Analysis Of The Ups And Downs Of The Apparel Industry Big Data 2017 Apparel Potential Stocks

2016 can be said to be a year of ups and downs in the clothing industry.

This year, Clothing industry Continuous downturn, revenue slump, acquisition bankruptcy, inventory backlog, personnel changes It can be said that the test is continuous. In the shopping center, the "pet" status of the clothing retail format has also been threatened, and gradually replaced by catering, entertainment and other emerging formats.

China's real economy is undergoing transformation and upgrading, and the pure entity or pure e-commerce model will be eliminated. In order to meet the different needs of consumers, the clothing retail industry has had to make changes, with the main and personalized, lifestyle, new retail, collection stores, experience stores, local parity and other ways emerging in endlessly.

In the cold winter of the clothing retail industry, I can endure and stand out; Can't stand it, out. So in the past 2016, which brands have made their own personalities and become better and better? What brands have the most development potential and are most worth introducing into shopping centers?

　　 Top 50 apparel brands

Most concerned by shopping centers in 2016

ZARA, which has won the first place for three consecutive quarters, beat other brands without any doubt and became the most popular clothing brand in 2016. The second and third place were local clothing brands La Chapelle and Fast fashion brand Uniqlo . Hot air ONLY、MJstyle、VERO MODA、SELECTED、 Adidas and H&M brands ranked 4-10 respectively.

In addition, local clothing brands UR MO&Co.， Fashion collection store brand H: CONNECT、I.T， As well as playing in the new retail Inman, just try and fitting room, etc.

On the whole, leisure trendy women's wear brands are still the mainstream, with 19 seats on the list, accounting for 38%. Next came fast fashion brands and leisure trendy men's and women's clothing brands, with 9 seats on the list. In addition, among the top 50 clothing brands in 2016, mature brands are still highly concerned, with 45 seats, accounting for 90% of the total. The emerging brands on the list only accounted for 5 seats, of which 3 were foreign brands.

It is worth noting that among the brands on the list, there are 21 foreign brands, accounting for 42%, up from 28% last year. It can be seen that the strong expansion of foreign brands in recent years has increased their influence on domestic consumers, gradually competing with domestic brands.

In addition, brands with the potential for horizontal development (multi brand group expansion) or vertical development (subdivision of vertical fields) are more competitive in the market. In 2017, in addition to Beijing, Shanghai, Guangzhou and Shenzhen, East China and second and third tier cities also became key areas for brand expansion.

　　 Casual/trendy fashion

Multiple product lines have developed into an expansion trend, and the trend of personality has become a hot investment attraction

　　 Women's wear

Note: The year marked with * in this list is the time when foreign brands entered China, and the year marked with "NEW" means that the brand is an emerging brand founded in 2013 and later/entering the mainland of China

There were 19 women's wear brands on the list, including 18 mature brands and only one emerging brand, COVEN GARDEN, a women's wear brand established by Hong Kong Heji International Group in 2014.

　　 COVEN GARDEN： Beautiful store design like a secret garden

Launched by Hickey International Group in 2014, as its first high-end intellectual women's wear brand, it is mainly aimed at modern women aged 30-45. The rose, lace, ginkgo leaf and leopard cat pattern are symbolic design elements. The store design is inspired by the Secret Garden, bringing different visual impact. At present, the brand has settled in Guangzhou Taikoo Hui, Beijing Chaoyang Joy City and other projects.

In recent years, in order to increase market competitiveness, many brands have begun to expand in the way of multi brand and business segmentation, so as to seize the market with different rich product lines. For example:

Denmark Lingzhi Group: 【ONLY】、【VERO MODA】、【JACK & JONES] and [SELECTED], four brands are listed in this list;

Heji International Group: women's wear brand [Oshilly] 【Five Plus】、【COVEN GARDEN】、 Men's wear brand [TRENDIANO] and children's wear series [LoveYsabel], including Five Plus and COVEN GARDEN;

La Chapelle: In 2015, the new fast fashion [UlifeStyle] was launched, which has extended from single Shaoshu to multi brand operation of men's wear, women's wear, children's wear, etc;

Taipingniao Clothing Group: the girl clothing brand [Le Ting] launched in 2008.

