é—½ send casual wear positioning test a lot of brands have fallen

In the coming season of the new season clothing ordering conference, people are busy and busy. The reporter learned from people in the industry that, in terms of fashion and leisure, which has been generally favored, Quanzhou already has a clothing company “hasn't launched yet, it has already fallen off” and can't open an ordering meeting. Because the preliminary positioning and development route planning are not clear, these enterprises have to face a series of goods shop but they are all annihilated and face a series of “unbearable weight” that the provincial government cannot support.

“Looking at it, the window period for fashion and leisure is five years, but after two or three years, there will be a number of first fall.” As early as two years ago, when fashion and leisure began to get hot, someone in the industry predicted. Now, just after two years, it is true that there are a group of companies that are “leading the way”.

Two years ago, the garment enterprises in Fujian menswear production areas began to concentrate on the emerging segment of fashion and leisure. In this piece of land that once had a mythical rise of business casual men's wear, fashionable and casual men’s clothing carried a new hope for the development of the school. In the past two years, with the intense competition in the market, some fashion and casual brands have continued to rush forward, and some have been overwhelmed.

What is the success point of a fashion casual brand that has the ability to continue fighting? What are the crux of the brands that are unsustainable? The reporter started from Jiangsu and Zhejiang provinces and local successful cases and analyzed them in order to be able to inspire Fujian casual fashion brand.

Using the design sense of “curve” to surpass whether it is doing urban fashion or making tidal brand, after product style positioning is good, whether the product can be done well is still the biggest problem for brands in Fujian producing areas.

Frankly speaking, among these elements, "products" are indeed the weakest link in Fujian-producing regions. Even if it is the previous business casual, most of the routes taken are to establish the terminal channels first, and then slowly improve the products.

Fashion casual consumers are actually very difficult to "serve", they require that the brand can be "fast fashion", more money, enough to "surge", but also require the quality of the product is better, otherwise there is no taste. This is a difficult enterprise, "a small amount of money" is indeed a difficult story. Its own fashion and leisure brands are just starting up. There are not many terminals, and products can't reach a certain minimum quantity. Most upstream suppliers are unwilling to cooperate.

“In fact, if the company is willing to release enough profits, it is not impossible for suppliers to produce products with good quality and small batches. However, more companies prefer to produce more inferior products to make them into inventory in order to reduce the single piece cost. And it is unwilling to open up profits to find suppliers.” The head of the research and development agency of the Wolves fashion brand who has cooperated with a number of fashion casual brands revealed such a status quo.

This has led to the fact that in the minds of consumers, most of Sangpai's clothing is somewhat "congenitally deficient."

If we say that in terms of quality, it will take time for the Shuai school to catch up with Jiangsu and Zhejiang brands, then it may turn out to be a way out to pursue a sense of design. Because of the importance of design sense, it is very obvious in the category of fashion and leisure. “The pursuit of a sense of design in this category of fashion and leisure will far exceed that of other categories. This is an opportunity for the fashion and leisure category.” President Machini’s Ding Hao said bluntly.

How does the fashion casual brand make use of the sense of design to make up for the impression of “poor texture” in the minds of consumers, and “curve” surpasses Jiangsu and Zhejiang brands? "Carbin" is a case that must be mentioned. This brand took 10 years to establish the image of China's first men's designer brand in the minds of consumers. Today, it has become one of the most favored brands in the industry. The core competitiveness of Carbine lies in its design capabilities and brand promotion that focuses on product design.

Emphasis on the sense of design has now gradually been recognized by many fashion and leisure brands, and began to try. This can be seen in brands such as Maccasini, HOPERISE, etc. These brands not only established their own R&D centers in Guangzhou and Shanghai, but also steadfastly enriched their designers' strength. For example, HOPERISE hired Germany. , Italy, Britain and other countries' R & D team.

In the coming season of the new season clothing ordering conference, people are busy and busy. The reporter learned from people in the industry that, in terms of fashion and leisure, which has been generally favored, Quanzhou already has a clothing company “hasn't launched yet, it has already fallen off” and can't open an ordering meeting. Because the preliminary positioning and development route planning are not clear, these enterprises have to face a series of goods shop but they are completely annihilated and face a series of “unbearable weight” that the provincial government cannot support.