Under The Upgrading Of Consumption, The Breakdown Of Women'S Clothing Market Has Become A Top Priority.

With the healthy and steady development of China's economy and the continuous improvement of consumers' living standards, the escalation of women's clothing and clothing consumption is also continuing.

The demand of consumers has already changed from satisfying food and clothing to the pursuit of quality and individualized life. The vast majority of consumers have been divorced from the groups that blindly pursue big brands and follow suit and turn to rational pursuit of high quality and cost-effective products.

Under the upgrading of consumption, the breakdown of women's clothing market has become a top priority.

Lei Jun said: "consumption upgrading is not that products are more and more expensive, but that they can buy better products at the same price."

Faced with the rising of more consumer groups, the existing women's clothing brand system lacks the segmentation of the market, so that the female consumers who are upgrading their consumption are caught in a dilemma.

At present, the mainstream consumer brands are mainly divided into the following categories.

China's low-end brands, domestic high-end brands, international fast fashion brands and international luxury brands.

Each of them is faced with the opportunities and challenges of this development.

It is natural to have an excellent designer team, a sense of design and a sense of quality. But the price tag is beyond the acceptance of mainstream consumer groups. Most of the high-end brands designed by ourselves are mostly aimed at European and American fashion, and the design is biased towards European and American fashion, which is slightly out of touch with domestic demand.

The new light luxury brand is still in the initial stage, and the future development is not clear; and fast fashion brand is cheap, but homogenization is serious, lack of originality and individuality.

Traditional luxury brands have seized the domestic market.

Faced with the new demand for women's clothing under the upgrading of consumption, the major brands are also seeking change.

At home and abroad, old and light luxury brands have seized the domestic market.

In order to deal with the crisis and replace the brand designers, the trend of becoming younger is becoming more and more obvious.

Whether it is to cooperate with Tmall to set up an online shopping mall, or to open up a flash store, set up WeChat small program to meet the changing market situation in China.

Founded in 1997, wo is the leader of the local "light luxury" brand.

On the basis of maintaining the fashionable elements of European and American design, it also chose renewable natural materials such as cotton, linen, silk, wool and so on, and the design is more in line with the aesthetic standards of the Chinese people.

Products, the main Chinese traditional culture feel the design style.

New and light luxury brands are beginning to shine.

More brand-new light luxury brands are beginning to emerge, and they are not in the early stage of the crazy expansion of consumer changes, but they are steadily and steadily expanding their influence.

For example, the domestic luxury luxury brand OVV has been established for half a year. Until now, the stores are limited to Zhangjiagang's mbaat and Nanjing's de Chi shopping malls.

With the combination of star Rhododendron endorsement + high-end shopping malls to improve the overall tone of the brand.

Stores are set up retail outlets for direct management, to avoid bad and bad franchisees' brand injury, which is worthy of reference from other domestic brands.

Most of OVV's clothes are mainly 100% cashmere, wool blended worsted fabrics and so on. At present, there are three series of products sold on the market, including new classic series, exquisite leisure series and holiday parties, which basically cover the daily needs of urban women.

In addition, there are many new luxury brands in China that are constantly improving and developing. The correct direction of operation and control of product quality are the foundation of brand success, and hope that more domestic brands will be favored by consumers.

Fast fashion, self breakthrough and pformation

The popularity of H&M's high-end brand COS has been brisk by the simple and pragmatic high fashion fashion. Zara's high-end brother brand MassimoDutti attracts more eyeballs with modern fashion and retro leisure spirit; Gap's BananaRepublic has settled in China, and the market competition is becoming increasingly fierce.

With the improvement of people's living standard and the growing of the elite, the more refined and personalized high-quality brands can go further.

H&M, Zara, Gap and other fast fashion brands, because the price is relatively low, the product has a certain sense of design and become a favorite among young people.

Along with the growth of the mainstream consumer groups, as well as the reduction of price sensitivity and the pursuit of quality, we should speed up the publicity of our own high-end brands on the basis of the original brand.

As we all know, whether it is to strive to change the luxury brands that cater to the consumer groups, or to emphasize the close proximity of the natural brand of environmental protection brands; whether it is the emerging new women's clothing brand OVV, or the fast fashion brand that urgently needs to seek pformation, is the result oriented of consumption upgrading.

Similarly, these upgraded brands have made an indelible contribution to improving the national aesthetic and fashion literacy.

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