Traditional clothing brand is in decline

It has always been the traditional off-season of the apparel industry after the Spring Festival each year before the May 1st. However, today's May Day is approaching, and traditional clothing brands still appear to be in the cold winter: Closed stores, declining performance, cheap competition, slow transition, etc. In the first quarter of this year, the apparel industry is not optimistic, and the retail of traditional brand physical stores is still weak. The reasons are related to the high pricing of traditional clothing and the lack of fashion sense. Some consumers have said that in fact, the discounted prices of many traditional brands are not much cheaper. Those models that are really cheap are outdated. The fast fashion brand new fast, low price, style and international standards is its winning recipe, favored by consumers.

E-commerce and the international fast-fashion brand's double-sided attack, to the highly sought-after Giordano, Baleno Road, Metersbonwe, Summa and other casual clothing brands to the edge of the market. As early as last year, the financial report of Benny Road's parent company, Tak Wing-kai, showed that the number of closed markets in Baleno's mainland market has reached 388, accounting for 10% of the total number of stores. This month, Giordano’s 2014 results report also showed that Giordano’s sales in 2014 were HK$5.545 billion, a decrease of 5% year-on-year. Last year, the momentum of shutting down stores was fierce, with a net decrease of 190 stores. “The development of the cheap brand Beau Monde as the focus of 2015.” Giordano’s 2014 annual financial report plans and looks forward to the 2015 Greater China business. It is reported that the cheaper brand Beau Monde will replace the hypermarket stores. The new products are priced at 29 to 99 yuan, and the price is only three to four percent of Giordano. It is understood that 29 ~ 99 yuan in the clothing market mainly in the supermarket, the price of the product is often marked as "Weihuo, quality in general" label, the lack of consumer attraction, Giordano cheap strategy can be recognized by the market Still not known.

In stark contrast to Giordano's “cheap brand”, UNIQLO announced that 20% of new products sold after July will increase prices, the overall price of new products will increase by around 10%, and some products may only raise prices by several. Percentage points, and some will exceed 20% to 30%.

China's apparel industry as a whole is sluggish, but according to the “2015 China Commercial Real Estate Development Trends Report” data, major fast fashion brands are being overweighted in China. In 2014, the fast fashion brand opened 274 new stores in China, including 14 stores in Guangzhou. At present, Guangzhou has 13 Uniqlo and 9 H&M stores.

With more and more fast fashion brands entering China, this market competition will become increasingly fierce. The total number of fast fashion branded stores such as Uniqlo, H&M, ZARA, GAP, and C&A increased by 23.7% from 2013, and the growth rate slowed by 20 percentage points. At the same time, fast fashion is still accelerating the development of e-commerce, online paving the way for the line, and brand cross-border, diversified brand development.

In order to attract consumers, many brands have changed their habits of “not discounting new products” and have launched various new spring and summer discounts. Discount advertising has been placed in a prominent position in the store. China Plaza LEVI "S all discount stores are as low as 30% discount, Temasek ESPRIT spring products 3 fold 20% off, Beijing Road Metersbonwe full line of new members 5% off, as well as Giordano, Semir and other brands Almost all of them had obvious discount publicity, but there was no significant increase in the flow of people and transactions in the store.

Recently, "no logo, no brand" has formed an upsurge in South Korea. Considering that the Japanese and South Korean apparel trends have a huge impact on Chinese consumers, the popularity of unbranded and non-logo products is definitely worthy of attention in the industry. Young South Korean consumers nowadays prefer sporty winds or a sharp Normandy style, prefer clean fabrics and tailoring. Monochrome is the best, creating a futuristic fashion trend. Retailers also actively cooperate, such as Gap, H & M, Zara and other fast fashion brand new products embody this style. "Han Feng" is prevalent in China, and the lack of "fashion sense" has had a significant impact on some traditional clothing brands.