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2.Competition Analysis of Men´s Casual Fashion Shoe and Garment Brands
2.1.Analysis of Industrial Cluster of China Menswear Industry
For the moment, China menswear industry has developed into several clusters, to be detailed: the Zhejiang-style menswear industrial cluster, famous for its formal wear, covering Shanghai, Ningbo and Wenzhou in Jiangsu-Zhejiang-Shanghai-region; the Fujian-style menswear industrial cluster, famous for its business casual wear and sportswear, covering Jinjiang and Shishi in southeast Fujian; the Pearl River Delta menswear industrial cluster, famous for jeans and also asset-light high-end menswear, this cluster developed by utilizing overseas strength of Hong Kong and Macau.
Table 21-Three Industrial Clusters of Menswear in China
Industrial Cluster Style of Menswear Representative Brand
Zhejiang style Formal wear Ningbo: Shanshan, ROMON, YOUNGOR
Wenzhou: Baoxiniao , GIUSEPPE
Fujian style Business casual Jinjiang: Lilanz
Shishi: VANCAMEL, EDENBO, Septwolves, SEVEN BRAND
Pearl River Delta High-end fashion business casual VASTO, CANUDILO, KALTENDIN, V.E.DELURE, BENBO
Regarding competition strategy, Fujian-style menswear has adopted a differentiated and segmented way. From "Expert of Jackets" of Septwolves, "Expert of Western Trousers" of JOEONE, "Western Trousers Standard" of Fordoo, "New Formal Wear" of TRIES, to "China Stand Collar" of SEVEN BRAND, competitions in all sections of business menswear have demonstrated mild competition in a differentiated and segmented manner and also a concept of co-growth.
In future, most of Fujian-style menswear enterprises will maintain their current positioning and competitive strategy, so they will focus on elevating their brand image. In recent years, the market pattern of business causal menswear will maintain unchanged unless an offensive strategy has been determined. Menswear enterprises in Fujian Province must, with the precondition of adhering to the differentiated and segmented way, adjust their product structure and take a surprise action according to the market demand so that they can get the upper hand.
Menswear consumers are becoming mature psychologically, so their pursuit of fashion of garments is intensified. Fujian-style menswear enterprises, led by VANCAMEL Cloth Co., Ltd., start adjusting their product structure and developing casual fashion menswear according to changes in market demand. They will make breakthroughs in the business casual menswear market through utilizing their strength in tier-two/three cities.