The fledgling American teen fashion retailer American Apparel (AA) filed for bankruptcy protection twice, will withdraw from China altogether. In fact, AA is only a microcosm of the United States teenager brand, a number of brands closed down in the past two years, bankruptcy. In the opinion of industry insiders, the active capital market in the United States, the bankruptcy of enterprises and the frequent reorganization do not mean the end of the industry. However, the apparel brand should still return to the essence, to control consumer preferences and make timely adjustments.
Bankruptcy, debt restructuring, loss, scandal, restructuring, and then bankruptcy ...... October last year, AA suffered twists and turns. Accompanying a second filing for bankruptcy protection, the American teenager clothing brand, once once-hyped by "sex-made" and "Made in America," is now closing its doors with sale clearance.
In AA Sanlitun shop, the main entrance has been covered with "Sale" and "audience 5 fold clearance" logo. In addition to the classic models, all the new season off 50% off, some products located on the second floor as low as 2.5% off sale. The shelf on the second floor has been emptied.
The manager of the AA Sanlitun store said AA has two stores in Beijing, which are located in Sanlitun and Fangcao, both of which will be closed before the end of December. Consumers have 45 days to buy the original price of the goods can be returned, the discount is not returned within the scope of the product. Consumers can bring goods and shopping vouchers to the two stores returned goods. At present, two AA stores are carrying out 5 fold clearance activities.
This is not the first time AA has been offering discounts in China. After AA filed for bankruptcy protection for the first time last year, it cleared its warehouses in Beijing.
Beijing Commercial Daily reporter in the AA official website to see the current AA in Canada, China, Britain, Japan and other countries have stopped online services, leaving only the official website of the United States and the contents of the service. In AA China official website, the brand said it will no longer operate online business in China. If consumers have questions about any online order or return, please contact Beijing Store.
In 2008, the first store opened in Sanlitun, Beijing, once had physical stores in Beijing, Shanghai and Dalian. Opened in 2012, Beijing Fangcaodian stores were AA's largest stores in the world.
Performance: huge losses in years
Fast fashion swept the world, AA fell into the bottom. This young clothing brand founded in 1989 has been a frequent problem since 2010. After Dov Charney was removed from office as CEO in 2014, AA has been hoping to reverse the decline but still suffered a loss of 92.9 million U.S. dollars in the first half of 2015, failing to escape the bankruptcy.
Independent apparel analyst Ma Gang said AA main production in the United States, the production line all on the United States, this approach increased production costs, the brand more in the present lack of competitiveness, it is outdated. According to informed sources, AA production plant in Los Angeles is very expensive.
Under the impact of the fast-fashion brand impact and the failure of the sexy marketing, AA loss from year to year to expand. As of June 30 last year, the second quarter, AA net loss of 19.4 million US dollars. American Apparel, which has a market capitalization of more than $ 500 million at its peak, has shrunk its market capitalization to $ 20 million.
The future: the dead end?
Abercrombie & Fitch (A & F), another American teenager known to Chinese consumers due to a small deer standard, sexy male model and many imitations, entered Sanlitun formally on the day AA reported its full withdrawal from Beijing. This is A & F's first store in Beijing and its eighth store in mainland China. However, consumer bags lower rate. In fact, well-known American teen clothing brands such as AA, A & F, Guess and other brands are experiencing year after year downturn.
According to statistics, in the past two years, 8 American youth fashion retailers such as Sports Authority, Wet Seal and Pacific Sunwear have filed for bankruptcy. The main reason is that the current young people's consumption patterns and preferences have undergone major changes, reduce the flow of shopping malls, fierce competition from international fast fashion brands, e-commerce retailers continue to erode offline.
Yang Dajun, president of UTA Fashion Management Group in China, believes AA fails to reach the second bankruptcy after it attracts new investors or because the conditions for cooperation have not been reached. In addition, the US retail market is sluggish, new investors think the brand outlook is not optimistic, giving up AA. For brands such as AA, A & F, Guess and other young consumers who are the main audience in the United States, "falling out of favor" is another important reason why consumers turn from profits to losses. "AA is just a microcosm of the US teenager brand, at the moment, other brands are not optimistic about the status quo." Yang Dajun believes that such a young brand if not large-scale adjustment, I am afraid the same bankruptcy crisis.
November 17, Foshan Bomei "to send winter clothes, offer the truth - love items donation ceremony" in Xinjiang Kashgar Merthytia Tumen Matale Township English Awat Village, China Knitting Industry Association, Qu Jing, vice president, Qian Jin, vice president of China Textile Survey and Design Association, assistant general manager of Foshan Bomei Garments Co., Ltd., Peng Peng, party secretary of Xinjiang Light Industry Polytechnic, Wang Qing, director of the consumer products industry office of Xinjiang Uygur Autonomous Region, You Wei, deputy director of the Xinjiang Uygur Autonomous Region and Zhang Baibu, director of Xinjiang Textile Industry Management Office, attended the donation ceremony.
Chinese textile and garment enterprises have always attached importance to the work of lifting poverty in the central and western regions of China. For the corresponding national call for poverty alleviation, combined with Xinjiang Autonomous Region Commission by letter in Kashgar in southern Xinjiang Maitian County in the actual situation of the village, China Knitting Industry Association, China Children's Culture and Arts Foundation in conjunction with the United States and Foshan Clothing Co., Ltd. at the donation ceremony Donated more than 500,000 yuan worth of clothing to poor families in Tumman Talah Township and Kumu Kusar Township, Kashgar, and Akhqi Village in Kezhou, bringing warmth in the cold winter.
