Each city has only formed a gold shopping district for hundreds of years, and clothing brands have been born every 6 minutes.
What is scarce is the precious, well-known brand that has already been full of fledglings. They have started the “enclosure movementâ€. The original OEM companies also built their own brands “from outside to inside†and joined the army that the terminal competed for.
In the traditional model, shopping malls and specialty stores are undoubtedly the most common channels. Supermarkets and stores are the first choice for low-end brands. With the intensification of competition in the channels, more and more companies are beginning to think: why must they squeeze in the narrow conventional channels, and can there be more ways to sell clothing?
The innovation of clothing sales channels not only comes from the pressure of channel competition, but also from changes in the consumption characteristics of the main consumer groups.
With the development of a new generation of consumer groups represented by the 80s and 90s, the clothing retail market will be further subdivided. The differentiated development of the corresponding channels will not only reflect the richness of the formats, but also the clothing retail companies will change their past. The marketing approach, in turn, creates more specialized, personalized, and targeted sales outlets.
Based on the current exploration and trials of apparel companies and the new demands of consumer groups, it is possible to foresee new trends in apparel sales channels in the future.
Department stores are no longer a single show company in the continuous development of new sales channels, department stores are constantly weakening the competitive advantage. Department stores have always been the main channel for apparel sales. However, many service companies have begun to enter shopping malls due to the similarity in market positioning, high fees, and limited terminal performance, and they cannot achieve the problems of personalized terminals and brands of the same type. Carefulness, even using the shopping mall channel as a symbolic image terminal, only serves the role of upgrading the grade of the brand, and earning profits truly depends on other channels.
For clothing companies, the super-lifestyle shopping mall has become a new alternative to department stores. The Super Life Hall integrates shopping, dining, entertainment, and leisure. It ensures a huge customer flow and ample "consumer viscosity," a one-stop shopping experience that allows consumers to spend more time shopping and greatly increases their desire to shop. Shopping centers generally have a larger body, which can give clothing brands a more abundant terminal space and create store images according to their own ideas.
In addition to large shopping malls, there are smaller and smaller themed department stores that appear, about 5,000 square meters or even 3,000 square meters. Although the area is small, the market positioning is clear. For a clothing brand, finding a theme department store that matches its own brand positioning will make it easier to approach its own target consumers. The channel's “cost-effectiveness†is better.
The chain of professional stores surfaced with the increasingly rational concept of consumption, coupled with the advent of low-carbon era, people have a new concept for the choice of clothing. Cheap fashion, abandon luxury, adhere to their own personality, so that there is more opportunities for mid-range brand clothing.
Combining this idea, Gome and Suning’s “clothing chain store†is expected to become a new sales channel. This kind of clothing professional store, a collection of major brands, in the product line combined with men's, women's, leisure, sports apparel, personal clothing and other categories, rich product line, allowing consumers to reduce the time and energy consumption options.
This kind of professional store has trials in many cities and there may be a national or regional chain store brand in the near future. The fashion experience 4S stores will become the new force of the consumer groups after the 80s and 90s. They will pay more attention to the experience during shopping. The demand will be more diversified, and the terminals with simple sales functions will no longer meet their requirements.
Around this change, garment enterprises will pay more attention to the environment and service quality of the stores, including the decoration of shops, the structure of goods, the image, temperament and attitude of service personnel. Many famous brand's "flagship store model" has also begun to move toward "4S." Break through a single function and give more interactive platforms for experience.
The so-called 4S is embodied in four aspects: Sell (apparel sales), Sight Experience (visual experience), Self-Identity Service (personalized service), and Life Style Salon (Fashion Salon). It is a four-in-one and has become a conceptual living hall.
Zara, Uniqlo, H&M, Bosideng and Meters Bonwey have successfully operated the “4S†experience pavilion model, which will further emulate more apparel companies.
The growth of online marketing will be faster The recognition of domestic apparel brands for online marketing has experienced a process of “passionateness is not high—the legendary shocks—have tried—the network pains—the rational operationâ€. Many traditional well-known brands have created good results in online marketing. With the encouragement of successful cases, there will be more brands in the future, especially brands with excessive competitive pressure in traditional channels, and internet marketing as an important channel - global brand network.
The online marketing of clothing brands will also undergo some new changes: The use of new technologies such as three-dimensional fitting will make the online shopping experience more optimal, and will break through the “buy more cheaply online†mentality, not simply the price as attractiveness. Moreover, in terms of personalized services, advanced customization, and other aspects, the unique advantages of the network will be brought into play; the combination of network channels and traditional channels will become even closer, and interaction between online stores and physical terminals will become closer.
The trend of innovation in apparel sales channels is not covered by the above. All in all, being closer to consumers, making consumers more convenient, and making consumers experience better is the core principle of channel innovation and change.
Eight immortals across the sea, each show its own energy, combined with its own brand positioning, corporate resources, target consumer behavior characteristics, to create a competitive channel model, each apparel company has the possibility of "channel is king", which is the channel diversity New market opportunities brought by
Li Wei Brand Marketing Consultant, Researcher of China Market Development Research Center, China Top 10 Marketing Agencies - Chief Consultant of Shanghai Warring States Policy Marketing Consultancy
What is scarce is the precious, well-known brand that has already been full of fledglings. They have started the “enclosure movementâ€. The original OEM companies also built their own brands “from outside to inside†and joined the army that the terminal competed for.
