Chapter 21 Section 7 Positioning of men's clothing

On the whole, the world's men's wear giants we discussed above all have clear market positioning and can accurately smell the shift in the collective personality of the market.Figure 4-4 shows the positioning of major brands.We did a comprehensive summary. BOSS focuses on masculine and masculine clothing. In 2001, the sub-brand Hugo by Hugo Boss began to target the neutral market.With its exquisite design and aristocratic style, Valentino also occupies a place in men's clothing. Armani has the largest market share because it first led the unisex trend in the market.His commercial operation is also very successful, and the annual Oscars must be his stage, with a remarkable star effect.At the same time, his secondary brand is also richer than other men's clothing, and the price coverage is very wide.So the audience will be larger.So it's no surprise that he currently has the biggest sales in the US of any European designer label.At the same time, CK, a local American brand known for its underwear, is also following the same neutral route as Armani, but its market influence is far less than that of Armani.The main difference is still in the design, CK's design is too simple to effectively attract people.

Versace's men's clothing is more gorgeous than Armani's, and the use of color is also bolder, so he is more feminine than Armani.Dior is extremely feminine, and because of this he is famous in the fashion industry. He has made menswear to the extreme.Prada's men's clothing is basically women's clothing in the traditional sense, and he made men's clothing abnormal."Slavery Menswear" by a very feminist. We have seen that the target market of different men's clothing brands must be very clear.Armani is impartial and neutral, and this group has the largest natural base. Coupled with its brand effect, it is destined to succeed. BOSS has long adhered to the strict German tradition and has a great influence in the world.At Lane Crawford in Shanghai, the best-selling suits are BOSS suits, whose typical masculine qualities can attract conservative Chinese consumers.

Seeing this, please guess where our Chinese men's clothing is positioned on this coordinate.Maybe you will say that with so many menswear brands in China, it should be able to fill this list. Next, let's discuss Chinese men's clothing.