The Men'S Wear Market Follows Women'S Clothing And Develops Towards Fashion.

"China

Compared with Chinese women's clothing, there is still a certain gap between the development of Chinese men and women. As a whole, Chinese men attach less importance to the image, and they are much poorer in fashion taste than Chinese women. This is not a reasonable phenomenon.

Zhang Daer, design director of Deny J Studio, a denim men's wear brand, said.

Although the "serious imbalance" between Chinese men and Chinese women in fashion comparison is an indisputable fact, at the same time, from the feedback situation of the terminal consumer market, most of the "senior" business men's wear and fashion casual men's clothing also generally appear the phenomenon of declining performance.

Zhang Daer told reporters that the shortage of local men's clothing brands in recent years also shows that Chinese men's clothing has great potential for growth and improvement.

In this regard, there is not a small number of optimism about the future development of men's clothing market.

The blank point is the opportunity.

The brand of men's wear has been established in 2010, but the brand's real efforts to promote marketing and channel construction are two years.

"The local men's wear market has been very competitive in recent years. We have been thinking about how to locate the brand and find room for development in the current fierce market structure."

After years of observation and analysis of the market, Hu Shuiquan, general manager of Difran brand, told reporters that he finally decided to aim at the tide market of men's clothing.

In the face of fashion and personalized needs of the local consumer market is constantly improving, choose to locate young, small group of tide card force, for the brand, is indeed a good choice.

The increase in market demand for tidal brand has also led to the emergence of various online channels.

"If we want to break through in the men's clothing market with many brands, we will highlight and strengthen the distinctive characteristics of the brand."

Hu Shuiquan told reporters that on the basis of determining the positioning of tide cards, Difran made a more in-depth subdivision of the brand - the main attack.

Underwear field.

Reporters learned that Chao men and underwear products will account for about 40% of the total product of the product.

Hu Shuiquan believes that this is also the current number of men's wear market in a few blank market.

"China's men's underwear development is relatively slow, the famous men's underwear is not much, not to mention men's tide underwear, which is why we choose to play the main trend of men's underwear.

Through the provision of clothing, underwear and related accessories, we provide men with a one-stop style of matching.

Hu Shuiquan said.

Clear brand positioning, focusing on market segmentation, has become the consensus of men's clothing brand in recent years.

Similarly, the design of the dark autumn brand of the China International Clothing and Accessories Fair 2016 autumn (CHIC2016 autumn exhibition) will soon enable the brand to quickly capture a large number of young consumers.

"Like our strong style of minority clothing, it is destined to not take the mass market route, but focus on the minority, so that the development and growth of our brand is in a steady growth state."

Dark general manager Chang Ya Nan told reporters that in the 6 years of dark development, although the volume of the brand is not large, the year-on-year growth is maintained at a high speed of growth. "Especially the consumption of VIP is the main consumer group of our brand."

The market also needs to change channels.

Although subdivision and niche brand positioning make many new men's wear brands find a good development space in the competitive market structure, but in the face of rapidly changing business environment, it is obviously not easy for new menswear brands to achieve effective marketing and channel expansion.

Chang Yanan admitted to reporters that in the past few years, the brand has gone through some detours.

"When we first started expanding our channels, we chose some well-known department stores in some core business circles. The first year's performance was really good, but in the second year, the performance declined because of the sharp reduction in department store traffic."

Chang Yanan told reporters that the last two years of the terminal channel changes are too fast, leaving no time for enterprises to leave much time to prepare.

In this regard, in order to make better planning and layout for the future development of the brand, we invite Japanese famous consulting companies to conduct in-depth research on China's business environment and help enterprises to sort out the future development path.

"The advice given by the consulting company is to achieve coordinated development on line and offline. After all, the main consumer group of our brand is young people, and their acceptance of online shopping is generally high.

In terms of physical channels, we will choose better shopping centers with better service experience.

Chang Yanan said.

Similarly, Deny J Studio, who is committed to redefining cowboy men's clothing, is equally optimistic about the importance of emerging channels for brand promotion.

"The target audience of our brand is younger, focusing on the field of cowboy Mens. From our testing of the market, we are doing very well."

Zhang Daer told reporters that although there are many cowboy products in the local market, but the homogenization is serious. This has led to the fact that the impression of jeans is very stylized and the acceptance is limited. We are going to break this framework.

Zhang Daer told reporters that Deny J Studio used imported fabrics from Europe, the United States and Japan, and these fabrics were more advanced in color performance, and the texture was also very good.

At the same time, the brand also breaks the original use limit of the cowboy fabric in the design. Through the splicing of different fabrics and creative cutting, the cowboy clothing is more likely to be extended in fashion expressiveness and dressing.

"Our own products are very confident in the balance of quality and price. As long as we pass through our brand customers, we have high recognition, but the biggest problem now is how to make more people know about our brand."

As a Cowboy brand that focuses on young people, Zhang said that in brand promotion and channel selection, they attach great importance to choosing the communication platform that young people like. "Increasing the promotion of new media platforms such as the Internet and mobile clients is an important work to enhance our current stage."

At the same time, we have also opened online shopping channels such as micro stores and Taobao stores to facilitate customers to buy.

But no matter which channel and platform to choose, focusing on accurate segmentation of consumer groups, maintaining a distinctive product design, maintaining the unique tonal of the brand, and providing products with high cost performance for customers, has become the consensus of many tide men's clothing in the current market.

In order to understand whether the brand product positioning corresponds to the market demand, enterprises should clearly interact with the market.

Testing "good men's clothing" with CHIC

New men's clothing that has been gradually voicing in the market in recent years.

Deny, J Studio and dark tracing all chose to participate in the CHIC2016 autumn exhibition to be held in Shanghai.

"CHIC is chosen because it is also one of the most authoritative and professional representatives at home and abroad. This exhibition will enable brands to reach professionals and channel resources such as shopping malls, buyers and franchisees.

At the same time, the concentrated appearance of brands at home and abroad also promotes interaction and communication between brands and other brands, which is a good opportunity for brand development.

Hu Shuiquan said.

In this regard, the current channel construction is in a critical period of rising Deny J Studio also deeply agree.

As a newly established cowboy menswear brand, Zhang Daer said that the appearance of CHIC is of great significance for promoting brand image in the industry.

"Now we are gradually opening up offline shops, doing product testing, making clear brand positioning, and understanding the market demand is very important for us. This is also an important reason why we choose to participate in CHIC."

In the view of Zhang Da Er, exhibiting CHIC can make the brand compare with the domestic and international men's wear brands in terms of product and style.

The full exchange with the industry will help the future development of brand planning and adjust the direction of product design and R & D.

As a long time for the famous men's clothing brand at home and abroad, Chang Nan, for the sake of launching the brand of men's wear, has accumulated and accumulated for a long time.

"We currently attend only two exhibitions, and CHIC is a platform that we value very much."

Chang Yanan told reporters that this retrospective exhibition is not to achieve immediate economic benefits. Compared to the professional exhibition platform, it is more important for the industry to understand and understand dark traceability.