Textile And Garment Sector Rose 28.46% In Sixth Place.

Since the beginning of 2014, textile in the Shanghai Stock Exchange

The plate rose 28.46%, 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: [0.00% Funds Research Report of the civil aviation stock company, [-0.21% Capital Research Report of Luo Lai home textile, Semir clothing [-0.81% 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: HUGOBOSS: multi brand + direct marketing. This month, we studied the development process of HUGOBOSS, an internationally famous high-end clothing brand. Based on the analysis of its development and operation mode, we believe that the success of HUGOBOSS mainly comes from:

1) HUGOBOSS currently has four brands, including BOSS's main brand, BOSSOrange, BOSSGreen and HUGO.

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.

BOSSOrange is mainly urban casual wear, BOSSGreen is a sports brand, and HUGO series focuses on fashion.

Multi brand strategy can maximize HUGOBOSS

It appeals to meet the different needs of consumers and increase customer loyalty.

In addition, HUGOBOSS 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, HUGOBOSS 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 HUGOBOSS realized 54% of its revenue.

The benefits of direct shops for HUGOBOSS are manifold.

be run directly by a manufacturer

The increase will enable the brand to react more quickly 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.