Years Of &Nbsp; Local Women'S Wear "Sword".

"A fashionable brand in China for 15 years, suddenly ignored the brand image to adopt the extreme way to recover the agency power. The old brand of foreign women's clothing must be pushed to a crossroads."

A clothing industry shook his head and sighed.

2011, China

The shopping lady must have noticed that a new lady dress brand has appeared in many cities in China: La Natsu Bell.

In just one year, La Natsu Bell has more than 700 stores in the country, reaching 900 by the end of 2011, and its stores have reached 1400 in 2012.

"Our research has found that the market capacity of young ladies' clothing in China is very large, and there is still much room for the market.

And in this field, we have done much better than foreign brands, and local brands still need to be improved. We want to explore international brands.

La Natsu Bell is positioned in the white collar fashion ladies dress, and like foreign clothing enterprises, Xing Jiaxing has long adopted the multi brand strategy to adapt to consumers of different ages.

In addition, although La Natsu Bell has deep accumulation in design and channel, what makes it more prominent is the company's overall operation and management capabilities, especially in terms of supply management.

Positioning in fast fashion, we naturally need to meet consumer style change.

In a short time, China can't afford the top luxury brands such as Chanel and Dior.

However, an indisputable fact is that in the high-end women's clothing market, local brands have begun to dominate.

From Mars Phil, exceptions, white-collar workers, Jifen, Geris, to European forces, Ya Ying, nine posture, and then to brother, Sheng Yu Zhu, these high-end brands for mature and intellectually women, as well as La Natsu Bell, Taiping bird, clothing and love, Gloria, lady's house, Ayilian and so on, are located in the fast fashion little Shu brand brand of small white collar. Local women's clothing has built an omnibearing brand structure, and has made remarkable achievements.

From the characteristics of Chinese women's clothing, the first is the change of consumption concept and brand awareness. Secondly, the market is fragmented, and the competition of international brand layout in China becomes more intense. Thirdly, the design power is relatively weak.

Fourthly, women's clothing brand enterprises with considerable strength are rising rapidly, and finally, sales channels are diversified.

First is the change of consumption concept and brand awareness.

With the improvement of education level, the development of multiculturalism and the growing economic strength of young women, the consumption concept of female consumers is constantly changing.

The trend of self style and individual perfection is increasingly showing. More and more women dress up to be individualized. Choosing their favorite clothes has become a fashion. Most women are willing to show their cultural level and taste with clothing, while women of all ages demand more and more brand clothes.

The market is becoming more and more fragmented, and the competition of international brand layout in China is becoming more and more intense.

Standing at the height of the world's analysis of women's clothing pattern, one can not deny the fact that European brand women's clothing still occupies the leading position of the industry with its brand influence and market scale.

At present, foreign women's clothing brands have begun to accelerate the expansion speed in China. H&M, ZARA and C&A have poured into the Chinese market and occupy the leading edge. The GAP of the United States has also set up shop in China.

As they continue to expand their efforts to expand the Chinese market, women's clothing market competition will become more intense.

Although there are a large number of women's clothing enterprises in China, there are still some problems such as high inventory, slow turnover speed and homogenization of products. At the same time, consumers' loyalty to women's clothing is low, and the market share is not stable, making price war and terminal promotions frequently staged.

The market competition pattern of Chinese women's wear industry is rapidly changing from the past price competition to the competition of the comprehensive factors such as style, fashion, sales environment, cultural details, brand status and so on.

Coupled with the increase in production costs, sales decline and profit margins of garment enterprises this year, some garment enterprises have shifted their focus to the two or three tier cities, taking the second tier cities as the entry point for their development and expansion, bringing the fierce market competition to the original two or three line area.

Women's clothing brand enterprises with considerable strength are rising rapidly.

Europe and the United States brand women's clothing market has a history of 100 years, representing the mainstream trend of today's women's clothing industry.

The Chinese brand women's wear business has only just begun since the early 90s of the last century. Just like the Chinese economy, although it started late, it developed very rapidly. The ten years of European and American brand women's wear, the Chinese brand women's wear may take 35 years to finish.

In recent years, with the rapid development of women's clothing market and the gradual intensification of competition, a number of women's clothing brands with considerable strength have emerged in the survival of the fittest market, and the industrial clusters with obvious regional colors have been born.

At the same time, many large women's clothing enterprises have extended more than one brand at present. Chinese women's clothing enterprises are moving from single brand to multi brand and multi category to realize brand strategy.