Where Is The Development Path Of Original Design Clothing Brand?

Everything has its two sides.

When we look at the problems encountered in the development of original design clothing brands, this is not the opportunity for China's original design clothing brands to become bigger and bigger quickly.

Challenges and opportunities coexist. China's original design clothing brand relies on strong local industrial cluster resources, relying on the growing domestic and domestic demand market, rooted in a long tradition of national culture. Even in the face of the collective competition of international brands and fast fashion brands with strong strength, local original design forces are still full of fighting spirit and confidence.

We must vigorously develop China's own original design clothing brand, which is not only the core issue of upgrading the entire garment and textile industry group, but also the only way for China's garment industry to achieve long-term, stable, high cultural added value and sustainable development.

In the operation system of original design clothing brand,

Or the founder's leading role is very great, especially in the initial stage of brand development. Designers' personal aesthetic form and personality preferences often affect the style of the brand. This also leads to the instability of the brand style because of the greater influence of the designer. A series of products launched by a brand within a year will often be seen individually. However, when the exhibits are displayed, the audience will feel very mixed and chaotic, and the tone is not uniform. This is the phenomenon of unstable brand style.

Another phenomenon is that some designers are relatively casual and lack overall planning, which may lead to a product sales cycle.

The time node is inconsistent, which affects the normal development of the brand.

It's also a fashion design brand.

The scale is often smaller.

The reason is that there is a close relationship between the lack of brand marketing strategy and brand positioning in the late stage of market development.

In the case of extremely abundant market products, oversupply has led to the era of "wine is not afraid of alley" has become the past.

Even better design works, without proper marketing tools, will eventually be difficult to compete in the highly competitive clothing market.

For a brand, a small scale means big risks, lack of competition and risk resistance, and ultimately makes the wonderful work fall into a situation of "no one knows in a boudoir".

The intercepted data in the following icon are the statistics of monthly sales and related sales data provided by an original designer brand based on Taobao's third party data platform. In this form, we can clearly see that the brand store was founded in May 2013. After 18 months of operation, the latest statistics for nearly 30 days only amounted to 4668 yuan.

Because the original design clothing brand has the "original" hat, many people mistakenly believe that such brands and their products mean "new strange".

In fact, every brand should have its clear market positioning. She serves the target customers' group. She adapts to the needs of the target customers, rather than blindly pursuing new strange, ignoring or exaggerating the real requirements of customers.

At the same time, a more sharp and sharp brand means that her audience is relatively narrow. As we all know, the size of the target market also determines the space for the future development of the brand objectively.

As a popular Japanese fashion apparel brand, UNIQLO UNIQLO, its parent company sells FASTRETAILING rapidly.

FAST (fast) +RETAILING (retail) embodies the fundamental spirit of how to rapidly commercialize customer requirements and how to provide goods quickly, and also expresses the belief that enterprises are expected to become a retail business community with the universal concept of fast food culture.

This idea refers to clothing that can be worn at any time, anywhere and anyone through uniform services around the world, with reasonable and reliable prices, and large quantity of continuous supply.

Therefore, they have a unique product planning, development and sales system, so as to realize the low cost of shop operation.

In August 2013 (September 2012 -2013 August), the global net sales of UNIQLO brand reached 1 trillion yen.

Why UNIQLO can achieve such a high sales volume, in terms of style positioning, he is the simplest popular style. "Easy to wear" enables the brand to be accepted by a larger number of customers. As a common saying, maybe you wear UNIQLO is not so sexual, but at least it will not be ugly, which also creates a successful chance for the brand to gain huge market share.

Liu Yinfeng, Secretary General of Shanghai Textile Association, said in an interview: "when domestic designers create brands, they can survive and develop less. As far as I know, there are no more than 30% designer brands that can really make money in the circle, many of them are making wedding clothes for others."

It is not hard to see that the more sharp and sharp brands are, the smaller the market is, and the profit margin is harder to ensure.

But it is undeniable that those brands that have both the style and the market duality and scale to cover hundreds of millions of annual sales of the national market, such as the exception of Guangzhou, Shanghai's prime minister, Hangzhou's Jiangnan cloth and so on, are very admirable. These brands have undergone severe tests in the market and have great industrial research value.