There Is No Direct Correlation Between The Low Price Of Summer Wear And The Downturn Of Current Department Stores.

He also wore long sleeved trousers and summer wear.

Yesterday, when reporters visited several commercial centers in Shanghai, they found that "

"Or" high-end brands, "this summer just listed" short hit "summer clothing prices are generally lower than last year.

However, people in the Department Store say that

Pricing is determined by manufacturers and brands. The low price of summer clothing is not directly related to the current department store downturn, nor is it a low price to attract popularity.

Counters are "low pricing" trend

"Summer wear has been on sale since the beginning of May. Now there are 50 percent off of spring clothes and no discount for summer wear."

Reporters in the Crystal Plaza "BasicHouse" counters to see that although the store has no discount on summer clothing, but from the price tag single T-shirt 198 yuan to 298 yuan price, compared to the previous years has been much lower.

Sales staff told reporters that this year's pricing is significantly lower than in previous years, such as an average of 500 yuan up and down the top of the clothing price down to about 300 yuan.

The adjacent "JucyJudy" brand has already marked the red card on the hanger on the clothes rack that just appeared on the market. The salesperson told reporters that most of the summer wear in the shop was around 30 percent off.

The "AmericanRAGCIE" showed a 50 percent off discount outside the store. A discount of 30%, two discount 40%, three discount 50% was issued in the store, and a men's Lapel Polo jacket was priced at 900 yuan and the color shirt was 1700 yuan in the counter.

The third floor of Jiu Guang Department store.

Inside the brand, such as "ICICLE", "Jorya" and other high-end women's clothing brand, the price of summer wear is between more than 1 thousand and 3 thousand yuan, compared with the previous years, the price of 4 or 5 thousand yuan has declined significantly.

While the four floor "rosebullet" and other women's clothing counters, although there are new products listed on the Ming Dynasty, but the dress inside the cabinet has "dark fold", sales staff told reporters that some of the dress hanger label is 780 yuan of new products, its actual price is only 380 yuan.

"Prices slowly go down."

A salesperson told reporters that not only the price of young girls' clothing was low, but some of the high-end brands were also priced less than before.

In Pudong's first eight hundred costumes, such as "ViViNiKo" brand summer wear, the clothing price of 2200 yuan to 2400 yuan in the same period last year has been automatically adjusted to 2000 yuan this summer, and some even dropped to 1800 yuan.

And GANT's shirt, the price of a summer shirt in the same period last year was about 1900 yuan, and now the price dropped to 1665 yuan. The clothing priced around 1600 yuan also priced as low as 1300 yuan, with an average float of 300 yuan.

"Fast fashion" is already on sale.

The words "the latest summer series are as low as 49 yuan" are posted before the shop of "fast fashion" brand Forever21. There are quite a few office workers wandering around the shop during lunch break, but there is no long queue.

Reporters noted that in fact, 49 yuan is not the lowest price, some of the clothing discount after the store even less than 40 yuan.

In front of the H&M store, a discount Board showed that from April 28th to May 9th, if you buy 2 pairs of summer wear shorts at a time, you can enjoy second discount of 50 percent off, which is a privilege to enjoy the same brand online store.

Reporters noted that this summer H&M pricing from 39, 49, 79, 99 yuan and so on board, at most is about 299 yuan.

The price itself is not high, but the discount area has already had the "big sale" just now. The low tide of fast fashion brand has not attracted too much popularity.

Reporters noted that the first floor and two floors of the H&M crystal store had "counter sale" counters.

There are three prices on the label of a sequin skirt, from the initial 149 yuan to 70 yuan, to the low discount to 30 yuan. The price of the harness jacket with the original price of 49.9 yuan is only 20 yuan after discount, summer jeans are reduced from 299 yuan to 100 yuan, and the final price tag is 70 yuan.

In addition, marking the "summer ex gratia, jewelry to buy two to send one" and other words of jewelry counters, there is no answer.

According to the industry, the "fast fashion" low-cost front has been launched since last year. Zara cut its price by 10% to 12% in the past year, and it will compete with H&M.

Denying low prices for popularity

Reporters noted that despite the lower prices, but a UNIQLO, H&M, Forever21, GAP, Muji, including a "fast fashion" brand in 2016, the opening results showed that all are in a doldrums.

H&M net profit fell to 30% in the first quarter.

During the May 1st period, the relevant data showed that the department store industry gradually stabilized, but the overall department store industry still showed a downward trend compared with the same period last year.

"Basically, from March each year, it will be listed on the market, and will be listed in April.

All summer wear products are basically on the counter. "

Insiders pointed out to reporters that with the end of the April sales, 51% reduction, full delivery and other promotional links, the market's consumption potential began to slow down after May.

"Commodity pricing is determined by producers and brands, and the collective decline of similar products is not drawn up by department stores.

Not because department stores are low, and deliberately choose to cut prices in exchange for popularity.

The industry pointed out that in addition to the low pricing strategy, this year, many brands such as PORTS (baozi) have changed many summer clothing products with hand washable fabrics.

"Medium and high end clothing used to be mainly dry cleaning, replacing hand washable fabrics, which is convenient to wear and easy to replace."