Clothing Brand And Shop Fever In 2018

The wheels rolled slowly and flew away in 2018.

In this year, the clothing industry has welcomed the first growth after five years of silence, and the industry has revival, everything is like spring. This year, clothing brands have been laying out new retail outlets, watching the social skills of small programs, and also catching the advantage of offline stores. This year, Lining went out of the country and changed the trend of the local customs. This year, Tmall moved the national brand to the fashion week in New York, and brushed a face on the international T stage. In this year, the new retail sales of double eleven and the total network data exceed 400 billion. For the clothing industry, 2018 is not the best year, but it is not the worst year.

It is not easy to manage this business. Under the market economy, some people are brilliant and some people leave the market.

We take stock of clothing brand stores in 2018 and witness the gradual change of the industry over the past year.

Tide card

Champion

When it comes to tide cards, we must mention Champion.

Founded in the United States in 1919, it was once synonymous with hip-hop culture in Europe and America. It was also unveiled at the Olympic Games in 1994 and 1996, and became the uniform of American athletes.

After the millennium, Champion began to weaken the movement function, add fashion and fashion elements, and flexibly sell. The star took the goods and cooperation together to win the battle, and was attracted by many young people at home and abroad.

Since its entry into China in September 2017, Champion has opened 42 stores, covering all the second and second tier cities, and has fully opened up the Chinese market.

In December 2018 alone, champion opened 7 stores in Harbin, Lanzhou, Changsha and Nanjing.

Champion enters China, on the one hand, sees the market, on the other hand, it also takes into account the huge consumption potential of the young generation of China.

But at present, China's tide brand market is still in its growth stage. Various kinds of tide cards are constantly emerging and competition is fierce. Whether champion can become China's tide brand champion remains to be tested.

JEANSWEST

Since its entry into the mainland market in 1993, JEANSWEST has been on the way and expanding continuously. The number of stores has reached two thousand and five hundred at its peak.

In 2014, the turnover was more than 4 billion. It was the first choice for buying clothes after 1980s.

With the rise of the electricity supplier and the impact of fast fashion brands abroad, the JEANSWEST front has been shrinking and its performance has plummeted.

Asahi group wrote in its 2018 year's mid year earnings report: the mainland garment retail market has been highly competitive. JEANSWEST's "value for money" is not enough to attract attention, and JEANSWEST's retail business in the mainland has been in decline for years. Management has decided to sell it to stop bleeding.

So how many stores did JEANSWEST almost disappear in recent years? The results showed that as of June 30, 2018, there were only 1157 stores in JEANSWEST stores, and JEANSWEST still had 1647 stores in the country in 2017.

The fashion apparel industry has always been changing rapidly. Only by strengthening the core competitiveness can the brand keep up with the tide of the times and survive for a long time.

In the past few years, JEANSWEST has missed the best pition period, and has not made any breakthroughs in design.

Supreme Italy

Supreme has been in a mess at home and abroad, so whether the brand will come to China to open shop has become a topic worthy of attention.

Supreme Italy said it will hold a brand press conference in Shanghai in 2019, and open Supreme China flagship store and online flagship store in Sanlitun, Beijing.

Although Supreme Italy is derided as a "legal fake", it has to be said that Supreme Italy's move is a good opportunity to occupy the Chinese market.

Supreme Italy once fought a lawsuit with the US Supreme, and finally lost the US Supreme.

At the same time, the clothing of Supreme Italy also insists on Italy's manufacture because of its design, fabric and craft, and the price is close to the people, and it is booming in Europe.

At present, Supreme fever is not diminished. When Supreme wants to come to China, is there any market left for it?

Fast fashion

GAP

After Christmas, GAP announced that it would close its flagship store in Fifth Avenue, New York.

The flagship store opened in 1988. It has a history of 20 years. The rise in rent and the decline in sales forced GAP to make a decision to close the store which rents more than $one hundred million.

But this is not the first time that GAP has been closed.

It is understood that as early as the two quarter of 2019 earnings report, GAP said it has closed 11 stores, and will continue to close 200 stores in the coming year.

In November 2018, GAP announced that it was evaluating some flagship stores, and planned to close its poor stores to boost the overall profitability of the company.

Offline retail channel size narrowed, the European and American offline retail industry continued to slump.

The problem before GAP is how to get the recognition of young consumers in products and creativity, and how to make the store more attractive.

In the layout of a second tier city, GAP is also sinking three or four line cities.

In November 2018, GAP entered the Inland Urumqi, and specialized in developing logistics lines for this store to provide special distribution.

GAP is committed to the long-term and sustainable development strategy and determination in the Chinese market.

