Demand For Clothing Has Plummeted, And Men'S Clothing Is The Worst Hit Area.

After the vigorous development of the electronic commerce platform, people's enthusiasm for shopping is significantly reduced compared with that of ten years ago.

The sofa at home can buy cheap and beautiful clothes by moving fingers, which makes many girls excited. It also lets many rake ears forced to go shopping.

Luxury brand farewell to open shop is the era of making money.

Today, partly due to property and property,

Usually after the opening of a store, it will take an average of three years or so to achieve the profit of the new store. Therefore, we need to carefully select the location and consider the ratio of input to output.

There are also some stores that restore rents, and if sales are poor, they will start to consider closing or integration.

Take Chengdu oceanic Taigu as an example. In the area of China, 1F is about 3000-4000 yuan / month / month, 2F is about 2000-2500 yuan / month / month, the daily rent is 66-134 yuan / /, and the material management fee is roughly 147 yuan / month / month, and the location of high-end luxury goods is more expensive.

It is no doubt that this kind of rent is getting more and more expensive. Besides, Chinese men have never had the habit of wearing suits.

In the past, only business owners would choose to make one or two suits of high-end suits and hang them in the wardrobe until they met the needs.

With the change of some concepts in the workplace today, foreign countries

Men's clothing business is very difficult, and the future is likely to be more difficult.

Demand is shrinking.

Demand has shrunk and men's clothing has become a major disaster area.

In the global luxury stores,

The main brand has become the hardest hit area.

In the first quarter, Zegna closed 15 stores worldwide.

Not long ago, Gucci closed the only professional menswear store in Europe, Milan, Italy, and completed the last single men's week of the brand. In the future, it will go to T stage in the form of "men's and women's clothing jointly released".

Two or three years ago, a crowd of people

The brand once took men's clothing as a replacement.

New growth engines for business, including

Kai Yun group,

And so on have increased investment in men's clothing business, development of production lines, additional stores.

Brand targeting high-end male consumer groups, but also aimed at the Chinese market.

But China

The luxury market has declined sharply since last year.

Zegna released 2015 fiscal year performance data show that revenue year-on-year decline of 21%, net profit is down 45%.

In addition, Hugo Boss, the main Menswear, has also been dragged down by the Chinese market.

Its recent quarterly results showed that sales fell by 3.7% compared with the same period last year, and net profit dropped by 37 million 100 thousand euros, the most recent decline in nearly six years.

Local men's clothing is still in the cold winter.

In the first quarter of this year, the listing of earnings has been announced.

Almost no profit growth has been achieved in enterprises.

For example, net profits of seven wolves, nine shepherd kings, and good news birds have all declined or zero growth: net profit of seven wolves has decreased by 5.18% compared with the same period last year, and net profit of reported birds has increased by 86.16% over the same period, while net profit of nine herd Wang has increased by only 0.36% over the same period last year.

From the perspective of store reduction,

In 2016, 71 new retail outlets were closed, and 148 retail outlets were closed. As at the end of the reporting period, YOUNGOR had 35 fewer sales outlets than the beginning of the year, and 2 stores were closed by the union of Meyer brands, while 12 of the nine new outlets were closed, but 23 were closed.

In the face of opening stores and increasing labor costs, the traditional department store mode has declined.

The influence of factors such as the military force and the changing structure of consumer groups, consumers' purchasing behavior gradually tends to be rational, and the factors such as offshore purchase, clothing sale website, and designer brand rise also make consumers have more clothing purchasing channels than before.