Whether it is a domestic brand or a foreign brand, 2019 is not the best year. Some people are brilliant, and some people are leaving in a dark way.

Some people even say: Don’t open clothing stores in 2019!

Such words are too extreme.

Instead of complaining, it is better to make arrangements in time. What we need to do is to analyze this year’s trends based on last year’s events, and use this to iterate on our brand to make ourselves better and better!

Time waits for no one, 2019 has passed Half of the time, let’s take a look at the apparel industry trends in the second half of 2019. Take a good look and don’t fall behind!

01 The national trend is eye-catching and sports brands are flying

The rise of sports brands and their approach to trendy brands is one of the most obvious trends in the past two years. one.

According to data, the scale of my country's sportswear industry in 2017 was 104.5 billion yuan, a year-on-year increase of 9.77%. By 2018, it reached 114.7 billion yuan, a year-on-year increase of 9.76%.

You can imagine how huge this number will be in 2019!

Including this year, Li Ning has already participated in three international fashion weeks;

Anta also showed no sign of weakness, and its acquisition vision is as sharp and unique as ever: from FILA to Finnish sports giant AmerSports, it officially announced to the world the rise of Chinese sports brands!

Our domestic sports brands are growing at a rapid rate Chasing Nike and Adidas. It is not only the upgrade and iteration of product appearance, but also the pursuit of quality!

Looking at the trendy brands that were once scorned in the past, they have now made a wonderful turnaround--

Peacebird has gained a lot of fans through cross-border play;

Hua Shengji, who was born in the Tao brand, has become the first choice of various celebrities;

Brother Guan Xi CLOT has shocked the world with its Chinese-style designs again and again!

When the millennial generation becomes the main consumer, the demand for sports brands and trendy brands is also becoming greater and greater. It is no exaggeration to say that in 2019, China’s sports and fashion brand markets are exploding!

02 Brand culture determines whether consumers will stay or leave

From Philipp Plein plagiarism to fashion brand MLGB due to name The uproar caused was not met with strong resistance. It is not difficult to see that nowadays, it is really just a matter of thought for a brand to commit suicide.

Consumers are paying more and more attention to the brand's culture, the story behind it, and its attitude towards others. The most obvious gap is the New Year film released by the two major brands at the beginning of this year - Burberry's weird style was criticized by the entire Internet, while Uniqlo's was well received.

Uniqlo’s New Year’s Eve film: Just one advertisement can influence customers’ opinions of the brand, not to mention the culture behind the brand?

03 Quality first, fast fashion Gradually declining

I’m not saying bad things about fast fashion. I can only say: The era of relying on fast production to compete for traffic is gradually disappearing. Major fast fashion brands that were once prosperous have entered the cold winter period -

Topshop suffered losses, disbanded with its Chinese partners, and withdrew from the Chinese market;

NewLook had poor performance and closed stores Tide, withdrawing from the Chinese market;

H&MNyden business reorganization, CEO resigned;

GAP withdrew from the Australian market, closing stores, closing the core flagship store on Fifth Avenue;

Forever21 withdraws from the French market;

......

A few days ago, the fashion agency Thredup also released a set of data, which further proves how difficult the road to fast fashion is--

25% of female consumers said they would no longer buy fast fashion clothing starting in 2019. Most of them are young consumers.

40% of the Millennials surveyed said they would stop buying fast fashion brand products. 54% of respondents aged 18 to 21 decided to purchase higher quality products.

Today, consumers are not only satisfied with the demand for beauty, but also care more about quality assurance. Even those born in the 1990s and even the 2000s have such consumption concepts.

So, in 2019, it is no longer enough to just be 'fast', being down-to-earth is the last word to make a fortune.

04Online accelerates offline integration

Looking at the domestic and foreign apparel retail markets, with the advent of the digital era, the popularization of the Internet, and changes in consumer lifestyles, more and more Many clothing companies have accelerated online and offline integration.

Uniqlo: After consumers place an order online, hundreds of offline stores support convenient pick-up within 24 hours;

Peacebird: It connects products, payments and other dimensions to support store scanning. New businesses such as code shopping and self-pickup in stores;

Men's clothing brand CommonGender has adopted an omni-channel sales model that combines online and offline as soon as it was launched

In 2019, online orders and offline orders Models such as picking up goods or experiencing offline purchases online have become a major trend in the clothing industry.

05 Short videos and live broadcasts are popular, and new ways to make money appear

Nowadays, short videos are very popular, such as Douyin.

Many people have also found that its huge traffic can be used for their own purposes. Many brands have begun to divert traffic from the short video platform. Even big names like Inman and Dior have settled on Douyin.

Now that the Internet is so popular, excellent products are certainly capable, but diversified communication channels are also an indispensable link in the supply chain.

Wherever young people are, there will be traffic. Wherever there is more traffic, there will be advertising targets.

Short videos and live broadcasts, as a new communication channel, will become the most popular publicity model in the next five years.

06 Transformation of personalization and customization

When all information is at their fingertips, consumers are faced with more choices, and they will be more willing to control their shopping based on their personal needs. .

And as the post-90s and 00s generations become the main force of consumption, their preferences, habits and needs have new characteristics: they pay more attention to personalized consumption experience.

In the future, brands can rely on big data to provide personalized customized services for individuals.

Just like clothing Stitch, it has begun to provide consumers with personalized clothing and accessories recommendations based on algorithms and stylist recommendations-

To buy clothes on Stitch, you only need to log in On its website, you fill out a questionnaire about your personal fashion preferences, including size, color, style, etc.

With this information, StitchFix’s professional fashion designers will manually select 5 outfit combinations and send them to you for free.

Then you can try them on at home, leave the ones you like, and send back the ones you don’t like for free. The payment will be automatically deducted from your credit card by StitchFix.

This kind of algorithmic personalized customization allowed StitchFix to earn US$38 million in 2018 alone!

07 Focus on bottom line, brand collective sinking

< p>On one side are the nearly saturated first- and second-tier markets, and on the other are the third- and fourth-tier cities that have not yet been fully developed. For domestic clothing, the third- and fourth-tier cities have become an attractive piece of cake.

Pinduoduo, which was listed on Nasdaq just three years after its establishment, took the lead in opening the door to the sinking market. Immediately afterwards, the listing of Qutoutiao once again proved the huge potential of the sinking market, thus attracting more brands to sink.

In addition to local brands such as Heilan House, Anta, Semir, and Yichun that made their early fortunes in the third- and fourth-tier markets, many first- and second-tier brands have also begun to take a share of the pie:

La Charbel plans to raise funds to open more than 3,000 new stores within three years, focusing on second- and third-tier cities and below to further enhance its layout in third- and fourth-tier cities.

08 Appearance comes first, product stores are indispensable

People are paying more and more attention to their appearance, and are more and more willing to spend consumer spending to bring themselves Products and stores that offer beautiful feelings and experiences.

Nowadays, the homogeneity of stores is particularly serious, and there is not much difference. Therefore, it is difficult to give customers a sense of freshness and uniqueness in products...

It is precisely because of this that if current stores do not create novel aesthetics for customers in space and vision, it will be very difficult to It is difficult to stand out in the same category. Therefore, beauty has become the strongest competitiveness of major stores.