The Channel Of Overseas Clothing Brands Has Shifted Greatly Due To Competition

Here in the world Clothing shoes and hats The small editor of www.net.com introduced the great shift of overseas brand channels.

How to introduce the international fashion trend into China, help domestic designers and garment enterprises to find advantageous brand resources and sales channels, and enhance the competitiveness of local brands has always been a question of thought and concern for "PH Value Fashion First", which is committed to serving the entire garment industry.

Landing in China

"We have been observing the Chinese market for many years, and now is the time to enter the Chinese market. We will bring SS15 series and limited edition series to this exhibition." Yardley Wong, chief executive of by TI MO, said that this exhibition is the first show of by TI MO to Chinese audiences, as Norway clothing The world's leading brand, by Ti Mo, wins with its quality and design. Its products have a strong modern "antique style" and are environmentally friendly and sustainable.

Of course, different brand styles will bring different visual feelings to buyers. Mabel Lau, marketing director of ZIZTAR, will bring two series of products to show this time, so that consumers can see the innovative ability and design inspiration of the brand through the products.

"In order to participate in this exhibition, E&E designers also specially designed the SS2015 series for the exhibition." Charlotte Dybdal Larsen, manager of E&E brand business development department, said that she hoped to inspire more women through clothing to show their inner energy.

except Clothes & Accessories In addition to shoe brands, bags of different sizes and shapes have also become the protagonists of this exhibition. "We bring 'capsule series' bags, including classic handbags, laptop bags, travel bags, etc., and the product colors are mainly soot, wine red, black, etc." James Andrews and Tess Andrews, brand partners of Loxley Luggage Company, said that the biggest feature of the brand's bags is beautiful decoration, In order to ensure the pure British origin, we especially cooperate with the London fabric manufacturer Liberty Art Fabrics.

Open up channels

At present, the best retailers are those who successfully coexist physical stores and e-commerce. The key is to let consumers freely wander between physical stores and the Internet, blurring the boundaries between traditional physical stores and e-commerce.

"For the Chinese market, brands exclusive shop , department stores and multi brand stores are the main retail channels we are interested in. In addition, combined with online sales, this will also be our market strategy in China. " Yadrey Wang said.

With the same purpose as by TI MO, Mabel Liu said that it is very important for ZIZTAR to enter department stores and chain stores to attend the PH Value exhibition this time, and also hopes to increase the brand's exposure in the Asian market through the exhibition.

In addition to department stores and specialty stores, E&E focuses on brand distributors. "This is our first time to participate in PH Value, and we hope that the exhibition will bring E&E exposure and potential customers in China. Of course, the main thing is to get to know potential business partners, such as agents and retailers. In addition, we will also combine online and offline sales channels," said Charlotte.

"As far as we know, Chinese clothing brands are more feminine in style and cute and sweet in style. This coincides with E&E. E&E attaches importance to the use of color, and hopes to help women express their inner strength and joy of life through clothing.

Lynne Dickson, representative of Ness Brand Marketing Department, said that he hoped to find target customer groups, agents or franchisees in emerging markets. As a British brand representative, Ness's design inspiration comes from Scotland's natural scenery, changeable climate and natural elements. However, Ness is not an old Scottish tartan or tweed. Its products are more suitable for wearing, with variable colors. It is a clothing brand integrating color, fabric and personality. "I hope that brands can become a part of the Chinese market in the future," said Lynn Dixon.

"This exhibition is very important for Loxley Luggage Company. The reason for entering the Chinese market is that our products have a large market in mainland China and surrounding countries, such as Japan, South Korea, and Hong Kong, China." James Andrews and Tess Andrews introduced that they hope to seek channels and agents through this platform. On the other hand, with the growing development of e-commerce, we also hope to extend online promotion to the Chinese market.

Expand territory

For European brands, China is a daunting market, not necessarily suitable for all European brands. James Andrews and Tess Andrews analyzed that at present, China's retail industry is growing at an unprecedented speed and has received strong support from governments at all levels. Chinese consumers expect to explore new brands, especially those from Western Europe. Chinese consumers are becoming more and more international, and this trend has just affected international brands. As far as the Chinese market is concerned, e-commerce accounts for a large proportion. Therefore, we hope to find ways to extend the existing mass media and micro promotion channels to the Chinese market to help retailers increase their sales rate.

Meibul Liu said, "The market is becoming more and more global. Every exhibition meets many buyers from different countries and regions, so brands need to know their target buyers to maximize returns from the exhibition." She added that ZIZTAR brand competitiveness can be different from other brands in its brand culture and spirit, Only in this way can we attract more loyal consumers. In addition to fashion brands, they also operate a clothing factory in China, so they know the Chinese market very well.

In addition, each European clothing brand has a different understanding of the Chinese market and will have a different strategy for the Chinese market. "The situation of China's market is more complex, and it has changed from a follower market to an innovative market". Yadrey Wang believes that as Chinese consumers become more and more enthusiastic about outdoor tourism fashion The standard of lifestyle is also gradually improving.