How Far Can The "Fast Fashion" Brand Go?

An interesting phenomenon on Taobao is that if you want to imitate which star is dressed, you can easily click the mouse. In many online shops, some products are directly named "Faye Wong Hong Chun evening wear" and "Fan Bingbing's dress".

Copying money, as the "hidden rules" of the clothing industry for many years, is now popular through the Internet. The clothes that are laboriously designed will become popular in a few days, and the phenomenon of "bumping into shirts" on the street will become increasingly fierce.

"Being copied, we are helpless."

Using search function on Taobao, hundreds of thousands of sellers can be found in the same style clothes, and the price is also very poor, which makes it difficult for consumers to choose.

A familiar seller often complained to reporters: "the price of imitation is half or even lower than ours, and customers often ask questions. The popularity of the clothing industry has made it hard for us to advocate originality.

In order to avoid being copied, there are always such strange phenomena in some clothing stores: clerks store new clothes in clothes heap or put them in the cupboard. However, this way of preventing copying is not feasible for online stores. "Which market sensitivity is better, which products will be shipped more, will cause peer prying, get relevant information, immediately organize proofing, production, within one or two days, price reduction, price reduction, and then reduce the price, until this style profit is dried up, the market is done to death." A shop keeper said.

Dani is a reporter's high school classmate. He has been engaged in clothing for nearly twenty years. She said, "in our line," mutual learning design "is normal. The export products of some enterprises can be sold well in Russia and other places, because they imitate some large brand styles, but the prices are very low. In order to avoid being infringed upon, the designer will make minor adjustments by adding or reducing zippers, changing pockets, etc.

Domestic clothing brand is doing the "integration of popular resources" business, rather than "create popular elements", which determines their investment in product design and R & D will be much smaller than original design input. Designers of many garment companies collect "design inspiration" through fashion conferences, magazines and so on every year. The investment in design is negligible. Some of them invest only 3% of their sales revenue each year, while the R & D cost of some big brands may reach 20%-30% of total investment. "As for some non brand apparel that is exclusively for online sales, R & D investment is almost zero." Dani said.

How far can "fast fashion" brand go?

Many of the online shoppers have bought the products of fans, Mcglaughlin and wheat bags. But I'm afraid few people know that these online stores are the "fast fashion" brands that have been developing miraculously in recent years. Through the Internet, these brands deduct the "copy money" to the extreme.

The so-called fast fashion, that is, fast delivery, parity and keep up with fashion trends. Generally speaking, this kind of enterprise collects and designs fashion information through the latest international conference and other channels, and then produces and sells, but the price is not as high as the international brand 1/10. This is also the key for young people to follow these brands. As far as wheat bags are concerned, 50 new packages are launched one day, with sales amounting to about 46000000 yuan in 2009 and sales growth rate as high as 4 times.

Spend the least money to experience the big brand new products. It is this consumption demand that has made the "fast fashion" brand. However, there are people in the industry who believe that the way of attracting customers by low prices has created the extremely low loyalty of consumers in this field. Therefore, these brands are also actively changing. For example, while Mcglaughlin is sprinting the market, he is also adjusting his business strategy, taking advantage of the online platform to attract more "fast fashion" brands to enter. Wheat bags gradually outsource production links, increase investment in research and design and Research on consumer behavior; Vic tries to store businesses to provide consumer experience for its own brand goods.

Persist in originality and create "no cloning".

Out of the vicious circle of copying money, we need enough creativity. "Aka" is an "Amoy brand" with the characteristics of the national line. Aka, 29, is not a professional fashion designer but has a special liking for fashion design. She said, "I am not afraid of being copied, because our style is very small, and the design of clothes locks like people who like this style. The pattern of fabrics is often produced by themselves." Aka's clothes are expensive, but they have a loyal customer base over the past few years.

In the fabric, workmanship, style to create their own "can not be cloned", is a lot of well-known "Amoy brand" experience. She sells white collar style clothes. In the recent Taobao promotion campaign, it created a miracle of selling 1 million 260 thousand yuan per day. Customer service Xiao Han said, "when the antenna has more than 10 thousand advisory capacity, we 22 customer service personnel are busy." The brand official said, our results show that online brand is not lost to traditional clothing brands. The key lies in how the online clothing brand goes out of the vicious circle of copying money and builds its own personality. After all, Faye Wong's Pink panty hose and Fan Bingbing's dress will only sell well for a while, except for the personality and the market. ?
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