UNIQLO

As of December 14, 2018, UNIQLO announced that the number of stores in mainland China has exceeded 660.

On 27-12 December 30, UNIQLO opened 4 stores in mainland China.

In the last half month of 2018, UNIQLO opened 13 stores.

When the fast fashion performance is slowing down and the brand is losing ground, UNIQLO continues to expand like downhill tiger.

At present, the number of stores in Japan is about 780, and sales in Japan have declined, and overseas markets have surpassed Japan's domestic market for the first time.

According to the report released by UNIQLO, Japan's domestic market revenue accounted for 48% of total revenue and 51% of overseas market at the end of August 2018, of which the Chinese market accounted for 25%, which was the second largest market in UNIQLO.

UNIQLO not only relies heavily on sales in China, but is also an important raw material and producer site in UNIQLO.

Perhaps one day, China will successfully surpass the Japanese market.

NEW LOOK

NEW LOOK, the UK's fast fashion brand, closed its 120 stores in the Chinese market by the end of 2018 and will close the Shanghai office in January 2019.

NEWLOOK has always been loved by Europeans, but it has hit the wall in China.

Since its entry into China in 2014, NEWLOOK has expanded rapidly. After being bought by wealthy businessmen in India, it has shouted the slogan of "3 years and 500 stores".

However, the brand lacks popularity in China until it has withdrawn from the Chinese market and has not reached 500 stores.

NEW LOOK values China's market very much.

NEWLOOK, which has begun to expand internationally, has about 600 stores in the UK, and more than 300 stores overseas. The Chinese market occupies 120 of them. It can be seen that the Chinese market is the largest market in the overseas market. However, because of the "high cold attitude" which is difficult to integrate, it has been unable to break the stalemate, and can not compete with consumers.

After the news of NEWLOKK's withdrawal from the Chinese market, many consumers said that they knew the brand.

Sports brand

Adidas

2018 can be said to be the year of sports, the Winter Olympic Games, the world cup, every world competition affects the heartstrings of sports brands.

The international sports brand Adidas has more than 10000 stores in Greater China, and its sales have increased by more than 20% for several consecutive quarters.

It can be said that Adidas's brilliant performance can not be separated from the Chinese market.

In 2018, Adidas opened the largest brand center in the Asia Pacific region in Nanjing East Road, Shanghai, and then opened a mini brand center in Yintai in77, Hangzhou lakeside.

In January 2019, Adidas Shanghai's New Asia Pacific and greater China headquarters will be launched.

The Greater China area has become one of the main drivers of Adidas's growth.

Nike

In October 2018, Nike's world's first House ofInnovation "Nike Shanghai 001" officially opened.

The Nike 001 has been renovated by Nike's flagship store, and is Nike's latest attempt at flagship store form.

Then, in November 2018, Nike's second Houseof Innovation "New York 000" opened in Fifth Avenue, New York.

Apart from these cities in Shanghai and New York, Nike is also concerned about emerging markets.

In 2018, Nike entered the Middle East and opened a new flagship store in Dubai, UAE.

The female sporting goods sold in the store break the stereotype of women in the Middle East, but also show the desire of Nike to stimulate women's consumption potential and occupy positions in the early stage of the Middle East women's sports market.

Noble bird

In 2018, the wings of the precious birds were cut off.

In the past year, the performance of the noble bird has gone through a loss.

In the third quarter of 2018, in the three quarter of the year, the income of 2 billion 302 million yuan in the first three quarters decreased by 0.52% compared with the same period last year. The net profit of shareholders belonging to the listed company decreased by 89.14%, and the net profit loss was 42 million 591 thousand and 300 yuan, down 133.17% from the same period last year.

During the reporting period, the company promoted the sale of independent outlets to direct outlets, and 79 new outlets. However, it closed 804 stores and closed 288 stores.

During the period from 2014 to 2018, the number of franchisees was greatly reduced. There were 5022 stores in 2014, 4461 in 2015, 4102 in 2016, 3726 in 2017, and only 3523 in 2017.

The problem of "noble bird" starts from blind diversification. After a wide range of layout, it does not have the ability to do well.

The stock market crashed in June 2018, and profitability continued to decline, and cash flow was tight.

In order to alleviate this unfavorable situation, the company has sold shares of Kang Pai Si sports and tiger sports, and wants to concentrate on its main business.

But the status quo of the birds is not improving in the short term.

In 2018, when a number of local sports brands seized the trend of the movement and succeeded in the successful pformation, the precious birds couldn't catch up with them.

This is only the opening and closing of some brands. In 2018, it was a year of opportunity for the garment industry. It was also a year of ups and downs.

Shop or shop, 2018 has passed, and fashion never stops.

Looking forward to 2019, the future can be expected.