How Many Potential Can "Gentlemen" Be Sold?

With the development of economy, the consumption of men's clothing is showing a trend of diversification. The image of a gentlemanly gentleman has widened the gap with the needs of real life. Compared with the suit of suit, the style is free and easy to adapt to the needs of different occasions. This kind of men's clothing is more easily favored by male consumers in today's society.

In Europe and the United States, the evolution of men's clothing style has become a popular trend in the past few years. Big coffee calls it the real "NEW FASHION".

In the most recent film Kingsman, the elegant Colin Firth in the movie was dressed as a gentleman's menswear brand.

Hot spots.

However,

I'm afraid there's a question mark about whether we can affect men's wallets.

In fast-paced urban life, orthodox suits,

It's not the fashion that most people chase on the street.

Domestic men's clothing brand is willing to take the "gentleman" this free ride to do marketing, precisely confirms the human nature: what you chase is often the most lacking.

Just like in the movie, gentlemen and royalty can not be separated from each other. As a specific class, the cultural and spiritual connotation of a gentleman can be inherited and carried forward, but it is bound to exist in a small scope.

Correspondingly, from the perspective of consumption, because of the lack of the spirit of the brand in the spirit of the brand, it seems like an ingle to take advantage of the trend. But when making clothes and selling products, the domestic men's clothing brands have to face the reality: cautiously holding the narrow orthodox suit Market and striding towards the fashion men's wear area.

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In order to attract consumers, many brands have changed the habit of "new products without discount", and have launched various new spring and summer clothing preferences. Discount advertisements are placed in a very prominent position in the store.

China Plaza LEVI "S stores" are as low as 70 percent off discount publicity, Tianhe ESPRIT spring goods 3 fold on 20 percent off, Beijing road Metersbonwe new members 5% off, as well as Giordano, Semir and other brands, almost all have obvious discount publicity, but the number of people in the shop and volume has not increased significantly.

"In fact, many brands do not have much cheaper price after discount, but those styles that are really cheap are out of date, too cheap, and they will not be bought even if they are discounted."

Consumer Huang said.

However, the discount of fast fashion brands is not big this season. Only a small number of special styles or old items are discounted. There is basically no discount for new clothes, and sales discount is not noticeable.

To understand the local situation, the reporters visited several shopping malls in Guangzhou last Sunday to make a comparative observation on the business situation of the major brand clothing stores.

Reporters interviewed several consumers randomly, who said they were interested in buying spring and summer new clothes.

But although there are many people who want to buy clothes, there are only some fast fashion brands in the store, such as H&M, UNIQLO, ZARA and so on. The BERSHKA of Tianhe City also appears in the fitting room.

The prices of these brands are mostly between 99 yuan and 349 yuan, and at the same time, 49 yuan, 79 yuan and other low price single products attract consumers.

By contrast, many traditional brand stores seem very crowded.

There are only three or two customers who come to pick up brands in MO&CO, LEVI, S and so on.

Consumers, who are shopping for clothes, told reporters: "the prices of these brands are generally higher than those of fast fashion brands. The T-shirts with similar quality are sold for 99 yuan and one for 199 yuan. Where do you say you want to buy them?" in the Gloria of Tianhe City, the reporter picked up a dress 1199 yuan.

Recently, "no logo, no brand" has become an upsurge in Korea. Taking into account the tremendous influence of the trend of fashion in Japan and Korea on Chinese consumers, the popularity of no brand and no logo products is definitely worth the attention of the industry.

Nowadays, young Korean consumers prefer sportswear or Normcore style. They like neat fabrics and tailoring. They are the best color, creating a fashion trend with a sense of future.

Retailers also actively cooperate, such as Gap, H&M, Zara and other fast fashion brand new products all reflect this style.

"Hanfeng" prevails in China. The lack of "fashion sense" has a great impact on some traditional clothing brands.

During the reporter's visit, it is not hard to find that some of the clothes with poor sales are different from the fashion in the eyes of consumers. Large LOGO, colorful and decorative designs account for a large proportion.

In order to pursue the most fashionable dress, many consumers are more inclined to buy online.

"A lot of customers come in and look at it, but they really buy very little.

Even if you have the right money, you just try it on and go online.

An unnamed clothing salesman said.

"Too fancy and complex style clothes will not be bought. There will be some dirt on them.

It's convenient and beautiful to buy clothes online, and it can also scan the latest styles abroad.

Dressed in fashionable fashion, Miss Zeng said that most of her clothes came from online shopping.