The birth of so many high street brands in the UK has a deep relationship with its history and geographical environment, but it has further prevented these brands from going global.
Walking on Oxford Street in London, you will be shocked by the density of the high street brand stores. How can there be so many British local high street brands? But apart from Topshop, other basics are not known to most people. And the giant Bigmark (which is the neighboring Irish brand) that we mentioned before, is to completely look at the people who wear clothes, and it is so cheap in a veteran capitalist country. Why?
Some schools believe in geography and believe that the geographical location of a country determines the history of the country. In the fashion industry, I think it also applies. The United Kingdom is an island country, living outside the European continent. Due to its developed economy, manufacturing needs to be outsourced. Only a small amount of high-end fabrics and garments are produced in the country, and they are shrinking at this stage. Mid-range clothing should compete with French and Italian brands, fabrics without fabrics, production without production, and no supply chain backing, making this market a success.
So what is in the UK? There is a pound, although from the exchange rate of 15:1 with a renminbi of 15:1 to 8.5:1 now, it is still very valuable. Such a currency has no problem in getting developing countries to purchase low-end clothing. What else is there in the UK? Creative talents, there are so many fashion colleges in the UK, and graduates also hope to stay and work in the UK as much as possible, so high street brands can easily acquire talents. The most important thing is the understanding of the local market. The dressing preferences and differences in the region must be seen and felt in reality. We have previously cooperated with a British high street brand, and its products are basically nightclub style dresses. It is only in this country that only some time will be worn when the end of the annual meeting. Later, when I received the visiting delegation of Manchester City University, where the brand was located, I learned that Manchester City is not big. If there is a party at night, people will go home from work and change to a nightclub to go to socialize. But this is not the case in London. The city is too big and the cost of living is high. It needs to be able to cope with clothing worn on a variety of occasions.
As a result, with funds, talents, and local dressing preferences, there is a high-street brand based on local markets in the UK. Why did the high street brands such as Zara and H&M enter the Chinese market ten years ago, and Topshop has not entered the Chinese market in a self-operated way, ignoring this big cake recognized by the fashion industry? I think: First, the strong local market in the UK is the main reason, lacking the motivation to go global. Second, the price of Topshop is not competitive in China. In fact, most British high street brands are like this, so these brands are rarely out of the British Isles.
So why is the British high street brand living relatively moist? This is related to geography and history. “HighStreet†has been translated into high street. It seems to be somewhat confusing. In fact, it can be translated into a commercial street or a street. It is the main street of each municipal business district, namely Nanjing East Road in Shanghai and Wangfujing in Beijing. . These brands occupy the most important commercial streets in the country. Compared with the large number of commercial real estates launched in China, there are few new commercial streets in Europe. The online shopping in Europe is not as developed as China, so that the new brands should let consumers know. Higher difficulty.
Local consumers can only see these brands on "HighStreet", and naturally they will only consume them at these brands. People who buy clothes are not very picky. Therefore, the British local high street brand knows the needs of the local market on the one hand. On the other hand, compared with the British price level, the price of the pound is relatively cheap. Buying a street is the price of a beer at the bar. .
In addition, London is an international financial center. It attracts a large number of people and attracts people from all over the world to settle. They are not tourists, they will follow the local customs, and gradually become the same as the locals in London, thus further supporting the local market. This is in stark contrast to Milan and Paris, where retail is mainly aimed at tourists, they need clothing that is suitable for buying back, and not much like the locals.
Although the fast fashion brands such as Zara in Spain and H&M in Sweden have entered the UK market, they still leave a huge living space for the British local high street brands. With the Brexit, I believe this situation will continue. As for whether the British high street brand can occupy the wardrobe of Chinese consumers, unless the products are adjusted according to the preferences of Chinese consumers, the conclusion is obvious.
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