Brands Can No Longer Start Anti Season Promotion.

"The rain keeps falling, and the atmosphere is not harmonious."

Zhang Yu's song probably tells the sadness of many clothing brands at present: the spring clothes in the shopping mall have already reached eight or nine, but the longest rainy and cold weather in the past 60 years has extinguished the enthusiasm of Hangzhou people's consumption, and bright spring clothes have become a slow selling commodity for a time.

In desperation, some clothing brands took out the autumn and winter clothes that had already been put out. The original four thousand or five thousand of the fashionable winter clothing now only 60 percent off, 50 percent off, or even 90 percent off, 70 percent off; some shopping malls even deliberately pulled a batch of men's clothing in autumn and winter, and started the anti season promotion.

If the weather gradually returns to normal, this weekend will be the last wave of winter clothing promotion. If you want to buy a classic winter brand suit with high price, you may as well take the opportunity to start.

Continuous rainy days plus low temperatures

Spring clothes became "unsalable goods".

It has been raining for nearly a month in Hangzhou. Zhong Yan, who has been shopping for more than a month, has not been shopping in the market for more than a month. The recent weather has made her very entangled: "the weather is so cold that the clothes in spring have no chance to wear. There are many clothes in winter, and it is too fast for the season. It seems that it is not appropriate to buy anything."

More entanglement than Zhong Yan is the clothing brand business. At this time of the year, the highest temperature in Hangzhou reached 20 degrees Celsius. Everyone put the spring clothes on the cabinet early, but this year is abnormal. Since March, the temperature of Hangzhou has been wandering around 5 and 6 degrees. The weather has not cleared up, and the temperature has not recovered.

Reporters found that this year's spring clothes after the listing of the discount is generally more generous than in previous years, in previous years are 5% off, 10 percent off, and then pferred to 12% off, 15% off, many shopping malls this year, women's clothing brand side came up 15% off, 20 percent off strength, and some brands directly hit 30 percent off.

Nevertheless, it has not attracted enough popularity.

"Mainly because of weather, spring clothes can't be sold."

The relevant person in charge of Yintai Wulin store said that eighty or ninety of the men and women's clothing brands were on spring clothes now. The proportion of winter wear has been very small, but the sales volume is not satisfactory because of the low temperature.

"2, March weather is really very embarrassing, it has been raining, spring clothing sales reflect relatively bad, men's dress has this feeling."

Chen, manager of the commodities Department of the Mixc Shang Tai Department store, found that few people are willing to buy real spring clothes nowadays, and those suits are more popular than those in spring.

"Everyone is very contradictory, and we don't know what to buy. The peak of spring clothing sales has not come yet."

Hangzhou sand boat international life Plaza, a person in charge said.

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Brand adjustment strategy

Rely on autumn winter clothing to "fight out".

Compared with the "discount" of spring clothes, the winter wear discount is quite aggressive, and the popular brands of women wear 60 percent off and 50 percent off everywhere. Some of them are as low as 65% off, attracting many smart customers.

Miss Hu, who chose ladies' clothes at Yintai Wulin store, wanted to buy a new spring dress. But after hesitation, she finally bought a 50 percent off down coat.

Because there are still sales of winter clothing, many brands are reluctant to replace their winter clothes or even winter clothes.

"It has been rainy and rainy recently, and the temperature is low. No one buys spring clothes, but it is a little thick winter clothes, there are discounts, and people will buy a few."

A saleswoman of the women's clothing brand said.

"Many brands sell thousands of dollars a day, and they are sold in winter clothes and spring wear only occasionally moves."

According to Chen, manager of Shang Tai commodity department, according to the plan, the winter shopping promotion in shopping malls was over at the end of last month, but the weather was really cold recently. The brand chamber of Commerce continued to recommend some winter clothes.

Reporters saw many of the Shang Tai Department stores.

"These styles are already in season, and the basic discount is around 55% off. Now the weather can be bought for several days, but sales are good.

Some brands have come up with last autumn and winter money.

Manager Chen said.

It is reported that in order to keep pace with the weather, some brands have quietly adjusted their strategies and followed the seasons.

"In the past year to the beginning of March, spring clothes were basically changed in the counters. Some big brands have slowed down this year, and spring clothes have only started in March, and they are still a little bit on the ground."

Chen said that almost every brand in the mall now has some winter clothes in proportion to meet the needs of customers.