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China : Female fashion brands step into a fractionizing era |
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2006-10-10
According to the statistics of China's apparel guild, average life of female fashion brands is about 2.5 years, while the life of male brands runs for 4 years.
But there are over thousands of female brands in domestic market, which are several decuple over those of male brands. It is a normal phenomenon for female brand numbers to be greater than that of male brands in the world.
However, in China the market share of female brands is regarded as very low, mostly one brand holds a market share less than 2 percent, while the market shares of those tops in male suits, shirts and children garments are no less than 10 percent.
Currently the situation is changing. The war among styles and prices for China's female fashion brands has turned into a fractionizing era. In the past, the products produced by one single firm could be offered to clients in several age segments.
One piece of garment was designed for one client to wear from 20-40 years old. Nowadays the wide age span production mode has shifted into an orientation of smaller sections and more professional with age span narrowing within 5-10 years.
There are also customized designs for those clients living in special environments with special incomes.
In addition, female brands have extended its trend to lower ages from original 20 years to 18 years and further to 15 years old. These designs are seeking good tastes in simple, clean, brisk looks and bright colors, spurning overstating and artificial appearance.
China's female brands will build up their own styles in this fractionizing era. |
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| Fibre2fashion News Desk - China | |
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