The High-End Men's Wear Industry Is Breaking The Traditional Retail Situation, Digging Up Consumer Demand And Accelerating Transformation And Upgrading.

In the baptism of consumer culture, Chinese men are changing fashions.

The two tier of SKP, in thousands of square meters of space, has all kinds of "gowns" that gentlemen need. Apart from the world's top luxury brands GUCCI, DIORHOMME, KITON and SAINTLAURENT, there are more and more fashionable styles ranging from young brands such as KENZO, NEILBARRETT, DSQUARED2 to international designer brand ALEXANDERMCQUEEN, ALEXANDERWANG and so on.

From the glittering elegance to the comfort of private relaxation, from the full texture of every detail to the concept of life in good manners; from the dress, business clothes, shoes, accessories, to fine and delicate stationery, cigarette case, hat, or the top salon salon that you enjoy the same service with the royals of Europe, or to let you and 32 close friends gather in the Louis thirteen bar... Here, at the same time, it shows the scenes needed by China's new generation of young, fashionable and tasteful men.


The high-end men's wear in the shopping mall is breaking the traditional retail space layout, surpassing the meaning of shopping itself, explaining the ubiquity of elegant life, trying to be a practitioner in fashion, design, culture, art and other fields. Of course, this change is based on their deep understanding of gentlemen.


Fashion is tonal.


"Nowadays, young consumers are not buying a luxury handbag. They need some unique and personalized products. They also need to consume a less pressing consumption space. And our target consumers are these young people who are spending more. SKP two tier NeilBarrett store staff said.


NeilBarrett is a designer brand in Italy, a minimalist suit in the shop, a fluent and clean printed windbreaker, and a plain plain suit suit. NeilBarrett's design works are like a collection of various fashion styles. Formal, casual, low-key, dazzling... This is also a great way to reconcile the different styles of a single product with a certain theme and elements, so that they can become harmonious and unified, and cater to the changing styles of young people.


Near the ISSEYMIYAKEMEN (Lssey Miyake) store, a 30 year old Chao man is choosing clothes. The designer's brand clothing is inspired by the unstructured mode. It shows infinite possibilities through the design, and adjusts the flexibility and structure of the material to design the boundaries that tend to transcend gender, or even the costumes that span the aesthetic category.


"Lssey Miyake's wrinkle series is the most magical, no matter what age and body shape, it can be well dressed. It interprets the Lssey Miyake's clothing concept, the integration of daily life and the comfort of the wearer is the real value of the design." The salesperson in the store explained to Chao Nan.


Some high-end classic clothing brands in China are also catching up with this new generation of consumer market. Such as CABBEEN, LILANZ light fashion, and even the following women's wear group's innovative men's wear brands such as La Natsu Bell's MARCECKO, deli fashion men's wear RAZZLE, MO&Co. parent company EPO group Menswear CommonGender and so on, the market is full of joy.


In Cade's MALL LILANZ, the image of veteran cadres gradually receded. This aimed at 20 to 35 year old young consumer group, launched the LILANZ light fashion (LESSISMORE) series, with fashionable design, rich style features to meet the young elite men's exquisite, young, fashion, business clothing needs.


"Attending business meetings, having a drink after work, playing with customers, and attending the parents' meeting of the daughter..." As a modern man, identity is becoming more and more diverse. We have to meet the needs of the new generation of consumers. " LILANZ's shopping guide picked up a casual suit. "This set of leisure suits breaks the boundaries between business and leisure, and is very popular among young consumers."


LILANZ light fashion is also recognized. Win win network recently released the "2018 shopping center attention to the list of innovative brands TOP100" list, LILANZ (LESSISMORE) ranked the list, ranking sixteenth.


Equally popular is the RAZZLE of Han Guang Department Store in Xidan, a leather coat 9990 yuan, a hat Mao Neduan coat 4290 yuan, however, there are many shopping target men very strong purchase.


RAZZLE brand design director RobertoLorenzi is the leader of Italy men's clothing industry. He grew up in western culture, literature, music and architecture. RAZZLE is full of temperature, mechanical, rigid and non monotonous. The aesthetic concept of mens men's wear has also won the market recognition. It ranks thirty-third in the 2018 shopping center's attention to the list of innovative brands TOP100.


Under the background of the upgrading of consumption, the high-end men's wear brands began to transform to the buyer's market. Around 95 and 00, the commercial scene of "young tide man" came into being.


Growth, space


Through shopping, reporters found that Chinese men's sense of fashion is rising and demand is increasing. For men's clothing brands, especially the high-end men's clothing brands are accelerating transformation, such as younger products, optimized retail outlets and overweight shopping center layout, it is foreseeable that the second half of local dress retailing will be launched in the shopping center.

At the same time, there is still room for growth of high-end men's clothing in China.

In terms of body size, compared to international high-end men's clothing, China's high-end men's clothing is still very small. For example, in the whole SKP, the share of China's high-end men's clothing is less than 5%. Apart from the five tier evedecina (Yi Wen) and Yi Wen Kelly are more conspicuous, others are scattered sporadically in every corner, and large space is occupied by the world's high-end luxury brands. Compared with domestic women's clothing brands, Chinese men's wear brands also appear to be less selective. Even in the New Oriental world, journalists can hardly find the high-end men's wear in China.


For high-end men's clothing concentration, the domestic men's wear industry is more dispersed, and the overall concentration is very low. According to the relevant statistics, the top ten brands of domestic menswear accounted for only 17.40% of the total sales scale, of which the single brand market accounted for no more than 4%, while CR10 accounted for 49.30% in the British men's clothing industry, 42.70% in Japan, 36.20% in Korea and 31% in the United States. Domestic men's clothing market concentration has great room for improvement.


For men's consumers, the reporters found that there were too few men shopping, and the two is that Chinese men do not know much about fashion. When journalists observe pedestrians and pedestrians on the street, they will find that most Chinese women are dressed in fashion and dress up. However, many Chinese men have a white T-shirt that is also grey and pilling, washed to white jeans, or wrinkled suits and shoes without any sense of collocation. Chinese men's dress matching needs are far from being aroused.


This requires more and more men's clothing brands to actively guide and change the way Chinese men wear. Starting from the above product design, shop display, style of life, with the improvement of the domestic fashion atmosphere, I believe that men will have more and more expectations for the shops with style and taste. Especially after the baptism of consumer culture, the spiritual needs of men will become bigger and the pursuit of beauty is more urgent. This requires more and more brands to make themselves more attractive and have a sense of presence in order to capture your future customers.