Would Leisure Clothing Industry Do Better Than The Sport Wear
Domestic apparel industry had gone through a rapidly and tense growth and developed into a big head in the global market. Yet, in the recent years, the heavy stock and the confusing future led to a result that the market was too weak to grow and expand the scale. In stage of the industry life cycle, the leisure clothing industry is at the similar stage to the sport wear industry. It has been a discussion about whether the leisure clothing industry make the same mistake would like the sport wear.
As the market is limited for the sport wear, monopolization would be easily caused by the main international enterprises. When facing the international big companies, the local sport equipments manufacturers are not strong enough to win the tough fights. The lack of innovation and the heavy stress of the competition are two main reasons why the industry is not so competitive. As for the leisure clothing industry, there is a still space for it to grow. As the differences of brand are obvious, there is space for the industry to transform. It is possible to lead consumers to change their purchasing habit from sport wear to leisure clothing.
In the past decade, the domestic sport wear brands have positioned themselves in a middle-low place in the market, which is the worst beginning for the manufacturers to expand their markets and to get a good profit. Expect for the kid apparel line, which could set a higher price to maintain the expected profits. In addition, in some small towns, there is no clear board line between sport wear and leisure clothing in consumers’ minds. They care about the comfort rather than the style of the clothing.
An analyzing report indicated that with the development in small towns, consumers would start to focus on the function of the sport wear much more than ever before. They might wear it just for sport but no longer for daily dress. In the meantime, the leisure clothing industry is now moving to snatch the market shares of small towns. Therefore, the consumers’ habits are always the indication of the whole industry.
However, with the stresses from the international famous fashion brands, the domestic enterprises would not be easy to get a promising market shares. For the leisure clothing industry, it is essential to set a proper position before entering the market. Besides, to use a well planned sale channel to explore the market is required.