The garment industry is a downstream industry of the textile industry and the last link in the overall textile industry production.
If we look at the clothing industry, it can be divided into the upstream of brand design and development, the midstream of clothing manufacturing, and the downstream of clothing distribution through its market division. The clothing industry usually mainly refers to the industry of clothing and knitted clothing (including sweaters) produced after cutting, sewing and other processing processes. It is an industry with high processing level and high added value. Others also include hosiery manufacturing, hosiery, textile glove manufacturing, textile hat manufacturing, and other clothing product manufacturing.
Because there are so many products on the market, competition among the same industry is fierce, and clothing products pay attention to design and popularity. On the other hand, the apparel industry directly faces the consumer market, and its product development is closely related to consumer demand. Due to the ever-changing consumer demands and the rapid changes in clothing fashion themes, the more popular clothing styles have shorter product life cycles. In addition, clothing products are obviously seasonal, and products must be constantly introduced to respond to market demand.
1. Forecast of development trends of the apparel industry
Since the clothing industry faces the end consumer market, and the product life cycle is short, there are many market competitors, and consumer demand is rapidly changing. Therefore, product sales channel selection and marketing strategies will affect clothing sales results. important key. The following will provide some explanations on the future development trends of the clothing industry:
(1) The dominance of retail channels is growing
Due to mass production, low costs and increasingly fierce competition among clothing suppliers, in addition to the thinning of product profits, coupled with the rapid circulation of information, the gap between information asymmetry in the past is getting smaller and smaller, and consumers’ clothing selection methods There are also more and more people, and they are more budget-conscious, causing the global clothing supply chain to gradually change from a situation driven by producers to a pull supply chain dominated by consumers.
The increasing dominance of consumer demand has enabled brand owners or channel retailers who are in close contact with consumers and can grasp consumer demand to gradually gain advantages in the supply chain. Large retailers control most of the clothing market share, use quantity to set prices, and use quantity to dominate clothing production and prices.
(2) Emphasize that the faster the time from design to sales, the better
In a consumer-led supply chain, demand is more diverse, causing the supply chain to develop in a direction that quickly responds to market demand. For example, the traditional supply chain takes about forty-six weeks from the concept, design, fabric procurement, sampling, sales, production to logistics distribution of clothing products to reach the market. However, today’s supply chain uses rapid response and vertical integration to transform products from concept to The production-to-market time is reduced to nine weeks or even less. The role of traditional suppliers will be redefined. Both retailers and buyers are looking for more efficient operating models. In addition to retaining control over sales planning and retail operations, they will integrate other aspects such as customer demand forecasting, design, production, inventory and logistics. The entire process is outsourced to suppliers. Speed and integrity are the keys to success, and buyers will pay more attention to speed, on-time delivery and integrity when choosing suppliers. The Spanish clothing brand ZARA has become a world-renowned clothing retailer with its innovative and quick-response business model.
(3) Diversified transformation of retail channels
Department stores, shopping malls and clothing chain stores have become the mainstream of retail channels: the trend of mass manufacturing with low production costs has brought about the impact of falling product prices, and the rise of low-priced specialty chain stores for popular products. Based on the vertical integration of resources and the combined strength of brand marketing, the business models of some private brands, designer brand clothing stores, and chain stores have also become a trend. In addition, in order to cater to the rise of consumers’ demand for one-stop shopping due to time pressure, shopping malls, department stores, and large shopping malls have also become the main media for clothing retail.
(4) The Internet has become a medium for conveying brand ideas:
Modern network technology has become increasingly developed and popularized, breaking the limitations of time and space. Online shopping has become a unique clothing marketing channel. However, since the real feel of clothing and the actual fit of wearing it are the main factors affecting consumers’ purchasing decisions, the more representative significance of online channels lies in the communication of clothing brands, styles and design ideas, as well as the rapid spread of popular tastes. Delivery channels.
2. Main structural types of clothing channels
The structure of the clothing industry can be roughly divided into several types, including the model of agency for foreign brand clothing, the model of foreign brand owners setting up branches, private brand chain stores and centralized wholesale markets. Among these different models, the main downstream ones include clothing stores, chain stores/franchised stores, department store counters and online stores.
(1) Model of agency for foreign brand clothing
In the past, this type of clothing was usually a trade agent for several foreign brands of clothing, mainly importing and then wholesale. Later, they gradually began to operate their own methods and obtained exclusive rights to foreign brands.��Agency. Since they only regard themselves as agents of brands, they are independent in marketing strategy, procurement, and operation and management, but sometimes they are subject to foreign brand licensing companies due to legal issues in agency contracts.
(2) The model for foreign brands to set up branches
This type is a branch established by a foreign brand clothing. All product procurement sources, system specifications, and operating modes are determined by the foreign head office. The branch is responsible for market sales forecasts and formulation of promotional strategies. Current chain stores are mainly of this type. Model-wise, for foreign brand chains, the global business strategy is formulated by the foreign head office and then implemented by the branches in each country or region.
(3) Private brand chain
This type of business model is similar to the model of foreign brands setting up subsidiaries. The big difference is that they create their own brands and have complete autonomy in procurement sources, marketing strategies, information system construction, etc. Generally speaking, such manufacturers have their own production plants or OEMs at home and abroad, and some products are imported and sold through agents.
(4) Centralized wholesale market
This model is the earliest locally developed clothing market type. It forms a clothing wholesale market in the form of a distribution center. Clothing middlemen and boutique clothing stores from all over the province will come to this distribution center to purchase products on site. At present, the main clothing wholesale markets include Hangzhou Sijiqing, Baima, Shahe, Shisanhang, Humen Fumin, Beijing Zoo and other clothing wholesale markets.
(5) Clothing store
These are so-called clothing stores that operate in the form of a single store (or several stores) and a small square meter store in downtown areas or crowded places. The source of the products is purchased by the boss himself from abroad on a regular basis, or from the clothing wholesale market mentioned above. Since the product features of each clothing boutique depend on the unique vision of the boss or purchaser, in the current clothing Under the consumption habits of personal needs, there is still a lot of room for survival.
Summary
Overall, the women’s clothing platform stall network believes that regardless of the status or value activities of the industry, including (high and medium price) brands, manufacturing OEMs, (wholesale, retail) channels, they are actually thinking about the way to export. Most manufacturers are based on the domestic market (domestic sales) and seek new markets for export. However, the implementation of market entry strategies is limited by the maturity of elements such as funds, image, brand, and own development experience, and there are problems at different levels.
In line with the current industrial development of the clothing industry, it is recommended to move towards branded clothing products. For the development trend of the clothing industry, sales channels are becoming more and more important. Therefore, it is recommended that when entering foreign markets, you can first train domestically to build knowledge and experience in channel management and brand marketing. Take advantage of opportunities to drive consumer awareness of the brand and create new opportunities for corporate growth.
Source|Dakou.com Editor|Dekonami
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