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Xiaobian of the network introduces the clothing and luxury industry: focusing on pformation enterprises.

Last month's market review

Since the beginning of 2014, the textile and garment sector has risen 28.46% in the Shanghai Stock Exchange, ranking sixth, winning 23.27 percentage points.

Industry viewpoint investment suggestion

We are optimistic about the overall quality of textiles and clothing.

Since 2013, the pformation and upgrading of the textile and garment industry has continuously improved its management and management capabilities. The leisure clothing has clearly defined the direction of future pformation, and the ability of home textile management and management has gradually improved, and the performance of home textiles has been determined in 2014.

The following are the main concerns: [-0.12% Funds Research Report of the civil aviation stock company, [1.27% Capital Research Report of Luo Lai home textile, Semir clothing [-0.25% Fund Research Report] (company children's clothing development is rapid, mergers and acquisitions have been completed in succession, performance is determined, Future Ltd can develop to children's integrated service providers, expect), Hai Lan's home (close to market operation mode, cost-effective products win greater market space).

This month's topic: HUGO BOSS: multi

In this month, we studied the development process of HUGO BOSS, an international well-known high-end clothing brand. According to the analysis of its development and operation mode, we believe that the success of HUGO BOSS mainly comes from: 1) HUGO BOSS currently has four brands, BOSS main brand, BOSS Orange, BOSS Green and BOSS.

Among them, BOSS's main brand is located in the high-end clothing market, mainly to provide high-end business suits, as well as advanced leisure wear and evening dress.

BOSS Orange is mainly urban casual wear, BOSS Green is a sports brand, HUGO series is focused on fashion.

Multi brand strategy can maximize the attractiveness of the HUGO BOSS brand, meet the different needs of the consumer audience, and increase the brand loyalty of the customers.

In addition, HUGO BOSS has a clear grasp of multi brand positioning, and different brands have their own independent channels, which is the key to the success of multi brand strategy.

2) since 2000, HUGO BOSS has started to increase its direct retail outlets, and has rapidly expanded to 1010 in the ten years, with a compound growth rate of 39%.

As of 2013, the HUGO BOSS outlets achieved a 54% revenue.

The benefits of paving HUGO BOSS are manifold.

Increasing the number of Direct stores can make the brand react faster to market trend changes to meet the changing needs of customers.

Under the strategy of direct operation, product production, distribution and sales can be integrated. The delivery time of the product ahead of time is conducive to the increase of the sales rate of the products.

In addition, Direct stores can better obtain relevant sales data. Based on the analysis of these data, brand management can get more support, so that products can be closer to the actual demand.