In addition, in 2016, trendy brands also quietly became a hot investment attraction, and a group of trendy brands and designer brands that emphasized personalization and aimed at younger age groups began to enter the public eye. For example, [ILOVECHOC], which focuses on youth street fashion, [odbo], which focuses on black and white fashion, and [CRZ], which creates unique Kidult culture.

A fashion brand is an icon, representing its unique style, culture and creativity. Compared with other apparel retail brands, it has stronger IP attributes. It can not only achieve the "viral" IP communication effect in store visual design and product design, but also form a significant difference with other brands. It has more advantages in fan clusters, product derivatives and cross-border marketing.

　　 Men's and women's clothing

The 9 casual/trendy men's and women's clothes on the list are all mature brands. Among them, foreign brands received high attention, with a total of 7 seats on the list, accounting for 78%. They came from the United States, the United Kingdom, the Netherlands, Italy, Spain and Japan. It can be seen that more and more foreign brands enter the Chinese market and are accepted by the people, and gradually change Chinese consumption habits. As for local brands, they have held up and become outstanding; Can't stand it, out.

　　 Taipingbird: a multi brand fashion clothing group with the largest market value in China

Taipingbird is a retail oriented multi brand fashion clothing company, with the core brands of Peacebird women's and men's clothing and emerging brand Le Ting/Mini Peace、 Material Girl/Amazing Peace, a start-up brand. In 2015, Taipingbird realized an operating revenue of 5.903 billion yuan, an increase of 18.09%, and a net profit of 5.33 Billion yuan, an increase of 23.75%. Today (January 11, 2017), the listed share price of Taipingbird soared by 44%, and its market value exceeded 14.5 billion, beating Meibang Garments and becoming the largest multi brand fashion clothing group in China by market value.

　　 EVISU： Buying back China's retail rights with 40 million dollars

Originated from Japan, it is good at high-quality hand-made jeans and bold design style. Since 2012, it has started to explore the Chinese market. In 2016, its parent company announced that it would buy back the retail rights and franchise rights in the Chinese market, and would speed up the updating of product series. It would also strictly manage the wholesale distributors to ensure that the products are exclusive. At present, the brand's products are transforming to lifestyle, providing a wide range of products, including men's and women's jeans, T 裇, shirts, knitted clothes, underpants, glasses and other fashion boutiques.

　　 men's wear

There are 4 men's wear brands on the list, all of which are mature brands. Although the number on the list is relatively small, data shows that the market value of Chinese men's clothing will reach 585 billion yuan in 2020. China's demand for casual men's wear is growing, requiring brands to have rich product lines to meet consumers' dress needs in different occasions.

　　 SELECTED： More than 1000 stores

Entered the Chinese market in 2008, the style of the [Jack&Jones] under the same group is more formal than that of the business suit, but it has more design sense than the business suit. It is mainly aimed at fashionable men aged between 20 and 45 years old, with cutting-edge design, exquisite tailoring, meeting different business or leisure needs, and creating a rich product line. It is worth mentioning that the brands that realize the group expansion strategy have more advantages. For example, the [SELECTED] and [Jack&Jones] of Lingzhi Group have opened more than 1000 stores.

　　 Fast fashion

Local brands and foreign emerging brands take advantage of the situation and actively expand

The fast fashion brands on the list accounted for 9 seats in total, ranking higher, and the top ten accounted for 5 seats. Among them, emerging brands accounted for two seats, respectively from the UK [NEW LOOK] and South Korea's [H: CONNECT].

