Many domestic garments generally catch up with more brands

In the process of becoming bigger and stronger, the multi-brand strategy has become the same choice for everyone, both internationally and domestically.

Internationally, the most typical example is the world's most famous fashion retail group lvmh. The group currently has more than 50 brands, covering a wide range of fields including wine, fashion and leather products, perfumes and cosmetics, watches and jewelry, and boutique retail. Taking the fashion brand as an example, the world's fashion brands are madly pursuing a series of big names - louisvuitton, loewe, celine, kenzo, givenchy, marcjacobs, fendi, etc. all from the lvmh group.

In the domestic apparel industry, the trend of multi-brands has intensified in the past five years, especially after 2010. The nine men’s listed companies that have paid attention to this issue have already embarked on the multi-brand road, which is the best proof. And they are just the best microcosm of many brands in China that are pursuing multi-brand trends.

Judging from the means of realizing multi-brands in the nine men's enterprises, the most diverse of them are their own creations, represented by Youngor and Septwolves. They rely on their own main brand accumulation, industrial chain and other aspects of resource advantages, re-group, create a new brand.

The second is to seek extensive international cooperation and agency, represented by Shanshan shares, Annunciation, Canudi Road. Based on their own main brands, they have to expand new consumer groups, enrich the brand camp, or cooperate with foreign companies (such as Shanshanguchi and Japan's Itochu Corporation), or conduct their own international brand agency.

The third is the acquisition of mergers and acquisitions through the use of capital forces. In the case of ample corporate cash flow, the acquisition of a target brand is a relatively quick and widely used method.

From a global perspective, it is an important means to complete the multi-brand layout by acquiring capital through mergers and acquisitions. Also taking the lvmh group as an example, its numerous brands such as loewe, marc jacobs, fendi, Givenchy, Sephora, and donnakaran are acquired. According to the consulting company alacrastore data, from 1987 to the present, lvmh conducted approximately 62 acquisitions, in addition to holding approximately 74 companies.

Judging from the domestic situation, many of the multi-brand strategies adopted by leading companies in the previous phase were self-built new brands. However, judging from the new trend, more and more companies will adopt mergers and acquisitions in the future. This has already been revealed by the new acquisition intention of Jiumu Wang.

From the perspective of implementing multiple brands, nine men's apparel companies highlight two trends, namely, upwards, that is, expansion to the high-end market, such as Mayor's Mayor, Seven Wolves' St. Worth, and Annals' Baldassari.

The second is the downward extension, which is to expand the younger and trendy men's consumer market, and this trend is very prominent. Youngor's gy, seven wolves's swjeans, the Annunciation's hazzys and St. Jerome, and Lilang's l2 belong to this category. In addition to Kanudi Road, 8 out of 9 companies have launched new brands that are younger and trendy, accounting for 88.89% of the total.

In fact, for companies, whether they are going up or down, the purpose is the same. That is, in addition to the dominant market of the main brand, they are eager to occupy more details by locating new brands with different levels and complementing each other. Divide the market, seek more, new sales and profit growth points, and eventually realize the dream of becoming bigger and stronger. And bigger and stronger, this is also the most fundamental sweetness and temptation of multi-brand strategy.

However, judging from the current actual results, with the exception of a few companies, the new brands of most of the nine menswear companies are experiencing varying degrees of troubles: Some new brands are not positioned correctly, and product lines and positioning are still continuously adjusted in a few years. In the case of some new brands that are weakly growing and still nurturing, they are still unable to get out of the loss situation; gy, Shanshan's entire multi-brand segment, l2, Sancello, and Biluot are all the same. In contrast, the high-end custom brands under the companies are slightly better.

This is just a cliché. The future is bright and the road is tortuous. However, for all companies, it is clear that the troubles in exploration cannot prevent them from chasing more brands.

In fact, since the multi-brand strategic direction is undoubtedly correct, then the only thing that each company can do is to do its utmost to make the new brand's incubation period and adjustment period shorter and shorter. By then, it will be possible to truly enjoy the sweetness of many brands.