Shishi Leisure Clothing Plate Becomes Stronger

With the intensification of competition in the clothing market, Shishi clothing enterprises are also further subdividing the market. After several quiet "product reshuffles" and "positioning fine-tuning", Shishi's fashion casual clothing sector has not only begun to show itself, but also has gradually become strong.

Recently, the reporter found in the interview that in the huge leisure clothing cluster of Shishi, more than 20 fashion leisure clothing brands have gathered, such as Kabin, Jim, Kadi Saint Fox, Western Manor, 30 degrees north latitude, Wolf Road, Liko, Tiana, etc. Many of them are enterprises specializing in fashion casual wear, and are "new generation" clothing enterprises that were seldom heard of in the past. In addition, some brand clothing enterprises also do "fashion leisure" series. These enterprises are all marketing with their own brands and fashion and leisure characteristics. At present, they have a large number of sales networks in major cities across the country in the form of "agency", "franchise" or "direct marketing", and have a considerable influence among young consumers in China. Brands such as Kabin have also entered the international market.

After Kabin opened the market in Beijing, Shanghai and other major cities in China, this year Jim's casual men's wear has become a "dark horse" of domestic fashion casual wear, and its sales volume in the national market has ranked top in the industry. The way to win this brand is to have strong fashion elements and characteristics in style design. Fashion casual clothes such as Langdao are also selling well, with 600 to 1000 terminal outlets in the domestic second and third tier markets. It is worth mentioning that several fashion women's wear brands such as Tiana have come out one after another, which to a certain extent makes up for the weakness of Shishi's "almost no women's wear", and shows the front-line "new dawn" of Shishi's women's wear in the new starting point of "daring to compete with Jiangsu and Zhejiang women's wear".

"It is also forced by the market to specialize in fashion and leisure." A boss of Maoxia who specializes in leisure and fashion clothing said: now, whether Shishi or other industrial clusters, leisure clothing is also showing an increasingly serious tendency of homogenization. Many enterprises do everything, product is not specialized, and target customer groups are difficult to form. It is understood that the company adjusted its market positioning last year and began to invite a design team to focus on fashion casual wear. After nearly a year of operation and hard work, it has sold well in the domestic market this year.

First of all, fashion casual wear should have a strong "fashion flavor", attracting young men and women by changing styles and rich cultural meanings. Jim's "family" Chen always thinks so. The company made full use of its 20 years of clothing production experience and accumulated strength, invited well-known British designers to design a series of "Chinese and Western" boutique fashion casual men's clothing, which is eye-catching in style and first-class in workmanship. After more than a year of marketing, it has steadily occupied a large share of the domestic first and second tier markets.

Small batch and fast change are the main characteristics of today's clothing market, especially the consumption of young "trendsetters". Older consumers usually wear a garment for two or three years, while the "post-80s" and "post-90s" will buy a favorite style when they see it. Fashion casual clothes are adapted to this feature. At the same time, the fashionable and changeable styles and various accessories are also the main aspects to increase the cultural content and added value of clothing. Therefore, Shishi, which has done a good job in fashion and leisure clothing, mostly sells at a higher price than ordinary men's casual clothing or sports and leisure clothing.

Cai Dongsheng, President of the Municipal Textile and Garment Trade Association, believes that fashion casual wear is subdivided and grown on the basis of leisure series such as business leisure and sports leisure. Compared with other casual wear, it is more fashionable in style design, fabric and accessories selection, mainly targeting the "post-80s" and "post-90s" male and female consumer groups. This consumer group has a short period of buying clothes, so it is a new space for Shishi garment enterprises to expand the market, and also a new way for Shishi leisure clothing to jump out of the "homogenization" mud.