Is It Good Or Bad For A Brand Enterprise To Turn To "Sports"?

A few days ago, Cabbeen Lifestyle launched a series of sports, men's sports series will soon be listed on CABBEEN's major terminal stores.

As the designer brand CABBEEN, who always used "subverting fashion and creating fashion" as its design philosophy, the sport series clothing was launched for the first time, which attracted the attention of the industry at once.

In fact, in the local clothing industry, CABBEEN was not the first to turn into the sports market.

As early as many years ago, seven wolves, nine Mu Wang and tiger all had involved the sports market.

On the one hand is the downturn in the clothing market, while the other is the explosive growth of the nationwide fitness industry.

Local men's clothing turns to "exercise" seems to be wise, but what do these "foreign monks" compete with Nike, Anta, XTEP and other enterprises in the sporting goods market? For clothing companies, turning around and doing sports, what kind of wishful thinking do they have? What are the reasons and advantages and disadvantages of them?

Phenomenon:

Enterprises are doing sports one after another.

Cabbeen Lifestyle launched a new campaign series, CABBEEN design department responsible person told reporters that its sports series tailored and lightweight fabrics, both practical and functional at the same time, more casual casual mix with casual wear, so that consumers enjoy the pleasure of fashionable sports anytime, anywhere.

This series of products is mainly knitted, such as knitted jackets, trousers and sweater, and the core consumer group of sports series is mainly middle-aged and middle-aged people who are interested in sports and have a personal view of fashion at the age of 28-35.

This group of people hope to break the shackles of traditional sportswear and pay attention to wearing fashionable clothing products with sportswear under the sports field to reflect their dress taste.

"Therefore, in the design of the Cabbeen Lifestyle sports series, we pursue the fashion style of sports, focus on the needs of urban sports, mix up the fashion design that we are good at with the traditional sportswear, and focus on the improvement of the fashion fabric and the improvement of the fashion fabric with the traditional sportswear, combined with the fashionable version and details, so as to design a more concise, fashionable and lightweight sportswear to strengthen CABBEEN's understanding of the fashion movement.

The person in charge said.

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CABBEEN, which has always advocated fashion, has launched a series of sports. It is not shy away from its determination to enter the sports market. The conflict of roles has surprised the industry.

But in fact, in the local clothing industry, CABBEEN was not the first to turn into the sports market.

As early as 2005, the seven wolves group set up a seven wolf sporting goods company, set up a special team to cultivate the sporting goods market; in 2007, the "trousers standard" tiger also opened the tiger sports store; "the west trousers expert" nine Mu Wang in the 2008 spring and summer new product order will launch the "power pioneer" sports product series.

At that time, seven wolves, nine Mu Wang and tiger all played the pure sports route, while others played the concept of sports.

But either way, the result is not so satisfactory.

People familiar with the matter told reporters that the three "sports cards" ended in hasty ending or repositioning.

Exploring the cause: "sports temptation" under the national fitness program

In the background of "a lesson from the past", why did CABBEEN turn to do sports? What kind of wishful thinking does CABBEEN really have?

"Our brand founder, Mr. CABBEEN, has always advocated healthy and fashionable lifestyle, so he often analyzes the needs experience of participants from various sports events from the perspective of athletes.

In addition, from

As a result, fitness and sports are becoming a new fashion proposition. Consumers tend to improve their quality of life through healthy lifestyles.

The popularity of Chinese consumers is far from a high point, and the increasing popularity of exercise habits will be a trend for quite a long time.

CABBEEN design department responsible person told reporters that with the change of lifestyle, people's dressing concept will also change, and more and more tend to relaxed and casual way of dressing.

The trend of nationwide fitness is growing in an explosive way, which is an important opportunity for garment enterprises.

The person in charge said that Cabbeen's sport series has always been in the planning of CABBEEN brand. Now it is the best time to launch such a nationwide campaign.

