Sino Australian FTA Promotes Competition In Textile And Garment Trade, "Fast Fashion", And Competition

Since the signing of the Sino Australian FTA, China has been in Australia.

The clothing trade ushered in an unprecedented opportunity for development.

In order to guide enterprises to effectively mine

The market and the international trade edition will explain the opportunities of the Australian market from the perspective of market change and enterprise experience.

Some fluctuation factors, such as the abrupt change of mining investment and the slide of commodity prices, have an impact on the country's economy.

At the same time, the depreciation of the Australian dollar has also brought pressure on the consumer market.

Happily, from the latest statistics, the Australian retail market,

Sales of footwear and personal adornments continued well, with an increase of 8.8% over the same period in May.

In order to seize more market share, competition among retailers such as "fast fashion" brand, department store giant, clothing boutique, etc. is increasing.

When the subdivision pattern changes quietly, new business opportunities emerging in the market deserve our attention to Australian exporters.

"Fast fashion" competition intensified

Event: relying on similar culture and dress concept, and compared with the stability of the European and American markets, the market temptation of Australia's "fast fashion" field is increasingly prominent.

Research Institute IBIS estimates that in Australia, the "fast fashion" industry will grow at an annual rate of 11.3%.

By 2019, its market size is expected to reach US $1 billion 900 million.

Because of its favorable market opportunities in Australia, as early as two or three years ago,

Topshop and guy Pu speed up the layout of the country.

Last April,

and

They have also been stationed in the fashionable blocks in Australia, and the competition between brands has heated up again, which has also led to concerns among the industry about the development prospects of local brands.

However, relatively high operating costs and logistics costs have weakened the competitiveness of the "fast fashion" brand. The internationally renowned clothing retail giant has not had a strong impact on Australian local brands.

According to the statistics of IBIS, at present, the Australian "fast fashion" brand Cottonon occupies 49.1% of the total market share; the parent company TEMT of Vallygirl has a market share of 17.4%; the international brand Zara has a market share of 12.4%; Topshop is 5%; H&M and UNIQLO's market share is less than 2%.

What is the competitiveness of the local fast fashion brand? Apart from having a strong local operation team, the rapid response to the fashion trend is also the key to its success.

Take Australia's most representative fast fashion brand Cottonon as an example. The brand has nearly 760 stores in Australia.

Its products include T-shirts, jeans, shirts and sweaters.

And household products.

At present, the company has a new product development team composed of 60 designers. Once the international fashion platform releases the trend, the team will design products that conform to the brand style within 2~8 weeks, and ensure that the new products can be launched every day, and new series can be launched every week.

With the intensification of competition, the local fashion brands in Australia are constantly upgrading their products. This has provided more opportunities for Chinese suppliers, and has also put forward higher requirements for their rapid response capability.

In order to find manufacturing enterprises with corresponding capabilities, local brands in Australia usually participate in large-scale textile and clothing professional exhibitions held locally.

In the Sino Australian trade in textiles and clothing, Australia's "China Textile and apparel show" and the international textile and apparel Exhibition (hereinafter referred to as "Australia Exhibition") have been playing an important role in the trade platform.

In the past Australian exhibitions, the brand is an important part of the professional audience.

The organizers pointed out that since the supply system of Chinese textile and garment enterprises is relatively perfect, it has always been the first choice for Australian local clothing brands.

But it needs to be pointed out that the order of "fast fashion" brand is large, but the profit rate is not high.

Department stores focus on strengthening brand portfolio

The share of "fast fashion" competition is the price and promotion efforts. From the commercial perspective, Myer and DavidJones, the two largest department stores in Australia, continue to compete on the optimization of brand portfolio.

In June this year, Myer introduced international fashion brands such as Seed, NineWest and FrenchConnection in order to increase the sales proportion of clothing and clothing products.

Daniel Bracken, director of marketing, said: "we are glad that these brands are stationed in our Myer.

These 3 international brands are chosen by the company based on the investigation of Myer customers.

The entry of these brands will strengthen the brand portfolio of our clothing, shoes and accessories, and help attract young consumers. "

Unlike Myer's practice, DavidJones's focus is on strengthening its own brand building.

The company's top two new brands include StudioW and RE:

A spokesman for the company said, "there are about 2500 brands in our department stores.

However, not every brand's performance is satisfactory. For this reason, we will launch the brand StudioW in the near future. The main products include men's wear, women's wear, accessories and shoes.

The price of the product ranges from US $19.95 to US $~199.95.

DavidJones also said that they know the local market best and create the most accurate and suitable brand according to their needs.

Accelerating the construction of private brand means that these department stores need more stable manufacturers.

For manufacturers who are eager to cooperate with department stores or supermarkets, stable supply system is also important except for certain production capacity.

Through interviews, the reporter learned that some of the leading enterprises that were prepared to participate in the Australian exhibition held at the Melbourne Exhibition Center on ~18 November 16th this year have begun to set up offices or warehouses in Australia. They say that this aspect can facilitate communication, and on the other hand, it is also convenient for their distribution.

In addition, some department store merchants hope that their partners are not only production and processing plants, but also provide some basic design options.

In other words, if the manufacturing enterprise has rich experience in processing international famous brand, or has a certain design team with certain capabilities, it will greatly increase the score.

Fashion boutique launches "small size" clothing

Fashion boutique has always been one of the most important formats in the Australian apparel business circle.

With the influx of international fashion brands, some independent stores which sell mainly Australian fashion brands are blocked.

AndreaYasmin, a clothing designer and clothing store owner in Melbourne, said: "the clothes I design can't compete with the big brands' price, because we have higher investment in research and development in the early stage, so we must raise the price to ensure profits.

At present, "fast fashion" and other parity brand clothing are more popular among young people, and our market share is gradually decreasing.

Market is changing, not innovation means elimination.

Nowadays, many boutique boutiques in Australia begin to seek development space in differentiated markets, such as small size clothing designed for Asians.

Morrison, a fashion brand in Perth, has launched a series of small and small size clothing.

Richard Poulsen, co-founder of the brand, said: "in the stores in Melbourne and Sydney, we have a large number of Asian customers.

Therefore, we reduce the size of some styles of clothing to better meet their shopping needs. "

It is reported that in order to better fit the shape of Asian consumers, Morrison has added 0 sizes on the basis of the original 1~4's clothing size.

In the fierce market competition, the clothing sold by boutique stores tends to "personalize and customize".

As early as the first two years of the Australian exhibition, Chinese manufacturers launched designs for special bodies.

It should be noted that under normal circumstances, with such clothing stores, the profit margins of single products are considerable, but the volume is small and the process is complex.

If you want to cooperate with them, enterprises need to have mature design capability.

The most ideal mode is to hire local designers so as to communicate in the early sample making and revision, reducing the inconvenience caused by operational misunderstanding.