Big clothing brand and high street brand

In recent years, the global fashion industry has been hit by the financial crisis and has turned its sights to China. Whether it is a luxury brand or a fast fashion brand, they value this piece of cake and enter the Chinese market in various forms. Some fast fashion brands It also went deep into the second and third tier cities. In addition, it also paid attention to the launch of product lines and the development of online sales to establish a brand image and improve business performance.

High-end luxury goods and close to the people

Chinese market

In early 2012, Bain & Company Consulting stated in its report on the Chinese luxury goods market: "Since sales growth in China has slowed down, some luxury brands are making cautious decisions to slow down their expansion in China. "But this does not mean that the wealthy Chinese are reluctant to buy luxury goods because the current value-added of ***, rich Chinese consumers prefer to buy overseas. In Hong Kong and Macau, China still occupies more than half of the overseas shopping of Chinese luxury consumers, and this trend will continue. In mainland China, luxury brands have begun to focus on the details, and the Chinese market has become a must for international luxury brand names. place.

In March 2012, **L Capital Asia, the largest luxury goods group in the world, LVMH, France, expressed its belief that there are many opportunities in the Chinese market and that the future investment focus is still in China. It plans to start collecting new money before the end of the year, with a scale of at least US$1 billion. They are interested in China's department stores, liquor brands, and large apparel manufacturers.

LVMH also launched Nowness, a comment-only online platform in Chinese. The website hosts a series of independent editorial content, including articles, pictures and videos about LVMH Group brands such as Loewe and Fendi, as well as some brand information not owned by the luxury goods group. This Chinese site will feature local events, artists and brands.

Prada, an Italian luxury goods group, said that sales of its handbags and shoes in Asia, especially in China, will increase in the next two years, and that it will open 160 stores in 2012 and 2013, many of which Stores are arranged in China, where growth is fast.

Online development

Luxury goods are defined internationally as a kind of consumer goods that are beyond the scope of people's survival and development needs, and are unique, scarce, and rare. From 2010, a large number of luxury e-commerce sites have entered the country's vision. Some people questioned whether the precious and niche luxury products met with populist online shopping damaged the value of luxury goods. However, this does not prevent luxury brands from entering the online domain.

The world’s third-largest luxury goods group PPR announced in 2012 that it will establish a joint venture with YOOX, the luxury goods and electronics group in Italy. The new company will manage the official online flagship store for some of the luxury brands under the PPR Group. Including Bottega Veneta, Yves Saint Laurent, Alexander McQueen, Balenciaga and Sergio Rossi. By the end of 2013, all official online flagship stores will operate worldwide, including China.

The British luxury brand Burberry has launched a new policy, and its future will focus on the marketing of electronic platforms. Starting from the launch of a website in six languages ​​at the end of last year, Burberry's website began to rapidly expand. By the end of 2012, the website provided transaction services in 45 different countries.

The Italian luxury brand Ferragamo recently opened its first online store in China. The online store will be operated jointly with Xiu, a local luxury retail site in China. This is the first time the brand has cooperated with Chinese local online retailers. The Xiu website will sell Ferragamo's latest shoes, handbags, accessories, scarves and tie clips, and all will be launched later.

Dior, a famous French brand known as 7 million Fackboo** silks, is now trying to recruit more readers and viewers through the Internet. Its online magazine DiorMag emerged as the online magazine aimed to explain the behind-the-scenes of the Dior brand and products. .

Advanced Customization

Although the economic situation in the euro zone has deteriorated, the economic development industry in China and other regions has started to slow down, but high-level customization seems to be getting more and more popular. Customers in Asia and South America have increasingly valued high-end apparel orders, and major brands are also targeting this opportunity to fight hard.

