Textile And Clothing: Overall Neutral, Optimistic And Concerned About 4 Stocks.

Since the beginning of 2014, the textile and garment sector has risen 28.46% in the Shanghai Stock Exchange, ranking sixth, winning 23.27 percentage points.

Industry viewpoint investment suggestion

We are right.

Clothing is generally neutral and optimistic.

2013, the pformation and upgrading of the textile and garment industry has been carried out since the beginning of the year, and the management and management capabilities have been continuously improved. The leisure clothing has clearly defined the direction of future pformation, and the ability of home textile management and management has been gradually improved. In 2014, the performance of home textiles was determined.

The main concerns are: voyage shares, Luo Lai home textiles, Semir clothing (children's clothing is developing rapidly, mergers and acquisitions are gradually completed, performance is determined, Future Ltd can develop to children's clothing comprehensive service providers, we can expect), Hai Lan's home (close to market operation mode, and cost-effective products win more market space).

This month's topic: HUGO BOSS: multi brand + direct operation

This month, we studied the development process of HUGO BOSS, an internationally renowned high-end clothing brand. According to the analysis of its development and operation mode, we believe that the success of HUGO BOSS is mainly from: 1) HUGO BOSS currently has four brands, BOSS main brand, BOSS Orange, BOSS Green and BOSS.

Among them, BOSS brand is located in the high-end clothing market, mainly to provide high-end business suits, as well as advanced leisure wear and evening dress.

BOSS Orange is mainly urban leisure clothing, BOSS Green is a sports brand, the HUGO series is focused on fashion.

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The strategy can maximize the attractiveness of the HUGO BOSS brand, meet the different needs of the consumer audience, and increase the brand loyalty of the customers.

In addition, HUGO BOSS has a clear grasp of multi brand positioning, and different brands have their own independent channels, which is the key to the success of multi brand strategy.

2) since 2000, HUGO BOSS has started to increase its direct retail outlets, and has rapidly expanded to 1010 in the ten years, with a compound growth rate of 39%.

As of 2013, the HUGO BOSS outlets achieved a 54% revenue.

There are many benefits to HUGO BOSS.

Increasing the number of Direct stores can make the brand react faster to market trend changes to meet the changing needs of customers.

Under the strategy of direct operation, product production, distribution and sales can be integrated. The delivery time of the product ahead of time is conducive to the increase of the sales rate of the products.

In addition, Direct stores can better obtain relevant sales data. Based on the analysis of these data, brand management can get more support, so that products can be closer to the actual demand.