2017年7月10日

不敵電商衝擊,美高檔牛仔褲品牌申請破產 | Bankruptcy for True Religion as consumers pivot from $300 ripped jeans

不敵電商衝擊,美高檔牛仔褲品牌申請破產

美國走高價路線的牛仔褲品牌TRUE RELIGION,由於剪裁好還特別提臀,深受好萊塢明星喜愛,不過日前卻申請破產,而這也是美國今年以來第23家申請破產的零售商,首要衝擊就是電子商務的快速崛起。

電影《變形金剛2》裡面女主角梅根福克斯,穿著超短牛仔褲火辣指數破表,不過這個牛仔褲品牌TRUE RELIGION卻在日前申請破產,TRUE RELIGION是美國走高價路線的牛仔褲潮牌,logo很特別,是一個抱著一把吉他的大佛,高修飾性剪裁和搶眼花俏,雖然要價不斐,但仍然是不少好萊塢明星的心頭愛。

像是刷破設計的素色牛仔褲又或者是迷彩的俏皮風格,還有藍色喇叭褲,可以看出TRUE RELIGION的多樣性,不過這一件平均價格可是高達新台幣6.7000元,有的甚至還要破萬元。

雖然品質好、設計佳,但面對電子商務快速發展,零售商若沒有跟上也只能被踢出這場戰局,以美國來說不只TRUE RELIGION申請破產,在這之前PAPAYACLOTHING,NASTYGAL、WetSeal還有BCBG等都陸續宣布陣亡。

不過除了線上消費崛起外他們還要面對快時尚的衝擊,H&M和FOREVER21等快時尚不僅選擇多,服裝樣式也相當多變,符合年輕消費者的善變模式,於是零售商人氣大幅減弱,在面對這一場線上和實體通路的戰役中,實體店面恐怕得要跟上潮流調整行銷策略才能重振品牌榮耀。

新聞來源:三立新聞網

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Bankruptcy for True Religion as consumers pivot from $300 ripped jeans

True Religion plans to close about 30% of its stores as it works through the bankruptcy process. The company's sales were hit hard by the popularity of yoga pants and leggings, as well as lower-priced jeans from brands such as H&M.

"Competition has also increased from emerging and established fast fashion and low-priced apparel retailers," reads the True Religion bankruptcy filing.

The focus on fast-fashion capabilities has allowed e-commerce sellers to pivot quickly to take advantage of consumer whims, while mall stores work through inventory.

"Why would you spend $300 on ripped jeans, especially if you can get the same thing for $60?" asks Retail Systems Research managing partner Paula Rosenblum.

True Religion joins Forever 21, American Apparel, Wet Seal and Pacific Sunwear on the list of mall retailers ravaged by a drop in traffic and sales from younger consumers.

Towerbrook Capital acquired True Religion in 2013 for $850M.

Original Article: Seeking Alpha
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