children'S Wear Market Giants Perform Well In Children'S Wear Market.

Whether it's a physical store or something.

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Other brands have made China's fast fashion market rather crowded.

In the field of adult clothing, later competitors have to face fierce competition if they want to seize market share.

Unlike the US's shrinking stores in the local market, Gap has been expanding since it entered China in 2010. Now it has more than 120 stores in 36 cities in China, and plans to open 20-30 more this year.

Recently, if you go through the store of Gap, you may see that Gap is being called together.

Spokesperson's poster.

The event, called "Gap Casting Call", has been held in the United States since 2006. It was launched in Canada, France and the United Kingdom. The aim is to select spokesmen for Gap children's children aged 0-12 years old, and shoot children's clothing advertisements for them.

And this summer, it came to China.

"This year is the fifth year for Gap to enter China. We think this is an appropriate time point (bringing Casting Call activities to China)."

Gap brand's parent company, Abinta Malik, senior vice president and general manager of Greater China in Cape group, told the interface news.

Seeing that children's clothing is becoming more and more optimistic in this market, Gap is hoping to attract more parents' attention through a series of marketing activities.

In November 2010, Gap officially entered the Chinese market.

And this American company initially listed baby children's clothing as the product line that the company invested mainly in the business channel. When Gap opened shop in Tmall in 2014, it was actually classified under the catalogue of children's clothing.

"When Gap entered Tmall mall, Tmall's investment promotion team did not directly put it in the category of women's clothing, but put it in the category of children's wear.

This is because Tmall's data show that the growth of baby clothing is faster, which is conducive to the rapid growth of Gap.

Gap also appreciates this.

In the physical stores, Gap also put quite a lot of resources into children's wear.

In the children's clothing area of the store, Gap often initiates some related activities, directly inviting parents to enter the shop.

For example, our "first time" activity is to invite parents to show their children's first time at the Gap store, the first birthday party, the first time to go to the seaside, and maintain the contact with consumers through playing the "emotional card".

"I am also a mother, and I like to bask in children.

Parents' enthusiasm for basking in children is incomparable with that of sun.

So we want to understand and contact our target consumers through the activities like "innocent children", so that parents can have emotional resonance.

Malik said.

For Gap, who is late in China, choosing children's children's clothing as the access to open the market is quite clever.

Whether it's a physical store or an e-commerce channel, the brand of UNIQLO, ZARA and H&M has already made China's fast fashion market rather crowded.

In the field of adult clothing, later competitors have to face fierce competition if they want to seize market share.

Unlike the US's shrinking stores in the local market, Gap has been expanding since it entered China in 2010. Now it has more than 120 stores in 36 cities in China, and plans to open 20-30 more this year.

In the past few years, however, Gap's share of the adult fashion market in China has been slow.

From 2012 to 2014, Gap's adult men's and women's clothing accounted for 0.1% of China's overall market share, ranking 48, and the growth rate was far less than that of Hai Lan's home and UNIQLO.

At the same time, Gap's performance in the children's wear market is much better.

The China children's wear market report released by Ou Rui consulting in 2015 shows that Gap's share in Chinese children's clothing market has increased from 0.1% in 2010 to 0.6% in 2014, and the market share in 2014 has ranked seventh. It is also the only foreign fast fashion brand entering the top 10 of China's children's wear market.

Gap children's wear is divided into four categories: boys and girls and boys and girls. Although no specific data on children's clothing are available, Abinta Malik says baby products have always been a strong product line for Gap in various markets around the world.

Like its adult men's and women's wear, the new cycle of Gap's baby clothes is about 30 days.

Gap hopes that in the shorter new cycle, children will be able to wear Gap clothing without interruption by providing a variety of product portfolios.

Some of these products are constantly updated styles to meet the needs of each month. Some of them are seasonal basic funds that guarantee longer wear time.

In the design of children's clothing, some popular fashion elements of adult fashion are also used, such as "one foot pedal leisure shoes" that can be seen everywhere in the street, and the choice of Gap children's shoes.

In New York, Gap has a specialized children's wear design team, each of which has a chief designer specializing in the design of girls and boys' clothing.

At present, Gap has two stores in Hongkong.

Although there are no stores for children's clothing in the mainland market, Malik said, "the good performance of two independent children's clothing stores in Hongkong has increased our confidence and will continue to strengthen this item in the future."

Confidence comes from a steady stream of growing numbers of newborns.

According to Euro policy, China's population growth rate reached 12% in 2014, which was higher than that in 2013. The fashion brand also has a positive prediction on the birth rate of Chinese newborns.

Gap is not the only one who sees the new demographic dividend. Almost all the fast fashion brands are accelerating the pace of entering the children's wear market, whether they are local brands or foreign brands.

Take Semir, which has always taken the first place in the market share of Chinese children's clothing, for example, in 2014, Semir expanded its children's wear product line and increased the display space of children's clothing in the store.

These business decisions are based on the positive anticipation of the future development of China's children's wear market.

In 2014, the market share of Semir's children's clothing business was 3.6%, far higher than that of the second place ranked 0.9%.

The demands of Chinese parents on children's clothing have changed a lot.

Most of the new generation of parents are born after 80, and the habit of dressing their old clothes for children is different from that of the previous generation. Parents of the 80 generation prefer to buy new clothes for their children, and they also value the material and comfort of the clothes.

Moreover, Gap observed that these young Chinese parents began to get closer to their Western parents in terms of the frequency and preferences of their children's clothes.

For Gap, who has been playing the American style of leisure, this has saved them a lot of efforts in localization in the Chinese market.

Not long ago, Gap also collaborated with the American talk show Ellen Degeneres for a children's wear series, which will also be sold in China.

Apart from parents and grandparents being Gap children's clothing, Gap said that more and more people came to the store to buy baby clothes as gifts for these newborns and other children over the years.

Malik said this is a big trend we have seen.

To cater for this trend, Gap has done some work on gift wrapping.

In addition, Gap also specializes in training shop staff to ensure that they have a wealth of product knowledge to help consumers pick the right gift products, and display information about gift products in shop windows and store signboards.