The British Look Down On Fashion, And The Clothing Industry Needs To Change.

Recent British

It's a little cold.

According to the Statistics Bureau, although the total retail consumption in the UK increased by 4% over the same period in August, the expenditure on clothing shoes decreased by 4%.

British consumers will buy 60 new clothes each year on average, the first time in 7 years.

Several well-known clothing retail brands in Britain probably felt this first.

Primark, which has been popular with consumers for sale, has seen its first decline in sales in the first 16 months of last month, down 2% year-on-year.

In the earnings report released by John Lewis and Waitrose's parent group John Lewis Partnership, in mid last month, half a year profit fell by 75%, just 56 million 900 thousand pounds.

The performance of Marks & Spencer and Next is also not optimistic: the former profits fell by 2%, while the latter decreased by 5%.

Marks & Spencer even said that the new sales figures would not be disclosed until November.

Primark changes from 2000 to 2016 of same store sales.

Comparison of sales figures of Next, AB Foods and M&K three big groups.

Many brands or retailers regard the "season" as one of the reasons for the market downturn.

"Until the middle of August, sales in most markets were pretty good.

This season's sales are affected by the abnormal weather in 9 months, and the temperature is too high, which makes autumn clothes not very good.

H&M CEO Karl-Johan Persson said in an interview with WWD.

Their net profit in the three months of 6, 7 and 8 declined by 9.2%, and their operating profit also dropped by 9%.

Primark also gave a similar explanation.

But everyone knows that even if "spring summer" and "autumn and winter" are fashionable topics for fashion editors, but for consumers, fashion consumption is already out of season due to online shopping and fast fashion.

In addition, according to Morgan Stanley retail analyst Geoff Ruddell observation, in addition to last year's 12 month high temperature, the British climate is actually nothing unusual, and in France and the United States, clothing retail sales also experienced a similar slowdown.

The real problem may lie in: New

Indeed, there is something not good enough.

At the beginning of this year, Urban Outfitters CEO Richard Hayne said at the beginning of this year that the trend of fashion industry experienced a great change, or when the skinny jeans became popular 10 years ago.

"Today, customers have a wardrobe and all kinds of tights.

If there is no strong demand for fashion, they will easily give up buying.

"

Another more important reason has been repeatedly mentioned that people may spend all their money on dining out and traveling.

According to DDT, a consultancy, the disposable spending on leisure activities is 1.5 times that of retail shopping, and this trend is growing at a rate of 2 times.

New consumerism (New consumerism).

Today's consumers are reassessing their consumption priorities and paying more and more attention to what they really value.

Conscious consumption is replacing conspicuous consumption. "

Sarah Boumphrey, head of Europe's global economic and consumer department, said in an interview with BoF.

The change of consumers means that brands can no longer rely on "cheap and good quality" as a selling point. They need to find out what the consumers really value.

According to BoF analysis, this should include at least 10 points: increasing pparency, showing real brand value, increasing investment in retail technology, using products and experiences to help consumers achieve personal goals, providing competitive pricing, improving service efficiency, paying attention to physical examination, embracing shared economy and emphasizing individuality.

In this sense, although the sales figures are not very good, the recent market downturn is

It may be a good thing for retailers or consumers.

It at least forced the clothing industry to start thinking, if temporarily unable to find a new design that can dominate the market again, what is the real comprehensive pformation of the industry?