In recent years, physical retail has fallen into a cold winter, and the consumption upgrading trend is significant. As a traditional pillar industry, clothing is difficult to survive, and its development is facing a bottleneck. The garment industry is in trouble, which has a greater impact on men's clothing brands, and breakthrough has become the main theme of the whole industry.

After years of development, China's men's wear enterprises and brands have made great progress, mainly going through four stages: OEM production stage, manufacturer brand stage, commercial brand stage and retailer brand stage.

At the same time, China's men's wear industry has a certain scale and formed a unique industrial cluster. Moreover, the technology of men's clothing has been greatly improved, the enterprise operation has been more diversified and professional, and the degree of internationalization has been significantly improved. However, with the slowdown of domestic consumer demand, the growth of men's wear industry is becoming weaker and weaker. According to the data of the Research Report on brand competition pattern and development strategy of leading enterprises in China's men's wear industry released by the forward looking Industry Research Institute, China's men's wear fell for four consecutive years from 2009 to 2013. It was not until 2014 that men's clothing sales picked up and exceeded the overall growth rate of clothing commodities.

Men's wear industry rebounded at the bottom. On the one hand, men's wear enterprises and brands have strengthened their awareness of innovation and pay more attention to improving product quality; On the other hand, men's wear enterprises have made greater efforts in brand transformation and continue to cultivate in the medium and high-end men's wear market.

In fact, the men's wear market is easy to enter and exit, resulting in countless men's wear brands, limited industry concentration, and serious product homogenization competition. Therefore, strengthening the construction of brand culture is the only way for men's wear enterprises to base themselves on the market, which is also the key to the development of men's wear enterprises and brands in China.

Compared with other categories, men's wear industry is relatively mature and the market is relatively stable. However, with the upgrading of consumption, new brands continue to emerge, foreign brands accelerate their entry, and the brand competition is very fierce. Domestic men's wear enterprises still can't take it lightly.

Next, we should continue to promote the transformation and upgrading of corporate brands and avoid brand homogenization. Brand competition with comprehensive competitiveness such as quality, service and personality will be the focus of men's wear industry competition.

In addition, information technology will also be more widely used in men's wear industry. At present, information technology has basically covered the R & D, design, production and sales of men's clothing industry. In the future, it will further improve the information application of men's industry.

Customization and cross-border will also be the two key words of the development trend of men's clothing industry. Among them, customization has become the key direction for men's clothing enterprises and brand transformation, and cross-border is an important factor for men's clothing diversified development and improving performance.

Overall, the prospect of men's wear industry is still optimistic, but relevant enterprises and brands need to grasp the future direction and development trend in order to stand out in the adjustment period.