Retail Format Brings New Opportunities For Women'S Wear Market In 2018

The development of clothing brand in China started late, but the development speed is very fast. There are many brands of women's clothing, and the industry concentration degree is relatively low.

Overall, foreign high-end women's clothing brands occupy a larger share of the domestic market. With the increasing demand for high-end women's clothing in China, more international brands will lead to more intense competition.

In the future, China's women's wear industry market will be further refined, and the market concentration will gradually improve. At the same time, the changing retail formats will bring new opportunities for women's wear industry.

Domestic brands compete fiercely and industry concentration is low.

Worldwide, France, Italy, the United Kingdom, Denmark, the United States and other countries have strong competitiveness in high-end women's wear market, leading the trend of women's clothing design and consumption in the world.

In Asia, the women's clothing industry in Japan and South Korea has developed well in recent years, and its position in the international market has gradually improved.

From the perspective of brand structure, the leading women's clothing brands in the world are mainly concentrated in Europe and America.

Among them, the strength of women's clothing design in France and Italy is significantly better than that in other countries. In 2018, 8 of the ten brands of International Women's wear came from these two countries.

In addition, the more famous international women's clothing brands include Cerruti (Cerruti), HugoBoss (Boss), Pierrecardin (Pierre Cardin), ELLE, Princess of Paris, Cacharel (Casa Lehr), Nina Ricci (Nina Ricci), Hermes (Hermes), Chole (Chloe), Bally (Ba Li), etc.

Most of these clothing brands come from Europe and America, and the competition of women's clothing industry in Europe and America is fierce.

In China, women's clothing brands can be classified as first-line brand, second line brand and some small brands with low reputation.

From the top ten brands of women's clothing in 2018, we can see that the leading brands of women's clothing are mainly concentrated in Zhejiang Province, occupying 3 seats, Guangdong occupies 1 seats, Shanghai occupies 1 seats, and Shandong occupies 1 seats.

The top three are Han Du Yi she (Korea's Limited by Share Ltd), ONLY (Tianjin Fashion Co., Ltd.) and UNIQLO UNIQLO (fast marketing (China) Trading Co., Ltd.).

There are many brands of women's clothing in China. At present, the industry is in the stage of pformation and upgrading, and the competition in the industry is more intense.

Among them, the senior brand has more opportunities in the fierce market competition due to its more practical needs in terms of design, brand promotion and precision marketing.

Because of the huge market capacity and strong demand of domestic women's clothing, there will be more and more international brands entering the Chinese women's wear market, and the competition will be more intense.

Judging from the current market share of the whole big women's clothing industry, the top two brands in the women's clothing market are VERO MODA and ONLY, brother third, Euro power fourth, nine posture fifth, masfield sixth, seventh to tenth followed by Ya Ying, La Natsu Bell, dress and love and Amas.

But the market share of these famous women's clothing brands is not high, the largest is only around 2%, so the brand concentration of domestic women's clothing market is still low.

The market will further refine the retail format and bring new opportunities.

Under the increasingly fierce competition of domestic women's wear brands, the competition trend of domestic women's clothing brands will mainly develop in six directions, namely, market refinement, intensified competition, increasingly competitive internationalization, diversified means of competition, fighting for two or three line cities, intensifying market competition by electricity providers, and establishing a fast response operation system.

Among them, in terms of market concentration, with the development of new industries, the improvement of educational level and the development of multiculturalism, the economic strength of the younger generation of women is constantly increasing. People's consumption concept is constantly changing, and brand awareness is more intense.

With many different needs of consumer groups, women's clothing brand segmentation will continue to increase, brand effect will be more obvious.

In the competitive area, under the full competition of the first tier cities, the two or three line cities and the more extensive rural market have become the new growth point of the women's clothing industry.

The major brands have begun to encircles the two or three tier cities, expanding the construction of self operated stores and grabbing the market opportunities.

From the perspective of the overall development of the market, the Chinese women's clothing industry has five major development directions, which are closely related to the competitive trend of the industry, namely, the steady growth of the mass fashion and casual wear market, the fast fashion of clothing will become the trend of mass clothing consumption, the rapid development of the two or three line urban mass fashion and leisure, the new changes of retail format changes and the O2O's establishment of full channel retail.

Among them, the popular fashion casual clothing with reasonable price orientation caters to the demand of this large consumer group, and is expected to achieve faster growth rate than the overall clothing market, and at the same time, the market in the two or three tier cities will also be further expanded.

In addition, the development of the electricity supplier has a great impact on the sales of clothing industry. While the apparel brands under the line are concerned about the impact of online shopping on the traditional offline stores, we should make use of the integration and collaboration of online shopping platforms and offline entities, and create a full channel retail mode through O2O strategy to enhance the consumer shopping experience.