Market: 2019 The Changing Trend Of The Garment Industry, The 8 Trends Determine The Survival Or Death.

2019 is not the best year for domestic brands or foreign brands.

Some people are high-profile and brilliant.

Someone even said, "don't open the clothing store in 2019!"

This is too extreme.

Rather than blame others,

It should be based on last year's events to analyze the trend of the year, and to iterate on its brand so as to make itself better and better.

Time to wait for people, 2019 has passed 1/3, let's take a look at the trend of garment industry in the second half of 2019.

Look at it. Don't fall behind!

The 01 countries are moving rapidly and sports brands are speeding.

The rise of sports brand and approaching the tide brand is one of the most obvious trends in the past two years.

According to statistics, the scale of sports apparel industry in China in 2017 was 104 billion 500 million yuan, up 9.77% over the same period last year.

In 2018, it reached 114 billion 700 million yuan, an increase of 9.76% over the same period last year.

It can be imagined that by 2019, what a huge number it will be!

Lining is already the three international fashion week this year.

Anta did not show any weakness, and its eyes were as sharp as ever: from FILA to Finland sports giant Amer Sports, officially announced the rise of Chinese sports brand to the world!

Our domestic sports brand is catching up with Nike and Adidas at full speed.

It is not only the upgrading of the product's appearance, but also the pursuit of quality.

Let's look at the tide cards once used to be sneered at.

Taiping bird crossover and captured a group of fans.

The brand name of the flower Sheng Ji has become the first choice among the stars.

CLOT is also shocked by the design of the Chinese style again and again.

When the millennial generation becomes the main consumer, the demand for sports brand and tide card is also growing.

It is no exaggeration to say that in 2019, China's sports and tide brand market is in full swing.

02 brand culture decides consumers to stay.

From Philipp Plein plagiarism to Chao MLGB, the name is a uproar, which is not strongly resisted.

It is not hard to see that today's brand death is really just a matter of mind.

And consumers are more and more concerned about the brand culture, the story behind it, and its attitude towards people.

The most obvious gap is the new year's film produced by the two brands at the beginning of this year. Burberry's weird style is praised by the whole network, and UNIQLO is full of praise.

The new year's spring festival film, which is just like an advertisement, can influence the customers' view of the brand, let alone the culture behind the brand.

03 quality first, fast fashion declining.

It is not my declining fashion that I can only say that the era of fast production and competition is fading away.

The once fast fashion brands once entered the cold winter period.

Topshop losses, disbanded with Chinese partners and withdrew from the Chinese market.

New Look did not perform well.

H&M Nyden business reorganization, CEO resigns;

GAP quit the Australian market, closed shop and closed the core flagship store of Fifth Avenue.

Forever 21 withdrew from the French market.

...

A few days ago, fashion agency Thredup also released a set of data, it is to prove how fast the road of fashion is difficult to go.

25% of female consumers said they would no longer buy fast fashion clothes from 2019.

Most of them are young consumers.

40% of the millennials surveyed said they would stop buying fast fashion brands.

Among the respondents aged 18 to 21, 54% decided to buy higher quality products.

Nowadays, consumers are not only satisfied with the needs of the United States, but more about quality assurance.

Even after 90, and even after 00, are such a consumption concept.

Therefore, in 2019, it was not enough to rely on "fast".

04 line and offline convergence acceleration

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, more and more garment companies have accelerated the integration of online and offline businesses.

UNIQLO: after ordering online, hundreds of stores on the line support pickup within 24 hours.

Taiping bird: through commodity, payment and other dimensions to open up, support stores to scan code purchase, store self mention and other new businesses;

Men's clothing brand Common Gender, but also a listing on the online and offline combination of full channel sales mode.

By 2019, online offline picking, or offline experience online shopping has become a major trend in the apparel industry.

05 short video, live broadcast prevails, new way to make money.

Nowadays, short videos are popular, such as jitter.

Many people also find that their huge traffic can be used for their own use. Many brands have begun to stream from the short video platform, and even the big names such as Yin man and Dior have been in the quiver.

The Internet is so popular now, excellent products are certainly capable, but diversified channels of communication are also indispensable links in the supply chain.

Where the young people are, there is traffic, and where the traffic is more, the advertising target is there.

Short video and live broadcast as a new communication channel will become the most popular publicity mode in the next 5 years.

06 personalization and customization change

When all information is available, consumers are faced with more choices. They prefer to control their purchases on their own needs.

And with 90 and 00 becoming the main force of consumption, their preferences, habits and needs have new characteristics: more emphasis on personalized consumption experience.

The future brand can rely on big data and provide personalized service for individuals.

Like the clothing Stitch, it has begun to recommend personalized clothing and accessories for consumers based on Algorithms and stylists.

To buy clothes in Stitch, you just need to log on to its website and fill out a questionnaire about personal fashion preferences, including size, color, style and so on.

With this information, Stitch Fix's professional fashion designer will manually select 5 sets of costume combinations and send them to you free of charge.

Then you can try it on at home, leave your favorite, and do not like it.

The amount is deducted automatically from the credit card by Stitch Fix.

This algorithm personalized customization, so that Stitch Fix light in 2018 a year, earned 38 million dollars!

07 bottom line, brand collective sink.

On the other hand, it is almost a saturated second tier market, and the three or four line cities that have not yet been fully developed. For domestic clothing, the three or four line city has become a tempting cake.

Three years after the establishment of the Nasdaq, the company pioneered the opening of the sinking market.

Immediately after that, the listing of interesting headlines has once again proved the great potential of the sinking market and has attracted more brands to sink.

Besides the local brands such as Hai Lan's home, Anta, Semir and YISHION, which are popular in the three or four line market, many second tier brands are starting to share a slice.

La Natsu Bell plans to raise more than 3000 new stores in 3 years, focusing on two or three lines and below cities to further enhance the layout of the three or four tier cities.

08 face value is the first, product shop is indispensable.

People pay more and more attention to their value, and are more and more willing to spend their spending on goods and shops that bring them beautiful feelings and experiences.

The homogenization of stores is particularly serious, with little difference.

Therefore, it is difficult for customers to give customers a sense of novelty and strangeness.

It is precisely because of this, if today's shops do not create new aesthetic sense for customers in space and vision, it is very difficult to highlight in the same category.

Therefore, the United States has become the most competitive strength of major stores.