Analysis Of Clothing Brand Status: Difficult To Avoid Recession, Dark Horse Market

There is no doubt that there is spring in the market, and no market can only feel the difficulties of winter.

The glory of the show, the luxurious appearance of big shop windows is not enough to deal with more and more economically rational consumers.

When the market tightens and the recession becomes the main theme, those who take the initiative will undoubtedly overtake the curve and become the future star of the future brand.

Whether clothing or accessories, from the perspective of design, Chinese indigenous brands show strong adversity growth force, and are increasingly favored by consumers both at home and abroad.

Status quo

Keyword 1 Great Recession

Experienced a contraction last year,

This is not as warm as expected, but the trend is getting stronger.

In the first quarter, the sales of French Open Cloud group (formerly PPR group) in China increased by only 10%, far less than 20% over the past few years. We can see that its strong luxury brand Gucci and Bao butterfly home have not performed well.

The most important holiday gift market is also not optimistic. Statistics from the World Luxury Association show that the total consumption of luxury goods in mainland China dropped nearly 53% in the Spring Festival in 2013.

In the past, persistent watches were also poorly performing.

The Swiss watch industry federation said the Swiss watches exported to the mainland in the first quarter were down 26% compared to the same period last year.

In the past, luxury brands such as Gucci and LV began to shrink, and LV's top executives decided to suppress their expansion in China and postpone the opening of stores in the two or three tier cities. Gucci also decided to maintain only the number of stores in China in 2013.

In the three quarter, according to a stop loss measure, Kai Yun group's earnings report still showed that revenue fell by 1.5% compared with the severe situation in the second half of last year.

Keywords 2 inventory intensification

Inventory crisis in 2013 is not only the "low end" fashion brand "patent", but continues to spread to many of the dominant brands.

Digest the inventory, reduce the loss, and carry the consensus of "winter" becoming a fashion brand.

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In the second half of the year, the glorious ESPRIT played a "full 50 percent off" discount in Beijing shopping malls.

Such price concessions are actually challenging the stability of brand positioning.

When other advantages are gradually not attractive, price becomes the only direction for the brand to strive for.

Moreover, in the past, the brand of "hard gas", such as ZARA, also showed greater promotion than before.

In the past 50 percent off years, the situation of almost all "explosions" in a week was not obvious this year, and the brand style of discount was more abundant than before.

In the environment of continuous cooling, fashion brands should be changed.

Some brands have got better results by digesting inventory or promoting sales through online shopping channels.

For example, UNIQLO's performance in the "double 11" activity of Tmall mall was over 100 million yuan, squeezed into the top ten of sales.

The problem of inventory is not only a matter of marketing, but also of price. In today's business environment, it implies the business model. The traditional chain seems to need to be re considered and innovating.

Keywords 3 outside wall flowering

This year, many Chinese original brands are shining on the international stage.

During the London Fashion Week in September this year, Chinese fashion designers held a fashion show at the Royal Opera House in London. The Sheme brand embroidered shoes made the fashion research institute breathtaking in London, and succeeded in reaching a preliminary cooperation with Paris's Lafayette department store and spring department store.

The local fashion brand Paul lander appeared in the London street to celebrate the celebration of London mayor Fiona Wolf, becoming the first Chinese independent brand to attend the Royal British grand ceremony.

Shen Dongjun, President of Tongling jewelry, was interviewed by Philip, Belgium's new king.

The down jacket brand Bosideng entered the British market and sold it on local websites and high-end department stores in a locally designed way, and plans to gradually promote it to other European countries.

Trend sheet

Keywords 1 dark horse emerging

In 2013, some luxury core consumers appeared to escape and abandon.

The new and more attractive fashion trend brand is more popular among consumers.

Some of the most popular designer brands in Europe are also popular in China.

Such as 3.1 Phillip Lim, Proenza Schouler, Zadig&Voltaire, Helmut Lang, Sonia Rykiel, Ralph Rucci, and so on.

The US fashion brand Michael Kors surged 49% in the two quarter of fiscal 2013 as of September 28th.

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Although some brands haven't opened stores in mainland China, they are already very popular in Taobao and various shopping channels.

Obviously, the taste of Chinese consumers is no longer satisfied with the traditional fashion brands. After market cultivation, they have a clearer understanding of their fashion attitude, and these emerging brands will become the dark horse in the market.

Keyword 2 difficult to think change

Previously, international luxury brands entered China.

Later, more attention to sales performance, it can be described as "easy to pick fruit".

However, Chinese consumers' views on this category gradually return to reason.

Because of the sudden change in China's policy, the luxury group realized that only by paying attention to the actual needs of consumers can we continue to develop in this market.

"Despite the slowdown in the market, China is still a relatively fast growing region relative to the global market. One of the world's largest luxury consumer markets will remain at least until 2015 and 2016," said Haining's managing director.

Eric Simone, director of global marketing and communications at MOET & CHANDON Hennessy, believes that foreign brands need to learn to communicate with Chinese consumers instead of simply playing the role of educator.

At the same time, luxury brands found relatively strong categories when they subdivided their businesses, such as luxury home and jewellery.

In the future, brands will place growth in these sectors and strengthen development and publicity.

Keywords 3 go out

This year, the first lady's visit in China can give the fashion industry a shot in the arm, which has great influence on the field of domestic costume design.

At the outset, Princess Diana's visit to China also promoted the brand clothing of our country, which played a great role in the support of design power and the guidance of consumers.

However, because there is no shortage of designers in Europe, despite the good design in mainland China that can attract buyers' attention, the customary impression of overseas consumers on Chinese brands is still "cheap".

The strategy of domestic designers is to take part in promotional activities abroad to enhance brand value, hoping to attract attention in the international market and then promote the domestic market in a big way.

Some designers even label their brands as "Made in Italy" and "Made in France".

In fact, China's processing technology has been completely recognized by everyone. It is the right way to do our own design and enrich the brand culture.

From the world journey of Chinese brands, it is easy to see that national brands still need to dig deeper into traditional culture, and to understand today's fashion trends and consumer psychology. Only by relying on several traditional symbols can not impress consumers, nor can they create a distinctive personality.