Private Custom Made Men'S Clothing Opportunities For Domestic Fashion Brands To Suffer From Fast Fashion Shock

2014, China clothing The industry is affected by the slowdown in domestic economy and other factors. The market has continued to slump, domestic sales growth has slowed down, and turnover and net profit have continued to decline. According to flush iFind statistics, as of October 30th, 30 clothing listed companies announced the three quarterly report in 2014, while nearly 60% showed a year-on-year decline in performance. Among them, men's clothing brands are almost falling, becoming the most depressed branch of China's garment industry.

　 Why does domestic clothing brand enter the cold winter period?

Despite the great economic impact, China's clothing industry has been under the pressure of high inventory and high rent, and the deep-seated reasons for the sustained decline in the performance of the whole industry are concentrated on the traditional marketing mode no longer adapted to changes in the external environment.

As of September 2013, H&M, UNIQLO, ZARA (thematic reading), MUJI, GAP, C&A and other fast fashion brands had opened more than 150 stores in China in 2013, while UNIQLO's total number of stores in China has reached 231, and H&M and ZARA are 151 and 136, MUJI180 and GAP63 respectively (see chart 1-1). Foreign fast fashion brands continue to occupy the Chinese market. Undoubtedly, it has a great impact on the domestic first-line brands, mainly reflected in the impact on domestic consumption and marketing environment.

Fast fashion representative brand ZARA, for example, is at the core value of "low price, fast fashion" and keeps pace with the latest international fashion. ZARA will refurbish products every 4-5 days and store its stores in prosperous cities or core areas, often close to international brands. Its store design style is also similar to international brands. This style of novelty, fashion and variety also applies to the styles of other fast fashion brands, which can stimulate consumers' desire for shopping to the greatest extent.

On the other hand, China's first-line clothing brands, even though there are brands such as Taiping bird and N&Q, try fast fashion brands, but they do not apply to all brands, just like old bottles in new bottles. These brands still use the traditional marketing mode. From the perspective of the whole internal marketing concept, the domestic clothing brands still do the design, the new product release and the order meeting step by step according to the different seasons, which can not satisfy the consumers' pursuit of fashion at all.

In addition to the outdated concept, the domestic brand is also facing the problem of lengthy sales chain. The product has gone through too many links from production to the client, resulting in many unnecessary costs. Take Taiping bird as an example. The sales terminal's rents account for 30% of the total sales and the inventory accounts for 20-30%, resulting in high cost resulting in high pricing.

2014 is the 020 year of the traditional retail industry recognized by the industry. In the face of the impact of the electricity supplier, the Chinese garment industry has to change its traditional sales channels to reduce the intermediate links, thus resulting in a wave of "closing stores". Insiders pointed out that since last year, after the sports brand launched a large-scale customs shop, men's clothing enterprises also launched a large-scale "shop closing tide."

Despite public information, the total sales volume of the "double eleven" shopping Carnival in 2014 was as high as 57 billion 100 million yuan, but the sales channel of the above electricity providers is not universal. At present, online clothing sales are still dominated by clear inventory, although the price is favorable, but the style is obsolete, and the speed of product upgrading is slow. It not only causes the stagnation of online sales volume, but also affects the brand image.

Huang Mingrui, chief executive officer of China's regional chairman and flying bull network, has said that the traditional retailers' "no transformation is waiting for death. Transformation is seeking death." Although domestic Mens try to embrace the Internet's electricity supplier mode, they still welcome the cold winter of continuous decline in performance.

Shutting down deficit stores and leveraging e-commerce, these channels that seem to reduce costs and gain competitiveness at low prices still make domestic clothing brands unable to return to the sky. In the era of Internet personalization, how to meet the consumers' pursuit of fashion and quality, and how to explore the new online and offline marketing mode of 020, to reduce the intermediate links and reduce costs, is the central topic of the current domestic garment industry, and is also the biggest challenge faced by men's clothing brands with the most serious decline in performance.

　 "Private custom" or become Men's wear The opportunity of high-end line

Facing the abrupt marketing environment, men's clothing brands with high-end lines will no longer adapt to the current consumption characteristics if they rely on past activities, advertising, endorsement and ordering. The use of private customized personalized service high-end customers, not only to meet the customer's pursuit of fashion and quality, while avoiding high inventory costs, and product homogenization competition, or become a new opportunity for men's high-end line transformation.

According to the Ministry of Commerce, China will become the world's largest luxury market by 2014, and its share will be around 23% of the world's total. In the past, Chinese consumers (especially male consumers) did not ask for too much wear. But nowadays, with the continuous improvement and improvement of living standards and social concepts, customers' demand for personalization is increasing day by day. This is tailored to make them more fit and personalized, while at the same time, fashion oriented private custom garments are endless business opportunities.

In the men's custom market, top international men's clothing brand service providers bring the top men's clothing custom service to mainland China, leading the trend of men's clothing customization, forming a good brand development trend which is mainly made up of garments and customized services. Since 2011, the top international brands of customized services include Hermes, Burberry and so on.

After the layout of China's top domestic custom businesses in top international men's clothing enterprises, domestic senior men's clothing enterprises have also stepped into the market and launched their own customized brands, such as Mayor (under the banner custom brand), the brand of men's clothing, such as the brand of the brand, the card, the bird, and Ray Tibor. In 2014, men's clothing brand news birds successfully launched the whole category custom business. They continued to extend traditional suits, such as suits and suits, to form personalized customized suits for Western-style clothes.

Men's "private custom" meets customer's pursuit of individuality and taste, but also reduces the inventory cost of men's clothing enterprises. However, there are still some problems such as low brand loyalty, huge rental and brand investment, single marketing promotion mode and so on.

According to the survey data, the brand loyalty of Chinese luxury consumers is relatively mature, the European and American luxury goods market is low, and the repeat purchase rate is only between 10%-20%, but the frequency of brand replacement is as high as 80%-85%. It also exists in the men's wear market. If the future is still selling single products, rather than providing housekeeping services to the customers, it will be difficult to stick to the fans effect.

The top men's clothing industry also faces huge investment problems. In the large and medium-sized cities, a 100 square meter store will be set up in the high-end shopping mall. The initial investment will be about 200-300 yuan, while the high-end shopping center store will invest 500-700 yuan in advance. In order to maintain brand awareness, enterprises need to invest a lot of manpower and material resources in product quality, R & D, marketing and brand culture.

In the marketing mode, the top men's wear brand stores mainly use the next line one to one service, distributing the storefront to the high-end retail stores, high-end shopping centers and five star hotels in large and medium-sized cities in China. This offline marketing promotion mode is too single to adapt to the age of Internet development.

The above problem is not an intrinsic flaw. Any private customized brand or studio can lead the industry trend with a slight change of one or two. Finding the corresponding niche market, focusing on the development of brand personality is the pain point of all industries, and the high-end private custom of men's clothing just caught the pain point.