Fast Fashion Is "Bad", But These Clothes Are Flying Against The Wind.

Over the past few years, the clothing "shop tide" has been declining fast fashion, gradually hot personality tide card......

As a result of shopping center performance, which subdivision categories will meet the development boom in the future?

In 2018, the British fast fashion brand NEW LOOK announced its withdrawal from the Chinese market. JEANSWEST sold the mainland garment retail business. Only 804 stores in the third quarter, and 288 stores closed.

For several years, the clothing "closing shop tide" has not ended.

At the same time, foreign designer brands Acne Studios, Jason Wu and MSGM have been pushing the Chinese market. Chao brand Champion only opened 7 stores in December.

In the future, the competition in the apparel industry, which is parallel to "store opening tide" and "closing shop tide", will change greatly.

According to the data center of the win win business center, the proportion of clothing and store brands increased in 2018, while the proportion of store brands decreased, the speed of business change increased, the brand survival period shortened, and the overall operation was in the downstream channel.

As a result of shopping center performance, which subdivision categories will be broken out in the future to become a "new force force" for shopping malls?

One

Overall development trend of format

Men's wear and sportswear are developing well, women's clothing business is under pressure, and clothing stores are entering the adjustment period.

"Closing shop tide" continues, accelerating the pace of change.

According to the data center of the win win business center, in 2018, there were 4738 new retail outlets for 424 shopping centers in 19 typical second tier cities. The number of brands accounted for 27.3%, and 5543 new stores, accounting for 30.6% of the number of brands.

Compared with the catering industry, the clothing brand accounted for slightly lower, while the number of outlets was 4.6 percentage points higher than that of restaurants.

With the rise of the new consumer army after 95 and 00, the consumption tends to be personalized and diversified, which puts forward higher requirements for the traditional clothing brand operation. The newly emerging clothing brands that have just entered the market need a longer market incubation period, and the viability is the key. The pformation and upgrading of the entire apparel industry is particularly urgent.

Data statistics: Beijing, Shanghai, Guangzhou, Shenzhen, Chongqing, Tianjin, Nanjing, Hangzhou, Xi'an, Qingdao, Qingdao, Qingdao, Wuhan, China, Guangzhou, Shenzhen, Chongqing, China, 19 cities with commercial area of 50 thousand or more.

Compared with 2017, the proportion of brand names in clothing stores has declined, the proportion of brand names has increased, and the competition among industries has become increasingly brutal. In the future, higher requirements for clothing brand channel capabilities, supply chain capabilities and marketing capabilities are put forward.

Men's wear and sportswear are developing well, women's clothing business is under pressure, and clothing stores are entering the adjustment period.

From the 2018 shopping center subdivision format, brand switching shop:

The proportion of women's clothing and store brands is the highest, which is under the dual pressure of "shop opening tide" and "closing shop tide". The increasingly fierce market competition puts forward higher requirements for the fine operation ability of the brand.

Data show that the size of women's clothing market in 2018 is expected to be nearly trillion yuan.

Among them, the high-end women's clothing is rising rapidly, and the "quality consumption era" of women's clothing is coming.

Men's clothing and sportswear shop accounted for more than the number of brands, and the development was better.

Among them, the trend culture such as "fair value and fine boy" has become a strong driving force for the fast growth of men's clothing consumption. The mainland men's wear market is expected to grow by more than 200 billion yuan in five years. At the same time, under the tide of health, the attention of sports market continues to rise and brand development is leaping.

The proportion of brands in clothing stores and special stores is larger than that in stores.

In recent years, the clothing collection store, which has experienced rapid expansion, has entered the adjustment period. The more innovative lifestyle collection shop is more popular.

Household clothing / underwear, clothing accessories, opening and closing store brand share is basically consistent, and development is more stable.

New women's clothing is different from others.

From the 2018 shopping center new fashion brand switch shop:

New women's clothing, new clothing collection stores and new sportswear shops have a higher proportion of brand than the number of store brands, and have great potential for development.

Among them, women pay attention to their own aesthetic experience, and meet the new generation of women personalized, fashion consumption demand designer clothing brand development potential.

The new special clothing has smaller audience and limited development, and the ratio of brand to store is significantly higher than that of the brand.

New men's clothing, new clothing accessories, new home furnishing clothes / underwear switch shop share the same proportion, stable development.

The prospect of local women's wear and men's wear can be expected.

From the perspective of brand nationality, the brand volume of local women's wear and men's wear is higher than that of closed shop, and the development trend is good.

With the rise of the national tide, Lining embarked on the international fashion week. Bosideng "changed the face" to reinvent the consumer. Anta bought Finland sports giant Amer Sports...

More and more young consumers in China are increasingly strengthening their confidence in local brands.

Foreign sportswear stores accounted for 3.4% of the brand volume, and the development was strong.

On the one hand, the international giants Nike and Adidas have occupied the leading position in the domestic sportswear market for a long time, and have already formed the scale effect.

