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LV, Gucci And Other Big Brands Rush To The Domestic Men'S Wear Market.

2012/1/21 12:32:00 28

When Chinese men began to pay attention to dressing feeling, Luxury goods Fashion clothes are no longer a favorite of women. LVHM (Louis Weedon) group will spend a lot of money to develop its men's wear Berluti (Berluti), and Gucci (Gucci)'s first men's store opens in Beijing on 18 th. Domestic men's wear brand In the face of market opportunities and shocks, we will make our own deployment.

Men's wear has become the highlight of this year.

Unlike previous women's clothing, the international fashion giants began to make men's wear the highlight of Asian business from this year.

A few days ago, the LVHM (Louis Weedon) group decided to spend huge sums of money on developing its men's wear brand Berluti (Berluti). In the spring of last year, Paris bought heavily Italy's high-end men's wear brand Brioni (Leoni), while Giorgio Armani (Giorgio Armani), Burberry (Bo Baili), Hugo Boss (Boss) and other men's brands in Asia had more than 1 billion euros in turnover. Gucci (Gucci) also announced the opening of the first men's wear flagship store in Beijing on the 18 th.

According to the data released by Consultancy Bain &Co, China's men's luxury goods market has reached 180 billion euros, accounting for 40% of the global market share, and is growing at a rate of 14% per year, while the growth rate of women's wear is only 8%.

In this regard, Dr. Zhou Ting, executive director of the luxury research center of the University of foreign trade and economics, believes that the Chinese men's wear market will develop at a speed that can not be underestimated. It will become a battleground for many big names in the future. Men's consumption of luxury goods is gradually surpassing women, and men's clothing as a necessities for male consumption will become the focus of this year's development of international brands. {page_break}

Domestic menswear brand will encounter watershed

International brands will march into the domestic men's wear market, and domestic men's wear brands will face challenges.

Insiders said that some domestic menswear brands can not compete with the international brands in terms of brand value, but they can keep pace with international brands in terms of design, raw materials, technology and so on. The price advantage of these brands has made it prominent in the domestic market.

Xia Hua, chairman of the Yiwen group, said that the arrival of the big international card will bring a consumption concept to Chinese male consumers, thereby enhancing the rigid demand of men for high quality men's clothing, but this does not mean that domestic men's wear brands will face a crisis. Although the overall level of domestic menswear brand needs to be improved, there are some high quality brands, which are competitive. In terms of purchasing luxury goods, men are more rational than women, and the high cost performance of domestic men's wear brands is a sharp weapon against international brands, Xia said.

However, Zhou Ting believes that the entry of international brands into the domestic men's wear market is bound to aggravate the competition of domestic men's wear brands, which will lead to the loss of market share of some domestic men's wear brands and even the possibility of being crushed.

Competition for men's clothing market more mature

The entry of international brands into China's men's wear market is both a joy and a worry for the men's wear market and men's wear brand in China.

Xia Hua said that some domestic menswear brands thought that the brand name of registered Westernization was international brand. Actually, from design to workmanship, they did not meet international standards. Such brands would be eliminated by consumers even if they were not eliminated by international brands.

In this regard, Zhou Ting said that the international big scale large-scale landing in the domestic men's wear market, making the domestic men's wear market diversified development, and prompted and more mature. The choice of consumers is more, the brand needs to strive to improve its comprehensive strength, so that it is in an invincible position in the fierce market competition.