Can The "Hidden Rules" And "Fast Fashion" Of The Clothing Industry Go Far?

　　 On Taobao, an interesting phenomenon is that if you want to follow the dress of a star, you can easily do it by clicking the mouse. In many online stores, some products are directly labeled with the names of "Peach red bottoming socks worn by Faye Wong at the Spring Festival Gala" and "Fan Bingbing's dress".

As a "hidden rule" in the clothing industry for many years, copying has become a popular phenomenon in the Internet within a few days once the network catalyzes the painstaking design of clothing.

"Was Copying money , we are helpless "

Using the search function on Taobao, hundreds or thousands of sellers can be found for clothes of the same style, and the price difference is outrageous, making it difficult for consumers to choose.

From time to time, a familiar seller complained to reporters: "The price of imitations is half of our price or even lower, and customers often question them. Copying is so popular in the clothing industry, which makes us helpless who advocate originality."

In order to prevent being copied exclusive shop It is often a strange phenomenon that the shop assistants clip the new clothes in the clothes pile or put them in the cabinet to "sell them secretly". However, this anti copying method will not work for online stores. "Whichever market is more sensitive and which product is shipped more often will cause peer spying. After receiving relevant information, immediately organize sampling and production. Within a day or two, reduce the price, reduce the price, and then reduce the price again until the profit of this style is squeezed out and the market is killed," said the shopkeeper of an online store.

Dany is a reporter's middle school classmate. She has been engaged in clothing for nearly 20 years. She said, "It's normal for us to 'learn design from each other'. The export products of some enterprises are popular in Russia and other places because they imitate the style of some big brands, but the price is very low. To avoid being held accountable for infringement, designers will make minor adjustments by adding or reducing zippers, changing pockets, etc."

Domestic clothing brands are engaged in the business of "integrating popular resources" rather than "creating popular elements", which determines that their investment in product design and R&D will be much smaller than that in original design. Designers of many clothing companies collect "design inspiration" through fashion conferences, magazines and so on every year. The investment in design is very small. Some spend only 3% of their sales revenue on design R&D every year, while the R&D cost of some major brands may reach 20% - 30% of the total investment. "As for some non brand clothes for online sales, the R&D investment is almost zero," said Dany.

How far can the "fast fashion" brand go

Among online shoppers, many people have bought Vancl, Macaulin and Macbag. But I'm afraid few people know that these online stores are "fast fashion" brands that have miraculously developed in recent years. Through the Internet, these brands have taken "copying" to the extreme.

The so-called fast fashion means fast delivery, low price and keeping up with fashion trends. Generally speaking, such enterprises collect fashion information for integrated design through the latest release of international brands and other channels, and then produce and sell, but the price is less than 1/10 of the same style of international brands, which is also the key for young people to follow these brands. Take the McBag as an example. At most, 50 new product bags are launched every day. In 2009, the sales reached more than 46 million yuan, with a sales growth rate of four times.

Spend the least money to experience the brand new products. It is this consumption demand that has created the "fast fashion" brand. However, some insiders believe that the way of attracting customers by low prices has created the characteristics of extremely low loyalty of consumers in this field. Therefore, these brands are also actively "changing". For example, Macaulin is also adjusting its business strategy to attract more "fast fashion" brands by taking advantage of the online platform while sprinting to go public; The wheat bag gradually outsources the production link, and increases the investment in design research and consumption behavior research; Vancl tries to operate physical stores to provide consumption experience for its own brand goods.

Insist on originality and creation clone Where "

It needs enough creativity to get out of the cycle of copying money. "Aka" is a "Taobao brand" with national characteristics. Aka, 29, is not a garment professional, but has a strong preference for garment design. She said, "I am not afraid of being copied, because our style is very small. The clothes we design are locked by people who like this style, and the patterns of the fabrics are often produced by our own factories." Aka's clothes are expensive, but over the years, they have already had a loyal customer base.

It is the experience of many well-known "TaoBrands" to create their own "non clones" in fabric, workmanship and style. Ousha specializes in selling women's white collar style clothes. In the recent Taobao promotion, it created a miracle of 1.26 million yuan in daily sales. Customer service Xiaohan said, "When there are more than 10000 inquiries on the antenna, we 22 customer service personnel are not busy." The head of the brand said that our achievements show that online brands are not inferior to traditional clothing brands. The key lies in how online clothing brands go out of the circle of copying and create their own personality. After all, Faye Wong's pink pantyhose and Fan Bingbing's dress will only be popular for a while. What is lost is not only personality but also market.