How is your clothing business during this epidemic? Are you have stores for retail? Do you have online selling channel? What is the most difficult situation your company is facing now?
What kind of clothing are you selling? Which type is the best selling at this time? What can we do right now and in future? What is the clothing industry trends under epidemic?
Establish a lifestyle that respects nature
For future development, we must establish a lifestyle that respects nature. At the same time, depending on technology to develop an all-channel sales model, and accelerate the expansion of overseas retail layout for the brand’s, establish a balanced internal and external sales channel, so that the brand will have internal and external cash flow in future market competition to ensure safer brand operation.
Clothing design and R & D should lead new consumer fashion
After the epidemic, the single market’s ability to resist risks was seriously challenged. In the future, apparel industry supply chain from raw materials, production, to logistics and sales will become more global and diversified. At the same time, protective clothing and accessories will be in new opportunities. Clothing focusing on environmental protection and functional on life and health will have new opportunity. Brand clothing design and development should lead to new consumer fashion-more attention to the combination of health, wellness, health care, protection and new fashion, experiential consumption. On the other hand, online sales of live broadcast, community marketing and other platforms are hot, the future marketing form is more multidimensional, and offline logistics and IT support in the background are more important. The combination of clothing and technology is the general trend.
Improve design and production rapid response capabilities offer consumer demand
The new generation of consumers pay more attention to spiritual propositions and brand connotation culture. This is an excellent opportunity to re-advocate the core values of the brand, and it is also a good opportunity to boldly display the brand proposition. With content communication, product design, and production constantly improving rapid response capabilities, companies and brands can play a leading role in consumption.
In the future, online will become more popular in the industry, and traditional retail and online supply chain management will be the major trends. At the same time, the market link methods such as the WeChat group established under the epidemic have raised higher requirements for brands in terms of communication and marketing content. In addition, personalized niche brands will also emerge, bringing a new wave of growth to the industry.
Do a good job in online operation and fully integrate online and offline
Affected by epidemic, people will focus on a simpler and healthier lifestyle and pay more attention to the value. Therefore, enterprises should create a brand of cost-effective product categories, pay attention to the quality of individual categories, enhance the cultural attributes of products and enhance the stickiness of customers. Set up online design, service, product and aftersales.
Prospectively grasp the trend of clothing consumer market
After the impact of the epidemic, consumers’ concerns will change, life and health, protection, comfort and affordable, and the demand for functional and environmentally friendly clothing will increase. Therefore, through the impact of the epidemic on consumer values and outlook on life, companies must grasp the changes in consumer concepts, changes in wearing preferences, and changes in purchasing behavior habits, to grasp the trends in the clothing consumer market in a forward-looking manner.
Clothing personalization and customized branding is the future development trend of the clothing market
From the perspective of consumption upgrade, personalized clothing and customized branding is the future trends in clothing industry. The apparel needs to be more determined to brand development, integrate brand culture into products, highlight the leading role of design and R & D, and provide customers with products with forward-looking fashion and independent personality in a true sense. Truly from blind obedience to guidance.
The epidemic not affected the growth of clothing industry
This epidemic occurred during the peak consumption season of the Spring Festival. The impact of NO outgoing is the main reason for the impact on consumption. However, the impact of this epidemic is temporary, it only suppresses the release of short-term consumer demand and does not affect the growth of the industry, in the long cycle of the epidemic, the fashion industry will focus on fashion technology, especially functional apparel will be more popular in the market; online and offline integration is closer, online sales and offline experience will be More prominently, more and more apparel brands will collect more offline “Apple Store” functions. The apparel industry will also pay more attention to the promotion and application of online channels, such as live broadcast and online sales.
Clothing industry trends under epidemic triggered a new business cycle
The epidemic objectively disconnected normal business operations, but it also spawned new needs and possibilities. As far as the apparel industry is concerned, there are hidden “demand gaps” between brands, operations, supply chains, design R & D and sales terminals. At the same time this cycle iteration is also accelerating.
The essence of this change is to drive and change the business value chain on the demand side. In this process, the largest dynamic energy comes from new demand and new opportunities under new demand scenarios. With the rise of the post-95s, the rupture of consumer demand between the “pre-70s” and the “post-90s” has been clearly and rapidly different; in the future, businesses and brands created with the post-95s generation as the core demand will surely achieve Brand new style.
This is because the diversification and fragmentation of the demand side have changed the definition and attributes of commodities, the differences in the supply side of the product, and the characteristics of the niche demand, both in terms of supply macro and micro, will determine the appearance of the future brand value chain. It is foreseeable that more new brands with new vitality will emerge as a new species in a certain sense. At the same time, the innovation ability will also accompany the needs of the new generation from linear experience to structural related innovation, thus showing New energy of the times.
Online consumption and online office drive the rapid development
“Non-contact consumption” and “household economy” are the work and consumption methods most mentioned in this epidemic, which will definitely further promote online consumption and online office and drive the rapid development of unmanned intelligence. In this context, the changes in the apparel industry will also be very obvious. First of all, the consumption of clothing will decline, but at the same time it will promote the transition of consumption categories and forms. Healthy, comfortable, personalization, home furnishing, and sports will increase significantly. Minimalism and value added consumption will become trends. In the past, cheap and large scare is what factories love. This will bring important innovations in industrial upgrading and production to brand enterprises and manufacturing industries, and highly centralized professional markets and professional industrial areas are increasingly challenged. In today’s era of consumption-driven manufacturing, the industry must respond to changes based on consumption trends.
