Fashion And Fashion Industry Under Economic Crisis

Always high up in the big name in this "winter" also hit a ninety percent off "cabbage price."

The cold wind of economic depression has spread everywhere in Europe and America since the cold wind in the global integration. No country can escape the influence of this cold current.

In the cold current, the fashionable and bright coat is still there.

Business discount, consumer wait-and-see, working in London, Amy has a deep feeling about the global economic depression. "London's two high-end department stores are usually overcrowded, and now they are only about half of the 1/3, and the supermarkets are getting more and more people, because the goods in supermarkets are cheap, and brands even have low discounts that have never been before. Even so, there are few people who buy them."

Back in the country, Amy found that, like competing discounts abroad, domestic discount activities were also fierce. Many shopping malls were greatly reduced in the form of celebrations and anniversaries.

"Before the new world did activities, the cars could not stop. The two celebrates this year clearly felt less than before."

Zhang Yan, who lives in the new world home, said, "I seldom go now. Things are too expensive. I can hardly see a lot of clothes. My coat is basically over one thousand, and everything is going up, that is, wages will not go up."

Entering the winter, Zhang Yan hardly bought clothes in the market, only bought a thick coat in the foreign trade shop, spent 280 yuan, "matching collocation, first through the winter this year" again, no longer had the "good luck".

In fact, the impact of the economic crisis on the fashion industry is more and more obvious with the coming of winter. The rising prices and the influence of the international environment have made consumers more and more strict with their wallets.

The decline in consumer desire has led businesses to play the banner of discount promotions. The discount of major brand clothing and seasonal products has even been unprecedented. For example, the discount of many new international second-line brands has been launched in the past few years.

But even if "cabbage prices buy big cards", there is no scene of mad rob. More people are still waiting for money in this cold winter. Many times they do not know what they are waiting for, but with money in hand, they always feel steadfast in their hearts.

Consumers are also becoming more and more aware of the price performance in the economic crisis. More and more people are starting to visit the wholesale clothing market such as zoos and government parks. On Taobao, there are still many brands of international brand cosmetics, but more people have switched from buying authentic products to buying cosmetics samples.

The confidence of the international brand in the Chinese market is not diminished. The domestic brands are facing a shuffle. However, the international brand is still confident in the Chinese fashion consumer market. Maggie, director of public relations in Zegna, China, said that the economic downturn had little impact on the Chinese market. Zegna will continue to expand its new stores according to the plan next year. Versace also expressed the same confidence and expansion plan; Christian Dior also expressed confidence in the Chinese market with an exhibition of global attention. The design director John Galliano, chairman and chief executive of the brand, and Oscar's movie queen were all on the scene.

In the case of economic recession, a large part of the confidence of foreign brands comes from the good view of the huge Chinese market and the difference between the consumption concept of Chinese and foreigners. - "the habit of the Europeans is to spend the money in the future. When the economic crisis comes, a lot of consumer spending is cancelled, so the impact will soon be obvious. Chinese people are accustomed to saving, so this will not have a big impact on their recent consumption."

The domestic fashion brands have gained more opportunities in this financial crisis. The stronger the stronger, the weaker one is directly out, the price is no longer the only competitive power, and the creative brand has got a greater opportunity for development.

As long as consumers have money, businesses will come up with all kinds of ways to promote sales. Even in the economic crisis, fashion consumption will not be dealt a fatal blow. The game between brands and consumers will continue.

Despite the unprecedented increase in discount rates of businesses, many consumers are still waiting for money.

(60%) 2364 of the 2364 people who took part in the survey, 60% thought that the economic downturn had an impact on their own consumption, and more than 60% said they spent less money on fashion shopping than last year. Most people spend 500-1500 yuan on shopping expenses every month, and only less than 4% of their consumption is over 5000 yuan.

Netizens "evil little white rabbit" said that compared with last year, the same money can only buy fewer things, greatly combating the desire for consumption, and the rise of other consumer goods also has a certain impact on the consumption of fashion products.

The second tier brand has the most serious price rise, and nearly 3/4 Netizens feel that the price of fashion products this year is higher than that of last year, especially for clothing products. The price increases are the biggest. Cosmetics, bags, accessories and other consumer products also have a slight increase in price. Jewelry prices are relatively strong and fair.

In a random interview with reporters, most respondents thought that the price of second-line clothing brands was particularly serious. - - "almost no more than one thousand yuan of coats in the shopping mall". "Many brands are discounted after rising prices, and the price after discount is even more expensive than last year".

Cosmetics and skin care products are considered "good" because of many activities such as gifts and promotions.

According to the survey, more than 40% of consumers began to cut their spending on major clothing, followed by the mid-range brand clothing and brand name skin care products, cosmetics, and accessories became the "lucky ones" in the cost reduction plan. This also shows that more and more people have realized that the accessories are small and effective, and are willing to change their image through small matching.

In the case of economic downturn, many consumers are disgusted with the continued price increase of the brand. Only about 15% of the people can accept the continued increase in the price of the brand. It seems that the "big fans" in China are not enough.

Now, the discount activities in shopping malls are still very attractive to consumers. More than 40% of consumers said they would go to the market when they had discount activities, while more than 30% of consumers said there would be no change in the location of shopping. Because of the economic reasons, the number of people who pferred to the wholesale markets such as zoos had increased, and the number of people who went shopping overseas and in Hongkong was greatly reduced.

This, on the other hand, shows that domestic consumers are not particularly affected by the economic crisis. The economic downturn has had an impact on people's fashion consumption, but it has little impact on the "preferential offensive" of businesses.

Yang Jing: editor in charge