However, girls who are pursuing should not only have lipstick from Givenchy, Dior and Ellie's cabin, but also hold LV and Chanel bags in their hands. Haha, ZARA's clothes are naturally indispensable in the wardrobe. Similarly, the former are all international brands, which are not extravagant in terms of ZARA price, but they can be compared because this kind of "fast-selling clothing" has great advantages: fashion and speed.

The reason why a brand can reach the international level and sell well all over the world is the problem of business strategy and brand positioning. In European and American countries, brands visited by the whole people are bound to be "quick-selling". This marketing method pays attention to fast, fashionable and "hungry". Out of stock means out of stock, there will be no replenishment, and the price tag will never be discounted. Consumers may like discounted goods, but after the discount, people will get used to buying at a discount, which increases the pressure of brand marketing. Sometimes "no discount" is the best marketing.

Mason wants to be a local "best-selling clothing". Judging from the current achievements, the valuation of Mason's listing of 20 1 1 is over 40 billion. However, with the rapid expansion of Smith Barney and the approach of foreign brands, it began to face the problem of brand shift. With the efforts of e-commerce, Mason began to grow upward at 15 and 16. I saw the rising momentum of Samma in China, but I didn't see its strength comparable to that of international brands.

Samma's price is relatively cheap, and shops like to open on the street, department stores or young shops. However, in the design of clothing, to put it bluntly, it is no different from Taobao, and the quality of direct sales from large factories is not too bad, which leads to the decline of Mason Club and the choice of transformation.

In the transformation, the logo of the new Mason store is very simple, and the decoration of the store also tends to converge to some luxury brands. But after seeing the clothes inside, it is difficult to find clothes with brand characteristics. This transformation is impossible for international brands, and expensive storefront decoration will also be a drag. I wonder if Mason is ready for the challenge.