Market: The Clothing Industry Will Change Greatly In 2019, And Eight Trends Will Determine The Survival

2019 is not the best year for both domestic and foreign brands. Some people are high-profile and brilliant, while others leave in a dim way.

Some even said, "Don't open a clothing store in 2019!"!

This is too extreme.

Instead of complaining, It's better to be regular in time. What we need to do It should be based on the events of last year to analyze the trend of this year, and use this to iterate on their own brand, so that they can become better and better!

Time waits for no one. One third of 2019 has passed. Let's take a look at the trend of clothing industry in the second half of 2019. Look carefully, don't fall behind!

　 01 The national trend is eye-catching, and the sports brand is flying

The rise of sports brands and their approach to fashion brands is one of the most obvious trends in the past two years.

According to the data, the scale of China's sportswear industry in 2017 was 104.5 billion yuan, up 9.77% year on year. By 2018, it will reach 114.7 billion yuan, up 9.76% year on year.

It is conceivable that by 2019, this will be a huge number!

This year, Li Ning has been on the International Fashion Week for three times;

Anta also showed no weakness, and its acquisition vision was as sharp and original as ever: from FILA to Finnish sports giant Amer Sports, officially announced the rise of Chinese sports brands to the world!

Our domestic sports brands are catching up with Nike Adidas。 It is not only the upgrading and iteration of product appearance, but also the pursuit of quality!

Look at the tide brand that was once scorned. Now it has also played a beautiful turnaround battle——

Peacebird plays cross-border and wins a number of fans;

Huashengji, born in Taobrand, has become the first choice of celebrities from all walks of life;

Diosgo CLOT shocked the world with Chinese style design again and again!

When the millennials become the main consumers, the demand for sports brands and trendy brands is also growing. It is no exaggeration to say that in 2019, China's sports and fashion brand markets are breaking out in an all-round way!

　　 02 The brand culture determines the consumers' future

From Philipp Plein's plagiarism to the upsurge caused by the name of Chaopai MLGB, which one was not strongly resisted. It is easy to see that brand death is really just a matter of thinking.

Consumers are also increasingly valuing the brand's culture, the story behind it, and its attitude towards people. The most obvious gap is that Burberry's weird painting style, which was given by two major brands at the beginning of this year, was complained about by the whole network, while Uniqlo was highly praised.

UNIQLO New Year's Movie in Spring Festival: Just one advertisement can influence customers' views on the brand, not to mention the culture behind the brand?

　　 03 Quality first, fast fashion gradually declining

Not that I sing the fad, I can only say that the era of competing for traffic by fast production has gradually disappeared. The once famous fast fashion brands have entered the cold winter——

Topshop lost money, dissolved with Chinese partners, and exited the Chinese market;

New Look has poor performance, closed stores and exited the Chinese market;

H&M Nyden business restructuring and CEO resignation;

GAP withdrew from the Australian market and closed its flagship stores on Fifth Avenue;

Forever 21 exits the French market;

　　……

A few days ago, fashion organization Thredup also released a set of data, which is more proof of how difficult the road of fast fashion is——

25% of female consumers said they would stop buying fast fashion clothes from 2019. Most of them are young consumers.

40% of the Millennials surveyed said they would stop buying fast fashion brand products. Among the respondents aged 18 to 21, 54% decided to buy higher quality products.

Today, consumers are not only satisfied with the demand for beauty, but also care more about quality assurance. Even the post-90s and post-00s have the same consumption concept.

Therefore, in 2019, "fast" is not enough, and down-to-earth is the absolute principle of prosperity.

　 Online and offline integration acceleration of Line 04

Looking at the clothing retail market at home and abroad, with the arrival of the digital era, the popularity of the Internet, consumer lifestyles have changed, and more and more clothing enterprises have accelerated the integration of online and offline.

Uniqlo: After consumers place orders online, hundreds of offline stores support convenient pickup within 24 hours;

Peacebird: through the dimensions of goods and payment, it supports new businesses such as store code scanning and store self collection;

The men's wear brand Common Gender has adopted the online and offline combined omni channel sales model as soon as it is listed

By 2019, online and offline single offline picking, or offline experience online purchase and other models have become the general trend of the clothing industry.

05 Short video and live broadcast are popular, and new ways to make money appear

Nowadays, short videos are popular, such as dithering.

Many people have also found that their huge traffic can be used for themselves. Many brands have begun to divert from short video platforms, and even big brands such as Inman and Dior have settled in Douyin.

Now that the Internet is so popular, excellent products are capable, but diversified communication channels are also an indispensable part of the supply chain.

Where the young people are, there will be traffic. Where there is more traffic, the advertising target will be.

As a new communication channel, short video and live broadcast will become the most popular publicity mode in the next five years.

06 Personalization and customization transformation

When all information is available, consumers are faced with more choices, and they would prefer to be able to control their shopping based on their personal needs.

And as the post-90s and post-00s become the main force of consumption, their preferences, habits and needs have a new feature: they pay more attention to personalized consumption experience.

In the future, brands can rely on big data to provide personalized customized services for individuals.

Just like clothing Stitch, it has begun to provide consumers with personalized clothing and accessories recommendations based on algorithms and stylists' suggestions——

To buy clothes in Stitch, you only need to log on its website and fill in a questionnaire about personal fashion preferences, including size, color, style, etc.

With this information, the professional stylist of Stitch Fix will manually select 5 sets of clothing combinations and send them to you for free.

Then you can try them on at home, leave the ones you like, and send back the ones you don't like for free. The payment is automatically deducted from the credit card by Stitch Fix.

This algorithmic customization made Stitch Fix earn 38 million dollars in 2018 alone!

07 Pay attention to the bottom line, and the brand sinks collectively

On the one hand, the first and second tier markets are almost saturated, and on the other hand, the third and fourth tier cities that have not yet been fully developed have become an attractive cake for domestic clothing.

Pinduoduo, which landed on NASDAQ three years after its establishment, took the lead in opening the door to the sinking market. Then, the listing of Interesting Toutiao once again proved the great potential of the sinking market, which also attracted more brands to sink.

In addition to local brands such as Hailan Home, Anta, Sima, and Yichun, which made their fortunes in the third and fourth tier markets in the early days, many first and second tier brands have also begun to share:

La Chapelle plans to raise funds to open more than 3000 new stores in three years, focusing on second tier, third tier and lower tier cities, and further improving the layout in third tier and fourth tier cities.

　　 08 Beauty first, product stores are indispensable

People pay more and more attention to their appearance, and are more and more willing to spend their consumption expenditure on goods and stores that bring them a sense of beauty and experience.

At present, the homogenization of stores is particularly serious, with little difference. Therefore, it is difficult to give customers a sense of freshness and strangeness

Because of this, it is difficult for current stores to stand out in the same category if they do not create novel aesthetic feelings for customers in space and vision. Therefore, the United States has become the strongest competitiveness of major stores.

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