Garment Brand Development In Second Tier Cities

Recently, journalists have visited 3 cities, namely Guangzhou, Beijing and Shenyang. Every city can't help visiting the local shopping mall. What is surprising is that from Guangzhou. Tai Koo Hui And the good Plaza to Chaoyang Joy City, Beijing. Oriental Plaza And then to Shenyang's the Mixc and Shenyang's Joy City, the brands in the three major cities are almost the same. VEROMODA, MANGO, Gloria, lady house... From the twelve degrees south of the zero to the northeast of twelve degrees below zero, there is always a family around you.

　　 clothing The expansion of brand in a second tier city helps to enhance visibility and market share, and opens the door for consumers from all sides. The high grade department store is the result of economic development. However, the shopping environment of thousands of people has become the bottleneck of the department store operation.

As far as the joy city is concerned, the Chaoyang Joy City is similar to the brand store in Shenyang's Joy City, and the consumers enter the shopping mall with bright lights. As a department store brand, the maintenance of specification uniformity can be understood, but it is the key to stand out in many department stores and highlight its own characteristics. Up to now, no brand has been "single", consumers' loyalty to shopping malls has been reduced, and the randomness of shopping has increased.

If we want to get out of the dilemma of homogenization, we should consider the buying system of foreign department stores. Selfridges, the oldest British department store in London, has dominated London's most famous Oxford Street business district for hundreds of years. From the brand distribution, Selfridges is not much different from other large department stores. However, its mature buyer system adds another flavor to the same brand store. For example, the main consumers in a luxury area prefer to buy basic funds for tourists and overseas students, so the Gucci and LV stores here are the most basic stores in the same department stores. The main consumers of the two or three fashion clothes are the young people who are looking for quality and fashion. Therefore, many tide brand new or limited edition can be found here.

In view of the fact that domestic department stores and brand stores are alike in decoration, the goods in the store are exactly the same. The success of this investment system is once and for all. On the one hand, it blurs the classification of the customers in the shopping malls, and on the other hand, it also sends away the opportunity to cultivate and maintain the specific and loyal consumer groups in the shopping malls. Today, market segmentation is the general trend. Department stores should not only know their competitors well, but also conduct scientific analysis of their customers, and find their own characteristics. It is time for thousands of department stores to change their faces.