Donatella Versace bid farewell to the high-end custom clothing stage and return again after 8 years. Valentino, Dior, Chanel and other brands have increased the expenditures of advanced custom clothing line personnel and accessories, hoping to fully grasp market opportunities and further open High-end custom clothing market. For instance, Giorgio Armani and Goljee brand held high-end customized fashion shows in Beijing and Shanghai early in the morning, which helped the brand increase its awareness of the Chinese market.

Bottega Veneta launched a custom service that allows shoppers to use their initials to decorate the latest collection of accessories and luggage. Prada offers everything from customized sunglasses to motorcycle boots. Visitors to the Burberry Bespoke website can create the British brand's iconic windbreaker they wear, and can change details including color and length.

Louis Vuitton opened one of the largest stores in Shanghai, with a gold-plated spiral staircase and limited private floor for exclusive use by the rich. They can also imagine what kind of package they want to order. .

Business Management

The French crocodile, a well-known French fashion company, has to say that it is a big crocodile in the POLO shirt sector. When the crocodile chief executive, Christo Cheney, talks about its invincible reasons, the crocodile brand has been 80 years ago. Began licensing operations with Devanlay. In addition to licensing operations, Devanlay also conducts a number of joint ventures with Crocodile brand companies and owns 35% of the company's shares, while the Crocodile brand company also owns 10% of Devanlay shares. The coexistence of the two companies is really very good because of the benign opposition. This will also ensure that the crocodile brand family owns the brand company and maintains family tradition and brand value.

Every corporate giant realizes that creativity can come from customer service. Laurent Caracan, Senior Executive Officer of Corporate Social Responsibility at PPR, a French luxury goods group, said: “Creativity is very important. It leads the fashion business and we rely on new talents to develop our business.” PF Group and social media site TheFancy (PPR Group's investment) Cooperative organization students in the school competition project has two aspects. On the one hand, the winning students will gain the opportunity to practice in a brand company under the PPR Group and may become the next great design talent. On the other hand, continue to promote TheFancy's best at things: sharing exciting images of the imagination.

Fast and multi-channel development

Second and third tier cities

In recent years, the fast-fashion apparel brands such as ZARA, H&M, C&A, and GAP, etc., have rapidly seized the Chinese market with the advantages of diverse models, rapid supply, and popularization of price positioning. The development of first-tier cities is booming. These brands began to ramp up in China's second-tier and third-tier cities, rapidly expanding, gradually eroding the market share of local apparel.

In May 2012, the largest store of the Spanish fast fashion brand ZARA in China opened in Bonjour Plaza, Yichang, Hubei Province. PULL&BEAR, BERSHKA, and STADIVARIUS, other brands of the Inditex Group, also made appearances on the same day. Previously, ZARA opened its store in Wuzhou Plaza, Changzhou New City. This is the first time that ZARA has been sunk to a third-tier city.

In November 2012, the GAP flagship store opened in Tiancheng Street, Beicheng, Chongqing. Yang Deming, president of GAP Greater China, told the media: “By January 2013, GAP will have 46 stores in China.”

The first shop in the southwest region of the M jeans style (MC for short) of the British ARCADIA Group officially settled in Jiefangbei Store in Wangfujing, Chongqing on November 2. MC Bin, Marketing Director of MC Greater China, said that this is MC's first in the southwest region. The store will open two more stores next year, and will set up five stores in Chongqing within three years. After 2014, it will even consider expanding into Chongqing's district and county cities.

E-commerce

As e-commerce continues to grow and expand, and its sales force becomes more obvious, it is no wonder that fast-fashion brands that are at the forefront of sales are seizing this chain. They are no longer as timid as they were in the past two years, but have begun to work drastically.

French Connection, the UK fashion apparel retailer, announced that e-commerce business as the focus of the plan will shift its focus to those who order goods through parcel delivery services, the company is considering changing its business model in the coming year, it is possible to close some physical storefronts .

