European and American textile and clothing market may be difficult to digest this winter "Christmas dinner"

With the approaching Christmas shopping season, in recent days, major textile and apparel retailers and manufacturers in Europe and the United States have lost no time in carrying out various marketing activities. In the special period when the economic outlook is still overshadowed by clouds, businesses hope to take this opportunity to dispel the haze of the market. However, from the current conservative purchasing mentality of consumers, the outlook of the Christmas shopping season this year, the European and US textile and apparel consumer market is still not optimistic.

Retailers scramble to seize business opportunities Today, major department stores and warehouse stores in the United Kingdom and the United States have displayed a wide array of Christmas goods. Flashing lights, lush Christmas wreaths, cheerful Santa Claus, and familiar and classic tunes all mark the end of Christmas.

In fact, under the background of high inflation index and stagnant economic growth, European and American retailers have long started their Christmas marketing strategy in the face of the rare sales opportunity of Christmas, hoping to usher in a market turnaround. In the United Kingdom, when most people still wore sunglasses and shorts, Santa was invited to the most famous department store in Britain. Harrods, Selfridges and London's Oxford Street started Christmas goods pre-sales in July, and Fortnum & Mason's Christmas items also shine in August. Debut.

The US Christmas shopping season this year is also much earlier than in previous years. Costco Christmas products, one of the largest chains in the United States, were filled with counters at the end of August. Home Depot, Kmart Retail, Sears Retail, and Walmart also began selling Christmas products in September.

Mike Gatti of the American Retail Confederation said that the current economic climate has enabled merchants to sell Christmas goods early. They all hope to create sales points as much as possible and capture market opportunities. “From the current sales situation, this marketing strategy is working well. When you see the excitement and happiness that Christmas goods bring to customers, businesses believe they are successful.” Nevertheless, Mike is still on the market. There are worries, "As Christmas approaches, Christmas goods are becoming more and more tight, and some businesses have therefore pushed up product prices. From previous sales experience, when the price of Christmas goods rose by more than 10%, customers would reject Paying for extra expenses, especially products like apparel, consumers are often very sensitive to price fluctuations. In addition, the long-standing promotion period has made customers feel tired and even paralyzed, even though there is still a period of Christmas. Time, but some consumers have no desire to consume."

It is not unreasonable for consumers to worry about the retailer's concerns and anxiety during the holiday season. For the upcoming holidays, Americans may not be more excited than in previous years. A study released recently by the Reuters US research team shows that most Americans will spend less or spend less on Christmas this year than they did in previous years. Among them, about 27% of respondents said that holiday spending will be less than last year, and about 55% believe it will be the same as last year. The results of the study showed that only 18% of respondents plan to spend more on Christmas this year, a figure that is 23% lower than last year. According to Britt Beemer, president of the US research team, in the long list of consumer spending, little money is reserved for holiday celebrations, which is associated with rising cost of living, difficulty in raising pay and real estate. Factors such as the decline in value are closely related.

In the face of the upcoming Christmas, British consumers are also in the dilemma of “want to say love is not easy for you”. According to a survey conducted by MyVoucherCodes, a well-known discount website in the UK, as British consumers are currently under tremendous pressure from the economic downturn, of the 1402 British adults surveyed, 42% had 4 months before Christmas. Has begun to "pay for Christmas". 56% of respondents who “pay the bill” in advance said that the monthly reservation can ease the pressure of one-time payment of Christmas spending. When asked how much it was prepared to spend for Christmas in 2011, the respondents stated that the estimated spending on commodities including gifts, food, decorations and apparel was £1,507. Industry insiders asserted that if it is to save money, consumers may start with a reduction in apparel consumption, so apparel sales may be the most vulnerable sector in the retail industry.

On the other hand, as the pressure on household budgets continues to rise, European and American consumers have begun to look for ways to save more money in addition to trying to reduce Christmas spending. Online shopping has become the preferred method for European and American consumers. The online retail organisation, the UK Interactive Media Retail Group (IMRG), recently conducted a survey of 6,000 British consumers interviewed, and 35% of the consumers said they would purchase Christmas supplies through the Internet. The survey from the United States also confirms this trend, with 68% of consumers starting to switch to discount chain stores, and 42% of consumers think this is even more cost-effective than shopping at Target and Wal-Mart.

Manufacturers' orders are mixed and the consumer's "saving money" plan is enough to make retailers worried. Faced with multiple factors such as the expected appreciation of *** and the continuous rise in raw material prices, manufacturers in China have a mixed blessing for Christmas orders this year.

Unlike other merchandise, Christmas merchandise often goes through a long cycle from order to delivery. In the second half of the year, foreign markets began to sell Christmas goods. Therefore, for companies engaged in the export of Christmas goods in China, the latest orders will continue until the end of September.

It is precisely because of the long period from receipt of orders to shipments that any disturbance in the exchange rate market will affect the profitability of companies during the Christmas season. Nowadays, the exchange rate of *** against the U.S. dollar is getting higher and higher, and companies can only find living space by raising prices. Mr. Yuan, who is a clothing trader in Guangdong, stated that the unit price of clothing sold this year has increased by 10% compared with previous years.

For textile and garment exporters, rising raw material prices also test corporate profits. According to a person in charge of a textile company in Hangzhou, Zhejiang, “In August, the company's apparel orders increased by approximately 30% to 40% compared with July, and most of these orders were for Christmas, but since most of the manufacturers’ raw materials were bought at high prices, , so these orders are also basically no profit."

From the perspectives of retailers, consumers, and manufacturers, although all parties have given expectations for the Christmas shopping season, this year's Christmas, European and American textile and apparel consumer markets may not be able to deliver a satisfactory answer. .

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