Guo Chao Feng, Live Hot... What Will Be The Trend Of Garment Industry This Year?

Looking back at the development of domestic garment industry in 2018, under the background of consumption upgrading, a large number of new brands poured into the market, and the old brands changed to survive. The industry has been in a state of ups and downs.

Moreover, the rapid spread of information and information dissemination and the diversification of channels, and the rise of 90's and 00 post customer groups in the emerging era have created a major reshuffle in China's clothing Market: Ta or shops are expanding at a high speed, or shops are emerging one after another, or online, offline or offline.

"National tide" is the latest fashion trend.

Throughout the past year, the word "chao chao" has always been haunting our ears. From fashion week to double eleven, or the endless number of buyer shops, they are full of various national waves. The data on major platforms are reflecting one thing, and more and more young consumers' confidence in domestic brands is constantly strengthening.

Not long ago, on the New York fashion week, Lining worked with Tmall for the third international fashion week. This sports brand, which once lost a large number of consumer groups due to its fault location, is gaining attention again. In fact, Lining began to want to catch the young consumer group after 90 years ago. As early as 2010, Lining began to spanform, but he ended up eating a closed door and walking into a dead end with no way out. Finally, with the spring breeze of "China Lining" and Tmall's "national tide action", Lining really regain the brand of young consumers who were once coveted by the brand.

Bosideng, 42, replaced the old bloated and old woman's sense of "new look" in product design to replease consumers. The "makeover" of the product has increased the retail sales of the brand 2018/19 in the first 9 months of the fiscal year by more than 30%. In September last year, Bosideng fashion show played a more important role in the "Chinese style". The overall space design of the exhibition center was scattered around the Jiangnan pane - "Jiao", presenting a Chinese painting style with ink and ink.

In addition, in 2018, Anta spent 37 billion 100 million yuan to announce the acquisition of "the first bird of origin", the Finland sports giant Amer Sports, announcing the rise of the Chinese sports brand to the world.

In 2019, the national tide brand will continue to exert its strength in order to fit the public aesthetic product design and store image to help the real business.

Under the Internet environment, short video and live broadcast are skyrocketing.

In recent years, in the era of "Internet plus", clothing has entered the live room, playing "clothing + live broadcast".

For clothing brands, live broadcast means faster timeliness, clearer topic and more stereoscopic visual sense, which can bring a lot of traffic dividends.

Ta, such as webman, has a strong impetus to the new online traffic, short video and other new traffic entry, and has been guided by layers. The more than 500 stores under the line undertake the functions of simultaneous promotion and interactive experience. Last year, they launched the national challenge through the short video platform, leading to effective topic dissemination. Its chattering number accurately positioned content labels and content tonality, and became a rising star. It emerged from a large number of clothing brands and brands. As of December 2018, fans exceeded 600 thousand, the cumulative video reading broke 100 million, praised more than 5 million times.

Since last year, local clothing companies in Hangzhou have been vigorously pursuing "net red", such as Eve, Ya Ying, Mofan, Yu Xiang, Philippe, padna, koroff, Bai Geli, JAC and so on.

For the Internet clothing brand, excellent products are commendable. However, high-quality content and diversified channels of communication are also indispensable links in the supply chain. Short video and live broadcast as a new communication channel, clothing brand through Ta, can seize the user's curiosity and convey brand value.

Luxury cards continue to upgrade

Since last year, the overall rebound in the domestic luxury market has been related to China's tariff reduction to encourage domestic consumption, and luxury goods to take the initiative to reduce the selling price of the Chinese market, and to some extent, who will benefit more depends on who can continue to attract the "millennial generation" of China's young people who can spend a lot of money.

In order not to be ignored by consumers, today's luxury brands are constantly upgrading.

Liu Yifei, Angela Baby, Zhao Liying and other stars have served as Dior spokesmen. Dongyu Zhou has become the brand spokesperson of Burberry; besides, Fendi includes Gu Li Na Zai, Tod 's Liu Shishi, Bally Tang Yan, Longchamp's spring and summer...... Luxury brands or light luxury brands have chosen young stars as spokesmen or brand ambassadors. Of course, a century old luxury brand suddenly chooses a more popular social media red label as spokesperson. The popularity of these stars is valued by brands. In the short span of two years, the appointment of celebrity spokesmen and ambassadors is actually a battle for luxury brands for young consumers.

In addition, for luxury brands, the limited joint series is a convenient and low-cost shortcut. Ta does not need to change the production and delivery cycle of core products, but also meets the needs of young consumers. Take the joint series launched by LV and Supreme as an example, Ta has created sales of one hundred million euros, and even after the product was released soon, it attracted the American private investment giant Carlyle Group to acquire Supreme50% equity, its valuation amounted to 1 billion 100 million US dollars, while the French luxury outdoor brand Moncler and OFF-WHITE launched the "Moncler 0" series, OFF-WHITE symbol deceleration belt combined with Moncler's excellent functional advantages, making this very low-key brand surprisingly.

In addition to celebrity endorsement and product younger, luxury brands take into account the online platform. In August last year, Dior became the first luxury brand to be settled in trembling. Gucci launched another round of interactive marketing offensive on Instagram.

"Store" and "electricity" complement each other.

Throughout the apparel retail market at home and abroad, with the advent of the digital age, the popularity of the Internet and the change of consumer lifestyles, a series of changes have taken place in the management strategies of garment enterprises. More and more garment enterprises begin to integrate online and offline.

