The Traditional Casual Wear Brand Is In A Difficult Position.

　　 Giordano Once the scenery is infinite. Casual clothes Brand, and now encounter Waterloo. Recently, Giordano announced its 2015 annual report, closing 70 stores nationwide. Earlier, in Nanchang's victory road, Zhongshan Road and even the provincial capital, many large stores, all have Giordano's figure, now, it is difficult to find traces of Giordano stores.

Giordano's performance declined for two consecutive years

In March 3rd, Giordano announced its 2015 performance. Its annual sales volume was HK $5 billion 381 million, down 3% from the same period last year. This is Giordano's overall sales decline for the second consecutive year.

Yesterday, reporters contacted Giordano after sales personnel. According to the respondents, consumer demand was weak in every country in Giordano's layout last year.

According to public data, by the end of 2015, the number of Giordano's stores in the mainland was 891, compared with 961 in the 2014 by the end of 2014.

Two busy shops in Nanchang

Similar to the fate of some other Giordano stores, 2 shops in busy streets of Nanchang are closed. In the middle of the pedestrian street, although the billboard on the tall wall still has Giordano's English trademark, it can't find Giordano store. "Before that, there was a Giordano store on the pedestrian street, which had been withdrawn before the whole street was spanformed." In the field visit, many visiting businessmen felt sorry for the closure of Giordano stores.

Yesterday, reporters from west to East in Zhongshan Road to visit, it turned out that Nanchang's most prosperous road, there is no Giordano shop. "Two years ago or because of business problems, Giordano Zhongshan Road stores have long been shut down." A shopkeeper said.

However, reporters found many Giordano stores in many stores in the provincial capital. "Business is really worse than before." An interview with Giordano counters admitted. However, the respondents declined further interviews with reporters.

Old casual clothes fall in store

In fact, it is not only Giordano that has been caught in a vicious circle. Previously, Metersbonwe It has many locations in Fuzhou Road, Zhongshan Road and Shengli Road in Nanchang, and now there are several stores shutting down. Public information shows that Metersbonwe has to close its stores and seek spanformation because of its declining performance. Similarly, JEANSWEST closed 253 stores in the mainland in 2014. Reporters noted that many stores in the provincial capital JEANSWEST counters have been withdrawn.

Another brand " Baleno "The retail business continues to be constrained by China's weak consumer sentiment," the respondents said. As more international brands expand in China, business competition is fierce. Meanwhile, many local competitors continue to slash prices.

Compared with old brands such as Giordano, some of the new fashion brands are very hot. Reporters noted that in Zhongshan Road, pedestrian street, there are many new fashion brand layout.

It is hard to go to stock without R & D and hard to go to stock

"Giordano and other old casual clothing field, did not pay attention to research and development. If we do not attach importance to the excavation and analysis of the potential market demand, and do not attach importance to the R & D investment in technology or design, we will always decide on our own production plan by selling the goods in the market. Insiders say.

Clothing expert Shen Meng also pointed out that Chinese leisure and fashion enterprises are usually confined to the domestic market, so a large number of goods need to be digested in the domestic market, but their demand for consumer groups will change rapidly. If we can't sell all orders, we will create huge inventory. "Including Giordano, Metersbonwe and other domestic leisure fashion enterprises, the current predicament is precisely caused by huge inventory losses." Shen Meng said.