2019 The Development Trend Of Apparel Retailing: Consumers' "De Label" And "Fast Fashion" Fall

With the upgrading of consumption, consumers' consumption patterns began to change after 80, 90 and 00.

On the one hand, under the brand oriented consumption concept, the new generation of consumer groups emphasize the satisfaction of self and individual needs; on the other hand, their once purposeful and planned consumption habits have gradually changed to a fragmented consumption process; meanwhile, innovation experience is one of the potential factors that can contribute to consumer behavior besides product quality and service attitude.

So, how can we bring more freshness to the new generation of customers and create a strong brand competitiveness? Today, win business network Xiaobian combined with brand positioning, customer segmentation, showcase beauty and special marketing and other dimensions, to see this spring, what kind of heartbeat and color will the various accessories brand bring to consumers?

Under the trend of "de label", the aesthetic level decides the consumption preference.

The three factors of consumption ability, consumption concept and social progress have jointly promoted the concept of personalized customization, which is based on the demands of consumers' own expression.

Apparel industry has also developed from the scarcity stage of the previous product to the "proposal" stage that meets the needs of individuation.

With it, consumers will no longer have labels, consumers will no longer be linked to gender, age, occupation, income, instead of using the aesthetic level to divide the main consumer.

In this regard, the fine customer segmentation of the major clothing brands will become increasingly important, and precise positioning should be made according to the segmentation of customers, so as to explore their own characteristic development path.

As you can see from the above picture, whether fast fashion, tide card, sportswear or collection store, the audience of its brand clothing basically aims at the whole customer level, and combines leisure sports, fashion trends, comfortable home and many other styles.

L fast fashion craze

With the advantage of low price, rapid change, and providing consumers with fashion trends, the international fast fashion retail brands represented by H&M, ZARA and GAP quickly seized the Chinese market.

But after enjoying the rapid expansion bonus, the news of the frequent closure of fast fashion brands, the tragic depression of earnings data and the continued decline in earnings growth began to brush up.

The reason is that the new generation has become the main consumer of fast selling clothing after 90 and 00. They are no longer satisfied with buying clothes that are produced in bulk at low prices, but hope to get a unique experience and innovative products.

In November 2018, UNIQLO built a unique city store in Xi'an. It redefined the life style of Xi'an people with cultural insight and LifeWear service and life as the brand concept.

The unique temperament and cultural heritage of the city will be integrated into the store experience with innovative technology. The Xi'an MOMOPARK store in UNIQLO, combined with the SHOW site of creative shadow play, enables consumers to take their exclusive shadow play in UNIQLO high light down clothing, experience clothing, and feel the new feeling that technology and traditional art collide with.

L breakout of national tide

The tide of patriotism pushes the luxury brands to re-examine the Chinese market, and at the same time helps the rise of the national tide.

At the same time, the optimization of local brand image and the upgrading of marketing mode also enable it to undertake a huge shift in consumption.

Among them, the local sports brand plays an important role in the international arena of the national tide brand.

In early February 2018, as the first Chinese sports brand to debut in New York fashion week, Lining boarded the stage of the 2018 autumn winter New York fashion week.

"The realization of the heart" and "the realization of the type" are the two major series. In the design, they use the oversized, metal style, Box Logo sweater and other avant-garde fashion design elements. At the same time, they integrate into the strong Chinese style elements and interpret the Chinese Lining's understanding of the movement trend.

In December last year, the first Chinese fashion shop in the northwest of China opened in Xi'an SEG International Shopping Center, including many popular sports such as Lining, ACE and so on. Once it was unveiled, it attracted the attention and popularity of Lining.

In 90s, the three trends of retro, modern practical Street doctrine and the future movement trend showed Lining's original attitude and fashion influence to the ancient city of Xi'an and the whole world.

Closely followed by Anta, with the new experience of combining sports function technology with daily wear aesthetics, the fashion circle of old man shoes is brushed to make the world focus on the Chinese sports brand fashion circle.

Clothing industry suction guest drainage Creative Beauty Chen create "first eye"

In the era of eyeball economy, brand competition needs to create unique personalization so as to attract consumers' attention.

In the process of attracting eyeballs, stimulating interest, stimulating imagination and guiding consumption, window display as the first manifestation of store image and brand image is one of the key factors that determine whether consumers enter the store.

How to constantly bring forth new ideas, bring visual impact to consumers and attract consumers' attention, so as to lay a good foundation for consumers to shop? Creative beauty is an effective way.

Mei Chen can create attractiveness and achieve communication effects through its own effectiveness, shock, timeliness and marketing, and promote the promotion of shops and brands by introducing potential consumers.

Since the opening of SKP in Xi'an, the entry of many first-rate brands has greatly enhanced the quality and value of Xi'an's business.

At the same time, relying on the millennium city of Changan, looking at the way forward life, Xi'an SKP international big name and South Gate historical and cultural collision, a cultural and commercial cross-border, art and fashion reconstruction of new urban life mixed space more Xi'an brings more innovative design, window, beauty, Chen and other bright spots.

According to the forecast and analysis report of China's apparel industry production and marketing demand and development prospect released by the foresight Industry Research Institute, statistics show that in 2018, the total retail sales of shoes and hats and garments in China reached 13707 billion yuan, up 8% from the same period last year, up 0.20% from the same period last year.

Under the guidance of innovation driven strategy, new technologies, new formats, new modes and new consumption are surging.

New technology detonates new industries, new formats inspire new vitality, new models broaden new paths, and new consumption creates new changes.

We expect that the clothing and footwear industry in the future will continue to innovate and upgrade under the guidance of innovation driven strategy, bringing more high-quality product services and more innovative and interesting consumption experience to consumers.