Fashion Industry Summed Up 8 Popular Keywords

Another year passed.

Standing in 2019, we often have to sum up the past and think about tomorrow.

Looking back at the fashion industry in 2018, we summed up 8.

Key word.

Whether happy or sad, uplifting or dispirited, 2018 was over.

These days, annual bills, annual memories and annual summing up are endless.

As for the fashion industry, despite the bustling 2018 and the funeral of joy and bustle, we can sum up some key words about the fashion industry in 2018.

Well, looking back on the past is actually looking for a leopard to look at a leopard, or to prepare for a rainy day, so as to better face the unpredictable and changeable future.

Keywords 1 investment merger and acquisition

In terms of investment and mergers and acquisitions, 2018 is undoubtedly a huge year of mergers and acquisitions. From the beginning of the year to the end of the year, the trend of mergers and acquisitions has been one after another, and has never ceased.

Shandong is intended to buy Switzerland

Bally, Fosun buys France.

The brand Lanvin, La Natsu Bell buys the French brand Naf Naf, PEAK takes the Swiss outdoor sports brand OZARK, Semir clothing buys the high-end child enterprise Kidiliz and JWU11%'s stock ownership, the Wo Group takes the French luxury brand Carven, the Alibaba holds hands YNAP, Anta and other consortia purchase Amer Sports......

Mergers and acquisitions have always been a major theme in the capital market.

Under the influence of many factors such as macro economy, industrial environment, capital market and so on, under the background of the reform and expansion of capital market, the combination of industry and capital is becoming more and more closely. Clothing enterprises have accelerated their pformation and upgrading step by step through mergers and acquisitions and other capital means. Through mergers and acquisitions, the industry chain has been expanded horizontally and vertically, looking for new profit growth points.

The goals and ambitions of many companies to create a diversified and diversified group are clear.

With the movement of wealth space, the fate of some enterprises or brands has been or is being rewritten. The pattern of the entire fashion industry is being reshuffled.

Keywords 2 China market

The Chinese market has always been the cream of the eyes of international brands.

In 2008, China contributed 30% of the global sales growth. In 2010, it surpassed Japan as the second largest economy in the world and became a truly new economic power.

2018 was the 40th anniversary of China's reform and opening up. During this period, China's per capita GDP grew from 156 US dollars in 1970 to US $8848 in 2017.

According to the BCG data, the proportion of Chinese consumers in the global luxury market will increase from 32% in 2017 to 40% in 2024, bringing about 75% growth in the global luxury market.

With the revival of the luxury market, China's high-end consumer market is entering the golden stage of development.

In the past 2018, the Chinese market was particularly popular.

Judging from the strategic trend of the major international brands, whether the international luxury brands Herm s, Prada, Chanel, or sports tide Nike, Adidas, Canada Goose, Rossignol, or parity brand, Zara, H&M, and Rossignol are all increasing the Chinese market, the strategic focus on this booming market is looking for opportunities in China's largest luxury market in the world.

With the rise and growth of Chinese consumers, especially the middle class and the younger generation, China's luxury consumer market, which is strongly recovering, is becoming a new strategic ground for global luxury brands and sports outdoor fashion brands.

Keywords 3 new retail

All channels, cloud shelves, flash shops, smart stores, digital experience Museum......

In 2018, all kinds of fresh nouns emerge in an endless stream. "People, goods and markets" become fashionable words. Various new experimental and new models related to new retail are also being carried out vigorously among the major brands.

Luxury brand Gucci opens business in New York's new retail experiment space Gucci Wooster, Tiffany opens the world's first Style Studio new retail concept store in London, sports brand giant Nike launches new retail concept Nike Live, Uniqlo releases Digital Experience Hall and U U open interactive space, opens direct mail system in 2000 shops around the world, sells household clothes in the way of Hai Lan's home takeaway, Lining, Ordos, nine herdwang, etc.

Undoubtedly, the consumption revolution is taking place.

In this era of new concepts, new technologies and new technologies, consumer preferences are changing, and the retail market is constantly changing. The boundaries between brands and retailers, online and offline boundaries are becoming blurred.

From the perspective of the newly opened stores of major brands in 2018, most of them are experience museums, living houses or collectively owned shops. More attention is paid to the promotion of brand lifestyle, changing the store mode with new technologies, new experiences and new services, constantly trying and changing new models and new ways of retailing, enhancing shopping experience and presenting a refreshing new retail format.

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Keywords 4 movement trend

It has been a long time since the movement was on the streets.

In 2018, perhaps because of the reason of the world cup, almost all the fashion brands you can think of are rubbing the hot spot of the world cup and launching all kinds of sports products.

The series of creative products and joint names related to football and sports are dazzling.

Throughout the summer, the heat waves and the counter attack of street sports have made the 2018 fashion circles full of vivid memories.

The performance of local sports brands is also noteworthy.

In 2018, local sports brands resumed their vigor and returned to full steam and showed steady growth.

In the process of deep adjustment and pformation and upgrading, the local movement Brand Company constantly adjusted its brand strategy, looking for the unique DNA of enterprises and brands, and exploring new product development and marketing models. Some enterprises have gradually identified the direction and entered the track of scale expansion.

Among them, Anta is the most glaring one, and Anta's revenue is 10 billion 550 million yuan in the first half of 2018.

After buying Kolon Sport, FILA, Descente, Sprandi and other brands, at the end of 2018, Anta and other consortia bought the parent Amer Sports of the original parent bird at 36 billion astronomical price. This is also the largest purchase case in China's clothing industry and even the history of China's retail industry.

Keywords 5 children's clothing fierce

According to the world clothing and shoe net, when we predicted the trend of fashion industry at the beginning of 2018, we predicted that children's clothing would become a new growth point for garment enterprises.

