What Kind Of New Brand Do Men'S Clothing Market Need?

Male consumers may be the most difficult consumers in the market.

The Chinese men's wear market is on the eve of the outbreak.

Data show that the market is expected to maintain a steady growth of 13.1% in 2020, and the retail sales will reach 979 billion 300 million yuan.

But so far, the menswear brand with both daily and dress attitude is still scarce, and the potential new brands do not seem to have sprung up as expected.

Japanese clothing retailer UNIQLO has attracted male consumers from 3 thousand to a million yuan a year, making "UNIQLO phenomenon" a hot topic in the industry in recent two years.

In a sense, UNIQLO has caught the key psychology of male consumers' "fear of trouble" in clothing decision-making.

Unlike most female consumers who tend to make fine decisions, male consumers are often occupied by their attention in their work life, making it difficult to draw a lot of energy to compare and balance clothing brands, and are more willing to make efficient decision making purchases.

In addition, the new urban middle class is often highly associated with "anxiety".

The hypocrisy and exaggerated consumption concept of modern society has gradually bored them. The real rational and universal consumption concept can often bring them a sense of steadfast.

They need a trustworthy and quality brand to solve their anxiety, and some single products that are easy to match and suitable for many scenes, but they don't need too many styles.

Because of the need for psychological and time saving, male consumers will become loyal consumers after identifying the brand, which is largely based on the inertia of consumption rather than conscious choice.

But on the other hand, they are no longer satisfied with the choice of basic funds. The new middle class's pursuit of individuality can not be ignored.

They are even very fussy about clothes.

With the arrival of the upgrading of consumption, many new middle class male consumers also want to be able to express their value and identity through clothing, and choose the fast fashion brands that sell in batches.

Shen Shuaibo, founder of the attack wave finance, pointed out that many people think that women are more willing or better at spending money than men, which is a wrong cognition caused by gender stereotypes.

Boston consulting released a research report that China's male consumption categories and quotas are rising rapidly.

In the field of mobile payment and online consumption, the annual expenditure of male consumers is higher than that of women, reaching 10025 yuan.

According to AI's consulting data, the number of high-income men is 1.7 times that of women.

After the increase of income, more and more men began to pursue social experience, external image and personal inner satisfaction.

In the process of fashion enlightenment, these male consumers are gradually being educated to be conscious clothes. But unlike the perceptual driven consumers, the attitude of male consumers is relatively slow, cautious and contradictory, too aggressive fashion can not lead to their identification, or even cause rejection psychology.

It is worth noting that male consumers are more concerned about brand ideas and tend to rely on persuasive brands. However, the existing domestic men's brand lacks attractive brand stories, most of which carry out outdated brand narratives, lack of foresight and overall layout.

This means that because the market is less concerned about the behavior patterns of male consumers, it seems to be very crowded at the moment, and the men's clothing market is still not developed in depth, and the demand of male consumers is not fully satisfied.

In particular, the middle class men who are in the pition period of consumption upgrading are very limited in their choice of consumption expectation, and the market selection and consumer demand are obviously ectopic.

A clear market gap emerges, and domestic men's clothing urgently needs to provide enough simplified information and solid products.

Yesterday, the domestic menswear brand COMMON GENDER released 2019 autumn and winter series at Shanghai port international passenger terminal.

The brand is the first men's wear brand launched by EPO fashion group (hereinafter referred to as EPO) in 2018. It is also a rare brand that has the potential to subvert market potential in the field of domestic men's clothing recently.

EPO fashion group has successfully built China's first international women's clothing brand MO&Co..

From the choice of the international supermodel as the advertising image and the capture of the neutral "cool girl" trend in the design style, MO&Co. has led to the upgrading of many domestic clothing brands since then.

EPO, founded in 2004, started its brand packaging with innovative business ideas. This made EPO a distinct difference from its traditional apparel group, which started with apparel foundry business.

In other words, breaking the mindset and introducing new brands are the genes of EPO.

Since then, EPO has also successfully launched the high-end women's clothing Edition, children's wear little MO&Co. and professional make-up brand REC. The three-dimensional brand matrix of the whole category has fully covered the consumption upgrading needs of the segmentation group.

By the end of 2022, the brand of EPO is expected to cover 80 countries and regions, and the total revenue will reach 10 billion yuan.

When Edition launched, it was in the cold winter of the domestic apparel retail market. The brand went against the middle and high-end market, and gained a firm foothold in the market through solid products, and then began to index growth with the help of the upgrading trend of consumption in the past two years.

EPO also arranged the little MO&Co. for children's clothing ahead of time, catching up with the bonus period of children's wear market.

After the saturation of women's clothing market, men's clothing business as an incremental market has become a new growth point for EPO.

COMMON GENDER has been established for about a year, and has been on many domestic fashion magazines for many years, and has won the popularity of the new generation of male stars, such as Yi Xi Cheng and Fan Cheng Cheng, which has aroused heated debate in social media.

At present, the brand has 12 stores in China World Trade Center, Beijing and Nanjing, and will be stationed in the first tier business circles including Guangzhou, Nanjing and Chengdu in 2019.

