Dalian'S Extremely Cold Weather This Winter Disrupts The Sales Rhythm Of Clothing.
The cold weather this winter disrupted the pace of clothing sales.
Winter clothes
After the Spring Festival, sales of spring clothes were late, but sales of clothing were significantly affected. Some shops sold less than 5 clothes per day in recent days.
The new spring dress has just returned to the second line when it's just listed.
Yesterday, the reporter visited a number of shopping malls found, clothing selling area is scarce.
Spring clothes, which occupy a strong position in the store at this time, have been relegated to the second line in many shops this year.
The reporter saw in a shopping mall in Shahekou district that most brands put their winter clothes in the best place in the store. The big "X" logo was hung in every striking place of the shop, while the sign of "new spring dress" was placed in the corner of the shop.
In response to extreme cold weather, some cities have heard some brands delay the arrival time of spring clothes.
Reporters visited the Dalian market and learned that this has not happened yet. Most brands are "new" according to the rhythm of the past years.
Generally speaking, costumes will be "new" one season ahead of schedule, and the new spring clothes will be listed on the market in the early January of each year.
For many brands, now is the second round of "new".
But the arrival of spring clothes did not bring satisfactory results.
Sales volume
。
"After the Spring Festival, this is a low season in our clothing industry. Before the Spring Festival, almost all the clothes we buy will be bought. Unless someone buys anti season costumes for cheap pictures, few people will buy new winter clothes after the Spring Festival.
The weather has been very warm at this time of the year, and the sales of spring clothes are rising, which can support a large part of the performance. But this year it is so cold that the spring clothes can not be sold at all.
The industry insiders told reporters.
Ordinary brand stores in the market are in an awkward position.
Under extremely cold weather, the brands with different positioning are significantly different in impact.
In the fast fashion brand shops with young people as the main consumer group, spring clothes are hardly seen, and super low discount winter wear sales are very good.
In the middle and fast fashion brand shop of Xi'an Road, there is a large "final discount" poster on the windows, and new spring clothes are placed in the doorway and the far end of the shop. Most of the main positions are covered with discount winter clothes.
The reporter looked carefully at the price tag and saw that a cardigan sweater with a price of 399 yuan had been sold for two rounds, and now it was priced at 129 yuan.
By contrast, ordinary clothing in shopping malls
brand
Days are more sad. Some shops have not been able to sell 5 clothes in recent days or even one day.
A person in charge of the domestic brand girl told reporters that the cold weather in recent years has embarrassed sales of these brands.
"Although clothing prices have risen in recent years, the cost of a garment is 10% higher than that of the previous years, and the cost of the shopping center has lost about 30%, plus labor costs. If a garment falls below half off, it will lose money.
We can't play a super low discount like fast fashion brands, so sales of winter clothing can't be compared with fast fashion.
Spring clothes are not well sold this year, and the turnover is seriously affected. "
The brand leader said.
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