With the intensification of competition in the clothing market, Shishi clothing companies are also further subdividing the market. After repeated "product reshuffle" and "positioning fine-tuning", Shishi's fashion and casual clothing sector has not only begun to show itself, but has gradually become strong.

Recently, the reporter found in the interview that in Shishi's huge leisure clothing cluster, more than 20 fashion leisure clothing brands such as Carbene, Jim, Cardi Holy Fox, West Manor, 30 degrees north latitude, Wolf Road, Li Kou and Tiana have gathered. clothing brand. Many of them are companies specializing in fashion and casual wear, and they are "new generation" clothing companies that were rarely heard of in the past. There are also some branded clothing companies that also do "fashion and leisure" series. These enterprises are targeting the market with their own brands and fashion and leisure features. At present, they have a large number of sales networks in major cities across the country in the form of "agents", "franchises" or "direct sales", and are popular among young domestic consumers. With considerable influence, brands such as Cabbeen have also entered the market.

After Cabbeen opened up the market in major domestic cities such as Beijing and Shanghai, this year Jim's casual men's wear has become a "dark horse" in domestic fashion and casual wear. The way to win is to have strong fashion elements and characteristics in style design. Langdao and other fashion and casual wear are also selling well, and have 600 to 1,000 terminal outlets in the second and third tier domestic markets respectively. It is worth mentioning that the emergence of several fashion women's clothing brands such as Tiana has made up for the weakness of Shishi's "almost no women's clothing" to a certain extent, showing that Shishi's women's clothing "dare to compete with Jiangsu and Zhejiang women's clothing" at a new starting point. A ray of "new dawn".

"Specializing in fashion and leisure is also forced out by the market." The boss of a Maoxia family who specializes in casual fashion clothing said: Now whether it is Shishi or other industrial clusters, casual clothing is also showing an increasingly serious tendency towards homogeneity, and many companies have everything. To do, the product is not specialized, and the target customer group is difficult to form. It is understood that the company adjusted its market positioning last year and began to invite a design team to focus on fashion casual wear. After nearly a year of operation and hard work, it has sold well in the domestic market this year.

Fashionable casual wear must first have a strong "fashion flavor", and rely on changeable styles and rich cultural meanings to attract young men and women. Mr. Chen, Jim's "head of the family", thinks so. The company made full use of its 20 years of clothing production experience and accumulated strength, and invited well-known British designers to design a series of "Chinese and Western" boutique fashion casual men's clothing with eye-catching styles and first-class workmanship. After more than a year in the market, it has steadily occupied a large share of the domestic first- and second-tier markets.

Small batches and fast changes are a major feature of today's clothing market, especially the consumption of young "fashionable people". Older consumers usually wear a piece of clothing for two or three years, while the "post-80s" and "post-90s" will buy it when they see a style they like. Smart casual wear is adapting to this feature. At the same time, trendy and changeable styles and a variety of accessories are also the main aspects of increasing the cultural content and added value of clothing. Therefore, Shishi, a fashion casual clothing brand that has done well, mostly has higher sales than ordinary casual men's clothing or sports and leisure clothing. selling price.