2018 5 New Trends In Clothing Industry: How To Make The Addition And Subtraction Of Brand Innovation?

Facing the increasingly fierce competition in the industry, innovation has become the only way to break through the clothing brand.

It is to do "add", to develop more styles and categories, to expand flexibly, or to do "subtraction", to lock in specific consumer groups, and to deepen the subdivision of fields.

Since 2018,

The industry has warmed up, and the major brands have swept off the trend of "closing shop tides" in previous years, showing a strong momentum of expansion.

In the first quarter, shopping centres focused on the TOP50 brand of clothing brands. In 2018, there were more than 5000 stores.

With the expansion of brand, clothing brand is based on the original brand image, market position and consumption trend, making innovative measures suitable for its positioning and development stage.

Mature brand "do addition": create incremental through multi brand collectivization strategy, single brand style fission, expansion subdivision, and so on, in order to adapt to different types of shopping center differentiation positioning needs, and achieve flexible development.

For example, Metersbonwe and Asia have launched the multi brand strategy. WESTLINK is facing the test of water and living in the home field.

The cutting-edge brand is "subtraction": it is better to cut in from a specific subdivision or style, study the consumption characteristics of specific people, enhance brand stickiness, and quickly, ruthlessly and accurately lock the subdivision.

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For example, the clothes rack will occupy the market in light of luxury. HALE BOSS emphasizes "light function + French tone" to compete for products.

Apparel industry is changing rapidly, whether mature brand or new brand, must be prepared for change in order to cope with the fast changing consumer trends.

In 2018, what new ideas did the excellent brand bring to the industry innovation by actively changing and developing flexibly?

Mature brand "add" fission, multi brand strategy has obvious advantages.

As the 25-45 year old middle class becomes the main force of consumption, many mature brands are based on the current situation of younger consumption and demand differentiation of consumers, and abandon the past large-scale and mass production mode, so as to meet the personalized needs of consumers with brand-new brands and product lines.

In the 1 quarter of 2018, the shopping center was concerned about the list of clothing brands TOP50. The top 4 brands of casual wear / fashion men and women wear brands were mature brands. They focused on the needs and personalities of the new generation of target customers, and opened up many new markets.

1, add 1: upgrade channel by brand cracking

The strong experience shopping center has diverged the traditional street shops. In the past, local brands based on street shops turned their attention to shopping centers.

In 2018, Anta brand, Semir and Mei Bang all put the shopping mall channel in an important strategic position.

Mature brand has many years of experience in management and has strong anti risk ability. Once it is introduced, it will bring its own topic and enthusiasm to meet the new trend of shopping center differentiation and personalized operation, and become a drainage tool for major projects.

Metersbonwe: brand fission, creating a diversified lifestyle brand

Metersbonwe, founded in 1995, has been frustrated by the commercialization of Internet in the past.

Since 2016, Metersbonwe has started the reform process of brand and channel upgrading. Apart from continuing to implement multi brand strategy, it has also turned its attention to the current popular collection store, which has been split from a single casual dress brand to a multi life lifestyle brand with "one stop experiencing five styles".

- expansion plan -

Metersbonwe currently has about 3800 stores nationwide, and will continue to expand in the country in 2018. While maintaining the advantages of a second tier city, it will force three cities and county markets below the line.

The location of the new generation congregate shop will be located in the new community and the comprehensive youth gathering place.

Explore channel pformation, eliminate inefficient stores

In view of the good performance of shopping center stores, Metersbonwe, which has always been the main channel of street shops and department stores, is gradually turning to shopping centers.

At present, it has been arranged in the famous Wanda Plaza of Shanghai, Wujiaochang, Shanghai, the Mixc, Shanghai, the Mixc, Shanghai, Shanghai Changtai square, Beijing blue harbor, Hangzhou Xixi Yintai City, the impression city, the Xixi Jin Nan Tian Jie, the IKEA Hui poly center, and the Shi Shimao International Plaza.

Multi brand strategy to meet different channel requirements

From "Metersbonwe" and "ME&CITY" two fashionable leisure brands, "ME&CITY KIDS" and "MooMoo" two children's wear brands, "CH'IN Qi", "slow life experience" brand brand matrix.

The above sub brands will gradually enter the shopping centers of Wanda, India, Xincheng, Aegean Sea and other famous enterprises.

