Black July For Fashion Brands

Less than P, the summer break season has arrived one month ahead of schedule this year. The brand scope, amount of payment, discount intensity and promotion time are all "unprecedented".

Although it is impossible to know who pushed down the first Domino card of the "big price", the industry wide trend shows that the traditional "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "industry is carrying out industrial pformation with high inventory and long cycle.

< /p >

< p > July 9th, the highest temperature of Changsha was 36 degrees in the stove, and Dong Xiaoyan in the air-conditioned room was more like a fire.

As the world's three largest Cowboy brand Levi 's (Hunan), the general agent in Hunan, she is correcting the inventory and placing it in the same period in previous years, which is the golden season for the summer wear.

< /p >

< p > > the summer price is 59 yuan, 40 percent off, two, 50 percent off, 50 percent off, and 80 percent off.

The "collective diving show" of clothing brands is being staged in shopping malls, streets and businesses.

Like Dong Xiaoyan, clothing brands that want to quickly drop the pressure of inventory are everywhere.

< /p >

< p > "this summer wear discount is not only ahead of time, and the quantity of goods, the intensity of discount and the promotion time are all strengthened. It is called" the most discounted season in history ". When we are overloaded with stock, we will see who runs fast. Hermione, who has been in the clothing industry for nearly ten years, said.

< /p >

< p > < strong > discount the traditional peak season changed into "black July" < /strong > /p >

The discount of < p > a href= "http://sjfzxm.com/news/index_c.asp" > clothing industry < /a > is not new, but this year came earlier and fiercer than before. The media used the "black July of clothing brand" to describe it.

< /p >

< p > from July 6th to 21st, Levi 's launched a promotional gift box, equivalent to 6-7 fold, and in the next from July 22nd to 31st, the strong file is a "20 percent off two pieces 40 percent off" new round of discount.

< /p >

< p > Dong Xiaoyan said that this is the first time that she has launched such a sales promotion and promotion schedule since she represented Levi in Hunan S9.

Beside her, some brands moved earlier, and began to take a low profile and take the initiative to promote sales from the end of June this year.

< /p >

< p > in Wangfujing, Tongcheng department store and BBK Plaza Changsha store, the number of women's wear has been hit by a minimum of 80 percent off, ONLY, 100, and VEROMODA have been lowered to 50 percent off and below.

And some fast fashion lines such as Zara, H&M, C&A and so on, regardless of the new old money, will let go of discounts and attract people.

< /p >

< p > "this summer wear discount is stronger than before."

According to Luo Yanfang, head of the ladies' office at Lushan shop, Tongcheng department store, from the end of 6, the lowest discount of Euro hour prices in previous years was even put to 70 percent off, and a large number of goods were prepared, the lowest last year was 60 percent off.

< /p >

< p > according to the market rule of the past years, the summer July is the main season for summer wear, and this year is obviously abnormal. This is the end of the year from the end of August to the beginning of August.

Zou Kang, manager of Changsha ladies and girls in BBK Plaza, said that this summer sales promotion was fully advanced for one month. The first wave of sales promotion launched by the mall in June 30th has been discounted at the end of July last year.

< /p >

< p > < strong > sales decreased by 15% over the same period last year < /strong > < /p >

< p > < strong > spring river water "cold" duck prophet.

< /strong > < /p >.

< p > Dong Xiaoyan felt the "crisis" from the second half of last year. The sales volume of Levi s in Hunan has been increasing steadily, and the number of stores has been increasing.

And since the second half of 2012, sales have been "negative growth" for the first time.

< /p >

< p > clothing industry is "futures system", often the style of season starts half a year ago.

For prudence, at the end of last year's 2013 spring and summer ordering meeting, Tung took the initiative to cut 10% of the delivery plan.

But the market is far worse than she expected: from the sales in the first half of this year, total sales fell by at least 15% compared with the same period last year, resulting in a higher inventory than expected.

< /p >

< p > in fact, the encounter of Levi 's in 2013 is just a microcosm of the industry.

< /p >

< p > take sportswear brand as an example. Data show that in 2012, Lining, Anta, XTEP, PEAK and other six major sports Brand Company inventories totaled 3 billion 327 million yuan, while profits were declining sharply. The six major sports brands last year lost five profits, and Lining reported a loss of nearly 2 billion.

< /p >

< p > look at the local brand in Hunan. The women's wear represents Liu Wei, "a target=" _blank "href=" //www.sjfzxm.com/ ">" dress /a ". The product is mainly sold domestically. The more than 50 stores have nearly one hundred thousand pieces of inventory all year round, accounting for 30% of all production.

In order to dump inventory, the discount rate is increasing this year. Some discount has been reduced to 80 percent off. The brands are trying to digest last year's inventory as much as possible.

Nevertheless, sales and sales declined by 4 and 5 percentage points compared with the same period in the first half of last year due to the impact of the environment and channel changes.

< /p >

< p > < strong > external resistance traditional sales are four sides ambushes < /strong > /p >

< p > in Dong Xiaoyan's view, the emergence of the strongest discount season is related not only to the general trend of the economy, but also to the competition of the industry.

< /p >

< p > last year, the economic environment was sluggish and demand was not strong. Many garment enterprises were faced with high inventory problems.

In Hangzhou, famous for its fine clothing, as early as 2012, due to the impact of the European debt crisis, the value of clothing exports tested by the local entry exit inspection and Quarantine Bureau in the first half of last year dropped by 12.5% over the same period last year.

Some garment companies which mainly exported to Italy and Spain have been unable to receive orders since last year.

< /p >

< p > Zou Kang, manager of little lady dress shop in Changsha Plaza, said that maybe after ten days of inventory last year, it was once bitten by a snake, and for fear of well logging for the next year, some brands were pushing the autumn festival in late June.

< /p >

< p > Tang Xiaojian, Secretary General of Hunan garment industry association, believes that the rise of the electricity supplier has also prompted more intense competition under the online and offline competition, with the form of all kinds of crazy discounts.

"Last year, Taobao's" double eleven "sales promotion, total sales amounted to 19 billion 100 million yuan, this figure is amazing.

The hot line also crowding out the market share under the line.

In his view, some slow pformation enterprises will not be able to escape the fate of going downhill.

< /p >

< p > < strong > trapped inventory becomes the pain of traditional distribution < /strong > < /p >

< p > < strong > only when the tide recedes do we know who is swimming naked.

< /strong > < /p >.

< p > because the characteristics of clothing must be "people-oriented", but "people's minds are difficult to measure". If consumers need 1000 pieces of < a target= "_blank" href= "//www.sjfzxm.com/" > clothes < /a >, retailers may have to prepare 1800 different sizes and styles of goods to choose from, and the brand owners may produce 2200 clothes.

If it is a distribution mode, from manufacturers to first class distribution, two level distribution, three level distribution...

The amount of inventory generated by consumers will be astonishing.

< /p >

< p > a large number of stocks make the "28 laws" equally applicable to the clothing industry: the best seller who never discounts is always only 20%, which is the most profitable part; the discounted sales of 20% of the discounted sales can not make money; and the amount of flat 50%-60% sold in the middle is more important.

The arrival of the "strongest discount season" actually means that "flat sales" has also entered the scope of the crazy discount.

< /p >

< p > as for turnover rate, a world-class company can shorten the period from ordering to selling to 3 months, while some domestic brands that are undergoing labor pains, such as Lining, may even extend their products to 18-32 months.

< /p >

< p > pain always erupted one day.

The emergence of the strongest discount season is undoubtedly a clear signal: the curtain of competition in the garment industry has been opened up, but it is more worthy of the industry to reconsider the traditional production and sales chain.

< /p >