How Deep Is The Clothing Brand Agent?

In the past few years, the major international brands have made great efforts to enter China. After this long campaign, the big brands that can not be bought at home can be counted almost by P.

Look at the way the brand enters the Chinese market, no matter its own, or cooperate with agents.

Many of the previous tuition fees have come to us, and there are even more failures in testing water, including the home appliance giant, best buy and WAN de Cheng. The fashion brands are numerous, and most of them don't splash even water flowers.

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< p > the brands that come in through agents are much better. After all, agents know the local market, and the relationship is different.

The premise is that the brand can be recognized by experienced agents.

Most of these agents come from Hongkong, such as Junsi group, JOYCE, link Crawford, I.T, Fairton and so on.

To cooperate with them is half the battle.

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< p > but acting as an adoptive mother, the child is raised, and her own parents have to take it back, such as the earlier < a href= "http://sjfzxm.com/news/index_c.asp" > Coach < /a > Ferragamo, Bally, and the recent Etro and Marc Jacobs.

The agent sells the company to the brand, recoverying the initial investment and making a premium. Sometimes, it is really the only way to deal with the brand.

Hongkong companies may be able to see something about this. After all, they experienced this stage in the 80s and 90s of last century.

The happy situation is that the two sides continue to cooperate in the establishment of a joint venture. In reality, this situation is rare. MaxMara is an example.

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< p > however, there are not many brands that have been recognized by consumers and are willing to be represented.

Such brands as Juicy Couture, Tumi, DKNY, 7 for all mankind, agents are rushing to do, but the agent will not be released easily.

The brand that can act as agent and can open a store has little left. Most of the remaining brands are not lacking in popularity. They are goods or prices.

Here is to explain that many brands are strong in individual products, but the product line is not enough to open a store, so it is only suitable for sale in the buyer's shop.

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< p > the only remaining opportunities are fought by the general strength agents and some large domestic "a target=" _blank "href=" //www.sjfzxm.com/ > clothing /a group.

In this regard, some men's clothing enterprises have already started ten years ago, but they have gone out of different paths.

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< p > at present, the most successful group is Hai Lan group. This advertising slogan is "men's clothing business two times a year." the men's clothing enterprise is also the agent of Italy menswear brand Canali in China.

Until last year, at the opening ceremony of Canali flagship store in Financial Street, Beijing, the boss of Hai Lan came to the ribbon cutting ceremony and did not receive any media interviews.

When Zegna first entered China, he worked with the Xia Meng group in Wenzhou. At that time, the two sides also launched PIOMBO brand together, and opened a flagship store on Nanjing East Road, Shanghai.

At the end of last year, Wenzhou Chuang Ji, who had failed in the shipbuilding business, had tried to introduce Loro Piana, and had held a press conference in Beijing.

Loro Piana is smaller and more high-end than Zegna and Canali, and the cooperation between the two sides is obviously inappropriate.

Later, Zhuang Ji represented Joseph Abboud. The interesting thing about this brand is that "a target=" _blank "href=" //www.sjfzxm.com/ "designer" /a "has sold the brand and tried to make a comeback.

So news related to it is nothing more than a strange lawsuit between brand owners and designers, and it is not surprising that agents fail.

YOUNGOR is the largest clothing company in China, but it has little to do with its brand.

In 2009, YOUNGOR took the proxy of Hart Schaffner Marx of the US brand. Obama wore the brand of the time-honored brand in the first inaugural ceremony of President elect.

In fact, this brand had applied for bankruptcy protection at that time. YOUNGOR originally intended to copy the bottom, but in the United States, it has already declined to the brand, and nobody knows in China.

At the end of last year, the parent company of Hart Schaffner Marx once again applied for bankruptcy and then pferred to another investment company.

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< p > the so-called "emergency rescue" does not save the poor. Taking advantage of the bad economic situation abroad, we must also see whether the brand itself can afford it unless it is in the right direction.

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The bankruptcy of P > Aquascutum in Britain has been accepted by the Yangtze River garment manufacturer of its Greater China region. Otherwise, the business here is definitely not doing well.

Hongkong Li Feng group was originally its agent before buying Gieves Hawkes, a British menswear brand, and their Cerruti is the same.

At the end of last year, Li Feng bought the shares of Sonia Rykiel 90%. Although knitted queen had been suffering from Parkinson's disease for many years, her daughter Rykiel (Nathalie Rykiel) had already started to ensure that the core value of the brand remained unchanged.

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Hertz group, which is owned by Europe, is making bold efforts to join the takeover battle. On the one hand, it won the right to open shop in Milan for 10 Corso Como of the top tidal store in Milan, and on the other hand, it bought the Sixty group at a time when p was in trouble.

Whether the former has room for survival in China remains to be tested by the market, and the decline of the latter is not a cold day.

Fortunately, Heji has the support of LVMH's investment fund, and the style of the company itself is also low-key and pragmatic, and does not belong to the bull market.

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< p > in recent years, there has also been a wave of Korean currents in the domestic garment agency circles. The Korean clothing and love group has quietly started the agency business with its own brand firmly occupying large scale floors in the middle market.

Kate Spade and New Balance have been included in the accounts of clothes and love. Recently, they also bought sports brand K Swiss at a low price.

The clothing and love group has more than 5000 stores in China, and its location is good. Its channel control ability is amazing.

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< p > we must say that the development of clothing brand agents has become a contest among giants.

It is even more difficult for new brands to act as agents.

Of course, there are still opportunities to be agents in the two or three tier cities outside North Guangdong, but the difficulty lies in the fact that many "Chinese characteristics" need to be worked out.

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