Uncover The Trade Secrets Of Brand Women'S Wear

"Everyone said clothing The price is expensive, mainly due to the cost of circulation channels, management costs and brand added value. " Yesterday, a person in charge of a clothing enterprise revealed in an interview that the cost of raw materials and labor in clothing prices is actually mostly between 15% and 20%, while traditional circulation channels such as shopping malls generally charge 25% to 35% of the discount points. In addition, brand investment, management cost, after-sales service, etc., if the price is not fixed high, it will lose money.

In particular, shopping malls often promote sales or discount to grab customers, and do not participate in activities by means of 1 for 2, 1 for 3... disguised or directly offering 50% or 30% discount clothing There is no customer flow in the brand stores, and it is also very hurt to participate in the clothing brand stores, often at the expense of profits in exchange for customers. Clothing brands suffer from discounts and have to take measures to set high prices to deal with discounts. This consumption mode also creates a vicious circle: consumers who do not discount do not pay the bill and do not consume, discount consumers do not admit the bill, and think that the price is too high.

To open brand stores directly in the prosperous street is a way for some brand clothing stores to do image stores in recent years, and to deal with the deduction of shopping malls. However, it is also faced with the costs of offline stores, monthly rental costs, and decoration costs of brand clothing image stores. A person in charge of brand women's wear in Shenzhen revealed that his brand store near a shopping mall in Chengdu had invested nearly 2 million yuan in the early stage, not including the monthly rent, staff costs, logistics costs and other management costs. Such a huge cost clothing Within the cost, the pricing standard is naturally raised.

Journalist observation

Low end needs low price and high end needs personality

The popularity of e-commerce and the coldness of traditional sales mode, the popularity of low price clothing and the coldness of high price clothing, have been particularly obvious recently. In view of this phenomenon, experts believe that: this is the market, the market reflects the needs of consumers, low-end low prices and high-end personality "is the way to break the ice in the clothing industry.".

At the recently concluded clothing trade fair, Lang Xianping, a famous economist, also pointed out that the development of China's clothing industry must follow a path of combining low prices, personality and noble experience to create a successful clothing brand. At present, China's clothing development is facing a "M" shaped development trend. Due to blocked exports, many enterprises have moved to the domestic market. Seeing that the high-end clothing market is very profitable, they rush to seize the high-end market, while some have moved to the low-end market, which results in an obvious bipolar pattern: large at both ends, small in the middle, 14% of the rich buy high-end products, 86% of the people buy low-end products, Mid range products are facing shrinkage. He stressed that Chinese garment enterprises should not only reduce their prices and gain popularity to become brands, but also have high-end personality. "There is a large backlog of mid-range clothing stocks in China, and the performance has declined significantly, which is the inevitable result of M-type consumption." "The key to the success of clothing enterprises lies in the low-end low price and high-end personality."

Professor Dou Zhiming of Shenzhen Vocational and Technical College believes that women's clothing physical brand stores should take the road of personalized service, increase the value of brand service, increase the flexibility of consumers' shopping experience, and make efforts from humanized and personalized services. Women's clothing physical brand stores still have incomparable advantages. In addition, the future consumption of clothing, especially women's clothing, will become more and more personalized. Women's clothing stores should focus on the consumer groups who pursue taste.