Traditional Brands Continue To Be Weak And Fast Fashion Has Obvious Advantages.

All along, every year after the Spring Festival to "May 1" before, are the traditional off-season clothing industry.

But now may day is coming.

It seems that it is still in the cold winter: closing shop tide, declining performance, cheap competition, slow pformation and so on. In the first quarter of this year, the clothing industry is not optimistic, and the retail sales of traditional brand shops still fail.

The reason is that the price of traditional clothing is too high and lack of fashion sense. Some consumers say that the price of many traditional brands after discount is not much cheaper, and those styles that are really cheap are out of date.

and

New fast, low price, style and international integration is the secret of winning, favored by consumers.

Giordano business is weak

Pushing cheap brands to grab the low end market

The double-sided attack of e-commerce and international fast fashion brands has made Giordano, Baleno, Metersbonwe, once highly sought after.

And other casual clothing brands are pushed to the edge of the market.

As early as last year, the earnings report of Baleno's parent company De Yongjia showed that the number of outlets in Baleno's mainland market has reached 388, accounting for 10% of the total number of stores.

This month, Giordano's 2014 performance report also showed that Giordano sales in 2014 amounted to HK $5 billion 545 million, a decrease of 5% over the same period last year.

Last year, the momentum of closing stores was fierce and the number of shops was reduced by 190.

"Take the cheap brand Beau Monde as the focus of development in 2015."

Become Giordano's 2014 annual report on the 2015 Greater China business plan and outlook.

It is reported that the cheap brand Beau Monde will replace the store of the hypermarket. The new product will be priced at 29~99 yuan and the price is only three or four of Giordano.

It is understood that the clothing market of 29~99 yuan is mainly in Shang Chao, and the products at this price are often labeled as "tail goods and quality general" labels, which are not attractive to consumers. It is not known whether Giordano's low price strategy can be recognized by the market.

Fast fashion brand "upstream"

Price rises when others cut prices.

In contrast to Giordano's becoming a "cheap brand",

It is announced that 20% of the new products sold in July will raise prices, and the overall price increase of new commodities will be around 10%. Some commodities may only increase by a few percentage points, and some will exceed 20% to 30%.

China's apparel industry is in a slump, but according to the 2015 China commercial real estate development trend report, the major fast fashion brands are being overweight in China.

In 2014, fast fashion brands opened 274 new stores in China, including 14 in Guangzhou.

At present, Guangzhou has 13 UNIQLO stores and 9 H&M stores.

With the increasing number of fast fashion brands entering China, the market competition will become increasingly fierce.

The total number of 5 fast fashion trademark stores such as UNIQLO, H&M, ZARA, GAP and C&A increased by 23.7% compared with 2013, and the growth rate slowed down by 20 percentage points.

At the same time, fast fashion is accelerating the development of e-commerce, laying the line for offline, and developing brand diversification and developing diversified brands.

Journalist survey

Traditional brand

Discount and hard work

In order to attract consumers, many brands have changed the habit of "new products without discount", and have launched various new spring and summer clothing preferences. Discount advertisements are placed in a very prominent position in the store.

China Plaza LEVI "S stores" are as low as 70 percent off discount publicity, Tianhe ESPRIT spring goods 3 fold on 20 percent off, Beijing road Metersbonwe new members 5% off, as well as Giordano, Semir and other brands, almost all have obvious discount publicity, but the number of people in the shop and volume has not increased significantly.

"In fact, many brands do not have much cheaper price after discount, but those styles that are really cheap are out of date, too cheap, and they will not be bought even if they are discounted."

Consumer Huang said.

However, the discount of fast fashion brands is not big this season. Only a small number of special styles or old items are discounted. There is basically no discount for new clothes, and sales discount is not noticeable.

Trend trend plus electric shock

Recently, "no logo, no brand" has become an upsurge in Korea. Taking into account the tremendous influence of the trend of fashion in Japan and Korea on Chinese consumers, the popularity of no brand and no logo products is definitely worth the attention of the industry.

Nowadays, young Korean consumers prefer sportswear or Normcore style. They like neat fabrics and tailoring. They are the best color, creating a fashion trend with a sense of future.

Retailers also actively cooperate, such as Gap, H&M, Zara and other fast fashion brand new products all reflect this style.

"Hanfeng" prevails in China. The lack of "fashion sense" has a great impact on some traditional clothing brands.

During the reporter's visit, it is not hard to find that some of the clothes with poor sales are different from the fashion in the eyes of consumers. Large LOGO, colorful and decorative designs account for a large proportion.

In order to pursue the most fashionable dress, many consumers are more inclined to buy online.

"A lot of customers come in and look at it, but they really buy very little.

Even if you have the right money, you just try it on and go online.

An unnamed clothing salesman said.

"Too fancy and complex style clothes will not be bought. There will be some dirt on them.

It's convenient and beautiful to buy clothes online, and it can also scan the latest styles abroad.

Dressed in fashionable fashion, Miss Zeng said that most of her clothes came from online shopping.

Fast fashion brand

Style, fashion, moderate price and many advantages.

To understand the local situation, the reporters visited several shopping malls in Guangzhou last Sunday to make a comparative observation on the business situation of the major brand clothing stores.

Reporters interviewed several consumers randomly, who said they were interested in buying spring and summer new clothes.

But although there are many people who want to buy clothes, there are only some fast fashion brands in the store, such as H&M, UNIQLO,

And so on, BERSHKA also appeared in the Tianhe City.

The prices of these brands are mostly between 99 yuan and 349 yuan, and at the same time, 49 yuan, 79 yuan and other low price single products attract consumers.

By contrast, many traditional brand stores seem very crowded.

There are only three or two customers who come to pick up brands in MO&CO, LEVI, S and so on.

Consumers, who are shopping for clothes, told reporters: "the prices of these brands are generally higher than those of fast fashion brands. The T-shirts with similar quality are sold for 99 yuan and one for 199 yuan. Where do you say you want to buy them?" in the Gloria of Tianhe City, the reporter picked up a dress 1199 yuan.

Xiaobian believes that the clothing brands that are gradually losing popularity can learn fast fashion brand's "forge ahead" posture. On the one hand, they will accelerate the turnover of the trend. On the one hand, they will embrace the electricity providers, expand the price range of prices, and excavate multiple markets. After that, the advantages will be more and more obvious than that of the traditional brands.