E-Commerce Impingement On Clothing Market

Recently, the reporter learned that the Internet fast fashion brand Vic has greatly reduced its lightweight down jacket this winter, from 299 yuan to 199 yuan, so as to seize the winter. Down garment market 。 CEO Chen on micro-blog, but also after the flannelette shirt price rise provoked and UNIQLO price war, again issued the "Declaration", called "light down jacket must have a big move".

The light feather down garment is a market test for a few brands in the past two years. In the winter of 2012, it became the essential element of fashion trend. Internet self owned brand, Vic, the traditional brands such as Boston, Japan's fast fashion brand, UNIQLO, Giordano and so on, have introduced lightweight products. In terms of price, compared with Bosideng and UNIQLO, the price of 499 yuan and 599 yuan, Giordano's 620 yuan, and 199 yuan after the price reduction were obviously great advantages.

It is worth noting that UNIQLO used the concept of "warming up" in September to actively warm down the down jacket products. In recent years, the price promotions were launched in the new hot selling period. The original price of 499 yuan products dropped to 399 yuan, or even to 299 yuan of the special time limit. The loss of the shopping crowd may be half the loss, unless it is a clear demand for shopping and targeted customers. So if possible, the lower the floor choice, the better the business will be. Whether it is looking for street shops or department stores, it can be said that the location of the corner is the best location, because the location of the corner has many aspects of the crowd, so there is a great advantage in the flow of people. It is interpreted by the industry as the pressure from the retail brand of the Internet.

Affected by the overall economic downturn and exchange rate, ZARA, HM and other foreign fast fashion brands this year. Light down jacket Listing is the first time that the price has been cut for the first time, so as to compete with domestic brands to compete for the market. Careful consumers noted that ZARA's autumn new product "599 yuan in the same year, and now only 399 yuan", launched a price cut for new products. The industry said, "in the past, many brands were taking advantage of the new price increase, and the initiative price reduction like this was the first time in recent years. The impact of Internet online brands on traditional clothing brands has been fully detonated, and there is inevitably a confrontation between the two sides.

According to people close to the people, Anta CEO Ding Shizhong and Chen have visited each other in September, or discuss the possibility of future cooperation between the two sides. Ding Shizhong, an entrepreneur who has worked hard for several years in the traditional shoe industry, has witnessed the impact of the Internet brand such as fan on the traditional costume. The answer is the former, because the high cabinet can display the image of the clothing brand well, and also give the consumers a direct impression. "After my observation, many local clothing brands originally did well in a certain area, but when the guests came out, they disappeared."

According to the statistics from the China National Business Information Center on clothing sales of hundreds of major retail enterprises nationwide, the first three quarters of 2012, Retail sales of garments The cumulative growth rate was 11.20%, 0.54 percentage points lower than the first half of this year's growth rate, 10.8 percentage points lower than the same period in 2011.