"Fast Fashion" Urges The Pformation Of Traditional Garment Enterprises

After ZARA, H&M and other international fast fashion brands brought the first wave of "fast fashion" to the domestic garment industry, the "worship" of rapid R & D, fast loading cycle and zero inventory is blowing like a whirlwind to the "traditional" old clothing enterprises.

A few days ago, China's old men's clothing enterprises, China

Transformation: "Luo Meng template"

"In the future, Luo Meng is no longer a traditional menswear brand, but a collection.

"The success of international brand fast fashion lies in its outstanding product R & D mode and fast logistics system."

Sheng Jingsheng, chairman of the Luo Meng group, told the China Commercial Daily reporter that the domestic traditional enterprises are also capable of doing all these things.

However, there is no precedent for the pformation of "fast fashion" in traditional enterprises.

At present, domestic garment enterprises are involved in fast fashion market. Most of them adopt the introduction of foreign related brands or launch a new brand alone to get involved in the fast fashion market.

Therefore, the traditional leader like Luo Meng's overall pformation "fast fashion" appears "avant-garde", but also attracts people's attention.

Sheng Jingsheng said, "Luo Meng has finished the design, research and development and production of surface accessories as the first premise of" fast ". At the same time, he vigorously integrates resources, and works with the international design room, the external special category design team and the brand designer to build the core of the high-speed operation of the company.

Distribution and logistics are supported by Luo Meng's unique, loyal and highly efficient marketing system.

In Roman's view, manufacturing capability is one of China's greatest characteristics. Luo's "fast fashion" pformation needs to be closely linked to this advantage.

Pressure: internal and external attack

In some ways, the pformation of Luo Meng is due to the pressure of domestic and foreign clothing enterprises to be trapped by "fast fashion".

At the end of June this year, GAP, the largest clothing retailer in the United States, announced its high-profile entry into the Chinese market and plans to open 4 flagship stores in Beijing and Shanghai at the end of this year.

At the same time, with the entry of GAP, Spain's ZARA, Sweden's H&M, Japan's UNIQLO and GAP four international fast fashion brands officially formed a "rendezvous" in China.

In China's domestic clothing market, many foreign trade enterprises, which are blocked by exports under the influence of the financial crisis, have begun to recognize the importance of the domestic market, and have built up a "fast fashion" brand to catch up with the market by leveraging "fast fashion" marketing mode to enhance their competitiveness.

This year, Wang Xia, a travel designer, brought the lifestyle of URBAN OUTFITTERS (city Traveler) to China to create a new URBAN EIGTHDAY (City eighth days) fast fashion brand.

{page_break}

Obviously, under such internal and external attacks, many of the old brands of Chinese clothing brands have no deep foreign brands on the one hand, but on the other hand, they are usually not as brand new in flexibility and vitality.

In the last century, the glorious old business of the garment industry, of course, will not sit still.

Last July, 8 Wenzhou traditional garment enterprises joined hands to set up a fast fashion brand, "Yi Yi faction".

A year later, "Yi Yi faction" has opened more than 60 stores in the country.

Similar to "UNIQLO", its 80% is direct battalion, integrating the production resources of more than 150 local clothing and shoe leather enterprises in Wenzhou.

At the same time, Zhejiang Taiping bird fashionable dress also tried to "fast fashion" marketing during the world cup this year.

Taiping bird group chairman Zhang Jiangping told reporters, "in just 3 days, we have designed and developed 33 World Cup element T-shirts, jackets, trousers, belts and other clothing items, and from design to order, production, and logistics to more than 1500 stores nationwide, we only spent 23 days."

This fast fashion marketing makes Taiping bird sell more than 100 thousand items in two months, and its sales volume exceeds about 2200000 yuan.

At present, Taiping bird, with the design team of more than 130 people and the design and development of more than 100 new markets every week, is pursuing "fast fashion".

Transformation: localization marketing of "zero inventory"

In fact, from luxury goods to general brand clothing, they are permeating "fast fashion".

For example, Vero Moda, Jack&Jones and Esprit, which are the top ten in China's sales, also called "the golden generation", are also starting to pursue "dress up fast", "parity" and "fashion" clothing chain brands. The difference is that they have not shouted the slogan of "fast fashion".

Industry observers pointed out that this shows that the "fast fashion" of garment industry is not only a business mode in a certain field of clothing industry, but a new revolution of consumption concept in the whole clothing field. It is driven by the revolution of new consumption concept, and a business model that may soon spread throughout the clothing industry.

From the global trend, the driving force of this overwhelming change is the temptation of "zero inventory".

As we all know, inventory is the biggest burden of the clothing industry, and for the fashion industry, inventory means garbage and loss.

The concept of "fast fashion" operation such as ZARA is not zero inventory. It controls inventory quickly and quickly.

The "zero inventory" business model brings not only a decrease in losses, but also a so-called "hunger marketing" channel. The stock is small, which means that customers want to buy clothes for ZARA, so they will have to rush through their eyes, or else they will be out of date.

This is clearly one of the key elements of the business model of the clothing industry.

Therefore, most of the domestic fashion enterprises playing "fast fashion" brand also follow the concept of "zero inventory" and carry out localization marketing.

"Zero inventory does not mean that there is no stock, but to minimize inventory, mainly to prevent franchisees from taking any inventory risk, and a small number of stock goods companies are uniformly reclaimed and sold in a discount store."

Sheng Jingsheng said.

Wang Xia, the founder of the city's eighth day brand, also believes that, based on China's national conditions, blindly copying the successful brands of foreign fast fashion will only backfire.

Wang Xia's localization practice is to build the City eighth days into a training, internship, and employment platform for university students to start their own businesses, and contract the brand positioning in the 18-28 year old young fashion crowd.

"Fast fashion has two elements: first, the clothing industry is not a traditional manufacturing industry, but a fashion industry; secondly, there is a new speed that imitators can not keep up with."

In Zhang Jiangping's view, the competition of garment industry is no longer the competition of quality, price and market scale, but a unique product design idea and efficient distribution system, which is the place where "fast fashion" is hard to replicate.