Underwear Grows Weak, Derivatives Become Main Force

According to the world clothing shoes and hats net,

As women just need products, consumers are beginning to focus on product quality and details.

There are many kinds of underwear industry.

At the same time, it also led to a decline in the performance of underwear shops.

In order to break the traditional underwear brand's uniqueness, most brands are developing towards the horizontal and vertical businesses. They not only have many home clothes, bottoms and swimsuits, but also have molded clothing, plastic pants, etc.

Insiders pointed out that with the increasing number of participants in the underwear industry,

The share is divided. In order to highlight the influence of the brand, underwear brands need to constantly innovate and develop derivatives to attract consumers.

Underwear grows weak

With the strong competition of underwear brands in China, homogenized products have been gradually saturated in the market.

Reporters visited a number of underwear brand stores found that in Vitoria's secret store, fragrance products and body milk are welcomed by consumers.

In the first quarter, the same store sales of L Brands group declined by 1% compared with the same period last year, while the sales of its bathing brand Bath & Body Works increased by 5%. In the statement, the company said that the sale of underwear sales was weak, or the overall sales situation of the brand was impacted.

Therefore, L Brands has announced plans to restructure its beauty business, and will increase its publicity on its cosmetic business in the future to make its cosmetics business even more prominent.

The future underwear industry is also full of uncertainty.

The underwear market is likely to face a new shuffle as more underwear brands enter the competition among the major underwear brands.

Data released in the first three quarters of the 2017/2018 financial year announced by Wolford, a luxury underwear company in Austria, showed that although it had already shrunk by half by 5 million 80 thousand euros in the same period last year, the company's after tax losses still amounted to 2 million 570 thousand euros, while wholesale channel sales fell 4.4% compared to the same period last year.

With the gradual maturity of the concept of consumer consumption in China, the function of underwear is no longer single.

Underwear will be divided into more in-depth market segments according to users' different scenarios, ages, functions and preferences.

Taking women's bra as an example, diversification of color and style is not enough. Many years of steel hoop type brassiere has been shrinking rapidly in the past two years under the leading trend of "health".

Derivatives become the main force

The young lingerie brand 6ixty8ight derivatives are almost equal to the main product category.

According to the market related personnel of the brand Beijing branch, the products of 6ixty8ight mainly include two categories of underwear and casual wear, of which casual wear sales account for about 43% of total sales. Meanwhile, sales of underwear and casual wear are 5 to 1, while physical stores and online shops often have 115 yuan, 5 underwear and other preferential activities. Under such a big sales way, most consumers will buy with 5 pairs of underwear at the same time.

As mentioned above, Wolford, a luxury underwear company in Austria, said that the decline in wholesale business was mainly due to the fact that the hosiery brand was moved from its main location to the higher floors of department stores. Meanwhile, the reduction of passenger traffic in department stores was also a business phenomenon in recent years.

Although it should be more focused on self owned stores in such a situation, the nature of Wolford's business determines that it can not be completely separated from department stores.

Conversely, sales of socks products directly affect the company's performance.

Since the cancellation of derivative swimsuit business, its performance has declined.

The December 2017 sales report released by L Brands, the virgin parent company, showed that the withdrawal of swimmers and clothing categories led to 3% and 5% decline in sales respectively.

In December 2017, the company's net sales amounted to $2 billion 516 million, an increase of 3% over the same period last year.

Meanwhile, in the three quarter of 2017, the company's sales volume was $3 billion 840 million, down 11% from the same period last year.

Among them, the main brand, the same store sales fell 13% in the same month.

In response, Jan Singer, the chief executive of the company, responded that it is readjusting its brand core products and speeding up the upgrading and upgrading of its services.

In fact, since the beginning of the end of 2016, the swimsuit and garment business has been cancelled, and the downturn has been going on for a long time. Its same store sales have declined for 12 consecutive months.

Reduce share and seek differentiation

"2018-2023 years China women underwear industry market outlook and investment planning analysis report" pointed out that the trend of female underwear differentiation is more obvious, underwear market for different consumer groups to market segmentation will be the development trend in the future.

The report also shows that with the gradual diversification and individuation of consumer demand, the proportion of consumer choice of popular brands has declined, while the minority brand has gained a larger share of the market.

The whole market meets the diversified and personalized needs of consumers through differentiated brand strategy.

Chai Li, a senior fashion designer and brand consultant of Italy international fashion week, said that the popularity of underwear derivatives is also due to the increasing number of competitors in the underwear industry, which partly split the market share.

In order to highlight the brand benefit, developing derivatives is also one of the initiatives of brand innovation.

But underwear is no longer one of the accessories of clothing, but a mainstream of fashion and fashion, and can even be worn out.

Underwear will be healthy, fashionable, personalized and differentiated in the future, but the brand needs to be further precipitated and further subdivided according to customers' preferences.

Therefore, many large brands are facing the risk of customers being cut off by market segmentation.

Shen Yuan, research director of "gorgeous research", said that the emergence of derivatives is a natural product extension based on a company with a certain brand power in seeking new growth points. It is also necessary to return the earnings data to do well and badly.

Overall, the recent decline in traditional brand performance is mainly due to the brand's extensive channel driven business model, which is relatively weak in brand building and user management. The new generation of consumers will take the initiative to find a more suitable brand of their products through more information and channels, so it is also one of the reasons for the dispersion of consumption.

On the contrary, it creates more opportunities for many new brands of new generation entrepreneurs.

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