转型中的传统服饰零售业能否迎来春天——以美特斯邦威公司为例

Can Traditional Clothing Retail Industry Transform with a Spring----Taking Meters/bonwe Co.Ltd as A Case

随着经济全球化的浪潮席卷而来,新零售与互联网逐渐进入大众视野,我国本土服装零售业却呈现持续低迷的发展态势。面对快时尚品牌如Zara、优衣库进入中国市场后的迅猛冲击,不少本土知名品牌在退守之间进行着转型与升级,传统服饰企业似乎进入寒冬。以美特斯邦威为例,通过深度分析企业现状,试图探索传统服饰企业的转型之路,为本土服装业的发展与转型出谋划策,从而提升中国服装品牌的核心竞争力。

Along with the tide of economic globalization,new retail and Internet gradually enter the public's vision,but the development of domestic clothing retail industry shows a continuous downturn trend.Facing the shock from fast-fashion brands,like Zara and Uniqlo,many local well-known brands are undergoing transformation and upgrading,which seems to imply that traditional clothing enterprises have entered cold winter.Taking Meters/bonwe as an example,this paper made a deep analysis of enterprise status and tried to explore the transformation paths for traditional clothing industry,aiming to help enterprises enhance their core competitiveness.