Due to the declining performance and frequent store closures, the international fast fashion giants shifted their focus to upgrading, transformation and multi brand strategy, and the growth slowed down. 【 UNIQLO 】 is transforming to a high-quality clothing brand; [Hot air], [MJstyle] and [H: CONNECT] are all upgraded with "lifestyle".

On the contrary, the expansion of local fast fashion and foreign emerging fast fashion is more active, and they will take advantage of the situation.

New Look: plans to open 500 more stores in the next three years

　　H: CONNECT： 140 new stores planned to open in 2017

Hot air: expand with the goal of increasing the speed by 10% every year

MJstyle: 100 new stores planned for 2017

A | K: Accelerate expansion and open 75 more stores in 2017

Among them, two local fast fashion shows the intention of expanding overseas.

　　 H:CONNECT： Coffee in Chaopai Store

By virtue of the close connection with Korean popular culture, the fashion clothes with zero time difference with South Korea are introduced synchronously in an average of 1-2 weeks, rapidly expanding to 220 stores in China, and 140 new stores are planned to open in 2017. In 2016, the flagship store of H: CONNECT × H: CAF é concept was launched in Chongqing Longhu Shidai Tianjie Shopping Plaza, which is the first fashion collection store in the mainland combining K-Fashion and Korean Lifestyle. The second store is expected to be located in Shanghai.

　　 MJstyle： Keep the pace of one store every 10 days and expand against the trend

More than 3000 popular styles are launched every season, and hundreds of new products are updated every week according to customer feedback from each store. At present, it has gradually become a cross-border brand covering clothing, home, coffee, and simple meals. In 2016, it has successfully realized the layout of 200 stores, and the three stores entering the Hong Kong market are all popular. In 2017, it is planned to expand at least 150 stores in cities across the country and overseas regions (the first store in Japan will be opened at the beginning of the year).

　　 Fashion collection store

In addition to high appearance, we should also play new retail

Data shows that from 2005 to 2016, the number of domestic brand collection stores increased from 110 to 1010, and it is estimated that 1200 brands will be available in 2017.

Combined with multi brand, lifestyle, new retail and other play methods, collection stores are expected to become a new business type to cope with the downward trend of homogenization and single retail brand.

There are 2 collection store brands on the list, one for mature brands and one for emerging brands, respectively, [I.T] and [Just try · fitting room].

　　 Just try · fitting room: Meide suffocates, integrating 100 popular brands of Tmall

The emerging brand [On trial · Fitting room] was founded in 2015, focusing on online original designer brands with the "new retail" mode of combining offline and online. In the experience space, 11 private fitting rooms with different themes have been set up. Customers can take selfies, walk around the show, watch exhibitions and get one-on-one professional image guidance. At present, it focuses on expanding Hangzhou and the Yangtze River Delta region.

　　 Athletic Wear

The market potential of women's sports brands is huge

There are 3 sportswear brands on the list, all of which are mature foreign brands, and all of them regard Greater China as their second largest market and actively expand their stores in China.

In the overall sportswear market, women's sportswear has grown fastest and most significantly. However, at present, the types and styles of women's sports products only account for 30% - 35% of the total number of sports brand products, with huge market potential. The three brands on the list entered the women's sports market in 2014, launched women's product lines or opened women's specialized stores.

　　 Adidas: 3000 stores will be opened in 5 years

The world's largest flagship store opened in December 2016. Implement the new retail design concept, focus on "sportiness", and create a consumer experience through "technology+customization+lifestyle". In the future, this design style will also be applied to other stores around the world, and will be adjusted according to different cities. In the next five years, [Adidas] will open 3000 more stores than the current 9000 stores in China.

　　 Under Armour： Trying to challenge Nike's market position

It is a high-end functional sports brand in the United States, relying on "the first person in NBA" Curry as the UA The image spokesman of the brand quickly opened its popularity in China. Since entering China in 2011, from mainly expanding in the north, Shanghai, Guangzhou and Shenzhen, the expansion intention of sinking second and third tier cities has begun to appear.

