Local Designer Brand Chooses Shopping Mall Counters As Sales Channels.

If you refuse to bump into a shirt and pursue individuality and oppose blindly, if you want to be the fashion pioneer in the world, designer clothing brand is without doubt the best choice.

Whether it's small and fresh or European or European style, designer brand will meet the needs of consumers.

At present, designer clothing brand has become a hot topic in people's mouth.

Store sales are good.

There are many excellent fashion designers in China, but there are few successful designer clothing brands.

To know that a successful clothing brand is far from enough to sell well, it must have integrity and standardization.

The designer's brand lacks experience in promotion and publicity, and it is very important to find a suitable sales channel for the brand.

Generally speaking, there are two kinds of terminal positioning for local brand designers: one is the shopping mall counters (including designer brand integrated stores), and the other two are brand exclusive stores.

Stores can decide their own sales promotion activities, store display and so on, but the cost of rent is high. Once the location is wrong, there is no corresponding target group, and the possibility of a sales crisis is very large.

Shopping malls have a certain number of people and sales, such as the choice of shopping malls in the local have a certain influence, it is easy to brand communication, investment management energy is relatively small.

Shopping mall counters make up for the shortcomings of most designer brands, and many local designer brands have chosen shopping malls as a marketing channel.

Reporters interviewed

Zou You, the founder of Fashion Clothing Co., Ltd., the designer's brand "THIS IS YOU" Z CLOTHING, has been selling in Beijing Cui Wei building and Zhongyou department store since 2011.

Zou You explained to reporters why he chose department stores as a marketing channel: "brands need a platform to communicate with consumers, and shopping malls are undoubtedly the best channels for designer clothing brands at the beginning stage. From our point of view, there are two points worth considering: first, the matching degree between shopping malls and brands.

From the brand positioning, YOU 'Z is mainly designed for urban women with high quality of life, while the location of Cui Wei and Zhongyou department stores is mainly based on high-end clothing, and the two complement each other. Secondly, from the combination structure of shopping malls, we need to achieve relaxation, and the two shopping malls do very well in this respect.

"Cui Wei and Zhongyou department stores are very influential in the national department stores.

Undoubtedly, it has been a shot in the arm for us.

Referring to the help of two department stores for brands, Zou You concluded: "market demand is changing rapidly, and shopping malls have diverse customers. Designers can design more clothes for different consumers and get recognition from different circles, so that the influence of brands and designers will be wider.

At the same time, we can adjust the direction of brand development in a timely manner through information feedback from shopping malls.

Speaking of department store sales,

YOU Z is a new brand. It has a process of water and soil adaptation. YOU 'Z is still quite satisfied with the sales ranking in the market.

However, he believes that the position provided by the mall is not ideal now, and it is hoped that the appropriate adjustment will be made.

There are many similar opinions. Many domestic designers feel that the market demands too much and the location is far from expected. In the brand management, they must give very good results to get the favor of department stores and shopping centers. Compared with foreign clothing brands, they are too harsh to native designer brands or Chinese clothing brands.

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Designer brand becomes new favorite?

The "thousand shops" of clothing brands in department stores and shopping centers are hard to arouse the real resonance in the current consumers who are particular about personality. People are no longer satisfied with the fast fashion brands such as ZARA and H&M.

Wang Liuhe, Secretary General of Shanghai general merchandise industry association, put forward the view that "introducing distinctive designer products is also a means of differentiation competition in department stores".

Nowadays, many designer brands that can be seen in the art district or on the street have gathered together to the shopping mall.

Though not as popular as foreign designer brands, local designer brands have been emerging.

According to the press, many shopping centers and department stores have introduced local designer brands, such as the auspicious garden imported from the blue harbour, the Donghu tiger in the Oriental new world, the gifen, the Beijing World Shopping Center, the new world women's Department, Ji Cheng, and Liu Lanyu.

The positioning of these brands coincides with the shopping malls, becoming the backbone of the mall.

Wang Xianqing, director of the Institute of circulation economics, Guangdong University of Business, believes that China

The market should have a forward-looking vision, such as shopping centers and department stores can create a single space to operate designer brand.

However, the high price has always been a criticism of designer brand criticism, and local designer brand is also not free from vulgarity.

In recent years

The sales volume of traditional retail industry has plunged sharply. The discount has been regarded as the best way to eliminate customer's discomfort, and the price adjustment has been increasing.

But the high cost of designer brands forces prices to stay high. Many consumers also say that the high price of clothing will discourage them.

The industry believes that local designer brands can learn from European and American brands in order to get out of the predicament, and some brands in Europe and America will put their hopes on high-end brand discount stores, and strive to win customers through advance discounts.

With the subdivision of clothing consumption demand, designer brand will also be subdivided and become more professional.

It is believed that designer brand will become the pronoun of business hotspots and attract more consumers' attention.

Reporter's notes

In the course of the interview, it is easy to see that the mindset of the mall has always made it difficult for the development of Chinese designer brands.

In fact, some brands registered in foreign countries, which are designed and produced in China, occupy a good position in the shopping mall. Sometimes, the stores sometimes imply business managers: if you register a trademark abroad, I will let you in, and honestly doing your own brand will encounter the cold shoulder of the shopping mall.

Without the "roundabout tactics", designers who insist on making their own brands will experience more hardships.

These designers often have a "stubborn" or self-confidence. They want to prove that "my work is no worse than international brand".

The development of designer's brand is mainly based on the integration of social resources and operational resources of designers, adjusting more controllable relationships, and realizing the terminal value of designer's brand by using different forms of operation.

Therefore, more and more explorations are needed for Chinese designers to seek wider development.