"In 2015, The Collapse Of Women'S Clothing Came."

With the downturn of the economic environment and the pfer of consumption channels brought by the electricity supplier, some casual clothes,

In 2013 and 2014, the brand chose to close its physical stores to Rio Tinto's electricity market.

There is a view that the collapse of women's clothing brands will come in 2015.

As a large number of women's clothing brands in Shenzhen, what is the status of Shenzhen women's wear? What will happen in the future? Recently, a reporter has investigated the Shenzhen women's clothing industry, and found that Shenzhen women's clothing is deepening pformation and upgrading. In the next one or two years or even longer, it will usher in a strong and strong pattern.

Close shop and switch to e-commerce

On the international market, clothing retailer Wet Seal announced on Wednesday that it will close 338 stores and remove about 3700 full-time and part-time employees.

It is said that many young clothing brands, including Wet Seal, have been in a predicament recently because of the preference of their target customers to H&M, Forever 21 and Zara.

Amazon and other online retailers have also taken many customers through big discounts.

In the domestic market, men's clothing brands such as the seven wolves and the nine herd kings continue to close their stores.

For example, in the first three quarters of 2014, revenue was 1 billion 495 million and net profit was 307 million, down 15.07% and 27.99% respectively.

Of particular concern is that as of November 2014, about 20% of the franchise revenue fell, the franchisee closed more than more than 200.

Despite the poor performance of physical shops, the electricity business is developing rapidly.

For example, the sales volume was about 50000000 in double 11 quarter last year.

In the past, the location of the electricity supplier channel was used to clean up the stock, but it started upgrading last year, and launched the same price and online special contributions on the offline line. The sales volume was 3% and 30% of the total sales respectively.

There is a view that the clothing industry will continue to tide shop, men's wear, casual wear, women's clothes are difficult to escape.

According to the introduction, in the pattern of domestic clothing, casual wear, men's wear and women's clothing brands are always more casual than men's wear when they set up physical stores, men's clothing is more radical than women's clothing, while women's clothing brand stores focus more on quality, so the closure of women's clothing brand shops is also the latest.

Lining, Baleno, seven wolves, nine Mu Wang and other leisure sportswear, sportswear and men's clothing brands were forced to close some physical stores first, and in 2015, women's clothing went bankrupt.

"Good brands in Shenzhen are healthy."

"In 2015, the collapse of women's clothing came, this proposition is wrong."

Xia Guoxin, vice chairman of the China Apparel Industry Association and chairman of the company, said that every industry will have good businesses and bad enterprises. In 2014 1~10, the garment industry will grow by 10%.

In the Chinese market, about 1000000000 of the population should wear clothes. In the general direction, once consumption is launched, the growth will be very rapid.

In 2015, he still insisted on setting up shop standards, opening shops at random, emphasizing product design and differentiation.

Xia Guoxin said that consumers ultimately buy goods, hoping to buy good things, quality and design will still be the key point of the future.

In the interview, Xia Guoxin repeatedly stressed: "good brands in Shenzhen are very healthy!"

There are many good brands in Shenzhen.

In December 31, 2014, odbo Chairman Xu was excited to brush the screen in the WeChat circle: "

In December 31, 2014, single store sales reached 1 million 210 thousand per day. "

In an interview with reporters, Xu Li admitted that the company's performance was 20% better than that of the previous year.

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"The future will be strong and strong."

Li Feiyue, chairman of the blue wardrobe, made a full investigation into the topic of "women's clothing closures in 2015". He surveyed almost all the friends who knew clothes.

He believes that "2015 is the year of women's clothing brand failure", which is a rational proposition, while the Shenzhen women's wear brand will have a stronger pattern. In 2014 and even before, the women's clothing brand that has been upgraded and upgraded will be more powerful, and "some old brands will be closed down."

"77%, the profit growth of the direct system in 2014 was staggering; and 3.7%, the 2014 growth rate was the lowest year since the establishment of" pink ".

The decline in sales of franchised stores and the rise in sales of direct outlets show an obvious two stage differentiation.

Li Feiyue believes that the success of the blue blue clothing store has been benefited from the growth of experiential marketing. The "lifisee art space" created by the pink wardrobe has put the clothing store and art education, art exhibition and art experience together in the fashion art industry. The "daily experience, Zhou Zhou salon, monthly parties and innovative" clothing industry experience in the art of grafting and the mode of artistic interaction are welcomed by consumers. The major shopping malls also welcome the pformation and upgrading of the fashion industry.

Li Feiyue introduced that the new shop opened in Beijing by the pink wardrobe has carried out a new exploration. It introduced coffee bar into the art space, and put it together with clothing, teaching customers to make coffee, grind coffee, make coffee and coffee.

Li Feiyue pointed out that "experiential marketing will be an important direction for women's clothing brand shop pformation."

Li Feiyue said that Shenzhen's "lifisee art space" has introduced 7 overseas students. In the pink clothing wardrobe's shopping guide structure, there has even been a phenomenon of master's students and overseas students doing shopping guide, which is almost unimaginable in the past clothing stores.

Li Feiyue predicted that the first half of 2015 will still be a sowing year of blue, and that the second half of 2015 will be a bumper harvest year, and that the great leap forward will be achieved in 2016.

Expert opinion

Not only willfulness but also individuality.

Zhang Hongtao, Secretary General of Shenzhen garment industry association, said yesterday in an interview with the Shenzhen Commercial Daily reporter that "the 2015 women's clothing closures" is coming, which will mislead the whole industry.

He believes that the Internet is a double-edged sword. In the future garment industry will appear the two stage of "half seawater, half flame". The crisis of the garment industry is just the opportunity for Shenzhen women's clothing brand.

The crisis does exist.

Zhang Hongtao said that the clothing brands with homogeneity and no core competitiveness will go bankrupt, and such brands will be closed down due to many factors such as price uncompetitive and rising costs.

In fact, just in the past 2014, some homogeneity men's clothing brands chose to close shop and go out of business.

But the crisis also brings business opportunities.

In Zhang Hongtao's view, in the Internet era, the big bang and the big bang of the information were lacking in personalized products and personalized information.

What people need is personalized products that reflect their own value and content.

"Thousands of brands can be seen at a glance which is the costumes, which is the most viable."

Zhang Hongtao introduced.

It is believed that the Internet age is a good thing for Shenzhen women's wear.

The reason is very simple, Shenzhen women's clothing is just the product of individuation, and shoppers are more rational new normal. The personalized demand of the market will promote a new round of pformation and upgrading of Shenzhen women's wear brand.

At present, some clothing brands in Shenzhen are changing.

Pink shops not only sell clothing stores, but also drink coffee, listen to music and even perform musical shows.

Zhang Hongtao believes that Shenzhen clothing enterprises will move towards cross-border integration in a long time in the future.

Personalization will not only differentiate products, but also individualize service.

In the future, service will be injected into the connotation of Shenzhen women's clothing brand. Shenzhen clothing brand will not only export products, but also export brand personality and brand culture.

Zhang Hongtao asserted that if we look at the world, the future clothing brands must have more individuality if they want to have a place.