In the first eight months of 2014, the sports brand Under Armour's sales increased by 20% to $1.2 billion, surpassing Adidas for the first time and becoming the second largest sports brand in the United States. Although the sales figure of $1.2 billion is far less than Nike's $8.9 billion in the same period Armour's share price growth rate in the past three years is twice that of Nike. At present, sports brands are Nike Under Armour、 Adidas has a tripartite confrontation.

　　 Children's clothing

One stop experience platform for pregnancy, babies and children is the general trend

There were 2 children's wear brands on the list, one for mature brands and one for emerging brands.

In recent years, the scale of children's clothing consumption in China has been expanding, and maintained a high growth rate. In 2015, China's children's wear market reached 1372 Billion, a growth rate of 8%. With the opening of the second child market and consumption upgrading, the market size is expected to exceed 150 billion by 2017. The one-stop experience platform for pregnant, baby and children will be the development trend in the future.

　　 FolliFollie

Italian luxury children's wear fashion brand, born in Milan in 1970 and entered China in 2015. The new concept of "home · ecology", a diversified collection of maternity and infant children's life brands, will involve children's clothing of all ages, maternity and infant clothing, children's retail, children's home, home textiles and other categories.

　　 Business clothes/home clothes/underwear

Segmented market brands pay more attention to the deep cultivation of vertical fields

There are two clothing brands of this type on the list, namely the main business wear [G2000] and the main girl underwear [6IXTY 8IGHT].

The common feature of these two brands is that they are deeply cultivated in the subdivided vertical fields, which helps the brands achieve differentiation in the competitive market.

　　 6IXTY 8IGHT: Listed again following the clothing list of the second and third quarters

Its differentiated positioning of the girl route, fast fashion business model, and category expansion from versatile underwear to casual clothing enable the brand to break out of the underwear market and get continuous attention from shopping centers. The brand is currently concentrated in the first and second tier cities for store expansion.

It is worth mentioning that it is estimated that the retail value of China's women's underwear market will reach $25 billion in 2017, twice the value of the underwear market in the United States. It will grow to US $33 billion in 2020. It is predicted that brands in sports underwear, girls' underwear and other subdivisions will soon rise, and divide the Chinese women's underwear market.

　　 Summary of characteristics

　　 2016 Top 50 Clothing Brands Concerned by Shopping Centers

1. Mature brands have absolute advantages, and emerging brands only have 5 seats on the list

Compared with other formats, clothing has a long brand cultivation period. The market is still dominated by mature and high-quality clothing brands, which account for 90% of the list. Emerging forces mainly rely on the introduction of foreign brands.

In addition, the advantages of collection stores are becoming more and more obvious. The upgrading and optimization of multi category collection of a single brand and the launch of multi brand collection stores will also become the future innovation force of the clothing market.

2. Strong momentum of Internet brand development

The "new retail" mode under the Internet brings a data-driven, streamlined and intelligent operation mode based on the Internet online platform. The apparel industry has a very large background resources and operational space. In the future, Internet apparel brands will become an important field of emerging brands with a strong expansion speed.

3. Individuality fashion brand is sought after by young people and becomes a hot investment attraction

Young fashion brands and designer brands that emphasize personalization have come to the fore, attracting attention from shopping centers. Especially in the past two years, star fashion brands and foreign fashion brands newly entering China have attracted much attention.

4. Foreign brands gradually compete with domestic brands

The proportion of domestic and foreign brands on the list is 3:2. More and more foreign brands enter the Chinese market, and the impact on the aesthetic and consumption habits of Chinese consumers is gradually increasing. Domestic brands are full of opportunities and challenges.

5. First tier cities are the places where brands must compete. East China and second and third tier cities deserve attention in the future

In the list, 84% of clothing brands are willing to expand nationwide. First tier cities are the places where brands must compete, but their capacity is limited. Brands seek greater development space. In 2017, the second and third tier cities in East China and key provincial capitals in Northeast China will become popular in apparel brand expansion.

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