The Brand Competitiveness Of The Clothing Industry Has Been Continuously Strengthened

In recent years, with the rapid development of the clothing industry and the gradual intensification of competition, a number of growing brands have emerged in the market. While their brand ranking continues to improve, their market share also shows a growing trend, and their competitiveness continues to increase.  

In this regard, the relevant person in charge of the China National Garment Association believes that fashionable design is the common feature of these brands. They accurately grasp the market trend and cater to consumers' demand for fashion products.

"For example, in the women's wear market, where competition has always been fierce, Yaying's mid-range positioning and the brand's fashionable design better meet the current consumer demand. Its market ranking rose from 15th in 2007 to 7th in 2009, and its comprehensive market share also increased from 0.68% to 1.61%." The person in charge gave an example

"The market share and market ranking of brands with strong growth power have developed rapidly, and enterprises have accelerated their layout in retail terminals. On the one hand, they have entered higher grade department stores, and on the other hand, they have accelerated the development of specialty stores." The person in charge further analyzed that, for example, the cashmere sweater brand "Mihuang" Its ranking and comprehensive market share rose from 25th and 0.66% in 2005 to 5th and 5.01% in 2009 respectively. The large increase is related to the increase in the number of franchised stores of the brand. It is understood that the number of "Mihuang" franchised stores in early 2009 has reached more than 500.

The down jacket brand "Bingjie" has covered other provinces, cities and autonomous regions in China except Hainan Province, with more than 3000 sales outlets such as exclusive stores and shopping malls. It is reported that the ranking of "Bingjie" rose from 12th in 2005 to 5th in 2009, and its comprehensive market share rose from less than 1% in 2005 to 3.21% in 2009, with its development track rising steadily. In addition, the China National Garment Association found in the industry survey that with the development of the clothing market, the group brands are showing a trend of rapid development and growth, such as the Lingzhi company with 11 brands, such as VERO MODA, ONLY, Jack Jones, OBJECT, SELECTED, and the domestic Bosiden Group. The "Matthew effect" caused by the group's multi brands has improved the group's market share and competitiveness.

The person in charge of the China National Garment Association said that the group's multi brand development is not a simple increase in number, but to determine the differentiation and subdivision of the group's brand positioning according to the diversified development of consumer demand, so as to promote sales.

For example, Eleven brands owned by Lingzhi cover men's clothing, women's clothing, children's clothing and other goods. Among them, VERO MODA、ONLY、 Jack Jones and SELECTED have now entered the Chinese market. The first three brands have always been popular with consumers, and their market share has been in the leading position for a long time. He said: "The reason is that in addition to fashion design, brand positioning plays a crucial role." As far as VERO MODA is concerned, the brand is aimed at mature professional women aged 25-35, highlighting the sense of classic and fashion. Its style is simple and shows femininity, which is favored by female consumers. It is understood that VERO MODA's comprehensive market share in 2009 was 4.79%, ranking second.

It is worth noting that there are also apparel group enterprises with diversified brands and good market segmentation effect in China, such as Bosiden down jacket. Through the diversified development of down jacket brands, the Group has met the diversified needs of the market. The comprehensive market share of Bosideng, Xuezhongfei, Kangbo and Bingjie brands in 2009 was 20.09%, 7.82%, 3.19% and 3.21% respectively, ranking in the top 10.