With the rise of e-commerce, the apparel industry has entered a period of great changes. The convergence of apparel brands and the soaring prices of raw materials have made the market more and more weak, and brand development has become increasingly difficult. However, women's apparel industry is one of the best in this area. No matter how e-commerce tide surges, the market pattern of mid-to-high-end women's apparel has always been difficult to shake. As far as the nature of women's wear is concerned, women's wear is more sophisticated and more practical. Design is the soul of women's clothing. Only by contrasting with wearing can we really know if the dress is adaptable - and this is exactly what online shopping can't afford.

Detailed analysis of the 2013 women's market environment, we can find the following points: the increasingly refined market, user experience is more and more important, the sales terminal to the cluster, production and inventory pressure. Below, the author will elaborate on the 2013 women's wear market trends through these points.

The market's refined women's clothing market will be further refined in 2013. Whether it is single-product women's shoes, accessories, clothing, or brand echelons for all ages and various consumer systems, the pattern of the women's wear market will be further refined. Professional and professional. This situation, making the major brands together to increase the promotion of sub-brands, such as brother and women to strengthen the sub-brand: Amashi's efforts to open stores; Star City International is also outside the eca high-end women's clothing, established a new young fashion brand: No.19. The major brands increase the depth and breadth of the brand's industry through the establishment of sub-brands, which is an inevitable trend for the development of women's brands in the future.

In this trend, the franchising women's brand distribution needs deeper consideration. Compared with the past, the current women's clothing market needs franchisees to have a deeper industry awareness, but also need franchisees to have a more in-depth understanding of the consumer groups in the franchise, so that they can choose the right franchise brand.

User Experience As a killer against online shopping, the user experience is a stunt for mid-to-high end apparel, especially for women's wear. Therefore, a good user experience is the best way to resist the deterioration of the market environment. The user experience is generally reflected in three aspects: the first is the completeness of the product line and the speed of updating of the goods; the second is the decoration and scene layout of the store; the third is the service quality of the terminal store and the professionalism of the store staff.

The combination of these three aspects is related to the product and terminal image of a women's brand. In simple terms, it means that a good brand, in addition to good products, must also have good terminal services. Good products are related to fashion, price, quality, etc., which belong to the brand company's scope of control. Good terminal services are related to the decoration of the terminal shop, the quality of the salesperson, the display, the location of the shop, and so on. In 2013, the trend of women's wear has evolved from the stage of competitions to the level of storefront image and clerk service quality.

All we can see very intuitively, more and more women's brands have opened direct sales stores and flagship stores. Compared with franchised stores, brand companies’ self-built stores, while heavily occupying funds, can allow brand companies to better manage their stores and maintain the terminal's store image.

Filtered advertising sales clustered brand companies went into battle and joined terminal sales competition, which inevitably led to deterioration of the environment of terminal franchisees. Under the conflict between the two parties, a better solution is sales clustering. The phenomenon of clustering is reflected in the following aspects: Regional agents gradually monopolize the terminals of a brand in the region, and brand companies have increased the efforts to recycle terminal stores. Stores in the bustling commercial areas have become increasingly denser.

For terminal franchisees, multiple stores have more advantages than single stores. A monopoly by a regional franchisee is definitely the franchisee's most wanted to see. If the franchisee wants to monopolize the distribution of a region, in addition to having a strong financial strength, it must have a strong terminal management capabilities, and both must be attached to the brand company. According to such a route, the competition of terminal franchisees is becoming more and more fierce, and some early recruits, without experience and preparation, will often find themselves in a situation where they have lost everything.

As production and inventory pressures changed along with changes in the domestic environment, the production and experience costs of the overall women's market were also increasing in 2013, which increased the sales pressure of the terminal, and the brand companies have joined the road of price increase. In addition, the sharp increase in the market has made the pressure on the inventory of various brands more and more.

Reasonable inventory can promote sales, but excessive backlog of inventory can squeeze valuable funds. Inventories are not only a nightmare for franchisees, but they are even more harking horrors for brands that perform return policies.

This situation has caused some brand companies to reduce or even cancel the return, the pressure of inventory also makes some unscrupulous management of inventory, financial management is not strict, the franchisee into a vicious circle of losses. In 2013, it was a year of destocking. Some high-end brands that never insisted on discounting also secretly started the “discount store” that was famous for its reputation. They also devoted themselves to the internet and opened on various types of online platforms. A "network flagship store" specifically designed to clean up inventory. Such as domestic sales of the first women's clothing, a well-known Shanghai women's wear, etc., have used this routine in the past two years.

Overall, the women's market in 2013 is still on the upswing, and it also contains vast business opportunities. But this requires more and more professional people, and the more they need more and more professionalism. This requires that each practitioner can follow the market at any time so that it will not be abandoned by the market.