Young And Luxurious Men Wear New Trend To Match Young Consumer Groups

"Brand maturity", "expected profitability", "high-end or light extravagance" are becoming the new M & A labels for Fujian men's menswear.

In order to break the stereotype of "old cadres" and to make the brand younger, Fujian men's menswear has been constantly seeking product innovation in recent years.

Quite a number of Fujian Style Men's wear brands have launched light luxury Series in recent years, making the style of clothing gradually become younger and younger, so as to expand young consumer groups.

"Brand maturity", "expected profitability", "high-end or light extravagance" are becoming the new M & A labels for Fujian men's menswear.

After the introduction of the first year of equity restructuring, the flag King carried out the brand image remodeling and product upgrading at the just concluded 2018 autumn and winter products conference, and launched the KP product line of light luxury men's clothing.

According to the company's relevant personnel, the line product is a good interpretation of a group of two life scenarios: it can meet the high-end quality of business dress requirements, but also in the leisure time to show the freedom of personality.

It is understood that with the classic culture of cowboy family as the brand base, the flag king will be involved in the field of business light luxury and fashion, and more suitable for contemporary men's inner feelings and values.

In the press conference, the flag king also put forward the goal of opening a shop: the future flag king will continue to expand the retail terminal expansion of self opening stores and customer franchises, and it is expected to add more than 100 new flag King franchise stores in the third quarter of 2018.

A nine year old brand of "VIGANO" has been launched last year. It opened 7 stores in China in 4 months, expanding to 8 in the first quarter of this year, and earning 1 million 780 thousand yuan in the first quarter, but its gross profit margin was the highest among all brands of nine Mu Wang, 77.13%.

In April this year, the company acquired the trademark ownership and management rights of the "ZIOZIA" brand in China (including Hongkong, Macao and Taiwan). The brand entered the market in 2013, and the main male 20 to 30 year old male menswear. As of the first quarter of this year, the brand had already opened 136 terminal stores.

According to the nine Mu Wang, Future Ltd will build three major garment platforms, namely, "Seiko quality platform", "fashion quality platform" and "fashion platform" on the basis of existing brands such as "nine king", "VIGANO", "FUN", "NASTYPALM", "BEENTRILL" and "ZIOZIA".

The seven wolves also formally completed the acquisition of light luxury brand "Lord Buddha".

Seven wolves announced that the company invested about 80.1% of the shares of Karl Lagerfeld Greater China Holdings Limited (hereinafter referred to as KLGC) and the corresponding shareholder loans at a cost of about 320 million yuan. After the completion of the equity pfer, the company increased capital for its domestic operation entities. The decision has been obtained by the Fujian provincial chamber of Commerce, the certificate of overseas investment and the Fujian provincial development and Reform Commission's approval notice, and the foreign exchange registration procedures for overseas direct investment have been completed.

It is reported that KLGC is a light luxury brand from Paris, France. Its founder is known as the "Lord of the Buddha" in fashion. Its products include men's clothing, bags, accessories, etc. the creative design of all products is managed and controlled by KarlLagerfeld, the most influential and authoritative designer in the world.

Looking at the M & A of Mun men's clothing since 2017, "brand maturity", "expected profitability", "high end or light luxury" are becoming new mergers and acquisitions labels.

In parallel with the investment merger, more categories, more high-end brands and younger images will be the new direction of Fujian men's clothing pformation.

Breaking the boundaries of style

Fujian men's men's clothing has broken the boundaries between leisure and business, and has continued to exert a youthful strategy in product positioning, design and marketing.

With the rapid development of social economy, the rise of the middle class and the growing popularity of the main force of consumption, China is ushering in the great pformation of consumption upgrading.

Under this environment, the trend of dressing for white collar men with "80 generation" and "post-90s" as the main force is also changing.

At this time, light business dress quickly began to occupy men's clothing with the characteristics of "no lack of formal sense, dignity and fashion sense".

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Aiming at the development trend of the market, Li Lang broke the boundaries between leisure and business in late 2016, and launched a series of products of Lon Lang fashion men's clothing, re examining the breakthrough of men's clothing market.

According to the introduction, since the end of 2016, the company began to expand the light fashion series for the first and second tier markets. The market has responded well, supporting the continuous expansion of the franchised store network. By the end of 2017, the number of stores has reached 89, mainly in Beijing, Shanghai, Tianjin and Zhejiang, and this year the store can expand to ten provinces in the country.

In the performance conference this year, Mr. Li said that as the main product of the new retail business, the light business series has become a product of the company, with a target of 150 stores, and will accelerate the pace of opening stores in the form of affiliate sales.

Wang Congxing, vice chairman of the company, said the company's LILANZ main line mainly entered the mainland's three or four line market, while the light business series focused on the first and second tier markets.

At present, the light business series accounts for less than 5% of the total revenue. Wang Congxing said the light business series will have great room for development.

20 years of CABBEEN clothing still adhere to the younger front.

Last year, when the brand was founded for 20 years, the slogan "Stay 20 Stay 30" was put forward. Advocacy is a young mentality beyond age and passion flowing in hot blood.

In order to highlight this slogan, CABBEEN also invited Wang Junkai, Xu Weizhou, Dong Li, Huang Zitao and other popular young children, small star meat, to strengthen CABBEEN's young image to consumers.

At the 2017 performance report, Yang Ziming, chairman of the board of directors, said

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The management team took a series of strategic measures, first of all, in the product aspect, adhering to the "subversion" brand concept, continuing to develop a new generation of young consumer groups, and adjusting the product line to pay more attention to the new generation of young consumers, so that the adjustment of products achieved good results.