The Current Situation Of Western European Clothing Industry: The Trend Of Low Price Is Still Fast And Fast, And Fashion Sales Show Fatigue.

< p > 2009, Western Europe has been removed from the world's largest regional a target= "_blank" href= "//www.sjfzxm.com/" > Asia Pacific "target=" _blank "_blank" href= "_blank" and "hat" after the Asia Pacific region.

In 2012, market differentiation between Western Europe and North America became more apparent.

The former shows recovery growth, while the latter is still plagued by the euro zone crisis. The growth of Western Europe in that year is almost static (0.6%).

In the five major markets of the world in 2012, the per capita sales of clothing had experienced slow growth, of which Western Europe accounted for four.

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< p > however, Western Europe is also showing new prosperity. The main driving force for the growth of last year is not Turkey. The emergence of new breath and multi brand has promoted the strong growth of sales volume.

At the same time, Britain has contributed to attracting tourists' consumption.

In the future, what will be the future of Western European clothing industry? The Western European market has gone from finding the home of high fashion to the hotbed of fast fashion. Influenced by many factors, can the clothing industry of this region return to high-end again? < /p >

< p > < strong > the trend of low price is still rapid. < /strong > < /p >

P, the world's authoritative research organization, said that for the formation of Western Europe's competition pattern, the fast fashion clothing products in the added value must be outstanding.

In addition, the region's macroeconomic conditions are relatively fragile, and it has a large number of smart consumers with high price sensitivity, which have accelerated the sale of fast fashion and grocery private brands.

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< p > in Britain, the 1/5 of clothing sales comes from civilian small brands.

At present, many supermarkets have become a part of clothing retailing. In February 2013, Morrison, the fourth largest food supermarket in the United Kingdom (Morrisons), began to set up a children's wear sales area.

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At present, despite the fact that many media and some consumers are against the proliferation of cheap clothing brands, they say they have increased the intensity of credibility recognition and caused a lot of environmental pollution problems. But "fast fashion fatigue" is still a hypothetical concept without final reality, which can be proved by the excellent performance of Primark, a leading cheap fashion retailer. P

At present, the brand has no signs of decline in sales. It has opened its shop for the first time in France this year. There are also signs of expansion in the European continent.

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< p > with the success of this value model and the intensification of price competition, off-season discounts and promotions have become an almost outdated topic in the retail environment.

In France, commercial sales were once controlled by the state, and the government encouraged the so-called "extra time" sales (floating sales) to cope with the current weak economic situation.

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< p > strong > fast fashion sales show fatigue < /strong > < /p >

< p > however, the clothing industry's "super low price war" obviously can not be extended for a long time.

In many Western European markets, especially Sweden, frequent discount strategies have been unable to stimulate people's desire to buy, and discount fatigue is everywhere.

At the same time, a series of advertising campaigns have become common weights to stimulate consumption, but there are more and more data showing that consumers have also been overcharged with publicity, and are suffering from so-called "sales fatigue".

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< p > there are also indications that consumers may give priority to product quality in terms of the quality and price of clothing products.

After all, high quality products, apart from the attractive value added of high value-added products, also enable ordinary consumers to find high-quality resources at relatively inexpensive prices, so that they can afford those attractive luxury goods.

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In order to cater for the consumer mindset, H&M started selling 2013 brand marketing strategies in seven Western European markets as early as early in the year in P.

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< p > experts predict that due to the special demographic structure, Western Europe will become the favorite of high-end brands in the future.

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< p > Europe is the fastest growing area in the world. The age group over 50 will become the main consumer of the clothing market in the region.

Most of the year's consumers have higher disposable income, and these more mature consumers are more willing to spend more money on the a target= "_blank" href= "//www.sjfzxm.com/" than the brand clothing /a. At present, many brands and retailers are actively adjusting their strategies to seize this business opportunity.

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< p > < strong > tourists become luxury goods savior < /strong > /p >

< p > Western Europe's unique history and rich culture attract tourists from all over the world to visit and consume.

The high-end fashion district that has grown into fashion vane, such as the bustling market in London, Paris and Milan, is still a good place for many clothing brands to compete for nuggets, though the rental price is amazing, because the lot is often a high degree of consumer recognition.

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< p > on the other hand, domestic consumers have also stimulated the sales growth of luxury goods. In short, tourists have become the Savior of luxury brands.

In fact, in terms of the growth rate of consumption, < a target= "_blank" href= "//www.sjfzxm.com/" > designer < /a > clothing has generally surpassed the overall market clothing, which is largely due to the rich tourists, who are the main buyers of luxury goods.

For example, in 2012, high-end clothing designed by Italy designers increased by 4%, while the overall clothing market dropped by 1.6%.

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Under the double influence of the Queen's celebration and the London Olympics, London became a tourist concentration and the retail performance was soaring in P > 2012.

Despite the escalation of rent in Oxford Street shopping district, Regent Street and Bond Street, branding is still rushing to bet on such areas.

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< p > < strong > Olympic Games push up sportswear turnover < /strong > /p >

< p > as in the North American market, the sales performance of sportswear in Western Europe in 2012 was gratifying, an increase of 1.4%.

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< p > sales growth was mainly due to the media promotion in 2012 Olympic Games, arousing people's concern and love for mainstream and special sports and products.

However, this highly intensified interest is bound to be pient, so fundamentally speaking, the sales enthusiasm of functional sportswear is temporary rather than a lasting growth curve.

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< p > Western Europe strong price consciousness environment also stimulated the scale construction of the British high street sportswear brand.

Including H&M, it opened two specialized sportswear pop-up shops during the British Olympic Games.

UNIQLO is also unwilling to lag behind in sharing this competitive market. It signed a 5 year contract with world-class men's tennis player Novak Dyokovic to help its development of a target= "_blank" href= "//www.sjfzxm.com/" > dress > /a.

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However, in terms of technical expertise, they also need to learn from sporting goods giants Nike and Adidas. Their extensive retail business performance and the establishment of a favorable brand strategy position have made the market demand for these giants clothing and < a target= "_blank" href= "http:// www.sjfzxm.com/" > shoes P /a.

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< p > < strong > clothing industry will have mixed feelings in the future < /strong > /p >

< p > Euro international expects that in the next 5 years, the Western European clothing market is expected to sign a contract of 2 billion US dollars. By 2017, the market size will be roughly the same as that in North America.

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Clothing sales will show a positive growth trend in other markets including P and UK, but the overall performance of the region will be dragged down by Italy, Greece and Spain, which are currently in trouble.

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< p > despite the fact that the population aging and price sensitivity are high and the prospects are not optimistic, but because Western Europe has cutting-edge fashion design and strong tourism driving force, it still has a strategic position on the global stage.

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