Where Is The "Cheap Fashion" Going?

In recent years, the popular fashion of ZARA, H&M, C&A and UNIQLO has developed rapidly in China's fast fashion consumer market.

When this fashion of "cheap fashion" is coming, we can not help thinking about how far the tide can go and where it will go.

At the same time, we see that a number of brands are constantly exploring and innovating on the basis of this trend of change.

On the CHIC2008, the banner from the British brand CC&DD covered the "parity fashion" banner, and also caused the industry to explore the operation mode of "parity fashion" operation.

Then how does CC&DD's "parity fashion" route combine quality with "parity"?

In this regard, the general manager of CC&DD (China) has given such generalizations from Dongping with "first-class design and fabric, three price".

Difference determines success.

For the more and more subdivided women's clothing market, finding the right location is particularly critical.

Women of different ages, occupations and levels have different requirements and choices for clothing.

Therefore, CC&DD has taken a clear-cut stand to popularized fashion.

At the same time, differences determine success.

In the face of ZARA, H&M and other inexpensive fashion giants, where is the odds of CC&DD?

We see different from H&M and other brands as many styles and multi audience groups as the popular way of popularization. From the beginning, CC&DD clearly put forward the market segmentation on the basis of public positioning.

Clearly define 20~30 years old white-collar as the core audience. The product is mainly based on simple and fashionable style, focusing on the core audience, unified product style, matching store space, targeted cultural dissemination, and precisely operates the brand.

This avoids many problems caused by the large number of plots, such as the lack of brand differences among the products, the large and inaccurate audience groups, too many products, and the lack of the brand's own design culture.

Independent research and development positioning accuracy

Represented by ZARA, it focuses on the development mode of a large number of buyers. It is shocking to catch up with fashion, quickly replicate, launch more than one variety, create huge sales volume, and let the industry wonder. CC&DD is sparing no effort in pursuing independent research and development.

CC&DD believes that "design rise" is the universal law of the rise of the world's big brands, and the strength of design is the golden rule of brand evergreen.

Therefore, no matter how CC&DD changes, the product line of independent research and development is never shaken.

CC&DD relies on its strong R & D team to ensure the accuracy of the products: the full design content ensures the positioning of products as fashion products; the simple and fashionable style keeps the stability of the brand, and also guarantees the marketable core audience; the cost control at the beginning of the design ensures that it is "the fashion that the masses can afford".

In short, design power ensures the systematic and market accuracy of CC&DD products.

If ZARA is pursuing a big core, then CC&DD is pursuing excellence as the core.

Channel exploration and pformation

In a highly volatile market environment, channel planning and pformation is directly related to whether the brand can survive in the market, how to get market soil, and how to build a long-term foundation.

When H&M and others have opened a big store in China, CC&DD has not followed it. Instead, they are planning a matching business circle based on their own product style, price and core consumers. Each shop is located according to the requirements, and at the same time laying the first-line market, it attaches great importance to the in-depth development of the two or three line market, rather than seeking more.

While selecting business circles scientifically, CC& DD also conducts a full range of standardization of stores, creating a shopping space based on simple style, with "relaxed" and "simple" experience as its core demands. Secondly, CC&DD's key marketing depth marketing strategy helps distributors rapidly expand outlets and quickly complete the layout of channels.