Fashion Market Trend: Luxury And Frugality

The changes in the consumer market have made local enterprises somewhat unprepared. What fundamental changes have taken place in consumers? When Han style clothing is swept out of the door at once, when clothing rises to the expression of lifestyle, how should enterprises re dominate the market? Li Kailuo accepted his exclusive interview and expressed his views.

New frugality comes

Li Kailuo believes that the arrival of "new frugality" and "new luxury" has turned the direction of market trend.

New frugality, the experience brought by today's fast fashion brand, is to save money while enjoying its taste and quality. At the same time, the implementation of new frugal people does not mean that they will not consume luxury goods. "In the past, people wore Giordano and wore Giordano all over. Now, the upper body ZARAT shirt, lower body H&M jeans, carrying a LV bag, is very common.

Changes in consumption of luxury goods also need attention. Li Kailuo explained that in the past, consumers bought more luxuries for buying, and the consumption of "not seeking the best but the most expensive" occurred frequently. But now, consumers need luxuries instead of extravagance. In the process of consumption, they hope to find some commonness between their personality and brand and some labels that represent their personal life quality. This is the coming of "post label" era.

"Consumers themselves will think about what is fashion and publish their own life ideas." New York girl hina Martin has no fashion background. Her self styled fashion blog has attracted the attention of ELLE and other fashion magazines. Matiken said, "I only wear things that make me feel happy and I can confidently walk out of my house."

Consumers are gradually becoming the leader of their own fashion. "Even if someone else jokes, he will say," this is my personality. " Li Kailuo thinks that the change of network technology to human cognition and the refinement of people's life style create the change of consumption concept and subvert people's aesthetic outlook.

Enterprise, Makethechange

Not only is the change of consumers, but also the strong attack of foreign brands and some domestic brands has made many local enterprises face enormous challenges.

"There is herd effect in the present business. I always think that he is not dead. I am not dead yet. Everyone is still alive." Li Kailuo said, "now is not only the time when wolves eat sheep, but this era will suddenly undergo tremendous changes, just like the sudden disappearance of dinosaurs. The market will also be like this, perhaps suddenly one day, the brand in the market will have the big shuffle, the big exchange transfusion.

In the early February 2010, the Han style clothing which had a history of more than 30 years was hit by a retreat door event: about 10 brands had been retreated by Wuhan square because the sales target of 3 million yuan in the shopping mall had not been completed.

Han style clothing, a self created brand of Wuhan clothing owners, once became a banner of the domestic garment industry. But with the coming of the new era, a large number of them still remain in the way of quick success and instant benefit, such as copying and copying, and finally fall into the vicious competition of price war. There are nearly 40 Han style clothing brands in Wuhan square, and now there are only ten more.

Many of Wuhan's clothing enterprises have been shocked and frustrated at the door.

In response to this, Li Kailuo felt quite strongly: "some enterprises escape, do not want to face directly, do not challenge the courage of new markets, and some want to change, but have not found a new development mode."

Our consumers have changed, our competitors have increased, and we have entered the era of personality full of post-80s. Our business is "Makethechange".

Enterprise lifeline -- market control

"When it comes to innovation, we have to ask ourselves how deeply the enterprises understand the culture and consumption concept of the domestic consumer groups in the process of market change." Li Kailuo said.
　
Compared with the past "you order, I produce" business model, enterprises now need more continuous self innovation and market acceptance. Whether the brand has such a strong lethality depends on its ability to control the market, which is the lifeline of the enterprise. This is one of the important reasons why many enterprises dare not boldly innovate.

"We can't face the market today in the past," Li Kailuo said. "Domestic enterprises are anxious to survive, and then they may die out in the process of survival. The cost of foreign enterprises investing in market research is far greater than that of domestic enterprises. When you are making quick money, they are patiently conducting market research, and such research ensures that they will be recruited in the late attack.

Robert Kappa, a famous war photographer, once said, "if you are not good enough, it is because you are not close enough." For enterprises, if you are far away from the market, or you can imagine the market with your own understanding, you will undoubtedly be gambling.