Gap, Forever 21, Abercrombie&Fitch, etc. brand All plan to enter Hongkong. market To increase competition for fashion brands in Hongkong, Hongkong's local brands such as Giordano and Esprit seem to have more local advantages.

The Gap brand has opened 4 stores in Beijing and Shanghai, and will open a new store in Hongkong on Friday. Forever 21 has just held a fashion show in Macao, and Abercrombie&Fitch said it will enter the Hongkong market next year. These brands will compete with brands such as Mango, Zara, Uniqlo, Hennes&Mauritz and so on.

Entering the Hongkong market will definitely enhance the brand image and recognition, but these brands must first understand the unique characteristics of Hongkong market and the characteristics of Hongkong customers.

James Roy, a senior analyst at the China market research group, said: "people in Hongkong prefer local brands and do not give up them easily." Giordano is one of them. Brands have 75 stores in Hongkong, which are very similar to Gap brands. In addition, there are brands such as Bossini, G2000 and so on. These brands are not as good as these international brands. fashion But Hongkong people have special feelings for them.

The advantage of local brands is that they can provide lower prices, have higher awareness in Hongkong, and are convenient to purchase because of convenient location. Besides, these brands are more familiar with Asians' shape, and the designs are more suitable for Asian people to wear.

Gap is located in Queen's Road Central, Abercrombie opens in Pedder Building in central, and Forever 21 will be opened in Tongluowan's Capitol Centre. The rent of Gap is HK $5 million per month, the rent of Forever 21 is HK $11 million per month, and the rent of Abercrombie is HK $7 million.

Garments occupy a large share in the Hongkong market. According to statistics, demand for Hongkong will reach 47 billion dollars in 2014.