Why Do Consumers Abandon A Brand?

The fast selling group of UNIQLO parent company released its first half year performance report for the 2015 fiscal year. In the 6 months ending February 29, 2016, it was affected by the decline in the performance of UNIQLO (mainly in Japan and overseas markets). Its net profit fell 55.1%.

Other fast fashion performance reports also showed a downward trend.

H&M net profit fell 30% in the first quarter, compared with the same period in 2014, the fourth quarter of 2014 showed a sharp fall of 33%.

On the contrary, the sports brand has washed up its declining trend and ushered in a good day, whether it is international.

Or domestic brands, the annual earnings from sales and net profit are good news.

Anta group has become the first local sports brand to break through billions of dollars.

Consumers are capricious, the brand of domestic shopping centers, from the brand name of the women's clothing brand (ONLY, VERY MOOD, JACK JONES).

To the fast fashion brands marked by ZARA, H&M and UNIQLO, and now fast fashion, there has been a decline in performance, and the sports brand is gradually rising with the national sports.

Each cycle is less than five years.

Victims of fast fashion

Brands do not know what consumers want, so blindly follow suit.

With ZARA as the leading fashion and fast fashion, both domestic and foreign brands have followed up. All those who are cheap and of poor quality have claimed that their positioning is fast fashion.

However, no matter "fast" or "fashionable", there is no way for domestic brands to compete with ZARA.

I once saw a lot of women's clothing brand stores that I call fast fashion. I saw many styles of clothing three or four years ago, and the price did not have to be ZARA low. The style was backward, the quality was poor and the price was high, so it became a common disease of fast fashion people who imitate fast fashion.

The United States is no exception, after American Apparel, A&F bankruptcy or sales decline, the United States another.

Pacific Sunwear of California (referred to as PACSUN) has also joined the queue for bankruptcy.

These brands were once popular brands among American teenagers, and they are also the iconic brands of every shopping center.

But these companies are now being abandoned by consumers and struggling on the brink of survival.

In the eyes of consumers, they used to sell the most fashionable and avant-garde products, but now each brand sells the same thing to everyone.

Consumers can't identify them at once, and naturally they will not become consumers' necessary brands.

They have to compete with fashion designer ZARA for fashion and price.

Eventually, the major brands gradually converge and lose their recognition.

(source: Business Insider)

Unchanged brand original intention

Brands do not know what consumers want, but consumers do not know what they want.

Consumers only need to wait for the brand to present a product for them, and their needs will become concrete.

Jealousy is the common fault of every brand and everyone, so every immature brand always wants to get a slice of the one or two brands already mature.

With every trend, a large number of brands enter the market, and finally become victims in fierce competition.

Why do consumers abandon a brand? 1, immature consumers blindly follow suit.

People around are no longer wearing, and wearing a brand that is abandoned by the masses will be labeled as LOW, backward and so on in other people's eyes.

2, mature consumers' self-consciousness awakening.

Some aspects of the brand can no longer satisfy individual needs.

For example, the quality of fast fashion is not good, UNIQLO is like a constant style every year, and the price of other brands is not matched with quality. Every mature consumer will continue to brand new demands. If these demands can not be satisfied, consumers will abandon the brand.

3, immature consumer attitudes gradually mature.

As consumers become more sophisticated, they have learned to distinguish their own needs, no longer blindly follow suit, but the brand has not matured and is still catching up with hot spots.

Making a brand is like digging a well. People who dig a hole always feel that someone else's place can dig up water, and their place is doomed to dry up.

Seeing that the wells that focused on digging a well only sprung up with Ganquan, and because of digging wells everywhere, they left themselves countless pits.

When the fashion is hot, it will follow the fast fashion. It is not known that neither learning nor learning will be fashionable. When the sports brand is hot, it will open up the sports line. It is not known that making sports brand is not just changing the leisure clothing into a sports plate. The sports brand has high requirements for the fabric's functionality and technology.

When it's hot, is there no consumer with high quality requirements? When sports brand is hot, is there no demand for fashionable consumers? Not consumers do not want some product lines, but because the brand makes the product line too bad, and ultimately becomes a four aspect, so that consumers like you. Consumers seem to blindly follow suit shopping, but it is hidden in the hearts of consumers a hidden demand has been excavated by the brand!

Be a well digger who never forget the beginning of the heart, and tap the well in the heart of the consumer, and become a mature brand that will not forget the original mind.