Different sub brands can be flexibly expanded according to the channel, and the development area is different: Metersbonwe is 1000-3000, ME&CITY is 1000-2000, ME&CITY KIDS and MooMoo are 200-500, CH'IN is 500-1000.

The main brand fission upgrade from single brand store to "single store + collection store" mode

Based on a wealth of operational experience and consumer big data resources, Smith Barney made customized scene planning for each store, with NEWear (leisure), HYSTYL (trend), N vachic (light business), MTEE (street), ASELF (SEN) five different styles of product lines, and crossed into a collection store, breaking the traditional fashion brand single style, bringing a one-stop shopping experience.

Asia: multi line strategy, using existing channel advantages to increase layout

Founded in 1994, the Asia Group is one of the few underwear groups in China with many sub brands. Its main brand, Asdet, is the three major brand matrix of the JU and the fast fashion underwear brand launched by young customers. It has gradually established the position of "fast fashion underwear brand" by virtue of the high value store scenario, the whole industry chain advantage, the high frequency product update and the professional design team.

- expansion plan -

Asdet ashtray will open shop to 600 in the next 3 years, maintain an average of 2 days a shop rhythm layout, adhere to the whole direct camp business mode, preferred to enter the shopping center.

JU plans to open 60 new stores in 2018, giving priority to entering a second tier city landmark shopping center.

Seize the main brand advantage, ploughing two or three line cities

The main brand has already opened more than 1000 stores, making use of the advantages of the original supply chain and integrating other sub brands to fully integrate the channels of underwear production, supply and marketing to create the top brand of China's underwear fast fashion industry.

Through multi brand strategy, to pform younger and more diversified

In 2014, the group launched Asdet ashtray for young people.

At present, there are 300 stores in the city of Asha, and are stationed in cities such as Beijing, Shanghai, Hangzhou and Nanjing.

In the future, the new store will take the "double line" strategy of boutique and fast fashion living hall: 70% of boutiques, mainly underwear and home products, with an area of 150-300, and 30% of the largest stores, integrating into the concept of "fast fashion" and "lifestyle", with an area of 800-1000.

We should increase the layout of the existing channels to further establish the position of "fast fashion underwear brand".

JU is a fast fashion brand from the United States. It was stationed in China in September 2015 and acquired by Asia Group in March 2018.

It locks 18-32 year old women, extends the product line to casual wear, sportswear, home wear, swimsuit, home appliances, shoes accessories, perfume and skin care, etc., with the pricing of the people and the variety of products.

At present, JU has already set up more than 50 stores in the domestic hot business circle. The shopping centers include Shanghai Moon Star global port, Longhu Chongqing times day street, Chengdu Raffles square, etc.

Two, add 2: betting on popular subcategories, playing scene marketing.

For many shopping centers that emphasize interaction and experience, the life hall built around beauty, home and other categories has a richer product type and a strong breath of life than clothing stores.

Through its display and display of specific commodities, it can create various kinds of consumption scenes such as kitchen and study. It is easier to attract consumers to touch and interact, and is compatible with the general trend of lower scene and experiential consumption. It is a very attractive attraction for shopping centers.

Light tide

Brand WESTLINK was founded in 2002, and based on the trend of the younger generation, the concept of "light tide" was put forward.

In the past 15 years, WESTLINK has been constantly adjusting itself, starting from foreign shoe products, increasing clothing and accessories, and eventually developing into a retail store.

At present, WESTLINK has nearly 300 Direct stores in West China, mainly in the second tier cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Wuhan and Chengdu.

- expansion plan -

West meets in 2018 intends to open 100 stores in a second tier city, expand the shop in three types: occupy a lot of people flow lots, 200-400 shoes of specialized shops; main push shoes clothing, 400-800 400-800 comprehensive stores; category complete, more than 800 WESTLINK&FUNLINK collection shop.

Launch the creative life home brand FUNLINK, plus the life home product line.

In 2016, the West launched a brand new creative life home brand FUNLINK, not only has WESTLINK met its own clothing, shoes, accessories and other categories, but also includes home, travel products and beauty tools such as design and cost-effective new products, to meet the consumer trend of upgrading the next generation of quality life pursuit.

Create the theme of life and travel, and integrate the "Scene" into the shop.

FUNLINK stores include the theme of travel, creative kitchen and toilet, home furnishing, stationery, beauty care and so on. Through various product combinations, various kinds of life scenes are combined to create a consumer shop for the urban youth group.

Speed up the layout of the store and open up leisure areas.

