Retail Menswear Brand Performance Downturn Internet Strike

By the impact of the Internet, the retail industry is becoming more and more difficult, especially for men's clothing brands.

Many foreign high-end retail men's brand performance is low, frequent stores.

In the recent annual report released by Hugo Bos group, it said it would close 20% of China's stores, and Ralph Lauren group, which had the largest share of men's clothing business, was also alert to profitability in early February. Gucci announced that it had closed its only European men's wear store in Milan's Brera area. The British men's wear brand Austin Reed filed for bankruptcy protection recently, and the British menswear brand Sherman also faces the fate of layoffs.

Not only that, the American brand management company acennis group produced a huge impairment loss of $438 million from street men's clothing brands such as Ed Hardy, Rocawear and Ecko for the fourth quarter. The group also lowered its performance expectations in the current 2016 fiscal year.

The traditional commercial layout is no longer in use. The mobile Internet era and technological innovation are consumers' concerns and are enough to attract consumers. Therefore, intellectualization will become a new profit growth point for men's clothing brands.

China's local men's wear brand also can not avoid the wave of performance decline.

In the first quarter of 2016, operating income was 5 billion 558 million, down 11.41% compared to the same period last year.

Other brands in the industry, such as the seven wolves, the good news birds, and the nine herd kings, have not yet achieved good results.

The first quarter results of the seven wolves were reduced by orders, and net profit was 64 million yuan, down 5.18% compared with the same period last year.

The net profit of news birds has fallen by a larger margin, reaching 86.16%.

The net profit of the nine Mu Wang increased by only 0.36% over the same period last year.

Creation of Da Yang

The net profit has increased, but although the net profit of the net has increased by 10%, the total profit is only about 5 million yuan, although the net profit has increased by two.

Under pressure, men's clothing brands have to close because of market changes.

It is reported that YOUNGOR closed 35 stores, nine Mu Wang net shop 26.

The performance of the seven wolves has been declining since 2013, and it has been closed every year. The number of stores in the first half of 2015 is 2636, representing a decrease of 519 over the previous year.

In addition, it is worth noting that in the 2015 annual China Luxury Market Research Report released by Bain, in 2015, the luxury market in the mainland of China was 113 billion yuan, down 2% from the same period last year.

It is noteworthy that women's clothing, jewelry, cosmetics perfume and other products showed an increase of 10%, 7% and 5%, but men's clothing and watches declined in the worst hit areas, down 12% and 10% respectively.

An industry insider also said that traditional marketing has lost its role in the Internet era, persuading a few people, but unable to persuade the brand's consumer groups.

The brand must learn to pform from service niche and agent owner to serving the mass consumer.

We must have connections with consumers and generate links.