The market often has a period of inspection for new brands, and the initial years of the establishment of clothing brands are often the key stages of laying the foundation.

The problem that the brand often needs to face is how the new brand faces many mature brands with channel advantages and consumer awareness with the difference advantage.

Many industry people expect the COMMON GENDER newspaper because it is a brand against the brand to make subtraction and focus on building products.

2019 the new series of autumn and winter is inspired by passers-by in the city, observing the lifestyle and dynamic needs of urban men in different scenes, and depicting a routine urban scene in yesterday's fashion show.

Different from the monotonous fashion show in the past, the model wearing COMMON GENDER came out and wandered freely at the passenger terminal along the Huangpu River in Shanghai. Some people ride bicycles across the field. With the gradual increase of admission models, the life styles of all kinds of urban people are formed.

In the shaping of male roles in COMMON GENDER, all the inspiration and elements come from daily life, company staff, night runners, backpackers and so on.

In order to outline the true image of male consumers, COMMON GENDER emphasized the role of sense of substitution and multiculturalism, and even the photos and information on the employee cards were also the models themselves.

The Xander Zhou, who assisted the creative planning of COMMON GENDER, said that the selection of fashion show spent most of the whole preparatory process, and 51 boys from different parts of the world were selected from different parts of the world to travel through the city to interpret the universally (Common) of reality and surreal interaction.

Due to the concern of daily life and real life, COMMON GENDER has abandoned the common faults of modern clothing brands and its complicated design, and advocated creating the ultimate label products.

The brand concentrates high-quality resources on four key categories, namely T-shirts, sweaters, jeans and coats, and selects raw materials that meet the international high quality supply chain standards. For example, the BCI Cotton Association (Swiss Cotton Development Association) certified natural cotton is used to guarantee the high quality of products from the raw material side.

For the coat category, the brand applies the professional outdoor thermal insulation material brand PrimaLoft fabric, superfine fiber, and the international wool Bureau The Woolmark Company to develop outdoor washable wool and other functional fabrics for daily coats.

The washing process used in T-shirts and sweater categories helps to remove excess chemicals, give them mild discoloration and provide comfortable and friendly wearing experience and durability.

The tie dyeing and graffiti design of cowboy category adds more design sense to the basic section.

EPO group CEO Jin Ni said, "to this day, making a brand no longer means that I have specific discontent, clear motives, and do not want to make products on the report data.

Now, what we need is something more real, to sort out a natural state in the present and past tense.

When it comes to clothing itself, it is very important to find a sense of comfort and function through its design without force.

On the basis of ramming products and communicating with consumers through products, COMMON GENDER aims to enhance brand identification and influence in consumers. Therefore, since its inception, it has consciously managed community culture, integrated music culture and youth culture into brands, and tried to build itself into an effective communication platform for young communities.

In yesterday's 2019 autumn and Winter Conference, the brand also invited the Iceage band to perform live performances to inject more vitality into the daily life of the city.

In addition, through the establishment of online radio program COMMON FM, in-depth content cooperation with VICE and other youth cultural platform, WeChat's open class PRO set up style to experience POP-UP flash shop, organize music parties, COMMON GENDER started from the trend of life, fashion, technology and other male lifestyle topics and diverse experience, and set up common channels with consumers, forming a circle of lifestyle convergence, which also meets the needs of young consumers for brand culture.

In fact, clothing brands often have a distinct brand of the times. For example, after 90s, men's emphasis on jackets and masculine masculinity comes from the promotion of economic development to the confidence of male consumers after the reform and opening up.

At that time, formal clothing in the men's clothing market is also popular because of the demand for work scenes generated by the market economy.

The urbanization process brings the concept of "Wardrobe" to men, which means that with the enrichment of material, men's clothing categories begin to expand.

With the infiltration of globalization, consumers' demand for casual wear is increasing.

Until recently, the development of the Internet industry further relaxed the dressing requirements of men in the workplace.

The era of material enrichment nourished the millennial consumers, stimulated the pursuit of personalized clothing by male consumers, and made their pursuit of "Wardrobe" big and full, returning to the focus of exquisite products.

Compared with many men's clothing brands that are faced with younger pformation, COMMON GENDER has thrown away many brands' historical baggage and imprint of the times.

From product strategy to brand culture design, COMMON GENDER is at a new starting point.

From a cultural point of view, completely original products no longer exist, people in the re creation of existing things in pursuit of a kind of authenticity.

As Xander Zhou said in the conversation between T and Jin Ni, "truth is the cognitive limit of things in the current state."

COMMON GENDER is not an image that exceeds the consumer's cognition. It avoids the use of over design to increase the psychological burden of consumers. Instead, it can make the real product reasonable and extreme, and bring the right surprise to the consumers, which just meets the needs of male consumers.

From the perspective of brand evolution, brand packaging will be more difficult to cope with market risks in the future commercial world.

When the abundance of products provided by the market is too high, consumers will only choose the top brand under certain standards, and the product is still the key to the tight encirclement of clothing brands.

On the eve of the outbreak of the men's clothing market, the COMMON GENDER, which is set up in the new business logic, is probably the button that started the drastic change.