In his speech, Qu Jing said that in response to the State's policy of promoting the employment of textile and garment industry in Xinjiang, many textile enterprises invested in Xinjiang in the past five years. At the same time, the vast textile and garment enterprises and cadres in the Mainland have deep feelings toward Xinjiang She expressed the hope that those ethnic minority people who are interested and able to work in Tumman Talah and Kumu Kusar Township can participate actively in the construction of the textile industry and get rich through their own efforts.
Yang Puxiang, general manager assistant of Foshan Biaome Garments Co., Ltd., brought condolences and best wishes to the fellow villagers of Tu Mantar Township on behalf of the general manager Yang Jianwu. Foshan Bomei has been keen on public welfare, which is the second donation of the company this year. The donation of clothes, including sweaters, sweatpants, sweater coat, a total of more than 5,500 pieces of these clothes will be distributed to Tumen Tale Township and Ku Mu Qusal Township, 10 villages in the hands of poor families.
Ge Liang expressed gratitude on behalf of the donated people in Tumman Talah Township and Kumu Kusar Township and said that the donation activity will lead more people to understand Xinjiang and participate in the undertaking of love.
Recently, the traditional FDY filament yarn-dyed fabric, home textile decorative yarn-dyed fabric, yarn-dyed curtain fabric, dyed fabric and all kinds of FDY filament yarn-dyed fabric have been used in the traditional markets of China Textile City.
Recently, the traditional FDY filament yarn-dyed fabric, home textile decorative yarn-dyed fabric, yarn-dyed curtain fabric, yarn-dyed fabric and various FDY filament yarn-dyed fabric fabrics and home textile decorative colors Weaving fabrics, yarn-dyed curtain fabrics, yarn-dyed shading cloths were mostly listed on the market, but the spot listing volume was relatively limited. Some small-scale business households turned flat with their prices still showing a basically stable level. However, some large-scale operating outlets still have volume orders for customers, and the marketing has been stagnant for several days.
Recent market, polyester yarn-dyed fabric turnover turmoil, innovative apparel fabrics sold. Cation FDY filament yarn-dyed fabrics and FDY filament yarn-dyed fabrics, the transaction price of the basic stability of batches, individual batch slightly lower price promotions. Polyester filament yarn-dyed fabrics are mainly new double-layered cationic curtain fabrics, shading fabrics are scattered in batches of small and medium-sized batches of batches, some of the large-scale operating outlets counterparts in batches in a row to undertake continuous orders, orders after the production arrangements Or processors are still more orderly, shippers also have some localities. Recent yarn-dyed curtain fabric, yarn-dyed fabric due to the traditional market hang-style varieties are relatively large but the spot market is relatively small, more orders to absorb the main purchase, part of the large-scale operation of the store orders relatively smooth transaction, due to The spot market is limited, a variety of yarn-dyed fabric market price competition, the price of each batch of transactions to the basic stability of the main, a small number of individual mass fabric slightly lower price promotions.
Recently, the spot market of the old varieties of polyester filament yarn-dyed fabrics in the traditional markets of China textile city was relatively limited. The transactions were mainly intermittent and small ones, with relatively insufficient market demand. The new fabrics were listed on the market in an increased manner, but the spot market was still relatively large The turnover of small and medium-sized business operators is still insufficient. However, some large-scale business outlets still place orders for medium-volume transactions. Due to the novelty of some yarn-dyed and striped fabric styles, there are still bulk orders from counterparts but the overall market turnover Still relatively limited.
Recent market, the overall cationic FDY filament yarn-dyed fabrics and FDY filament yarn-dyed fabrics spot market is still relatively limited spot, the number of daily trading more significant shock pattern, the local turnover shocks rise. Cationic FDY yarn dyed fabric and DTY dangling yarn-dyed fabric dyed fabric sales of some large-scale stores are relatively smooth, but the small business operators overall day after day, the market turnover is still insufficient.
Recently, although the traditional FDY filament yarn-dyed fabrics and FDY filament yarn-dyed fabrics have relatively few market styles and relatively large marketing surfaces, the spot market is relatively limited, and most of them are order-picking orders. Due to shrinking profit margins of each lot of spot transactions and the listing of the Group to reduce the volume of some small and medium-sized business households due to lack of innovation in fabric styles, large-scale distribution of goods counterparts interested in orders is not large, small and medium business households in traditional markets due to sharp drop in market demand, and Due to weak demand in the international market, foreign orders are insufficient. As the labor costs rise and profit margins have contracted, the general public's fabrics lack competitive advantages and the transaction in the next few days is still relatively inadequate.
In the recent traditional textile market in China textile city, various types of cationic FDY filament yarn-dyed fabric, home textile decorative yarn-dyed fabric, yarn-dyed curtain fabric, dyed fabric and various FDY filament yarn-dyed fabric and home textile decorative color Weaving fabrics, yarn-dyed curtain fabrics, yarn-dyed shade cloth and polyester filament yarn, cationic filament yarn-dyed linings, bags of daily necessities showcase concussion cases, due to shrinking international market demand in addition to a single part of the decline and the lack of local marketing However, some large-scale operating outlets opened up the domestic market while local ones continued to move smoothly. Some transactions in the innovative products market rose slightly.
Foshan Bomei "to send winter clothes, offer the truth - love items donation ceremony" held in Kashgar in Xinjiang
Ge Liang expressed gratitude on behalf of the donated people in Tumman Talah Township and Kumu Kusar Township and said that the donation activity will lead more people to understand Xinjiang and participate in the undertaking of love.
