How Should China'S High-End Men'S Wear Market Change?

In China's high-end men's wear market, consumers are not only satisfied with buying luxury clothing products, but more and more consumers choose luxury customized services.

For men's wear, suits are the most important products in customized services.

In 2006, Henry Poole entered the Chinese market with the help of Heng Long, the chairman of Heng Long You Wei Industrial (Hangzhou) Co., Ltd., although the store was run by Heng Long, Henry Poole sent a tailor from London, England to Beijing every year to exchange training, trying to make Beijing's Henry Poole the same as in Britain.

From the perspective of segmentation, most of China's high-end men's wear market is international brands, such as Giorgio Armani (Giorgio Armani), Zegna (Ermenegildo Zegna), Dunhill (Alfred Dunhill), Hugo Boss (HUGO BOSS) and bolberry (Burberry).

These international brands have entered the Chinese market earlier, and have seized the edge of the market when the domestic high-end men's clothing market is still in the early stages of development.

In such a large volume market, Henry Poole also wants to share the old brand. Roland's decision to increase the frequency of visiting China has increased from 2 times in the past year to 3~4 times in a year.

In the past two weeks, Roland and his team have been training and communicating in Hangzhou, Beijing and other places, and there are many customers who come to tailors to tailor and tailor.

However, compared to other non - Custom Brands, Henry Poole

It's also expensive. A set of custom tailored suits costs about 4000 pounds (about 38348 yuan), and customers need to see 2 to 3 times with tailoring masters to determine this set.

The actual size of the suit and the final production time will take 10 to 12 weeks.

Moreover, there are many families.

In the case of declining performance, is it appropriate for Henry Poole to choose to enter China at this time? 2015 is a year of luxury calamitous year. In 2016, many luxury brands choose to wrap up quilts for the winter, Burberry closes the sub line brands, Tiffany announces layoffs, and Prada performance is not ideal.

Last December, Prada announced that in the 9 months ended October 2015, the net income of the company fell by 26.4% compared to the same period last year, only 235 million euros, while the mainland, Hongkong and Macao region's revenue plunged by 26%, the largest single quarterly decline in the year, which disappointed many investors.

A number of luxury brands said that the next days needed to save food and clothing, reduce shop opening plans or close the stores in some areas. Wang Xin said that in 2015, China's macro-economic growth slowed down compared with previous years. China is facing downward pressure on the economy, and the overall luxury industry has also experienced a downward trend of growth.

In addition, due to the vigorous anti-corruption efforts of the Chinese government, this has also affected the overall luxury industry in China.

Luxury brands also took the initiative to stimulate sales. For example, luxury brand Dior (Dior) and Chanel (Channel) both reduced the retail price of some of their products in mainland China.

In this market, there are also a few brands that can choose to meet difficulties. One of them is Pandora from Denmark. Pandora

The company announced last month that in the next 3 years, it plans to open 200 to 300 new stores every year, including 60% in Europe and 20% in the Americas and the Asia Pacific region. Kenneth Madsen, President of Pandora Asia, has said that more and more luxury luxury consumers have moved down their consumption level.

The brand director of a high-end men's shirt told reporters that for men, the change in the economic environment did not change their preferences in clothing preferences. Even when the economy was bad, there would be many "tyrants" who wanted to make high-quality men's clothing. Some "local tyrants" would even pick clothes that they wanted to buy first and wait for the economy to improve again.