Under the online single line pick up, or offline experience online purchase and other new mode has become the trend of the clothing industry.

UNIQLO's multi-channel services are used in a more extreme way. When consumers place orders online, hundreds of stores under the line support the convenient pick-up service within 24 hours.

On the basis of the original O2O project, Taiping bird expanded the interaction between offline stores and online retailing, and opened up new businesses such as store purchase and store self purchase through commodity and payment.

Fashion brand ONLY and Vero Moda parent fashion group launched a marketing solution based on smart retailing, which effectively connects customers, shopping guides, merchandise and stores through WeChat public address, WeChat payment and small programs.

MO&Co. parent company EPO group implements multi brand strategy, and launches men's brand Common Gender, which means the combination of online and offline sales channels.

In addition, online and offline integration development can turn virtual fitting rooms, 3D display and other fitting and matching virtual experiences into reality.

In May of this year, Yi Mai technology opened a self catering clothing store Moda Polso on the first box and fresh building in Shanghai. Unlike traditional stores, there are as many as 8 fitting rooms in 150 flat stores. When the user enters the appearance and completes the virtual fitting on the big screen, he goes into the fitting room to see the clothes he wants. That is to say, the store realized the digitalization of the whole process of the consumer from entering the shop, and turned the display space of the traditional shop into a fitting room.

The trend of personalization, high-end and interaction is obvious.

Insiders pointed out that due to the mass production and standardized production in the industrial age, the prevalence of fast fashion has made clothing consumption lose its individuality. However, with the development of Internet and 3D technology, communication between enterprises and consumers is no longer an obstacle. Production demand can also be customized and personalized. Therefore, individuation and customization will become the direction of the future garment manufacturing industry.

Especially after 95, they have more and more demand for clothing differentiation and individuation, hoping to buy clothes that are different from others. Therefore, clothing customization can meet the individual needs of consumers. Men's high-end suits customized brand Hon Bang tailoring comply with the rapid growth of men's customized market, focus on creating men's whole custom, now there are more than 100 stores, all over Beijing, Chengdu, Zhengzhou, Shenzhen, Qigihar, Shijiazhuang and other cities.

The Internet era has changed the habits of consumers, and has changed the role of consumers and enterprises, making the two roles interchangeable. Different from the past, personalized presentation is not only in clothing design, but also in consumption experience.

Nowadays, young consumers want to acquire more personalized experience and enjoy unique services in the process of purchase. At the physical store level, situational shop is the trend of development. Take Metersbonwe's "new retail" thinking experience shop as an example. The experience shop in Qingchun Road, Hangzhou, features coffee, book bar, exhibits, small garden and so on, and the whole shop covers the wireless network. The iPad placed in the store is also available for customers to browse. The App can be used to check the latest sales promotion activities in the store. Customers can drink coffee while choosing goods, click on the appointment fitting, and the salesperson will bring clothes to try on for you. A touch screen has been set up on the shop floor. Consumers can choose to model clothes for the model to see the matching effect.

In addition, the Internet, which links the essence, gives consumers unprecedented power to speak and strength. The right to speak between enterprises and consumers is reversed, and the era of consumer sovereignty is coming. "User supremacy" has become the iron rule of the Internet age. Especially after today's 95, keen to interact directly with the brand, such as yoga clothing brand Lululemon in just a few years to emerge from many sports apparel brands, and Lululemon has become a synonym for fashion. This is helped by the brand's continuous organization of offline community activities. Let consumers and store teams work together to promote the brand. Moreover, Lululemon's "hard core fans" have also established Lululemon blogs and Facebook groups.

Looking at the face era, store value is the key.

Store image is the propaganda window of brand image and product image to consumers, and also the last link to complete commodity spanaction. The overall image of a store becomes an important criterion for consumers to judge product quality and brand reputation. It will directly affect consumers' impression of brand and product and ultimately decide purchase behavior.

Naturally, clothing brands can not be stacked outside as a casual clothing store. Brand clothing naturally has its unique brand image. This unique brand image is the advantage of the brand. We must try our best to highlight it.

For example, Lssey Miyake Tokyo's new concept store "Reality Lab", store design continues the concept of laboratory, emphasizes display and lighting, displays Lssey Miyake's work in a nearly luxurious form; YOHO! The first original designer collection shop YOHO! BLU, no matter soft clothes, hard clothes, or some small details, the whole shop's neutral blue color sets up the fashion content of brand display, fashion experience, lifestyle and social space.

In addition, the shop window is also a platform for displaying brand image. Creative windows will give consumers a deep impression on the brand, so that the image of the brand can be embedded in the minds of consumers and bring unexpected advertising effects.

Conclusion:

Statistics from the National Bureau of statistics and other departments show that in 2018, the clothing industry was declining but sales grew. The apparel industry above designated size enterprises achieved a total revenue of 1 trillion and 710 billion 657 million yuan, an increase of 4.07% over the same period last year.

In fact, only 20% of garment enterprises are making money, and the remaining 80% companies are having a hard time. How to avoid clothing collapse in the new year?

Perhaps, only those who understand and control the development trend of the industry will be able to take precautions and grasp the opportunities.

In 2019, the replacement of fashion trend is no longer a long process. For those garment enterprises that dare to adjust and dare to spanform, they will usher in a new round of explosive growth, because there are more business opportunities in the crisis.