Clothing store data map
More or less, I can feel that the clothing industry has had a high-speed development period of more than ten years. After rapid growth, the clothing industry has entered a stagflation period. In 20 12, there was a clearance crisis in the clothing industry. Many leisure clothing enterprises have the most serious inventory problems. Jeanswest, Metersbonwe, Bang Wei, Bang Wei, Mason, Giordano and other brands have closed many stores. Since then, the whole clothing industry has shown a downward trend.
Is China's leisure clothing giant cold? A few days ago, many media reported that Jeanswest closed 1300 stores, laid off more than 6,000 people, and its performance declined by 65%. The former Australian clothing brand giant is facing bankruptcy. Some media even called it the "worst" clothing brand in 20 19, which is embarrassing.
Let me give you a brief introduction to Jeanswest, a clothing brand giant. Jeanswest was first born in Australia on 1972. 1990 was acquired by China-Hong Kong Rising Sun Group, and 1993 began to enter the mainland market, opening its first exclusive store on Nanjing East Road.
Jeanswest data map
At that time, Jeanswest was a young brand. Whether it's easy to match styles or comfortable fabrics, they all incorporate fashion elements, focusing on young and casual styles, and are sought after by young people after 80.
By 1995, Jeanswest had opened more than 500 stores. Different from many clothing brands, Jeanswest insists on the development concept of direct stores, and franchise stores only account for 20% of the total number of stores, maintaining a stable development speed. Later, Jeanswest sank its stores to third-and fourth-tier cities to achieve steady growth. In 2005, Jeanswest had more than 65,438+065,438+000 stores in China, with revenue exceeding 2 billion yuan.
At the peak of its development, Jeanswest was the leader of casual wear in China, with more than 2,500 stores nationwide and sales of nearly HK$ 5 billion.
Clothing data map
In 20 12, the whole clothing industry in China experienced an inventory crisis, and many brands closed their stores one after another. In the following years, Smith Barney closed more than 200 stores, Mason closed 943 stores and Giordano closed 190 stores. Even Jeanswest closed 2 13 stores in China. By 2065438+June 2008, the number of Jeanswest stores had shrunk to 1 164, only half of the peak period.
Sunrise Group, the parent company of Jeanswest, said that due to the intensified competition in the clothing market, the impact of online e-commerce, and foreign fast fashion brands Zara and H&; M's occupation of China market makes it difficult for Jeanswest to attract young customers. Therefore, Sunrise Group will spin off Jeanswest's business in China, Australia and New Zealand.
Netizens have expressed their views on Jeanswest's bankruptcy in Australia.
Some netizens recalled: I came from the village. I used to buy clothes in the rural market. The children in the city proudly told me that they were wearing Jeanswest. 1996, when I was a freshman, the first so-called brand I really came into contact with was Jeanswest, literally.
Some netizens commented: 10 years ago, Jeanswest was all the rage. From shopping areas in big cities to small counties, shops are all over the streets, which literally affects the dress of a generation. When I was in college, I also got a scholarship fund of 8000 yuan from Jeanswest. At present, the same problems faced by domestic clothing manufacturers are: backward design and no advantage in price and quality in the face of international fast-moving brands. It's a pity that Jeanswest has become some memories of the post-80 s.
Many post-80s netizens feel: Jeanswest, Pure, Benny Road, Mason, the wardrobes of the student days depend on them, full of youthful memories! Jeanswest goes bankrupt, and another memories of youth who can't keep up with the trend of the times will be eliminated by the times ...
Tsinghua University teaching building
It is worth mentioning that Jeanswest donated a teaching building to Tsinghua University when he was brilliant. There is a sign in this teaching building in Tsinghua called "Jeanswest Building", which caused controversy among students at that time. Later, it was explained on the Internet that it meant "truth is built on architecture".
Insiders pointed out that at present, the competition in the whole leisure clothing industry is very fierce, and the impact of fast fashion+Amoy brand is huge; A new generation of young consumers' loyalty to traditional brands has decreased. The key to the development of leisure clothing brand in the future lies in identifying the consumer groups, innovating the design of products, upgrading the brand with differentiation and reviving the brand influence in the past.
Enterprise development is like sailing against the current, if you don't advance, you will retreat. With the progress of the times, the concept of consumption changes with each passing day. Even if the enterprise is developing and the speed can't keep up, it will be eliminated by the times.