American Apparel will open a new online store in Hong Kong in 2012. The regional online store will be the first direct e-commerce portal established by American Apparel for customers in Hong Kong, and the new online store will accept orders placed under US dollars in Hong Kong. Although orders were still fulfilled through the company’s factory in Los Angeles, the opening of a new online shop reduced Hong Kong shoppers’ freight costs by US$10 and provided customers with better and more timely services.

The Uniqlo, a Japanese clothing chain retailer, recently launched an e-commerce business in the United States. The website of the retailer's trendy clothing was launched after Uniqlo opened four retail stores in the United States last year, before the massive expansion of its traditional physical stores. This e-commerce website sells men's, ladies' and children's clothing in sizes that are more complete than their retail outlets. For example, women's tights range in size from XXS to XXL, while in retail stores, only XS-XL codes are available.

social media

The use of fast fashion brands to the Internet is not limited to their own withdrawal from the website. The emergence of social media has enabled these fast fashion brands to see more hopes and to enable them to achieve faster marketing.

At present, the more outstanding social media at home and abroad are Sina Weibo, Kaixin, Renren, Taobao Mall, Youku, Facebook, **, YouTube, and Flickr. Uniqlo's social media coverage is very high. Except for failing to get involved in Flickr, other social media has its footprint. Its account on Renren.com currently has more than 180,000 fans and has a high frequency of information release. It has published about 260 status, 15 diaries, 99 albums, and 29 shares. Content covers product display, store information, and event release. , recruitment information, promotional news, etc.

ZARA currently has nearly 290,000 fans on Sina Weibo, and has published more than 470 Weibos. The content mainly includes store information, promotion activities, and product displays. Some netizens were dissatisfied with the quality of clothing and the return process. They complained and quickly received feedback from the administrator.

Combined push series

In the past few years, H&M was sold hot due to the promotion of limited series with various big-name designers. It also attracted other brands to follow suit. This business model is still popular in 2012.

In March 2012, the Japanese fast-fashion brand Uniqlo plans to launch a series called UU, which is a collaboration between Uniqlo and the famous brand Undercover. The focus is to provide a stylish and warm feeling for the whole family.

Also in March, Swedish clothing retailer H&M announced that it had entered the global storefront with the Marni brand's initial collaboration series created by the designer Kang Xiuluo Castrione. This fall, H&M will once again marry luxury brands and work with Maison Martin Margiela to launch a holiday series. The cooperation between first-line big names and fast fashion brands has always caused consumers to rob on the day of sale.

In September 2012, British fast fashion brand Topshop and young British designer JW Anderson launched a series including jerseys, denim, knitwear and jackets. This is the first time that JW Anderson has cooperated with the High Street brand. It is planned to be launched early in 2013.

Business Management

On August 7, 2012, Amancio Ortega, the founder and director of the Spanish Inditex Group, was among the top three in the “Global Billionaires Index” launched by Bloomberg for the first time. In this list, the assets of Ortega are estimated to reach 46.6 billion U.S. dollars. Due to his longing for a quiet life away from the spotlight, he never appeared in any interview. But this does not prevent people from understanding the key to the successful operation of the group's key brand, ZARA.

Season design and production do not require inventory. ZARA only completed 15% to 25% of seasonal products six months in advance. It locks only 60% to 70% of the product at the beginning of each season, which means that up to 50% of the clothing is designed and produced in the season.

Small batch production is flexible, ZARA does not need to forecast demand, it can respond to the demand as the development changes, the new product can be sent to the store twice within a week.

J.Crew, a well-known American casual wear retailer, has gradually changed from a slow-moving company to a creative, increasing-income company. It is still making progress in the process of internationalization. All this is inseparable from the company. The leadership led the entire team in their tireless efforts. Jenner Lyons, president and creative director of American casual clothing brand J.Crew, told the media: “To do this, we must quickly make a decision. Basically, everything about fashion is intuitive and cannot be explained at the scientific level. What it should look like, or what it should look like, or how many times you can repaint or redesign the directory cover. The truth is that you either catch the idea or you can't catch it."