On the other hand, the market demand for functional, differentiated and high-end sports products has increased. Foreign sportswear brands still have certain advantages in appearance design, advertising marketing and technology content.

Two

Development trend of subdivision format

Designer brand and tide brand meet the development of blue ocean; "light business" is hot; sportswear is developing rapidly; lifestyle collection shop is hot.

Men's wear

40 years of reform and opening up

Tide brand men's clothing is popular, and "light business" is hot.

From the 2018 menswear subdivision format shop,

Tide brand, designer brand and business dress development are in the upstream channel, and the proportion of store brand is higher than that of closing shop.

Among them, the brand volume of tide brand men's clothing stores is much higher than that of store brands.

Men's individualized aesthetic awakening and independent consciousness promote the tide brand men's clothing from small crowd to mainstream.

Fashion brands accounted for more than 16.4% of the shops.

With the rise of the male color economy, the consumption level of male consumers is constantly improving, and the increasingly frequent consumption preference demands to accelerate the pace of fashion brand adjustment.

From the new menswear brand switch shop in 2018:

Emerging trend brands and emerging designer brands have strong development advantages.

The millennial generation focusing on self expression has become the backbone of consumption, and the new men's clothing brand is pushing the strategy of "younger and tide brand".

Emerging tide brand and new designer brand are paying close attention to the wave of "his economy", digging the potential of male consumption and grabbing a place in the shopping mall.

Brand new business clothes accounted for 3.6% of the total brand volume.

With the rise of the new middle class and the younger consumption group, the "light business" men's clothing has become the mainstream choice of 80 and 90s white collar men with the characteristics of "no lack of formal sense and a sense of dignity".

Typical shopping center 2018

Interpretation of new men's wear brand

More and more attention has been paid to the men's clothing category of individuality and taste.

Diversity of creation, music, sports, locomotives and military can become the "tide" point of men's clothing.

? star support, IP marketing, create explosive funds, and continuously enhance the brand exposure rate;

Flash scene, joint design, cross-border cooperation, set off a fashion trend whirlwind.

MJU:T

High quality men's clothing integrating technology, fashion and art

MJU:T is the new male menswear brand of masfield group. It is committed to shaping the fashion and aesthetics of new middle class men.

The products are divided into three series: Classic refining, refined leisure and concept travellers.

Men's clothing shop with "swimming pool": MJU:T global brand concept store combines the minimalist concept and the black grey system. It extends various elements in diverse materials, lighting and shade, installation art and so on, making the calm swimming pool as the highlight of vision, making the whole space fluttering with water and light.

Fashion x technology to create limited capsule series: in 2018, MJU:T and Jingdong reached exclusive strategic cooperation, and joint photographer Su Yiliang launched the exclusive limited capsule series.

With the combination of art, technology and fashion elements, users will be able to watch the 20s dynamic images hidden behind the photos with iPhone 6 or more mobile phones, and experience the technological force behind fashion.

BeenTrill

A high street tide with distinctive personality and walking on the cutting edge of the tide.

BeenTrill is the US high street tide card.

In September 2018, China's first store settled in Chengdu Ocean Pacific.

In the future, not only will it be stationed in the first tier cities in the mainland, but will also set up specialized shops in the core business circle of Hongkong.

In 2019, we will invite designers and fashion brands from the international forefront to jointly design, bringing more authentic culture to Chinese fashion lovers.

With the world's 18 high street tide brand joint planning: during the opening of the first store, BeenTrill joined the 18 high street tide cards from around the world, presenting the "Reach To All 18 trend joint vacuum Exhibition".

KTZ, HBA, Undefeated, SSUR...

Almost all of the world's cutting-edge cards have attracted a crowd of masters.

The distinctive red "BeenTrill" symbol is the biggest feature of the BeenTrill: all kinds of short T-shirts and coats are supplemented by ironic and humorous patterns. Among them, the font Logo and the labelling symbol "Logo" symbolize the core DNA:Reach to all of the brand.

UNDER GARDEN

I.T's "civilian version" tidal Menswear

UNDER GARDEN is a brand new fashion menswear brand in Hongkong I.T fashion group. Its creation is diversified and its price is close to the people. The price of 400-800 yuan per unit makes it easier for fashion lovers to show their individuality and taste.

Focusing on high street style and fine handwork: UNDER GARDEN is built by I.T design team, focusing on fine handwork and detail.

At the same time, it includes music, sports, locomotives, military, Gothic elements, English style and other elements. The design focuses on self matching without losing the brand personality, creating a unique trend vane.

Wu Yifan served as the chief design consultant and William Chan filmed an advertisement: UNDER GARDEN invited Wu Yifan, the new generation super idol idol, to be the chief design consultant and the first line star William Chan to shoot an advertisement.

The creation of UG has become a new star of IT's brand.

At present, it has been in the north, upper, wide, deep, and Hangzhou, Nanjing, Chengdu, Wuhan, Xi'an and other cities to open the shop.