Shuffle Acceleration: Why Do Two Or Three Line Clothing Brands Survive?

When men dress up, YOUNGOR and

Pattern positioning: following the "King's way" to seek blue ocean

In management, things must be done in the right direction. The faster the speed, the closer it will be to success.

Otherwise, the faster the speed, the farther away from success.

The first step for the two or three line brand to seek breakthroughs is to pinpoint the positioning of the pattern, which includes channel mode, pricing mode, product mode, cultural mode, image mode and system mode.

Some industry experts generalize it as a "King's way".

Rule 1: Research on the latest trend of category development

Although the name of the "kingly way" is very bluffing, it is most fundamental to follow the train of thought of finding a blue sea from a red sea and seeking a differentiated way of existence.

With the upgrading of consumption structure and rapid growth of leading brands, the speed of shuffling of Chinese clothing brands has accelerated unprecedentedly.

Taking men's wear market as an example, the men's wear market is the industry with the highest maturity and the highest concentration of leading brands and market share.

Although in recent years, Metersbonwe, Semir and YISHION in the field of mass trading and leisure, Lining, Anta, XTEP and other brands in the sports footwear industry have also grown rapidly. Some brands have annual sales volume of up to about 8000000000 yuan, but they have springing up everywhere in the two or three line market.

When the market changes faster, these leading companies are advancing with the times and embarking on the development of multi branding, and the stronger the stronger the stronger.

On the basis of the original brand, YOUNGOR subdivides the brand, launches the golden YOUNGOR and the young fashion YOUNGOR series focusing on the white-collar class and the business casual style. At the same time, it also introduces the overseas high-end series. The seven wolves have tried to launch the seven wolf wolf suit series, the seven wolf youth fashion series and the high-end brand Saint worth; and the new L2 has been launched.

When the leader is getting stronger and stronger, what about two or three or even three or four line brands?

As a brand located in the central city of Hunan, St.

More than ten years ago, Saint teh started up with trousers. But when competition became more and more intense, the development of relying on single men's pants products was limited, and the development of a full range of brand development became an inevitable choice.

In this market, there are a number of leading brands in the field of formal clothing and business casual men's wear. In the face of the market performance of a number of brands such as Fujian Menswear, Guangzhou men's wear and Wenzhou men's wear, how can we create a new way and find our own space?

According to Shanghai Jie Jie Yang's chief brand consultant, Anderson, after several times of market research, Saint West has finally launched the new concept of "international fashion business".

The products of the new concept have successfully introduced and integrated the concept of fashionable business, including more than 10 series of suits, Casual Shirts, jackets, T-Shirts, casual pants, sweaters, shirts and leather goods, covering office, business, gathering, home, tourism and outdoor life styles. They are divided into fashionable business suit series, fashion business leisure series, fashion life series and fashion pants series.

When other two or three line men's wear brands have been gradually silenced, Saint de West has made great progress. It has set up R & D centers in Shanghai, Guangzhou and other places. At present, there are more than 500 stores in China. Besides being rooted in the South market, it has gradually expanded the whole country.

Recently, there was another news that the saint West Garment Group signed a contract with Kobayashi Unori, a famous Japanese designer.

The joining of Japanese designers will also provide better support for the creation of the product style of Saint West fashion business.