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After more than 30 years of development, there are currently 40 clothing brands under clothing and clothing. According to a person in the mall, because of the large number of brands, clothing lovers have absolute right to speak in their presence in shopping malls. The talk is that a dozen brands are tied together.
Under the strategy of diversification ahead of the then market, the clothing and clothes division internally adopted a team division system. In addition to the sharing of distribution channels, a team corresponds to a brand and is independent in design and operation, and even has an independent legal entity.
The localization of clothing and clothing production and operation also guarantees the success of clothing and clothing. Kim Wan-shou revealed that this is one of the keys to success in clothing brands like Korean brands. In the early days of clothing and clothes, 30% of the fabrics were imported from Italy and other places. However, up till now, nearly 100% of localized fabric purchases and garment manufacturing have been basically achieved. This saves costs and increases delivery speed. In clothing and clothes, a piece of clothing is only 30 days from its initial manufacture to the final factory cycle.
In addition, localization has also been achieved in fashion design. For example, according to the tendency of Chinese consumers willing to reveal their brand, the Teenie Weenie brand often puts the iconic bear family story in a conspicuous position in the clothes.
Some women's wearers are actually faced with the same consumer group in the market positioning. They will classify brands according to their different needs in daily life, and provide different clothing through the “dislocation†of the same consumer group under different circumstances. Types of.
Ma Gang, a commentator for shoes and apparel, told reporters that this misalignment can provide customers with more product choices and a one-stop shopping experience, bringing about a certain degree of synergy to the development of the company.
So, can Chinese enterprises reproduce the pattern of clothing and love? The reporter interviewed a number of people in the industry who all said that at present, Chinese enterprises are still unable to achieve, because the development of the main business has not yet reached a certain level.
Ma Gang said that there are few successful multi-brand strategies in the apparel industry. The key to many Chinese apparel companies is to think too much about a multi-brand strategy. They lack a true understanding of customer experience, and do not think of multi-brand strategies such as clothing, clothing, etc. from a multidimensional perspective.
The director of the Fashion Industry Research Institute, Li Kailuo, said that from the point of view of the clothing style and the design of the overall store, there is no Chinese enterprise that can completely grasp it like clothing. Yi Lian's multi-brand management is tantamount to establishing a model in the industry. Compared to clothing, China's future fashion food is definitely a blue ocean.
Behind the word of beauty, there are also analysts who expressed concern that the diversity of clothing and love is indeed more, but not every field is very successful. For instance, the two supermarkets that they opened in China are not showing superior advantages.
According to Jin Wanshou's introduction, different from the short-term fastness of Chinese companies, clothing and love are all medium to long-term plans for their brands. Take Ashley as an example. In China, the goal is to open 200 stores within five years and open 2000 stores within 10 years.
However, not every company has spent five or ten years on energy to await the return of a brand, especially in China, a market with many competitors, where imported ingredients and high rents are used only for cost. Ashley is a test.
The key to the success of clothing and love model is to rely on clothing and clothing as a solid foundation laid by clothing brands. Until now, although clothing and love have developed into a comprehensive enterprise, many people talk about clothing and clothing, and the first reaction is clothing.
This fashion distribution company from South Korea, history originated in the 1980s. According to Jin Wanshou, general manager of the catering business department and president of Yimei (Shanghai) Restaurant Management Co., Ltd., who had previously worked in the clothing department, the Korean government official was no longer providing uniforms for students and was purchased by students because it was born in the 1980s. The apparel manufacturing industry serving the field of school uniforms. Due to her previous experience in the production of school uniforms and the recognition she gained, she took this opportunity to obtain initial development.
March 14, 2020