Review Of Clothing Industry In 2015: Bankruptcy Tide + Foreign Relations

2016 countdown! 2015 this year, extraordinary, how many people panic? How many brands died in this year? How many brands lost in this year? How many enterprises have harvested a windfall in this year? This year, everyone is tossing about, because no matter what happens, they may die: pformation, listing, acquisition, financing, O2O......

Before I could catch my breath, I lost my mind and missed the small red flesh of the year.

Fengyun listing in 2015

In 2015, the IPO market had never had any excitement.

Starting from the successful launch of the early years of the song, the Chinese capital market has been boiling. For a long time, "broadcast: broadcast", "DAZZLE (earth element)" and "La Chapelle (La Natsu Bell)" are familiar to many women.

It has entered the pre disclosure process.

In addition, Taiping bird, an Zheng, Mass Phil, Xin He, Bi Yin Le Feng and other brands are queuing up in front of IPO.

With the listed listings, Vigna S and so on, several well-known companies in the domestic garment industry are expected to gather in the capital market.

It is said that in the middle of the year, Ports1961 sold out its shares in order to fight for A shares.

In addition, there are many brands to prepare for the new three board listing.

2015 death list bankruptcy

In 2015, a large number of brands were killed.

JIMMY CHOO partner Mellon went bankrupt with the same name brand, sought protection; Adidas streamlined business, sold ice hockey brand; Quiksilver filed for bankruptcy in the US business; American Apparel bankruptcy reorganization; Burberry integration upgraded to merge all sub lines; Canadian local dress.

Laura filed for creditor protection, declaring its vitality weakened. One of Canada's most famous shoe retailers, ShersonGroup, was formally submitted to the court in July for Nine West bankruptcy protection application; in April this year, French designer brand Doma Damir entered bankruptcy protection process, and so on.

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This is only part of it.

Entertainment marketing in 2015

In 2015, the brand promotion plan significantly reduced the proportion of advertising blockbusters, and put more budget into entertainment marketing.

For example, the French Centennial sports brand Kark has worked with many activities, stars, variety shows and so on this year. The annual performance has gained 30% growth. For example, the United States and the "wonderful flower" and "start together" cooperate to get a very high exposure rate. The global brands are invited to star and KOL for street shooting.

2015 consumption of fresh meat

"Little fresh meat" originally originated from AV girlfriend circle, and later became synonymous with young male artists.

"Small meat" is not new, but this year, the consumption of "small fresh meat" is quite a lot.

Who are the children who are popular in the 2015? Lu Han, Li Yifeng, Chen Xuedong, TFBOYS, Hua Chenyu, Wu Yifan and Wang Kai have long been familiar with these names.

They seem to be more likely to stimulate people to spend.

Elimination wallet in 2015

In the past, when we went out without a wallet, our clothes, food and shelter could not work. Now we can't afford to lose a hero when we go out without a wallet.

In the present era, the mobile phone is in hand, saying go away.

Whether it is catering, taxi, shopping, mobile phone online can be a key.

In October this year, 350 stores in UNIQLO were connected to WeChat to pay.

In addition to UNIQLO, HOTWIND hot air, Giordano and other fashion brands have also been connected to WeChat payment begins to accelerate.

Follow up, Daphne, Anta, Hongxing Erke, western region, ZARA and so on are also gradually connected, WeChat payment online apparel industry coverage will expand significantly.

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2015 for the first time in China

The world's calamity is still the same. The expansion of the flourishing age has not been reduced. In 2015, there were many brands that first entered the Chinese market.

近日，TOM TAILOR首家中國旗艦店正式開業;11月26日，美國高級女裝品牌St.John盛薔新店于上海梅龍鎮廣場隆重開幕，這是它在中國的首家新概念店;8月份，韓國利爾可可公司旗下女裝品牌“kami&hami”，與青島金妮可貿易有限公司正式簽約，青島金妮可貿易有限公司拿下了“中國區域銷售總代理權”，至此，kami&hami正式進入中國市場;近期，美國女裝服飾品牌bebe也宣布進軍中國市場，并簽約朗浩控股有限公司作為代理商，預計2016年夏天開始開設店鋪;比利時本土最大時尚集團JBC正式進軍中國市場;日本童裝品牌Mikihouse借助天貓國際進軍中國市場;Margaret Mitchell品牌集合店入駐大陸市場;香港無鋼圈內衣品牌“語希”進駐大陸;今年5月份，韓國人氣女裝品牌IMVELY正式入駐旺角MOKO 香港i.t，進入中國市場;同月，高端瑜伽運動女裝品牌FLYOGA進軍中國大陸。

In 2015, marriage was tied up.

Mergers and acquisitions were common in 2015.

Whether domestic or international brands, more brand competition strategies are adopted this year, and M & A is an important means to achieve multiple brands.

For example, Tod 's bought Roger Vivier, which was used to rush performance; for example, the American women's clothing brand Ann Taylor parent company Ann was sold by rival Ascena for $2 billion 160 million cash plus stock.

If you are careful enough, you will also find that in China's M & A events, local brands buy more foreign "white Fu Mei" and marry them.

For example, the acquisition of high-end German women's clothing brand Laur L, Carlo NDI road holding Belgium sports fashion brand DirkBikkembergs, France's high-end fashion brand Alexis Mabille, acquisition of Italy's leading clothing brand Krizia, La Natsu Bell holding Jack Walker......

Such cases are everywhere.

Action pformation in 2015

In 2015, a large number of enterprises are pforming.

The pformation of Wenzhou Internet company has not started this year, but the completion of "industrial 4" intelligent manufacturing is in this year.

The Abercrombie &Fitch brand, which has been engaged in sexy marketing for many years, has changed its strategy this year, from "indulgence" to "abstinence", but its performance has been miraculously good. J.Crew's decline has given up the fashion of fast fashion pformation.