How can apparel retailers save themselves in the face of sluggish apparel market?

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According to the latest retail data released by the National Bureau of Statistics of China on July 17, the total retail sales of consumer goods in China in June was RMB 298.08 billion, a nominal increase of 11.0% year-on-year. On the same day, data on “Inhabitants' Income and Consumption Expenditure in the First Half of 2017” showed that in the first half of the year, the per capita clothing consumption expenditure was 668 yuan, an increase of 2.4%, accounting for 7.6% of the total expenditure; meanwhile, the consumer price also increased by 2.1% year-on-year, including rising clothing prices. 1.6%, daily necessities and services rose by 0.5%. According to a series of data, Chinese consumers’ spending on apparel consumption continues to decline, while spending on transportation, communications, and entertainment continues to rise, which also accounts for the current downturn in the apparel market. ‍

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Clothing retailer's biggest heart disease: Consumer spending continues to be low

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Today's apparel retailers not only have to face the depressed market, discerning consumers, but also suffer from the new wave of e-commerce brands going to the offline market. The offline apparel retails have to think about the retail transformation in order to survive. At present, many corporate brands have turned their sights on improving efficiency, upgrading consumer experience and new technologies. ‍

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The picture shows the per capita consumption expenditure and composition of residents in the first half of 2017

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With data driven in reverse, you can understand “people’s hearts” more quickly.

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A number of surveys indicate that in the next 5-10 years, millennials represented by the post-90s will become the main consumer groups in the Chinese consumer market. One of the characteristics of such consumer groups is “three minutes of warmth”. Clothing brands want to keep changeable consumers, they must be faster than they become. In the traditional supply chain, a finished product needs 6-9 months from demand customization, design, processing, garments, transportation, and sales. Fashion trends and consumer demand are not the same, so the inefficient supply chain is far Can not satisfy consumers. On this issue, reference can be made to the designer's fast fashion brand, KM, as one of the few fashion men's brands on the market that continues to be loved by consumers, due in large part to its efficient use of data and the realization of various Effective output. Its efficient use of data is manifested in two aspects, one of which is the acquisition of consumer data, ie consumer demand data. In the early stage, through in-depth study of target consumer groups, they learned that their target product is a fashion product based on economics and can satisfy their various lifestyles and wearing scenes. In contrast, KM has established a powerful trend database that combines trend trends with demand to produce marketable products. At the same time, they also learned that a new generation of consumers, although they love fashion but do not understand it, launched various types of match strategies on official WeChat in order to meet their needs, and obtained first-hand information in interactive communication with fans for the next push. The next phase of product planning to do the basic work. Second, the supply chain data, in the highly competitive apparel industry, has become one of efficiency. The result of optimizing supply chain management is that efficiency has been greatly improved. The key to improving supply chain management and coordinating upstream and downstream is to build a data processing center for efficient KM. Information on all aspects of the product, from design to production to sales, can be queried on this platform. Problems can arise between links. Immediately learn and handle. At the same time, it can track the sales data of each product in real time, adjust the product structure in time, and even make a new round of consumption forecast.

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Consumers love shopping experience Max brand ‍

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Young people who have become mainstream consumer groups have already exceeded the price for shopping experience and personalized demand. Clothing retailers should not only have good products, but also have a good experience. Creating a brand new consumer experience to better meet their individual needs has become a plus for the brand. The emergence of a new brand to try the clothing room not only really opened up online and offline, but also refreshed consumer perception of the experience. The biggest difference between this fitting room and other clothing stores is the door's electronic door. Consumers need to spend 5 yuan to purchase tickets to enter. This seemingly doing away with the consumer's dodgy trick not only did not make the shop deserted, but instead roused the consumer's curiosity, and at the same time made the consumers who entered the shop more accurate. In the trial room of the tryout room, there are 11 dressing rooms with different themes. Customers can enjoy self-timer, catwalk, and exhibition at the shop, and get a one-to-one professional image guide at the same time. All the products in the store can be purchased directly by simply scanning the corresponding QR code. Consumers can choose to pick them up directly, or they can choose to express their home. With the Internet gene, try the clothes room using the "under the line fitting, online sale" form, and the same as the Amoy brand three squirrels, are using the offline flagship experience, the main online sales. This will not only demonstrate the advantages of offline physical store experience, but also solve the long-term quality and after-sales issues faced by online brands. Such an unprecedented sense of experience is enough for women to scream and add points to the brand.

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The emergence of new technologies and black technologies has brought more surprises.

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With the development of science and technology, "black technology" is becoming more and more popular. Many magical science and technology have been applied to unexpected fields. In the future, more and more high technology will be applied to the apparel industry, bringing more unexpected surprises to consumers. The recent emergence of 3D printing technology is spreading into our lives with lightning speed. Adidas, the sports brand, took the lead in this trend and launched the adidas 3D Runner for 3D printed running shoes. At the same time, RFID technology will also be widely used. Take Flandre, a Japanese clothing store, as an example. A virtual designer will be displayed on the electronic screen inside the Flandre fitting room when the customer tries the clothing. The equipment in the fitting room will be stored according to the customer's store. Information, recommending costumes matching the selected clothes to customers, customers can feel their upper body without taking off clothes. This kind of shopping experience benefits from RFID technology. The device reads clothing with RFID tags and connects with other devices to update information in real time. This will not only provide consumers with big data, but also serve as the next time the consumer enters the store. reference. If clothing retailers use RFID tags on each piece of clothing, they can trace the single product from production to sales, which greatly improves the efficiency of the company's operations. In the future, RFID tag technology will be widely used for no one shopping, and no one shopping will be a big trend in the future.

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Whether it is the use of big data, upgrading the consumer experience, or introducing new technologies, it is all about making brands understand “people’s hearts”. The first thing apparel retailers want to do in a brand and prolong their life cycle is to understand people’s hearts. ‍

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