Why Some Clothing Stores Do Not Have Business But Still Insist?

The most glorious period of offline clothing stores has passed! From 2013 to 2015, after reaching the peak, it has gradually declined in 2016, and it has completely fallen to the bottom in 2020. The biggest feeling is that when shopping in the mall, there are more clothes salesmen than customers. I have never seen the bustle of the clothing store, but I only see the line at the door of milk tea.

According to Mr. Harry, if the business is not good, don't blame the users. Just like the leaves leaving, is it the pursuit of the wind or the tree's failure to retain? Think about the reason?

1. Basically no business

Most of the stores in the business circle that can afford to open independent shops are not for making money, but for the user experience or image of the brand. No business is a common problem, but too few people break the curse. A small part of them are small brands, miscellaneous brands, foreign trade orders and overstocked inventory. They can't afford high rent and high labor. They can only move to small shops. With the impact of online shopping, they can't provide cheap and good-looking products. There is no flow and transformation. Of course, there is no business.

2. The channel advantage has become a short board

Clothing retail has changed from channel centered to commodity centered, and now user-centered. However, the original brand entity chain and middlemen can't keep up with the changes of users' demands, and the products and popularity are impacted. At the product end, more attention is paid to the product combination with higher cost performance, and the appearance design is more beautiful and the experience is better. The traditional business model and advertising model are no longer suitable for the new generation of user groups. The stores are aging and the operation is aging. The advantage channel has become a short board. The demand of users has not decreased, but has been transferred and transformed.

3. The long tail consequence of low threshold

The threshold of the original clothing stores was low, or even not. For a long time, I stayed at other stores to sell what I wanted to sell, and then I came back to solicit customers at low prices. For quite some time, the streets are full of clothing stores, even clothing street, and follow the trend, reduce customers' expectations of personalized and fashionable clothing. Some people say that I just buy clothes in physical stores. The goods are real and the prices are real. What I buy online are fakes. There are fewer and fewer physical stores. The problem is not here. However, "cheap" and "real goods" have less patterns, narrow choices and slow update speed. Are current users patient? Do you have brand loyalty? If you don't feel deeply, how can you feel empathy with users without being reasonable?

4. The rise of fast fashion

UNIQLO, Zara and HM, the physical clothing stores that can be seen now, and the rising of fast fashion, although known as "following the fashion closely, full of European and American style, many styles, new and fast, and low price", can be produced and delivered to the store within 7 days, but it can not get rid of the criticism of "garbage quality".

Consumers, especially the younger generation, are becoming less and less sensitive to big brands. In clothing, there are two extremes of pursuing "personalization" and "basic style". However, fast fashion also exposes the characteristics of low efficiency and high cost of trial and error in exploring the mode of user demand. How to make the product production process and iteration cycle conform to the market rules is a difficult problem Common challenges for most offline stores.

5. Competition for incremental market

It should be said that the future of most offline clothing stores is dim. If the market is good, there will be many people making money. When the winter comes, it is not just you who make money.

China's clothing market is becoming more and more mature. If any brand wants to compete for offline clothing stores, the competitive pressure is increasing. Just complaining about high rent and high staff can't solve the problem of loss in clothing stores. How to further fine management, fast response to sales and inventory data, continuous tracking of market feedback, and real integration of online and offline is the way out! What's your opinion on this, please leave a comment below. To discuss more hot topics, please click follow. Enter into the multi-point marketing incubator circle of aifuhaida, and let entrepreneurship not step on the pit!