Domestic first-line fast fashion clothing brand Why the decline?

'do not take the unusual way', 'wear what is what' those familiar with the ad seems to have been a long time not heard, former crowded stores have been declining, the store counter area is also compressed. Now enter the store, more are attracted by the sound of a discount. Compared with ZARA, H \u0026 M, Uniqlo aggressive expansion of foreign fast fashion brands, Jeanswest, Baleno, Metersbonwe other brands have shut shop in deep tide. Metersbonwe Report 2013 shows that companies in the country has nearly 5000 Direct and franchise more than 2012 decreased by more than 200. Not long ago, Smith Barney located in Wangfujing Street, Beijing's largest flagship store is also sadly ended.
high inventory problems, curing all affect the brand image of the domestic apparel brands. Baleno parent TEXWINCA released as of September 30, 2013 Interim Report for 6 months showed revenues down 15% year on year, sales inventory remains the first task. Smith Barney Company 2013 Annual Report disclosed that in 2013 the company achieved operating income of 7.89 billion yuan, down 17%. Analysis of the industry, if not essentially change the business model, product structure, the domestic first-line clothing brand is now difficult to get out of trouble. operating status
business area has shrunk or Withdraw
Yesterday morning, the reporter went to the central mall Xinjiekou. 6th Floor, Jeanswest Clothing counter salesperson Ms. Wang went to see a customer, they warmly greeted it. 'Business is not bad, certainly not as good as before, year after year.' How to face situations like Dealership inquiry, Ms. Wang told reporters. During this year's May Day holiday, the sales counter was 60,000 yuan last year, is $ 100,000. Although located in Xin Jie Kou, Jeanswest consumer groups still were students, there are many white-collar workers to stroll around. Since the mall operating adjustments, originally on the 5th floor of casual clothing last year have moved to the 6th floor, followed by a business area has shrunk, Jeanswest clothing boutique business area decreased from nearly 100 square meters to 40 square meters now. In Wang's memory, by the end of 2012 counter sales began to decline. Compared with Jeanswest clothing Confucius Temple, Ms. Wang said, usually no counter offer, will have a holiday promotion, and many special offers Confucius Temple, like last season's two-piece T-shirt $ 99. In the same floor Baleno clothing, Metersbonwe Fashion also appeared declining sales, the staff said, the industry is so. Compared with the past, these two counters apparel business area are shrinking very powerful, Metersbonwe reduced from 100 square meters to 50 square meters.
Nanjingxinbai center shop staff came into contact with Ms. Zhang 2005 Jeanswest, Baleno and other leisure brand, was selling hot scenes fresh. 'It's a few brands with annual sales of 5 million yuan are going up, Christmas, New Year and other festivals, consumers have to queue to get clothes, lined up to pay.' Ms. Zhang said, often waiting long before the fitting room team. Earlier Jeanswest, Metersbonwe business area of ​​nearly 100 square meters, Baleno is also a flagship store, including its four brands. But beginning in 2008, the business took a few counters downhill. With the adjustment of the mall, Jeanswest, Metersbonwe Withdraw in 2013, Baleno new flagship store also withdrew a hundred, only retained on the 6th floor of a brand of Astro Boy.
style single reason for the decline? The impact of online shopping?
'Jeanswest, Metersbonwe really gone era, since the work rarely buy these brands of clothing.' 2009 graduate, has been working for five years, Chen laments. In her school, Jeanswest, Metersbonwe other brands because the design is simple and elegant, affordable and very popular with students. Most of the fast fashion brands are invited youth celebrity endorsements, student fans very much, also contributed to the consumer. She recalls that the Hong Xin Jie Kou Square, one being with a lot of stores, every weekend to stroll about the students, often a person to buy a piece of clothing, buy an entire dorm will follow suit. Most of these shops now transferred into a cell phone store or tea shop, these brands TV commercials, print ads are rarely met.
mall staff very fact that the rise of online shopping is a relatively large impact on them, a lot of the same style of clothes line the price more expensive than online, consumers will make a choice. Consumers had like these brands have entered the workplace, after rising income levels, prefer a more upscale brand. Currently, Pacific birds and other fashion brands has become their new choice. There are clothing salesman told reporters, rising income levels, but Jeanswest, Baleno clothing brands such as price changes are not large, but it is still difficult to lock young consumers, they prefer Uniqlo, H \u0026 M and other international brands. 'In the minds of many consumers, Jeanswest, Metersbonwe, Baleno other brands or students to wear.' One salesman said, three flagship brand casual clothes, wearing occasions restricted. Under normal circumstances, to travel, usually Chuan Chuan is appropriate, and more formal occasions it is necessary to change a set of clothes, fashion brand gone this concern. Consumers formed several brands of curing this brand image, the short term is difficult to change. Inventory is too high? New slow?
enrolled in art school Xu Jing told reporters, surrounded by classmates for fashion sensitivity is relatively high, are mostly like ZARA, IT like the brand, online shopping or scouring some of the distinctive clothing. Jeanswest or brand Metersbonwe is more like high school students, are not considered within the scope. For young people, the popularity of the style is very important, such as ZARA, many styles can see the shadow of the big luxury. Now the campus is a popular European style, whether it is mango, H \u0026 M or forever21, in circles all have followers.
'brand name sounds relatively foreign flavor, foreign fast fashion brands really good.' Xu Jing said that foreign fast fashion brand replacement very quickly, almost every week new products. While domestic brands still almost quarterly arrival, some of the goods sold a summer still hanging in there, keep up the rhythm of young people. Comfort shopping is also important, such as H \u0026 M, Miss shopping guide does not follow you, you can try on clothes himself took more people, then you can also try to take home pay, you can return within a month, these are domestic brands do not service. Chairman
in Commercial Management Group Dinghao Zhou said that in recent years, China's garment industry operates is not good, many domestic clothing brand hit the high inventory problem. After 90 representatives of young consumers focus on fashionable clothes requires cost-effective. Jeanswest, Smith Barney and other brands of the mode of operation can not keep up with market changes, clothing style update is slow. Under the previous mode of operation, a clothes come from design to production generally 3-6 months time, and then mass production market. But Uniqlo, ZARA and other international fast fashion brand completely overturned this mode of operation, greatly reducing the time to market of new products. In ZARA, for example, a new product to market in the fastest possible within two weeks. 'Fast fashion brand is a small amount of production, but the style is diverse, and choose a large price range.' Dinghao Zhou said, this is undoubtedly meet the needs of young consumers.
domestic clothing brand focused on first-line stores, and fast fashion brand with outlets mainly. 'Impact by changes in the market, high inventory of clothing is difficult to avoid, sell the goods on the store in the hands of franchisees.' Dinghao Zhou told reporters, in order to inventory, franchisees had to deal with a discount clothing brand image is affected. Clothing brand manufacturers recycled stock merchandise, and through electricity providers, limited sale digestion, profits will also decline. Part of the clothing brand of choice in platforms such as Taobao shop, commodity prices impact the formation of the franchisee manufacturers dilemma. Although the study of international fast fashion brand Metersbonwe out of the Me \u0026 City, the effect is not ideal. International fast-fashion brand outlets very much, even a small amount of production a style of clothes, the total is also very impressive, you can control costs. In 丁浩洲 opinion, if you can not change the operating mode from the essence, the product structure, the domestic first-line clothing brand is now difficult to get out of trouble.