West meets in the Wuhan opens the Wanda Square, the Guangzhou Panyu Wanda Square to open the WESTLINK&FUNLINK large collection flagship store which exceeds 2000, besides the footwear, clothing, the ornament, the home and so on display area, has also opened about 100 leisure areas, creates the humanized one-stop shopping experience.

WESTLINK West also constantly upgraded the brand image, the new 6 generation image shop has been published, the overall image is more tall, bright, modern, and tends to internationalize.

The new sharp brand "subtraction" attack aimed at specific groups, deep ploughing and subdividing the market.

The popular clothing products can no longer satisfy the current personalized and diversified consumption needs, and constantly emerging new brands become a decisive new force to promote the upgrading of the entire industry.

In addition to the famous brands with traffic, shopping centers are also seeking excellent brand names.

In the face of the whole dress red sea market, how to identify the market position quickly, ruthlessly and accurately has become the winning way for the new brand.

Three, subtraction 1: Aiming at light luxury positioning, locking high quality customers.

Shopping center has entered the differentiated positioning, passenger flow purification and development, fine operation stage. Light luxury brand has become an important direction of adjustment of many project formats because of the high quality of customers.

The big data of win win show that in the 1 quarter of 2018, 11 casual / fashion women's clothing came to the top of the clothing market in the year of the first quarter of the year. The top brands in the list were all light and luxurious, including the French high-end custom brand PHILIPPE&GASTON and the fashion brand OVV, the high-end Chinese ladies dress brand hangers, and so on.

The hanger was born in Shanghai in 2012.

The brand focuses on the contemporary Chinese young woman with independent spirit. Through the understanding of consumers and the keen perception of the market, it can customize the brand women's clothing that can show their inner beauty and the unique vitality of women.

In 2015 -2017, the composite growth rate of the hanger brand reached over 90%. Currently, there are 98 stores in hot shopping centers in Beijing, Shanghai, Shenzhen, Nanjing, Hangzhou, Chengdu, Chongqing, Shenyang and other second-tier cities. They have been stationed in shopping centers, including Shanghai Jingan Jiali center, the one side City in Anhui Province, and Chaoyang Sheng Hui in Chaoyang.

- expansion plan -

In 2018, the hangers planned to open 45 new stores in the country, mainly located in the second tier cities and the economically developed areas, including North, Guangzhou, Shenzhen, Nanjing, Hangzhou, Ningbo, Wenzhou, Wuxi, Suzhou and so on.

The total number of planned stores in 2020 reached 300.

Precise positioning, with a number of high-quality customer groups.

Products aimed at 28-40 years old, professional white-collar workers, teachers, lawyers and other young women.

This group has a more youthful mentality, the pursuit of quality and sense of refinement, has strong economic strength and high consumption desire, and can quickly become a fan of hangers.

With experienced operation team, single store efficiency is high.

In 2017, when the number of new stores increased by 6, the market size of hangers increased by more than 70% over the same period through upgrading the quality of single stores.

In addition, through the store team upgrading, store management standardization, new store decoration and other measures, hangers will Shanghai Zhongshan Park dream store to become a sales grade shop.

Focus on product quality and original design

It has a professional original team, and has more than 100 original flower design designs every year. It maintains a long-term pattern design with the British CIRCLELINE, develops and collaborate with the Donghua University in three-dimensional cutting format, pacts with the original art at home and abroad, and releases high-tech functional fabrics such as corn fiber, bamboo fiber and silk protein from time to time.

Four, subtraction 2: overseas brands cut in with minority style, and highly recommend practical functions.

With the improvement of the overall income level and the change of population structure, the younger generation of styles, the quality of handicrafts, and the diversification of marketing have become the trend of the apparel industry. More and more consumers begin to pursue fabric quality and the manufacturability of garments.

European quality brands seize the opportunity to enter the Chinese market by virtue of their distinctive brand positioning and excellent product quality.

HALE BOSS is a classic French sports fashion brand born in 1958. It entered China in 2017, dominated by fashion sports and life sports series, supplemented by professional sports series, and has strong supply chain and international design team.

Win win big data in the 1 quarter of 2018 apparel brand list TOP50, HALE BOSS as the only emerging sports brand on the list.

At present, HALE BOSS has opened 15 stores in Guangzhou, Dongguan and Foshan, and has been stationed in Wanda Plaza, Yong Wang Meng Le, and other famous shopping centers.

