French Clothing Brand AGG: The Chinese Market Has Always Been An Important Position Of AGG.

< p > France's famous "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "brand AGG released the latest performance report, benefiting from the European domestic market, the group's two quarter turnover was 263 million euros, a slight increase of 0.7%. However, the performance of the Chinese market was not satisfactory, and sales fell by 2.2%. Prior to that, the Chinese market has always been an important position of Iger. < /p >
< p > there is a big gap between the growth rate of the annual turnover of two digits per year in 80s of last century. Beijing Business Daily reporter learned that in the 80s of last century, relying on chain store mode, IgG developed stores to many countries such as Western Europe, China and India. In Central Europe, Russia and the Middle East, the group quickly conquered the market by proxy. < /p >
< p > 1994, the French IgG group set up a branch enterprise in Shanghai, the British model Clothing Co., Ltd., and opened the first store in Shanghai in 1995. In 1997, IgG has opened 723 retail stores in China, with annual sales exceeding 900 million yuan. But in the first half of this year, sales in China recorded a 2.6% decline. Lin Yifan, director of brand research center, believes that every clothing brand has its life cycle. Lin Yifan said that most clothing companies are actively seeking change through strategies such as multi brands and acquisitions. The brand activity of AGG has been far behind. Although there are six brands in Iger's banner, its product series and style are relatively identical, and its audience is single. Similar to silk fashion, agge also does little marketing promotion, and brand recognition is decreasing year by year. < /p >
< p > aiming at brand positioning and sales channels, Iger has also begun to reduce the inventory adjustment and development strategy by integrating brand and rational production. Earlier this year, Iger cut 117 stores. < /p >
What P corresponds to is that fast fashion brands such as ZARA and H&M attack the Chinese market in a big way. According to statistics, this year, H&M plans to open 50 stores and GAP 35, and UNIQLO has made bold claims to open 100 stores. < /p >
At the same time, domestic garment enterprises are accelerating brand integration and expansion through multi brand strategy and acquisition and merger and acquisition. P Prior to this, Semir bought 2 billion yuan for GXG, and nine clothing brands (601566, stock bar) and Bosideng clothing brands also had brand acquisition intention. < /p >
In the view of the industry, in the face of fast fashion encirclement and suppression and the accelerated integration of domestic clothing brands, P is not only a big drop in the supply chain and design of clothing brands such as agge, Esprit, ONLY, Vero Moda, etc., but its stable development strategy also makes the brand performance ratio lower and lower. < /p >
< p > reporters visited Florence town in Wuqing, Tianjin, and found that although the clothing of Esprit was only tens of dollars after discount, there was still a shortage of tourists in the store. Earlier, Esprit also launched a self rescue plan. < /p >