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Recession in the global economy is facing a situation, HM, UNIQLO and other foreign brands continue to confidently enter the China market. Big and affordable luxury in a big contest, the parity big seem to prevail. This phenomenon has caused considerable concern about the industry: the era of cheap big it has come?
Just less than a year circumstances, HM, UNIQLO, ZARA, and CA and other foreign brand has entered the country more and more cities. Store scale with these brands complement its growing popularity have gone up, and began to carve up the existing strong brand JackJones, Only, Vero Moda's market share.
In Beijing Xidan Joy City, Kwok Shui Shopping Centre, Raffles City and other stores can see, HM brands significantly higher than passenger traffic inside the same mall in JackJones, Only, Vero Moda and other brands.
Insiders said that with the HM, UNIQLO, ZARA brands on the Beijing market, increasingly understand that their new round of expansion will soon come, at the same time, JackJones, Only, Vero Moda and other brand or gradually expand the lower market, seeking a place in the second and third tier cities in.
HM, UNIQLO, ZARA consumption of hot
HM first store in Beijing – before the night before the store opened with a letter inviting the audience to enjoy 8 discount shopping discount goods became a lot of consumers keen to target the brand. Opening day, store large number of consumers as “buy” the same selection of goods in full swing.
Not only in the HM's front door flagship store opened in its later Xidan Joy, Raffles Plaza store also is easy to see a similar scene. HM is not only an in UNIQLO its popularity also not low, about 10 dressing rooms still can not meet the needs of customers, many consumers take their shopping basket in the dressing room waiting anxiously outside.
Sometimes closed shop close to the time, HM, ZARA shops such as shops have been closed to start playing music, but the restaurant remains a customer settlement in the cashier.
Fashion has nothing to do with the price
Most many consumers, said with JackJones, Only compared to other brands of similar goods, HM products at lower prices, especially in the limited preferential period, the prices of some commodities is extremely low, or even just buying a T shirt spend tens of dollars, the customer very “destructive.”
For HM and ZARA, in all their various lines between products, both to the classic styles from the basic clothing, to fashion forward, from the young to the young, to children and pregnant women, covering a wide area, color is complete, all the basic models each with different colors can be selected. Diversified product lines so that they become a huge consumer groups, and do a quick cheap fashion.
HM and ZARA have the same idea, one that believes in “time, quality and price,” three in one. HM Global Director of Investor Relations Nils Vinge believes that fashion, quality, cheap “trinity” concept is the core competitiveness of HM, HM always believed fashion has nothing to do with the price.
He has an example, consumers buying famous brand clothing designer Matthew Williamson, the price will be high, but after working with him HM, customers can purchase a very affordable price for the HM design his clothing, not only the pursuit of fashion, but also did not pay the high cost. In other words, HM will not be the price factor. And give up customers and HM famous designer was willing to cooperate, but also because HM has a wider range of consumers.
In addition, for the HM to the rapid development in big cities, its insider explained, HM will never be repeated in the next month, last month, sales of goods, product updates fast. Not only that, HM was market-oriented features, Qianmen Avenue in Beijing, when the store opened, HM to launch a limited-known designer Matthew Williamson's style, these products only within the 200 stores worldwide sales and marketing model that will undoubtedly greatly increase the brand appeal. In addition, cooperation with the famous female artist Madonna sells its collection series, also achieved good results.
For HM, UNIQLO, ZARA strong brands such as the rise of a person, said these brands from stores and choice is not difficult to see that many of them will choose to store within the shopping mall opened, and Kwok Shui Shopping Centre, WTO-day order, Raffles City, Xidan Joy City, Blue Harbour is also true for the situation. Even if, for whatever reason they choose the brand into the department store, also will coordinate with the operators of department stores and shopping centers to operate the rental model.
The reason why these brands into the shopping center rather than the department store of choice, mainly because the business model to business lease in cooperation allows the brand to better control cash flow, this way, every day cash credited and available for operators flexible use. Conversely, if HM brands choose to enter department stores, shopping malls and subject to uniform cash register, its daily sales will be detained at least several days, brands For flexible working capital, can choose to bank or private loans, no doubt greatly increased the company's operating costs.
Pattern of change in the mass fashion brands
Economic development led to the gradual breakdown of the market. And the beginning of this century JackJones, Only brands to replace Baleno, Giordano, Jeanswest popular fashion brands such as the status of the same advantages that these brands in the market leading brands will be gradually emerging HM, excellent clothing Library, ZARA, etc. replaced.
90's of last century, Baleno, Jeanswest, Giordano and other public fashion brand is king of the domestic market, both quantity and store sales have accounted for a large proportion of the market, but with the national economy the continuous development of the brand in the popularity Baleno etc. etc. can not meet the needs of consumers, so in the end of the century, JackJones, Only For other brands to enter China to fill gaps in some markets but also non-track the development of smooth sailing.
As JackJones, Only other brand originated in Europe, their clothing style was with the domestic consumer Bingbu entirely converge, so the brand After three years of low tide period, with the bar culture, nightlife and residents of the rise of income growing brand in China before they ushered in the true sense of the “golden age.” Meanwhile, brands such as Giordano and Baleno are also not out of the market, which is the gradual breakdown of the market economy led to the result.
Brand Medley
HM -
HM in 1947 by Erling Persson in Sweden, the brand name from “Hennes” (Swedish, “she” means) Women and the “Mauritz” men's brands combined, we choose the first letter made “HM”. Today, HM 36 countries in the world has opened more than 2,000 shops, selling clothing, accessories and cosmetics. In order to enable consumers to quickly buy the shelves of clothes, all apparel by dozens of company designers.
ZARA -
ZARA is the Spanish Inditex Group, a subsidiary, it is an apparel brand, is also the exclusive brand apparel retail chain ZARA brand. ZARA founded in 1975 by ° Ortega remote town in northwestern Spain, to open a small clothing store started. Currently, ZARA group owns a professional designer to ensure that followed ZARA fashion.
UNIQLO (UNIQLO) -
UNIQLO Japan FAST RETAILING (FAST RETAILING) the strength of the Group's core brand, adhere to the modern, simple and natural, high-quality and easy with the merchandise available to customers around the world. UNIQLO's full name is UNIQUE CLOTHING WAREHOUSE, its intrinsic meaning is unnecessary through the decoration of abandoned warehouse-type stores, supermarket-based self-service by way of reasonable prices to provide customers with credible hope of merchandise.
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