Post-luxury product development men's wear brand must develop steadily

Since the outbreak of the financial crisis, domestic high-end consumption has also been shrinking. The foreign high-end clothing brand, which has always been highly regarded as its luxury positioning, has also set off an unprecedented wave of promotion. Not only that, Prada, Versace, Clerinia and other international well-known brands announced a higher tone, in the next three to five years, will be in Hong Kong, Tianjin, Shenyang and the Central and Western regions to arrange a number of discount stores. The formation of this "pro-population" strategy is also based on the shopping characteristics of China's luxury consumer groups.

According to research conducted by relevant agencies, the persistent spending power is relatively weak, but it has a persistent obsession and desire for luxury consumer goods. Moreover, the middle class and the new rich class who disdain fake goods have become the most important customer group in the Chinese luxury goods market. With the continuous deepening of market conditions, the Chinese luxury consumer groups will be mainly middle class and new rich class between 20 and 40 years old. After insight into the characteristics of this market, major luxury brands have adjusted their Chinese market operations strategy, and the era of luxury goods has arrived.

The pro-civilization movement: the gradual differentiation of the luxury camp

When the middle class became the main force of consumption, the Gucci Group took the lead in opening up the brand management of the era of capitalism with profit as its core. Five years ago, Robert Polet, President of Unilever was introduced as CEO, and the mainstream industry management method was integrated into this 87-year history. Luxury goods companies, and gradually convey to the consumer a relaxed, pleasant, touchable, accessible brand image.

In fact, more clothing brands that began to advertise at high prices have already gone down to the "luxury altar." The once admired men's brand "Pier? Cardin" has slipped into the mass market under a mass distribution, various propaganda, discounted price cuts and other "pro-infants action" and can no longer be synonymous with luxury.

The complexity of the Chinese market once caused many luxury brands to lose their head. The well-to-do affluent class tends to be restrained rather than lavish, and does not love to have a luxury brand to advertise their status. Consumers who are eagerly pursuing luxury goods are often new rich people and a fashionable middle class. In this regard, Cai Changxian, general manager of domestic high-end menswear brand VICUTU, has a personal understanding of the changes in domestic high-end consumer trends.

“The consumption desires and spending power of the new rich and white-collar workers in China are indeed amazing, and they are growing very fast. Almost all luxury brands in the world now use China as a major growth point of performance. Originally only selected in five-star hotels. The luxury clothing brands now have their eyes locked in high-end department stores. The original high-priced product line now attracts more customers through the low-priced products of the second-hand series, and some second- and third-tier foreign brands The shop has been opened next to us."

The deep analysis of consumer trends has enabled domestic high-end clothing brands to deal more calmly with the possible impact of the popularization of luxury goods.

China's advanced men's wear market in the post-luxury era

China's senior men's wear brand appeared in the early 1990s. Unlike China's popular men's clothing brand, which started with production OEMs, China's senior men's wear is generally started with market operations. It gradually takes advantage of product positioning, strong quality, and international image. The high-end department store channel has thrived. The VICUTU is a typical representative.

According to Cai Changxian, the general manager of the Wickedo Garment Center, consumers in the late 1980s and early 1990s were just beginning to have brand awareness. Although the high-end consumer groups have already appeared, the scale is relatively limited. ZEGNA, LV and other luxury products opened their first store in Beijing in the Wangfu Hotel in Beijing in 1992.

It is precisely based on the grasp of this consumer trend and the subdivision of the Chinese menswear market. Cai Changxian established the senior men's wear brand VICUTU (Wei Ke Duo) in 1995, and in the first few years, the brand's direct sales stores are spread across the country. The high-end department stores and core business districts in second-tier cities have formed a strong sales network and have become one of the best in the domestic high-end menswear market.

Faced with changes in new consumer trends, Cai Changxian believes that the domestic high-end clothing brands are fully capable of responding to the "human-oriented movement" of luxury goods. In fact, this self-confidence is due to the long-established brand accumulation.

Judging from the layout of the network, domestic men's wear brands should take precedence. Although many second- and third-tier foreign brands are seizing and squeezing channel resources from domestic brands, for brands such as VICUTU that have been operating in high-end department stores for more than 10 years and already have more than 300 stores, Is the positioning of the product, or customer training, foreign brands can not form a great advantage.

Domestic senior men's wear brands perform better in product process and cost control. After more than ten years of accumulation and improvement, the domestic high-level menswear production line has already competed with the international first-line level in terms of production equipment and production technology. Even many international first-line brands have commissioned domestic manufacturers for OEM. At the same time, the domestic men's wear can be based on Asian human body type in the R&D of clothing type, combined with international fashion tailoring to create a more fit, self-cultivation style of dress, and these are many foreign brands can not do. Secondly, foreign brands still have difficulty in reducing their product costs. Take suits for example. Similarly, the suits of Italian 1881 fabrics, together with tariffs and fees, are generally priced at more than 20,000 yuan for luxury goods men's clothing, and VICUTU ( Wei Ke Duo) and other domestic senior men's wear brands are priced at around RMB 10,000, almost doubling the price difference or adding a lot of value to domestic brands.

In the brand building, the domestic senior men's wear brand pays more attention to fostering customer relationships. As Cai Changxian, the general manager of Wacker, said, clothing consumption in the future will be more rational and individual. Dress code not only represents your identity and social status, but also most importantly reflects your life experience and life attitude. A refined and determined man image. Moreover, we insist on designing brands around this strategy, and strive to maintain a unique and unified emotional connection with each customer. The more mature brands in the domestic high-end clothing market have gradually accumulated the relationship between customers and brands into the assets of the brand after more than 10 years of accumulated time, and at the same time build a strong brand loyalty.

With the formation of a new brand pattern in the high-end market, consumers will become more rational. In the next round of international competition, the domestic senior men's wear brand will develop more steadily.