Where are the opportunities for domestic brands in the highly saturated women's clothing market?

Compared with fast fashion brands that have just withdrawn from China market, domestic clothing brands have brought more confidence to the market.

As the earliest and most active clothing industry in China, the women's clothing industry has formed a relatively complete industrial chain, from product design, manufacturing to sales model has reached a mature level, and the market tends to be highly saturated. According to business consulting firm Frost &; According to Sullivan's data, the overall size of China women's clothing market has exceeded 800 billion yuan. It is predicted that the market scale of women's wear in China will maintain steady growth in the future, and the market scale in 20021year will exceed 1.7 trillion yuan.

Compared with men's wear industry, women's wear industry tends to be subdivided in mature industrial operation, and several categories such as big book, middle book, little book and girl are developed according to age level. This division is largely related to the floor distribution of traditional department stores, which has also become a unique national condition of women's wear market in China.

However, with the rapid entry of global fast fashion brands such as Zara into the China market since 2008, domestic clothing brands have gradually felt the pressure of 20 1 1 to 20 12. China's garment industry has been hit hard by high inventory and weak retail sales, and almost all domestic garment enterprises are in trouble. The rise of e-commerce, the promotion of young consumers' brand awareness and the change of shopping habits have all affected the format of department stores. Chinese and Shao brands, which rely heavily on traditional channels, are facing the crisis of losing young consumers.

Some domestic clothing brands imitate fast fashion and transform to "efficiency", but few domestic brands can successfully replicate fast fashion in the end. Since last year, with the fast fashion brands such as topshop, newlook, forever 2 1 encountering waterloo in China, domestic clothing brands have stood at a new crossroads.

After 90 s and 00 s, the new generation has become the main consumer group of clothing. When they are young, they are no longer satisfied with buying mass-produced clothes at low prices because they have enough materials. On the contrary, they want to constantly gain unique experiences and innovative products. The era of product sales relying on simple packaging is over. In order to remain attractive, any brand must become more unique, sharper and more recognizable. For a long time, relying on the brand of traditional department stores has neglected the personalized shaping of brand image, which has led to the increasingly serious homogenization of domestic clothing brand products.