What Happens In 2018 Is How The Fashion Industry Will Change.

World clothing shoes and hats, since twenty-first Century, the garment industry has undergone many large-scale changes and shuffling. In recent years, the garment industry has entered a stage of rapid development. In 2018, the nine major turning trends in the garment industry can not go away, and may disappear from here. If we go, we can play for another ten years.

1 sub sectors and categories into hot spots

Under fierce competition, market segmentation has become inevitable.

The apparel industry is in an unprecedented bottleneck period. The simple operation of the unified pipeline is only able to maintain the status quo, and further development is impossible.

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"Brought about the growth of the sports brand performance; the landing of the" comprehensive second child "policy accelerated the development of the children's wear market, and Semir's balbala achieved great success. The improvement of the attention to the body clothing brought about the development of the underwear brand, and the new underwear category was not poor.

This is the rise and development of the subdivision under the subdivision. This is the opportunity.

2 online and offline are becoming more seamless.

The future apparel industry has no online and offline distinction, only the distinction between brand and experience.

Even Ma Yun also said that the era of pure e-commerce is over. The future is a test of the integration of resources under the online and offline era. This is the new retail era without online and offline.

The Internet has brought about a new revolution. It has brought about a great change in the society and changed the original and single consumption pattern.

Whether retail or wholesale, in addition to a few pure electric business, WeChat mobile phones are used more and more. The use of mobile terminals such as friends circle and WeChat group is more common in clothing terminals.

The upstream intelligent data model has been applied to clothing production more and more.

This is a change from "product thinking" to "user thinking", standing on the customer's position, thinking about problems, customer oriented, and providing products that customers want.

It is both an opportunity and a challenge.

3, the younger consumers are becoming more and more individualized.

China has gradually become one of the largest clothing consumer markets in the world, and the new middle class represented by post-90s and 00 is becoming the main consumer of the times.

The brand of homemade shoes and clothing, led by Hai Lan home, has been close to young consumers. Luxury brands such as LV, Chanel, GUCCI and so on have also bowed to traffic in 2017 to replace the Chinese millennium generation's favorite spokesmen.

After 90 generations, they have the characteristics of self independence and individuality. They dare to accept new things and have their own unique views on trend information.

It has already had a greater impact on Modeling and pricing, and even on the speed of the entire apparel purchasing chain.

For example, the 2017 hip-hop craze, which has been popular in China, has brought the hip-hop culture and street culture to the tuyere, and has given birth to the 300 billion of the hip hop business around the country.

On the other hand, middle-aged and elderly clothing is getting younger and younger. Many middle-aged and old people learn to buy their own clothes and dress up more and more like young people. This is also a trend for the relevant garment enterprises.

All of these provide good opportunities for brand remolding and rebirth of garment enterprises.

Brand should pay more attention to data analysis to track consumers' preferences, make adjustments to their own designs, and increase personalized experience.

4 NEW

The clothing industry returns to the product era from the commodity age.

The price of goods will enter an era of extreme value.

Consumers no longer pay for excessive premiums, and are more willing to pay for hobbies and interests.

If the price is no longer the primary criterion for deciding whether to buy or not, that is, consumers are becoming more rational, which means that consumption escalation is already taking place.

The survival consumption demand has been pformed into an improved demand, and the consumption pattern has changed from material consumption to service oriented consumption.

5 channel changes in garment industry, the rise of collection stores

The clothing channel level will be extremely compressed, and the chain between factories and consumers will be shortened indefinitely.

Upstream is a revolution from factory to consumer, and downstream is the counterattack of buyer's rally shop. The two forces struggle, middlemen still exist, but the stronger the stronger, the bigger the bigger.

This is a system change brought about by market and consumer demand.

Multi brand, whole category and one-stop shop can meet the demand of multiple shopping. It has a platform collection store with a good incubating function and a strong experience of life style collection store, showing good development momentum.

In the next 1-2 years, the stores will be concentrated and will be chosen by more and more fashion brands.

6 the rise of clothing from the media age

After 90 and 00, the trend of the crowd is more focused. And after 00, the Internet is born to the indigenous people, which is highly dependent on the Internet.

Relying on traditional media channels, such as paper media, elevator advertising, etc., are not enough to arouse their attention.

On the contrary, the fast rising social network is the most effective way for the brand to deploy young audiences vertically.

Many consumers will choose to listen to some highly influential KOL recommendations, such as micro-blog big V, which may be more realistic for them than traditional corporate advertising.

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Brand or terminal stores can actually become self media, create your circle of friends, interact with customers in various ways, and form customer loyalty.

Nowadays, getting better service and emotional satisfaction is the most important factor after 90 and 00. That is to say, clothing advertising must change from selling to selling.

7 apparel industry fans rising

In 2017, the fans in the south of the Yangtze River contributed 62.6% of their revenue to the fans.

UNIQLO, chief marketing officer of UNIQLO (Greater China), stressed that fans in the digital age are like love. First of all, let consumers love brands.

The fans economy is actually hiding behind the function of the product, and let the emotion rise to the first place. All businesses, especially brand marketing, must understand the true meaning of the fans economy.

8 "face to face era" trend is more obvious

The role of visual merchandising VMD will be more obvious! Customers are not only buying goods, but also buying process experience. The shops that ignore visual merchandising will decline in performance.

Visual creativity can make shops more aesthetic and differentiated, and give consumers a better shopping experience.

Excellent visual creativity can enhance consumers' awareness and interest in brand, enhance brand influence and customer loyalty to brand.

Good visual creativity can help brands or shops go longer and longer.

9 upgrading of AI industry in garment industry

Up to 75% of fashion retailers are ready to invest in AI in 2018.

Leading fashion companies can use AI to aid creativity, design and product development. For example, ZARA uses algorithms to sift through large amounts of data to predict which products consumers like best.

Take GXG as an example. During the double eleven Carnival in 2017, GXG subverted the consumer experience and joined Tmall to build intelligent windows and vending machines.

GXG brand spokesman said that compared with stores, vending machines have lower operating costs, and they are trying to use technology to deepen interaction with consumers, so that they can get a more three-dimensional and fun shopping experience.

This is the worst and the best of times.

Time makes heroes, adversity is born again.

The different trend will determine the brand's sinking or rising. The 2018 is coming. Are you ready?

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