How Far Is The "Fashion Tide Brand" For Sports Shoes And Clothing Products?

Following the promotion of Zhengda brand with Chung Geun-hee's "fashion tide card", recently, Guo Hui CBA also made a change and rebuilt its brand strategy.

This year, more and more sports shoes and clothing brand began to walk "fashion" catwalk, fashionable fashion trend single products began to appear in the major brand stores.

Unlike traditional leisure aircraft carriers such as Smith Barney and Semir, these sports brands try to be light.

In this leisure market without leader brand, many leisure brands have not yet formed their distinctive trend characteristics. Quanzhou sporting goods enterprises want to move from professional field to tide brand fashion field. Insiders believe that not only courage is needed, but also great adjustment is needed in business mode and channel construction.

Whether the sports brand can be successfully "tide" and whether consumers can pay for it will take time to test.

With the rise of leisure market in recent years, a trend of leisure style has also been active.

At the beginning of this year, a group of sports brands such as Zhengda, Si Shu long, Fei Ke and so on were more collectively "tide", weakening sports, strengthening fashion and creating their own style leisure trend cards.

For example, flying group and Paris fashion designers have reached initial cooperation intention.

Xie Wubin, assistant chairman of flying International Holdings Limited, revealed that on next year's shelves, consumers will be able to see leisure with "European fashion sense".

"We are experimenting with the leisure way of ZARA and H&M. After that, we may become one of ourselves and form our own brand style."

As one of the leading enterprises in the mainland to pform the "fashion" brand earlier, Zhang Chunxiao, the brand director of Zhengda (China) Sporting Goods Co., described the future Zhengda brand line.

Although in the traditional leisure market, there are already aircraft carriers such as Mei bang and Semir. However, in Zhengda's view, there is a lack of a unified and distinctive style for the leisure army such as the US and Semir. This is an important turning point for the sports brand to be reborn and take part in the leisure trend.

Zhang Chunxiao said the tide brand style is the product of further segmentation of leisure sports market, especially the domestic leisure market has not yet appeared.

"Fashion is a trend that can never be obliterated, so it is absolutely right to hold high the fashion flag!" Zhao Tao, deputy general manager of Yao YAO, told reporters that when wearing group consumption psychology and behavior changed one after another, turning around "tide" flow, we should have a clear style.

"If you observe carefully, the style of ZARA or H&M is very distinct. In ZARA stores, there is almost no one that uses color bumping or splicing design. All of them adopt pure color system and emphasize style through tailoring.

But in the US and Semir big flagship stores, the impression left is nothing more than that.

The industry believes that these sporting goods brands are involved in the tide group, not only simply jumping out of the sports circle, but also from the sportswear to tide clothing, which is a cross category brand remodeling operation.

For enterprises, it is a major strategic adjustment, whether it can break away from the deep-rooted sports brand operation mode, which is perhaps an insurmountable front in front of them.

In April this year, Ali first put forward the idea of "changing hands to meet freshmen", weakening the concept of athletic (Sports) and changing the brand to the "fashion leisure" route.

But now, the Legion of Legion has been on the "tide card road".