Can International Brands Shut Down Their Sub Brands And Bring Opportunities To China's Independent Clothing Brands?

These big international sub cards are very popular with consumers in the market. Why do we frequently hear the news of closing the merger cards? Does it mean that from the domestic clothing market? China's independent clothing brand Will there be an opportunity for development?

In fact, this is not the first time that the international front-line brand has been shut down. Before that, the international first-line brand. Calvin Klein Integrate its subordinate cards and accessories and directly unite with Calvin Klein. In addition, Italy brand D&G It also closes its sub cards, enters the market fully with the main cards, and implements expansion plans. Calvin Klein chief executive Tom Murry said in an interview with the media, "I believe that the new brand name action, coupled with our efforts to strengthen the brand vice brand and accessories series, will bring a significant bonus effect to the brand image, and also help to strengthen and expand the brand's life style concept."

From the actions of these two brands, it is easy to see that the sub cards have been merged or closed, so as to enhance the brand market share and brand image from different angles, and make the positioning of the main brand more clear.

With the rise of China's consumer market, how will the closure of its sub brands affect China's independent clothing brands?

"The consumption level of Chinese consumers has gone up, but the service level of design and clothing brands can not keep up. Therefore, the development of China's garment industry can not simply be synchronized with the world. A Chinese Apparel Association's anonymous person told reporters in an interview with the China national classics news.

In the 80s and 90s of last century, the major brands developed rapidly. By licensing the brand to different channels such as stores, department stores and supermarkets, they launched their own brand cards, plus the popular prices of these sub cards, which were favored by young consumers, and at the same time, they also brought reliable income for the company.

The reporter visited the Beijing old Buddha's mall which assembled many domestic independent clothing brands. According to the reporter's observation, the price positioning of domestic designer brand is very awkward, most single products price is between 2000 yuan and 3000 yuan, and few people buy it.

The industry insiders said in an interview with reporters that this is a double manifestation of consumers' distrust of independent brands and price concerns. The consumption power of Chinese consumers is absolute, but China's independent clothing brands should give consumers the corresponding equivalent services. From the perspective of consumers, more hope is to buy products with brand awareness and clothing satisfaction at the same price.

In addition, the closure of the sub brands of major international brands is also a good news for domestic designer brands. However, as domestic designers can not blindly study their own clothing design, we should also consider the promotion of brands. When the major luxury goods sub cards are closed and withdrawn from the market, domestic brands take advantage of the intermediate consumption and get the opportunity to develop.