Late last year, a mall made a Only, VeroModa sale, performance fell 10%. "According to the situation in previous years, the sale of two seasons a year should have 10 million yuan in performance, but only 9 million yuan in 2009." The mall official said. Only a year and a half ago, Only, VeroModa and Esprit were also moved from the 2nd floor to the 4th floor by Intime Martial Arts Store. Although the performance is still growing steadily after the area expansion, the mall is also looking for new potential brands and the trend is changing , To "for a different idea." In fact, the sales performance decline is only Only, VeroModa, Esprit and other "popular veteran" one of the many problems facing, as more and more high-priced, fast fashion brands involved in Hangzhou, which had control of Hangzhou fashion industry Brand faces more problems: weaker market control, no longer being the department store as a facade brand, slowdown in performance growth ... ... while the other pressure is from a new consumer groups began to rise, 80's, 90's A new concept of consumption gradually formed, popular concepts are redefined, "popular veteran" who are "tired of the old" may be just a matter of time. A year and a half Za, H & M cheap big restructuring Hangzhou "fashion map" In 2008 September, cheap big show for the first time in Hangzhou - Zara opened in Hangzhou GDA stores, for the first time brought the concept of fast fashion. A year later, in August 2009, Muji opened its first store in Hangzhou at Minter Plaza, Mingdi Plaza. Its first-day turnover set off its one-day sales record in mainland China. Three months later, H & M 100 stores and Intime West Lake store opened one after another, cheaper prices and more styles to bring a burst of fashion storm. Almost every major store in Hangzhou, cheap big-name stationed in the hot, although the big companies did not disclose the specific turnover, but one after another non-stop horse race, seems to be able to feel from one side of their enthusiasm for this market expectations . In turn, there is also the impact of the popular local market in Hangzhou, those who had quite control of the brand gradually relegated to second-tier, such as Only, VeroModa, Esprit such a "popular old card." Also in June 2008, Only, VeroModa, Esprit was Intime martial arts shop from the 2nd floor to the 4th floor, although the expansion of the store, but shopping malls this adjustment also revealed a message: can not always be such a "popular old "Put in the most important position, the mall must absorb more high-end brands, even young, popular products, but also to develop new potential brand, can not walk on one leg. VeroModa and other popular brands face "aging" market control weakened In 2001, VeroModa for the first time into the Intime Wulin store, opened in the Nail Art Museum next to a small counter, when it can only open the second-line department stores in the country , Not too much attention, did not expect the next few years, its bohemian style greatly welcomed by the guests, Only then entered stationed, carrying the flag of pop teenager. 2005-2006 is the heyday of the popular brands such as Only, VeroModa, Esprit, the department store performance of more than 6 million yuan / year, but also in the popular women's clothing industry has a very strong control, many department stores are to introduce This brand is the goal of investment, to promote them as a shop. However, from last year to this year, such popular brand shop selling speed accelerated, although the style is still a lot, but the style has always been the same, it will inevitably make the guests start a bit oldtimer. Esprit popularity has also gradually decreased, in addition to loyal customers, they are difficult to stand out in the cutting-edge popular brands. Some of these popular old brands have begun to decline, sales began to decline at a rate of 10%, while some cutting-edge brand performance at 70% -80% annual growth rate. MM who had bought Only, VeroModa, and Esprit began their thirties when they started their new business. "In 2005 and 2006, MM, who loved Only, VeroModa and Esprit, were 25-26 years old and they are now thirty This change of age has led them to start looking for new alternative brands. "One mall executive said women can not wear clothes that they like to wear when they are 30 at the age of 30, especially when these popular brands do not catch up At the age of 30, they have more money in their hands and want to pursue a better brand or a different taste. On the other hand, girls aged 20-26 are exactly 85's and 90's, and they are not necessarily chasing these "old-fashioned" brands because they have new consumer attitudes, like cartoon series, like wearing shoes, Jeans series ... They receive popular fashion messages over the Internet faster than ever before and know how to pick unique among many brands. Just as this week, BenQ has invited many experts and suppliers, retailers to discuss the "how to innovate the department store industry" when targeting 80's and 90's. When the crowd begins to change quietly, it is likely that if you stay static, Will be "tired of old."