OEM-based, basically no design and no brand concept. No design means that you change these clothes to a LOGO, which can be any brand called Zhang San Li Si. The reason why it was successful before, in the words of the crosstalk industry, was all set off by peers. Because there is no brand concept at all, in a simple sentence, what does this name stand for? Clothing is a product that pays great attention to individuality. It either has a leading fashion sense, such as Versace's fancy dress and BOSS's business leisure, or has the stable quality of basic models, such as Uniqlo and Zara, or has a strong story LOGO, and has been strengthening it, such as Crocodile and Ralph Lauren. Sometimes you can guess it is a certain brand by looking at the style of that dress, because it represents certain characteristics and connotations.
and the above three brands have nothing. Before, they invited celebrity endorsements, joined in and beat drums. That's because there are no rivals and foreign brands haven't come in yet. When a large number of foreign monks come in, it will not work. It's not that people don't like it, but that people have better choices. At the same time, I understand the beauty and ugliness of fashion more and more.
It's not just these three brands. Most clothing brands in China are the same. Most of their founders are indigenous people. Most of them were developed in the 198s and 199s, when domestic fashion was still blank. China has always been a clothing power, but the edge of the brand has not been touched. Bosideng down jacket is very rustic, but it needs special down materials, so as long as it has good warm-keeping function, it has brand premium.
Other cities such as Senma and Smith Barney are suitable for 18th-tier cities, and there are too many choices for first, second and third tier cities.
China's fashion brands need to be born in 198s and 199s, and those garment enterprises that grew up under special historical background are brand names, which can't be called brands at all.
Smith Barney, Samma itself is built for the working class.
Perhaps it is the rising level of price consumption. Their prices have not changed much in recent years, but their quality is declining.
as for the style of clothes, it has not been introduced into the new, but it has always been the same.
If you spend the same price, you might as well wait for a discount at the mall to buy clothes with better styles and better quality.
the current quality styles of Smith Barney, Jeanswest and Samma are suitable for buying at a 4% discount.
people's ideas are changing in the process of metabolism, people's living standards have improved, people's requirements have become higher, buns have been eliminated, the law of social development, metabolism
brand building is not good
I have bought Mori horses several times before, but the quality is really bad, and the sweaters are getting longer and longer
and the goods are spread on the ground. The design can't keep up, and it will always be the same. There is basically no difference between new goods and out-of-season goods, so customers buy seasonal goods directly, which is cheap! And now the salespeople are all old ladies! Design clothes, young people feel that they can't keep up with the trend, middle-aged people feel that they are not suitable for their age, and old people are reluctant to buy them. You say, they are not bankrupt and so on!
I worked in Jeanswest for more than 8 years and finally chose to leave because I couldn't see the future!