"China's men's wear development has a certain gap compared with Chinese women's wear. Chinese men's overall attention to the external image is low, and the fashion quality is much worse than that of Chinese women. This is actually not a reasonable phenomenon." Zhang Darer, design director of menswear brand DenyJStudio said.
Although the “serious imbalance†between Chinese men and Chinese women in terms of fashion quality is an indisputable fact, and from the feedback of the end consumer market, most “senior†business men’s wear and fashion casual men’s wear are also generally showing a decline. The phenomenon, but Zhang Daer does not care about this.
Zhang Daer told reporters that the lack of market performance of local men's wear brands in recent years also indicates that Chinese men's wear has great growth potential and room for improvement.
In this regard, it is not a minority that is optimistic about the future development of the menswear market.
Blank point
The menswear brand Deveren has already established a brand in 2010, but the brand's real marketing and channel construction is two years.
“The local men’s wear market has been very competitive in recent years. We have been thinking about how to position the brand and look for development space in the current fierce market structure.†After years of observation and analysis of the market, the Deveren brand total Manager Hu Shuiquan told reporters that he finally decided to target the men's fashion brand market.
In the face of the local consumer market, which is constantly changing in fashion and individualized demand, it is indeed a good choice for brands to choose from the trend of positioning young and small groups. The increase in demand for street brand consumption has also led to the emergence of various online brands in the online and offline channels.
"To break through in the men's Clothing market with many brands, we will definitely highlight and strengthen the distinctive features of the brand." Hu Shuiquan told reporters that Deveren has made a deeper subdivision of the brand on the basis of determining the positioning of the tide brand. Mainly in the field of fashion brand clothing underwear.
The reporter learned that the tide brand men's and couples underwear products will account for about 40% of the total Dyflon products. Hu Shuiquan believes that this is also one of the few blank markets in the current menswear market.
“China’s men’s underwear development is relatively slow, and there are not many well-known men’s underwear, not to mention men’s fashion underwear. This is why we choose the main men’s fashion underwear. Through the supply of outerwear, underwear and related accessories, Men offer a one-stop style of street fashion," Hu Shuiquan said.
Clear brand positioning and focus on market segments have become the consensus of men's wear brands in recent years.
Similarly, the dark-backed brand, which will be exhibiting at the China International Apparel & Accessories Fair in the fall of 2016 (referred to as the CHIC2016 Autumn Exhibition), will be designed to allow the brand to quickly capture a large number of young consumers.
"Like a strong style of niche clothing, we are destined to take the route of the mass market, but focus on the niche, so that the development and growth of our brand is in a stable growth state." Tell reporters that in the six years of development, although the brand's volume is not large, but the annual growth rate is maintained at a high speed of growth, "especially VIP consumption, is the main consumer group of our brand. â€
The market is changing
Although the segmentation and niche brand positioning have enabled many emerging menswear brands to find a good development space in a highly competitive market, in the face of a rapidly changing business environment, emerging menswear brands must achieve effective marketing and channels. Expanding is obviously not an easy task.
Chang Yanan said to the reporter that in the early years of the dark growth, the brand took some detours.
“When we first started to expand our channels, we chose some well-known department stores in the core business district. The first year of the first-time performance was really good, but the performance in the second year fell due to the sharp decrease in department store traffic.†Chang Yanan Tell the reporter that the changes in the terminal channels in the past two years are too fast, leaving the company with too much preparation time.
In this regard, in order to make better planning and layout for the future development of the brand, it is a secret search for a well-known Japanese consulting company to conduct in-depth research on the Chinese business environment to help companies sort out the future development path.
“The advice given by the consulting company is to achieve synergy between online and offline. After all, the main consumer groups of our brand are young people, and their acceptance of online shopping is generally higher. In terms of physical channels, we will choose services. Experience a better shopping center," Chang Yanan said.
Similarly, DenyJStudio, which is committed to redefining men's denim, is also optimistic about the importance of emerging channels for branding.
"Our brand targets a younger audience, focusing on the field of denim menswear. From our market test, the performance is very good." Zhang Daer told reporters that although there are many denim products in the local market, The quality is serious, which leads to the very stylized impression of denim clothing, and the acceptance is limited. We just want to break this framework.
Zhang Daer told reporters that DenyJStudio has imported fabrics from Europe, the United States and Japan. These fabrics are more "advanced" in color performance and have a particularly good texture. At the same time, the brand also breaks the original use limit of denim fabrics. Through the splicing and creative tailoring of different fabrics, denim garments can be worn in fashion expressions and occasions, and more possibilities are extended.
“Our own products are very confident in the balance between quality and price. As long as we pass through our brand customers, our recognition is very high, but now the biggest problem is how to let more people know about our brand.†Young people mainly focus on the denim brand of the audience. Zhang Daer said that in terms of brand promotion and channel selection, they pay great attention to selecting the communication platform that young people like. “Increase the promotion of new media platforms such as the Internet and mobile clients. At this stage, we must focus on the important work of upgrading. At the same time, we have also opened online purchase channels such as micro-stores and Taobao stores to facilitate customers' purchases."
But no matter which channel and platform are chosen, focusing on the precise segmentation of consumer groups, maintaining distinctive product design, maintaining the brand's unique tonality, and providing customers with cost-effective products, it has become a lot of fashion brand men's clothing in the current market. A consensus based on it. To understand whether brand product positioning is in line with market demand, companies must clearly interact with the market.
Test "good men's clothing" with CHIC
As the new men's clothing Deveren, DenyJStudio and Dark Trace, which have been gradually released in the market in recent years, all of them choose to participate in the CHIC2016 Autumn Exhibition to be held in Shanghai.
“The choice to participate in CHIC is because it is also one of the most authoritative and professional representative exhibitions at home and abroad. At such an exhibition, the brand can be exposed to professionals and channel resources such as shopping malls, buyers, franchisees, etc. The concentrated appearance of domestic and foreign brands also promotes the interaction and communication between brands and other brands, which is a good opportunity for brand development.†Hu Shuiquan said.
In this regard, DenyJStudio, which is currently in the critical period of channel construction, also strongly agrees. As a newly created denim menswear brand, Zhang Daer said that the appearance of the CHIC is of great significance for promoting the brand image in the industry. “Now we are gradually opening offline stores, doing product testing, clarifying brand positioning, and understanding market demand is very important for us. This is also an important reason why we choose to participate in CHIC.â€
In Zhang Daer's view, exhibiting CHIC allows the brand to compare horizontally with products and styles of men's and women's brands at home and abroad, and to determine exactly where the brand's positioning and fashion are in the industry. And full communication with the industry people will be of great help to the future development of brand planning and adjustment of product design and development direction.
As Chang Yanan, who has been doing OEM production for well-known men's wear brands at home and abroad for a long time, in order to launch his own menswear brand, it has accumulated and precipitated for a long time. "We only have two exhibitions at present. CHIC is a platform we value very much." Chang Yanan told reporters that the dark exhibition is not to realize the economic benefits immediately. In comparison, it can be professional. On the exhibition platform, letting people in the industry understand and understand the dark trace is what it is more important.
Editor in charge: Yang Jie 4
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