Changes in the market mainly come from changes in the “person”
Apparel is one of the four basic consumption of” clothing, food, housing and transportation “. Consumers’ demand for apparel products continues. The overall market size of the apparel industry continues to stabilize and expands steadily with economic development. The current market changes mainly come from consumers Changes, such as inter-generational change, different customer groups have different preferences after 80s, 90s, and 00s. Apparel brands need to first define their target customer, and then launch products targetedly.
On the other hand, on the basis of products, a series of “combination punches” such as brand promotion, new sales channel layout, and improvement of consumer service experience are topics that enterprises should think about. For example, Japan Uniqlo and MUJI provide consumers with high-quality and cost-effective products, while establishing a unique image through scientific operations. China’s apparel brands should learn from international brand experience, strive to understand the new generation of consumer habits and preferences, and timely capture and layout new marketing channels to adapt to new consumerism. For example, when sales methods such as live video broadcasting and KOL bring goods appear and are favored by young consumers, they must be valued and actively deployed to enable companies to keep up with the times and promote the rejuvenation of brands.
After the epidemic, the industry’s high probability will continue to follow the original big trajectory
This coronavirus epidemic is a typical “black swan” event, which cannot be predicted beforehand, but it has a significant influence, but this will not subvert the previous general direction of industrial development. After the epidemic, the industry is likely to follow the original trajectory, and China will not be isolated by the global apparel supply chain. Of course, weak and small businesses will be eliminated in large numbers, new businesses will continue to grow. At the same time, affected by the epidemic, IT and digital construction will be further strengthened to better possess the quality and speed of information and combat vulnerability. The innovation and development of offline stores and new retail will continue to accelerate, and corporate WeChat, applets and membership management will develop rapidly. The importance of enterprise’s own logistics has been increasingly valued.
Really regard “all-channel retailing” as the core guiding ideology of channel strategy
After this epidemic, brand companies can no longer be lucky, but should be painstaking, turn crises into opportunities, and really take “all-channel retailing” as the core guiding ideology of channel strategy, rather than just stay on slogans, paper or “Temporarily hold the Buddha’s feet” speculation. How to connect and integrate offline and online traffic? How does offline and online business share and business process restructure? How do the factors of people, goods, and markets reorganize in different consumption scenarios? …… Faced with these problems, brand enterprises should not only think deeply, but also run quickly.
Customers still have demand for cost-effective products
During the epidemic, there was a special phenomenon. Since the physical stores were unable to operate, each physical store pulled a number of “second kill groups” on social media, greatly reducing the price, and the results were not bad. This shows that customers still need high-quality products. In the next step, how to reduce intermediate links, reduce operating costs, and how to make profits to consumers will be the primary issues that brand companies need to consider. Next, affected by the epidemic, the price of raw materials will inevitably rise further. How to balance the relationship between cost and terminal price will be a big test.
Establish a consumer-centric business management model
After this epidemic, the reshuffle of the apparel industry will speed up, the demand will be concentrated, the stronger will be stronger, and the weak will face the risk of elimination. In this reshuffle phase, enterprises should focus on steady development, pay more attention to risk control, avoid blindly opening stores, control inventory, and manage receivables. Of course, more importantly, it is necessary to establish a consumer-centric business management model, study consumer needs, develop and lead the products that consumers need, and establish a hypothetical verification-type commodity management system. On the other hand, actively build a flexible supply chain, abandon the wholesale ordering model, and achieve high inventory turnover and high selling price.
Adjust online and offline shopping scenarios and adapt to the needs of brands and categories in a timely manner
This epidemic will prompt China’s apparel market to shift from both imports and exports to focusing on the domestic market. At the same time, overseas markets will become more diversified and the domestic market sinking trend will become more obvious. Enterprises can use the newly established “no touch” and “house” consumption habits of consumers under the epidemic situation to strengthen the construction and operation of the online sales system, and at the same time strengthen the digital construction of the offline store system. In particular, companies with a high degree of digitization can strengthen the coordination and integration of private domain traffic or local traffic, further accumulate data assets in the clothing industry, and consolidate the data foundation for digital operations and intelligent services. At the same time, increase the pace of building big data analysis systems and service teams, rely on machine learning and other big data mining methods to closely track new consumer demand and consumption habits in epidemic situations, adjust online and offline shopping scenarios in a timely manner, timely adapt to brand and category needs, and guide The supply side launches fashion categories that meet new demands. Such as mask makeup, mask hair accessories, etc. under the “mask economy”
Clothing should strengthen the originality of product design and focus on guiding consumers
Apparel companies should strengthen the originality and rapid response of product design, and pay attention to guiding consumers’ choice direction and matching skills. The old path of plagiarism, homogenization and sluggishness cannot be taken. Whether it is online or offline, sales must strengthen the time and space art of promotion means and the technicality of psychological induction.
The End
It’s time to catch the clothing industry trends under epidemic, open up your new business channel and sales channel, highlight your brand value, you will get what you are looking for at the end.
If you have any ideas want to share with us, or any clothing designs need to make from idea to real, please feel free to contact with us.