In the traditional model, shopping malls and specialty stores are undoubtedly the most common channels. Supermarkets and stores are the first choice for low-end brands. With the intensification of competition in the channels, more and more companies are beginning to think: why must they squeeze in the narrow conventional channels, and can there be more ways to sell clothing?
The innovation of clothing sales channels not only comes from the pressure of channel competition, but also from changes in the consumption characteristics of the main consumer groups.
With the development of a new generation of consumer groups represented by the 80s and 90s, the clothing retail market will be further subdivided. The differentiated development of the corresponding channels will not only reflect the richness of the formats, but also the clothing retail companies will change their past. The marketing approach, in turn, creates more specialized, personalized, and targeted sales outlets.
Based on the current exploration and trials of apparel companies and the new demands of consumer groups, it is possible to foresee new trends in apparel sales channels in the future.
Department stores are no longer a single show company in the continuous development of new sales channels, department stores are constantly weakening the competitive advantage. Department stores have always been the main channel for apparel sales. However, many service companies have begun to enter shopping malls due to the similarity in market positioning, high fees, and limited terminal performance, and they cannot achieve the problems of personalized terminals and brands of the same type. Carefulness, even using the shopping mall channel as a symbolic image terminal, only serves the role of upgrading the grade of the brand, and earning profits truly depends on other channels.
For clothing companies, the super-lifestyle shopping mall has become a new alternative to department stores. The Super Life Hall integrates shopping, dining, entertainment, and leisure. It ensures a huge customer flow and ample "consumer viscosity," a one-stop shopping experience that allows consumers to spend more time shopping and greatly increases their desire to shop. Shopping centers generally have a larger body, which can give clothing brands a more abundant terminal space and create store images according to their own ideas.
In addition to large shopping malls, there are smaller and smaller themed department stores that appear, about 5,000 square meters or even 3,000 square meters. Although the area is small, the market positioning is clear. For a clothing brand, finding a theme department store that matches its own brand positioning will make it easier to approach its own target consumers. The channel's “cost-effectiveness†is better.
The chain of professional stores surfaced with the increasingly rational concept of consumption, coupled with the advent of low-carbon era, people have a new concept for the choice of clothing. Cheap fashion, abandon luxury, adhere to their own personality, so that there is more opportunities for mid-range brand clothing.
Combining this idea, Gome and Suning’s “clothing chain store†is expected to become a new sales channel. This kind of clothing professional store, a collection of major brands, in the product line combined with men's, women's, leisure, sports apparel, personal clothing and other categories, rich product line, allowing consumers to reduce the time and energy consumption options.
This kind of professional store has trials in many cities and there may be a national or regional chain store brand in the near future. The fashion experience 4S stores will become the new force of the consumer groups after the 80s and 90s. They will pay more attention to the experience during shopping. The demand will be more diversified, and the terminals with simple sales functions will no longer meet their requirements.
Around this change, garment enterprises will pay more attention to the environment and service quality of the stores, including the decoration of shops, the structure of goods, the image, temperament and attitude of service personnel. Many famous brand's "flagship store model" has also begun to move toward "4S." Break through a single function and give more interactive platforms for experience.
The so-called 4S is embodied in four aspects: Sell (apparel sales), Sight Experience (visual experience), Self-Identity Service (personalized service), and Life Style Salon (Fashion Salon). It is a four-in-one and has become a conceptual living hall.
Zara, Uniqlo, H&M, Bosideng and Meters Bonwey have successfully operated the “4S†experience pavilion model, which will further emulate more apparel companies.
The growth of online marketing will be faster The recognition of domestic apparel brands for online marketing has experienced a process of “passionateness is not high—the legendary shocks—have tried—the network pains—the rational operationâ€. Many traditional well-known brands have created good results in online marketing. With the encouragement of successful cases, there will be more brands in the future, especially brands with excessive competitive pressure in traditional channels, and internet marketing as an important channel - global brand network.
The online marketing of clothing brands will also undergo some new changes: The use of new technologies such as three-dimensional fitting will make the online shopping experience more optimal, and will break through the “buy more cheaply online†mentality, not simply the price as attractiveness. Moreover, in terms of personalized services, advanced customization, and other aspects, the unique advantages of the network will be brought into play; the combination of network channels and traditional channels will become even closer, and interaction between online stores and physical terminals will become closer.
The trend of innovation in apparel sales channels is not covered by the above. All in all, being closer to consumers, making consumers more convenient, and making consumers experience better is the core principle of channel innovation and change.
Eight immortals across the sea, each show its own energy, combined with its own brand positioning, corporate resources, target consumer behavior characteristics, to create a competitive channel model, each apparel company has the possibility of "channel is king", which is the channel diversity New market opportunities brought by
Li Wei Brand Marketing Consultant, Researcher of China Market Development Research Center, China Top 10 Marketing Agencies - Chief Consultant of Shanghai Warring States Policy Marketing Consultancy