The target audience of Cabbeen Lifetyle sports series is people who love sports and pay attention to fashion. They have a certain foundation and are in the rising stage of their careers. There will be pressure in life and work, but they will have a positive attitude and pay more attention to their health and physique management.

The launch of the sports series is to capture the attitude of modern consumers to pay attention to sports and bring more positive and healthy life philosophy to more consumers.

And in the dazzling sports products, they hope to find more suited to their taste, reflect their own fashion attitude of the equipment.

CABBEEN wants to create more comfortable and light sports fashion for this group of people, whether they are sportswear or sportswear and comfortable clothing. They can become their personality choices and cater to the needs of younger generation of consumers.

"For mature men's wear brands, enterprises can expand their product extension and create new profit growth points because of the sound market network and rising brand value."

Xu Hanqiang, a brand marketing expert, said that leisure sports have become the main lifestyle of consumers. The prevailing trend of sports has never been a fashionable lifestyle and has risen to a spiritual level. When you open up your friends circle at any time, there are always different shapes of running charts in front of you, whether it is the number of kilometers refreshed every day on APP, or the experience of running a bridge every week, crossing a river, or even measuring a city with your feet.

Product movement is the popular direction.

In Xu Hanqiang's view, the shrinking of the clothing market and the rapid growth of the sportswear market are another major reason why the menswear men's wear turns to "do sports".

The clothing market is depressed, in this case, CABBEEN and other brand expansion product lines become inevitable, sportswear has become a natural choice.

Breakthrough: integration of brand and design resources to meet consumer demand

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"Different brands have different brand meanings. The positioning of these brands in the minds of consumers and product impressions are deeply rooted. It is hard to accept them in a short time.

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If Nike makes a suit, will someone buy it? Can it do Giorgio Armani? I am afraid it is very difficult.

Xu Hanqiang believes that the idea of clothing companies to get involved in multiple series is good, but first of all, consider the planning and positioning of their own brands.

A large number of brand reengineering, advertising marketing costs a lot, and takes a longer time.

In addition, it is easy to fall into a situation of "picking up sesame seeds and losing watermelons", so that the original main business is affected.

Before the domestic brand line "exercise" hasty end of the case, it is worth waking up.

Xu Hanqiang told reporters that the sporting goods industry itself has developed relatively mature. In the sporting goods market, there are international giants such as Nike, ADI, Anta, XTEP, 361 degrees and other domestic leading companies, as well as other brands that locate two or three lines.

After the early accumulation, Anta, XTEP and other brands have been very familiar with the domestic sporting goods market, and have rich experience in R & D, channels and brand promotion. CABBEEN and other "uninvited guests" will compete for what is worth considering.

"Therefore, it is very prudent to enter another industry from one industry. Enterprises need to grasp the timing of entry based on detailed consideration, and the cross brand operation of clothing brands should be prudent."

Xu Hanqiang said.

In this regard, CABBEEN said that the national sports movement is flourishing. The domestic and foreign brand competition in the sporting goods market is fierce. However, it is worth noting that the concept of leisure, fashion and sports has become increasingly blurred, and they are constantly infiltrating and even merging into one.

Such a concept can be accepted by consumers, proving that the needs of consumers are constantly changing or upgrading, as long as we find the right ways to better serve them.

Moreover, the consumer groups themselves do not conflict. Men's pursuit of fashion should be a comprehensive pursuit of a sense of quality that permeates all aspects of life.

Today's clothing enterprises should be able to meet the consumer groups in different circumstances of different clothing choices, CABBEEN is the case.

"For CABBEEN, our focus is not to invest a lot of energy and money to fight in the sporting goods market, but to make better use of the original brand and design advantages, and to better meet the needs of consumers.

At the same time, the Cabbeen Lifetyle sports series is a series of Cabbeen genes, and fashion is the foundation, so CABBEEN will form a strong competition with the existing sporting goods brand by taking the differentiated route.

The person in charge said that the connotation of CABBEEN is to subvert fashion, which means constantly creating new fashions.

The introduction of sports series is the embodiment of this brand connotation.