Why Does MO&Co. Have The Bottom Line To Enter The High-End Women's Clothing Market?

Due to the strong suppression of global luxury brands, the domestic high-end products

In recent years, brands have been feeling the increasing pressure, and the market space for domestic women's wear brands has been constantly squeezed.

In this case, the domestic

Young product lines and sub cards have been launched to cater to young consumer groups and seek pformation.

But the most successful women's clothing in China.

EPO, the parent company, is looking for expansion in its opposite direction. The Edition10 launched in 2010 is strong enough to enter the high-end women's clothing market in China.

According to the world clothing shoes and hats net, in April 11th, MO&Co. Edition10 launched the 2017 autumn winter series in Shanghai Rock the Bund source.

There are not too many decorations in the rustic real building. The new series extends the core concept of Edition10, the Gentlewoman fashionable female "gentleman" style, bringing a series of neutral products such as shoulder padded coat, wide leg trousers, Nightgown jacket and so on.

The whole series presents a minimalist appearance and eliminates all unnecessary overmodelling.

As the sister brand of MO&Co., the core consumers of Edition10 are 25 to 40 years old women who pursue individuality style.

Unlike most of the women's clothing brands, the way to open up the low-cost sub line is the MO&Co. EPO launched by EPO, the parent company of Edition, has a higher level in the positioning and pricing of the main MO&Co., focusing on the more sophisticated middle-class female elite groups with the ability to consume and wear the taste of 10.

But the development of high-end vice cards means more risks. Edition10 needs to face not only the problems of the new brands themselves, but also the need to face up to the global luxury brands that are eyeing the Chinese market and compete for the increasingly high-end domestic high-end women's clothing market.

Admittedly, the EPO group already has a solid capital base. It is a measure of its capability to open up new product lines and enrich product categories, and it is also an inevitable trend of development.

Its core brand, MO&Co., has been positioned as the most successful and most popular women's clothing brand in China by virtue of young cool girls. By the end of 2016, it had 600 entity stores in Greater China, and had 6 direct outlets and 36 wholesale business customers in Europe, Paris and London. With online e-commerce, the brand annual sales amounted to RMB 2 billion 400 million yuan.

In the winter of the fashion retailing industry, the global fashion brands are experiencing a certain degree of market pressure.

But with its impressive sales results, the EPO group, which is going to be on the upswing, can guarantee the bottom up of its restructuring in the face of fierce competition and market volatility, and provide more capital support and endorsement for the group.

Edtion10's current sales data have proved to some extent the feasibility of the new EPO group's route.

As early as 2015, the sales of MO&Co. and Edition10 were over 200 million.

At present, MO&Co. Edition10 has 80 stores in the world, and will increase to 180 in 2017, including the upcoming flagship store in Tongluowan, Hongkong and the Elements shopping mall in Kowloon. The domestic retail target is 500 million, which is 162.5% higher than that in 2016.

MO&Co. Edition10 plans to open more than 400 stores in China before 2020. It plans to have 200 wholesale customers in 70 regions of the world, and will continue to enter the world's top fashion department stores, boutique stores and buyer shops.

So why can Edition10 be successful in its opposite direction? Is it merely a solid brand foundation for MO&Co.?

First, Edition10 grasped the needs of market segments.

The word segmentation market is frequently discussed in various fields.

With the diversification of consumers' demand and the trend of personalized segmentation, who can make the product that accurately caters to the market segmentation is the winner of the future.

Although all brands are trying to catch up with the young consumer groups, the concept of too broad "young people" is gradually failing. It is more important to subdivide the young people in order to study the real attributes of the market segments.

Different from the vague words "fashionable" and "independent" used in the past women's clothing brand positioning, Edition10 is the precise style of brand setting. "Fashionable Gentlewoman (female gentry)" is unique in the domestic women's clothing brand and even the global women's wear brand.

According to the brand description, the so-called Gentlewoman (female gentry) is a neutral Dandy style that crosses gender boundaries.

Gentlewoman has independent aesthetic judgement, emphasizes texture instead of identification, and occasionally tries to wear "men's wear."

Precision positioning is embodied in the product development of Edition10. It is more focused on trousers and suits, and more on practicality and comfort.

Many brands often split up on the brand style and specific products, so that the brand image can not be unified. Brand promotion and product sales are different from each other, which is not conducive to consumers' conversion of identity to actual purchase.

Because of its precise and operable style positioning, Edition10 has opened up the brand style and the final product. The style has become the "guiding ideology", and the product directly reflects the style, so that the two can be unified.

In addition, Edition10's "Lady gentry" brand concept also accurately caters to the current global trend of elite female groups' self attachment and pursuit of women's rights.

In the spring and summer 2017 Dior women's show, the We Should All Be Feminists designed by creative director Maria Grazia Chiuri (we should all be feminists) aroused widespread discussion.

In the past 2016, the issue of women's rights has also become one of the most discussed topics in the fashion industry and the world.

Looking at the brand positioning of Edition10, the brand just caters to the global trend of women's issues and is very forward-looking.

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Edition10 has made a further study of the current needs of female consumers.

"Within the scope of competence, buy the best products, minimize the possession of articles and wear suitable clothes". This has become the mainstream value orientation of the elite female class in the world. The emergence of MO&Co. Edition10 has filled the vacancy of the high priced clothing market with high price for women.

The above analysis explains why Edition10 has succeeded by segmenting the market and capturing consumer demand.

From the macro level of the overall development of the group, Edition10 is in line with the trend of consumption upgrading.

The reason for expanding from the younger core brand MO&Co. to the mature high-end brand Edition10 is to develop the reverse development path of different general brands. The ultimate goal is that EPO group hopes to grow together with consumers.

With the development of China's economy, from the market environment to the dramatic change of consumption consciousness, the consumer groups, mainly middle class, are becoming more and more aware. They are tired of blindly pursuing expensive luxury goods and poor quality products without personality. Their demand for quality products and services is quite amazing.

This upgrading of consumption has a profound impact on the current fashion industry.

For EPO's MO&Co. and Edition10, it is not just the same consumer group that has achieved consumption upgrading under the influence of global market and concept. Brand strategy also includes the longitudinal development of brand followers.

From the perspective of development, the stable young community formed around MO&Co. will become a mature consumer group of Edition10 after growing up, so the EPO group will form a more coherent brand matrix.

EPO group has shown its ambition to build a multi brand complete matrix from fashion to lifestyle. The group has four members including the fashion ladies' brand MO&Co., the boutique women's brand MO&Co. Edition10, the children's wear brand little MO&Co., the cosmetics brand REC.

From fashion, make-up to lifestyle, EPO has further opened up the consumption chain of female consumers, so that its brands can meet the consumption needs of members of different age groups and even families. This will help to bring the linkage effect between brands into play and keep consumers in the group coverage.

Perhaps, Edition10's "unique boldness" can bring inspiration to the domestic women's clothing brand in the pition period, but many people still don't realize that in the visible market environment, there is never any pattern to replicate, only by constantly finding subdivision audiences and consumers' needs can we win the market.

More interesting reports, please pay attention to the world clothing shoes and hats net.