- expansion plan -

In 2018, the brand will focus on the layout of the Pearl River Delta region, and we will open 100 new stores.

Stores are mainly divided into 3 types: 100, 150, and 300 flagship stores based on experience. They are located in mature urban business circles and comprehensive shopping centers.

Clear positioning and sharp distinction with competing products.

The flagship "light energy and energy + French tone", locks the 25-35 year old young consumer group, and the product price range is controlled between 298-1999 yuan. It is a high-end sports brand with high cost performance.

Convey the unique brand idea through shop Chen Mei

HALE BOSS integrates mountain bike, golf, tennis and other sports elements into the scene, by optimizing the consumption experience and extending shopping time.

Foshan Sanshui Plaza has also set up a Spanish national coffee experience area and golf experience zone, which conveys elegant French movement.

TREK&TRAVEL: pay attention to fabric texture and promote refined German lifestyle.

The international light luxury brand TREK&TRAVEL was founded in Germany in 1964 and entered China in September 2017.

The Chinese market, rooted in consumption upgrading, is targeted at the pursuit of high quality consumer groups to meet the needs of urban elites from business administration, urban leisure to outdoor sports, and multi scene dress matching.

In a short period of six months, the layout of the TREK&TRAVEL national channel has gradually taken shape, taking advantage of Shanghai, Hangzhou and other domestic first tier cities and fashion gathering places, entering the famous high-end shopping centers such as the Mixc, Wanda Plaza, global port, Raffles square, Joy City, and Yue Plaza, opening 18 direct store entities.

- expansion plan -

TREK&TRAVEL plans to expand 60 stores in 2018, where location will tend to be located in the first tier cities in China, as well as the well-known high-end shopping centers.

Emphasize fabric texture and excellent material.

Quality is a major selling point of TREK&TRAVEL casual men's wear.

It has seized the trend of consumption upgrading, adhering to the German handicraft technology, meeting the new demand of consumers for fabric quality, product comfort and stereoscopic version.

Lay stress on storefront design and define "German style light luxury".

The design of the store is inspired by the rigorous spirit of industrial design and exquisite practical design philosophy in Germany. It outlines the cool outline with logs and iron lines. The ancient chandeliers use soft light to create a clear space, and display solid wood display tables and gorgeous retro sofa in the store, giving consumers a comfortable and expensive consumption experience.

Five, subtraction 3: aim at specific groups, strengthen brand stickiness.

Compared with the mature clothing brands that have been in the deep tillage industry for decades, the cutting-edge brands are facing the problem of how to enhance brand identification and enhance brand stickiness after locking down the market segments and specific customer groups.

To this end, a lot of cutting-edge brands have been deeply cultivating specific consumer groups, grasped their consumption trends and preferences, embarked on the pan entertainment route, and promoted the brand upgrading and development through the fans economy and cross-border marketing, so as to bring the brand value to the extreme.

ROCOCO positioning "stylish fast fashion women's clothing", with its young fashion and easy to match design concept, locking the new female group of 25-35 years old with an emphasis on innovation, freedom and fun. It has jointly launched a limited amount with the artists, launched marketing activities with cross-border brands, and linked up with the shopping center through topic activities, and continuously exported the potential of brand innovation.

At present, ROCOCO has more than 300 stores in Beijing, Shanghai, Chongqing, Hangzhou and other places. It has been stationed in shopping centers, including Beijing Kade Mall Xizhimen, Shanghai Hongkou dragon dream, Hutchison Whampoa Wuhan M+, and Hangzhou Kerry Center.

- expansion plan -

ROCOCO plans to open 150 stores by the end of 2018, and expand the number of stores to 700 in 3 years, with the location of first tier and new tier cities, and two or three line cities as secondary.

Focus on physical store experience and beauty Chen Chuangxin

The first attempt has been made to store island style distribution design, so that consumers can have more comfortable shopping experience and closer to products.

Launch a series of cross boundary cooperation products

Friday, a joint independent illustrator 77 and Japan's and Hongkong's sword jade brand, has launched its exclusive fashion custom. It has worked with the artist POPIL (candy cat and cat) to cross the border, to create a prototype of the brand ICON cocoa rabbit, and to combine the POPIL logo with the new girl style image to create a tidal current single product.

Frequent cross border marketing activities

Combine Yohood trend exhibition, Uber, magazine Xin Wei, many artists and so on.

Activities; collaborate with Qiao Xiaodao to create minibus pop-up store.