The Expansion Of The Golden Age Has Not Been Reduced: Brand New Strength In 2016.

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 some time, "broadcast: broadcast", "DAZZLE (earth element"), and "La Chapelle (La Natsu Bell)", many of these women's familiar women's clothing brands have entered the pre exposure 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.

The "Metamorphosis" of luxury stores in China is more than attracting overseas consumption. In 2015, many luxury stores also carried out diversified upgrading and pformation, allowing stores to turn from product suppliers to luxury service providers.

In February 5, 2015, the world's twenty-second Louis Weedon house, the first Louis Weedon house in Beijing, opened in China World Trade Center.

In addition to the display of traditional products such as ready-made clothes, leather goods and shoes, there are many art collections on display, giving consumers a higher level of luxury shopping experience.

In addition, the store has pformed itself into a bookstore, presenting three categories of books and limited publications published by LV, as well as books on travel, fashion, food and other related books.

Coincidentally, in addition to selling 50 percent off of the products in Gucci, the world's first restaurant opened in Shanghai, and the price is still close to the people. While dining, the restaurant manager will explain to you the story of each dish and Gucci.

In addition, there are Prada dessert shops, Hermes, Ralph Lauren and so on, which also involve catering business.

After the upgrading of this store, many luxury brand flagship stores are becoming more diverse and mixed, making it difficult for consumers to enter here to shop or drink coffee or to watch a small art exhibition.

As Miuccia Prada, the third generation head of Prada, said, "luxury is not only a commodity but a life attitude to modern people.

In addition to Burberry, many luxury brands have a sub line brand. Among the 10 most famous luxury brands, Christian Dior, Tod 's, Prada, Giorgio Armani, Ermenegildo Zegna and other half brands all have a sub line brand, showing the meaning of the collateral brand for luxury goods.

Among them, Armani is the first luxury brand to enable the concept of auxiliary line, and also has the largest number of secondary line brands.

However, in recent years, Dolce&Gabbana, Marc Jacobs, Victoria Beckham and other luxury brands have closed the sub line brands, and Burberry is now joining the ranks.

Cao Yang, a luxury brand digital media marketing manager, told the Beijing Business Daily that luxury brands were originally designed to cover more consumer groups through rich product lines and brand diversification. The price of the general secondary line brands is about 70% of the main line brand price.

However, with the increasing volume of sub line brand business, there are two kinds of situations: one is that the price and brand image are close to the main brand, and the reputation is bigger than the main card.

D&G and Marc by Marc Jobs are typical examples.

Statistics show that the average price of Marc Jacobs is about $389, while the average price of the sub line brand Marc by Marc Jacobs is US $188, and the difference between the main and subsidiary cards is out of the normal range of theory (70%).

At present, many luxury brands have closed the sub line brand, but in Zhou Ting's view, the end of the sub line brand has just begun.

Zhou Ting told reporters why Herm s didn't set up a secondary line brand because it is the real top luxury product.

Once the sub line brand is established, the brand will become popular and fashionable. If it continues to sink, the brand will become a fashion brand.

Another situation is to return, like Burberry, to turn off the sub line brand and return to the original luxury position.

But in relative terms, once sinking, it is hard to return.

Therefore, Herm s will never set up a sub line brand. It will always remain at that height and avoid popularization.

Nevertheless, the operating pressure of Herm s continued to increase. In the three quarter of fiscal 2015, group revenue grew 15.4% to 1 billion 143 million euros, still below market expectations. Meanwhile, Asia Pacific and the Americas market continued to be weak, achieving 1.5% and 2% growth respectively.

Most of the other luxury brands with sub line brands are also facing recession. For example, the Prada group, the main brand Prada and the sub line brand MiuMiu have handled very well, and the design and price structure are not violating each other. However, the earnings reported recently announced that the group's net profit fell by 37.6% to 46 million 484 thousand euros in the three quarter ended October 31, 2015.

On the whole, there will be more luxury brands to be closed in the future to ensure high-end brand image and improve performance.

Athleisure (Sports Fashion) in 2015 is definitely more than Normcore has become the fashion keywords.

Whether luxury, fast fashion brand or independent designer brand, they are all integrated into sports elements.

Now, people no longer need to make trade-offs between "fashion" and "function".

Sports pants went out of the gym, sports shoes also replaced high-heeled shoes, you can see the fashionable matching of jogging pants, tight Leggings and sneakers everywhere.

In the traditional fashion brand area, the best brand of non Alexander Wang is the best.

At the end of last year, the Alexander Wang and H&M joint series, full of sportswear tension fashion design, conveyed a very full message for fashion circles: This is the age of sports.

However, Lulu lemon, the pioneer of sports brand, failed to fight successfully under the pressure of competition.

After two years of high-level departure and recall, Lulu lemon tried to regain the market once again, but found that the market was full of competitors.

According to a retail research report released by Goldman Sachs in November, Nike was more popular among women aged 13 to 29 than Lulu lemon.

Will this fashion trend of the national movement be just a short-lived trend?

In the wake of the rise of the concept of fitness for all, sports is no longer a hobby or habit, but a healthy lifestyle.

If there is any other brand besides the luxury goods, and if there is a successful outbreak of the fashion of brand borrowing, it is necessary to mention the Carbon38 set up in 2012.

They have designed sports fashion products that can control various sports venues from gymnasium to conference room and dinner parties, and have gained considerable recognition in the capital market. In September 2015, the brand completed a new round of financing with an investment amount of US $4 million 430 thousand.