Over the past year, this hot spot is still expanding.

Whether it's men's wear, women's wear or sports brand, everyone is scrambling for betting on children's clothing business, expanding and extending the field of baby, and more and more influx and new players in children's wear market.

In 2018, Lining YOUNG launched a comprehensive operation to build a system in products, channels, marketing and other aspects, constantly improving consumer awareness of the brand of Lining's children's clothing. Anta children and different cartoon characters launched cross border products to expand the market for children's sporting goods; Semir apparel quickens the pace of the layout of children's wear, and purchases the leading group Kidiliz of European high-end children's wear industry. At the same time, it also bought the brand Coctree of domestic professional R & D juvenile wear; the men's wear brand CABBEEN launched the brand Cabbeen Love of children's wear to cooperate with our group's multi brand expansion strategy; the Japanese fashion completed the brand building of broadcute, and broadcute's first direct store opened in April 2018.

Obviously, this is a huge and attractive market, and everyone wants to get a slice of it.

With the growth of children's clothing consumption demand, the competition of children's wear market with high growth potential is bound to become more and more intense. The field of children's clothing is bound to become a new battleground for garment enterprises to expand the scale of competition and seize market share.

Clothing brand development of children's wear product line or will become a new standard trend.

In the next few years, it will become a critical period for the rise of the leading brands of local children's clothing and apparel industry.

Keywords 6 net red economy

How fierce is the net economy? In 2018, double 11, Taobao's first anchor, Viola, sold more than 300 million yuan a day.

According to data released by Ali, there are more than 100 hundred anchor anchors in Taobao's monthly revenue, 81 leading year's sales of over 100 million yuan, and more than 600 hosts of e-commerce providers.

Taobao said that Taobao live in the next three years will drive 500 billion yuan scale pactions.

According to AI's consulting data, the net scale of red net will exceed 2 trillion yuan in 2018.

In fact, live broadcasting has been on the rise since 2016.

In 2018, live + e-commerce became a new outlet for online retailing.

As a kind of content detonating, leading by operation, integrating the new business mode of social and product supply chain, the thriving net red economy has been blasting development in 2018, covering all fields of life, it can be said to attract eyes and absorb gold.

Through net red, brands have found a new way to promote their products efficiently.

And net red people use their social networking resources accumulated in the social network and its precision marketing advantages, through the way of opinion leaders greatly enhance the effectiveness and conversion rate of publicity.

Millions of millions and billions of anchors and teams are growing vigorously. Internet giants such as Taobao, jitter, fast hand, pepper and so on are competing in this field to enter the market in different forms and compete for new traffic entries.

Whether you like it or not, the position of content market in the mobile Internet era is being further highlighted, and the net red economy, which has gradually developed into a complete industrial chain, is also changing the consumption habits of the public in depth.

Keywords 7 big store mode

By the end of 2018, this store mode was roaring with a kind of withering trend, which stimulated our attention and drew our attention.

Chanel opens the digital flagship store with a five story building of about 1003 yuan. The new Versace concept store in Milan is building 8000 yuan. Zara is reopening 4500 flagship stores in London. The refurbished Paris flagship store in London is about 4600. The Uniqlo flagship store with an area of about 2600 is unveiled in Shenzhen Vientiane. The area of Hongkong's flagship store has reached 4645. Nike has opened two super large new concept flagship stores in New York and Shanghai, and the largest brand center in Adidas has settled in Shanghai, and the United States has opened 3 thousand Ping stores.

Focusing on these brand new shops, whether luxury brands, fast fashion brands or sports and leisure brands, a common trend is that apart from the large shops, large variety and high specifications, the new store painstakingly focuses on store decoration design, emphasizes the differentiation and individuation of stores, strives to pmit new brand image with new visual effects, and attracts consumers, especially the millennial generation's attention and favor, and establishes a direct and interactive brand connection with young consumers with fresh and interesting brand experience space.

In addition, the newly opened shops of the major brands pay more attention to the culture and spirit of the publicity brand, convey and promote the brand lifestyle, emphasize digital high technology, enhance the store's customer power and multiple consumption experience in an all-round way, and present a fashionable, unique, personalized and attitude shop feature.

The return of big store mode, on the one hand, is the signal that the brand reveals strength to enter the market. On the other hand, it shows exactly the determination of the brand to deepen the market, and the full confidence of the future store.

Keyword 8 fast fashion slow down

It is obvious that in the past two years, fast fashion brands are generally not very good, and are more or less lost.

With the rapid development of the electricity supplier channel, the rapid development of high technology and social media, the saturation of the market and the slow development of the market, the fast fashion brands that have ever seen explosive growth are generally facing the bottleneck of expansion. Especially when products, supply chain systems and brand marketing strategies are difficult to make breakthroughs in a short time, Zara, H&M, Gap and other fast fashion brands are facing the phenomenon of oversupply and loss of consumers.

A lot of fashion business like Asos and Boohoo are rising vigorously. These professional players who take the online digital experience as the center join the fashion retail war, and make the fast fashion brands that they are developing slowly become more and more stressed and nervous.

Undoubtedly, the good days for fast fashion brands are over.

So, push the new brand, open a new store, expand the electricity supplier, enter the new field, implement the store reform, enhance the shopping experience, attract young people......

In the face of slow sales growth and fierce market competition, fast fashion brands have been busy attracting new businesses and expanding their new businesses in order to improve their slowly developing status and seek new market opportunities.

But it is hard to say whether these new strategies can bring new market opportunities, whether the group can create new brilliance or maintain the existing status of the brand.

After all, the fast fashion brands who once galloped in the limitless scenery are unlikely to return to the glorious peak of their development.

But pressure and challenges are obviously not just for fast fashion brands. 2018, the entire fashion industry is shuffling, facing and coping with strong winds and heavy rain.

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