Where Are The Opportunities For Women'S Wear And Brand?

Women's consumption ability is increasing, and women's wear brands are also increasing day by day. As a brand itself, we need to think. Where are our opportunities? The age of women's clothing brands has been completely divided. The future women's clothing market will be divided by interest labels and values.

Compared with the fast fashion brands that have recently been out of the Chinese market, domestic clothing brands are bringing more confidence to the market.

As the earliest and most active garment industry in China, the women's clothing industry has formed a relatively complete industrial chain, from product design, manufacture to sales mode to a mature level, and the market tends to be highly saturated. According to Frost &Sullivan, a business consultancy, the overall size of the Chinese women's clothing market has exceeded 800 billion yuan. The size of the Chinese women's clothing market is expected to maintain steady growth in the future, and the market size in 2021 will exceed RMB 1 trillion and 700 billion yuan.

Compared to the men's clothing industry, the women's clothing industry tends to be differentiated in the mature industry operation. According to the age level, the women's clothing industry has developed many categories, such as Da Shu, Zhong Shu, Shao Shu, girls and so on. This division is largely related to the floor distribution of traditional department stores, and has become the unique national condition of the Chinese women's clothing market.

However, as Zara and other fast fashion brands accelerate the invasion of the Chinese market in 2008, the domestic clothing brands gradually feel the pressure. From 2011 to 2012, high inventory and weak retail sales hit China's garment industry. The rise of the electricity supplier, the upgrading of young consumers' brand awareness and the change of their shopping habits all have a great impact on the department store format. A large number of traditional Chinese brands are faced with the crisis of the loss of young consumers.

Some domestic clothing brands have tried to follow the fast fashion and transform to "efficiency". But in the end, few domestic brands succeed in copying fast fashion. Since last year, with the rapid fashion brands such as Topshop, NewLook and Forever 21 in Waterloo, China's clothing brand has been at a new crossroads.

After 90 and 00, the new generation has become the main consumer of clothing. They are no longer satisfied with buying clothes made from mass production at low prices, but hope to gain a unique experience and innovative products. With the end of the era of selling products with simple packaging, any brand must become clearer, sharper and more recognizable in order to remain attractive. The brand relying on traditional department stores for a long time is not satisfied with the individualization of brand image, which causes the phenomenon of homogenization of the domestic clothing brand products becoming more and more serious.

According to the Tencent data lab, through the online and offline research combined with the analysis of big data, "2018 clothing consumption crowd insight into the white paper", China's fast fashion crowd is most keen on clothing and popular information, trusting KOL's recommendation, and the star life scenes of variety and network homemade drama wear the wind vane to dress. This means that the demand for brand publicity has shifted from a single advertisement in the early stage of the market to a more trivial and permeable information dissemination. The building of brand power has become a daily accumulation.

So every brand can have confidence in the market, because there are more and more opportunities for domestic clothing brands. We have the opportunity to start with the international brands on the same starting line. The battle for brand power is bound to win.