Analysis: How To Solve The "Fast Fashion" Predicament Of Local Clothing

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Before leaving the list of famous designers who worked with H&M, KarlLagerfeldStella, McCartney, Chuan long Bao Ling (CommedesGarona) and SoniaRykiel all came on the list.

As we all know, H&M as a fast fashion brand, should have the advantage of "high cost performance", and cheap price is very important.

If you buy a H&M, you can buy a "Wakubo Rei". Who can fashion a little bit of fashion? Can you not be crazy about it once? When the Wakubo Rei series was on the shelves, it triggered a rush of buying and clothes.

In fact, there is no coincidence that other fast fashion brands also have the habit of "climbing branches", such as UNIQLO until now also continue to cooperate with the famous German designer JilSander "+J" series, TOPSHOP and KateMoss cooperation is also a good example of this model, GAP has just talked about to build a series of women's clothing with Valentino.

Good design and good shape are luxurious. Most people can only sigh at the big price tag.

But the quick fashion of this kind of trick has catered to the distant hopes of these people, and has perfectly realized the "lifting heavy weights".

There are reasons why a large number of people become fans of Chung Gao Street brand.

Look at all these foreign countries coming across the sea.

The leading force was Metersbonwe. In October 2008, Metersbonwe launched the local fast fashion brand ME&CITY.

In the first few months, this fashionable and young brand really triggered a buying boom. At that time, walking around its flagship store in Nanjing Road, Shanghai, there were three groups of young people carrying silver sparkling ME&CITY shopping bags.

After two years, the situation has changed.

Recently, I have patronized ME&CITY shops of several different cities for several times. Without exception, they are all cold and cheerless. They do not see customers. Only the WentworthEarlMiler (prison break hero, ME&CITY spokesperson) and AgynessDeny (British model spokesperson, ME&CITY spokesperson) on the large advertising poster are self pity.

Talking to her friend about this, she said, "why spend so much money on that famous spokesperson, I care more about whom he wants to design."

This remark coincides with the "crossover design" mentioned at the beginning of the article, and I hope it hits the gate of ME&CITY with less combat effectiveness.

At least in today's China, the supposed target group of "fast fashion" should be the fashionable youth in the first and second tier cities. This generation of young people is cultural, thoughtful, and more or less involved in international fashion.

Think of a young white collar who can lose a Burbery windbreaker for a month's wages. How can he be willing to buy a ME&CITY that is not inferior to the price of foreign high street brand.

Although all sorts of inferiority in products under the H&M and ZARA cards are also criticized, I think wearing one of their clothes will be closer to the real fashion than wearing a ME&CITY. Let alone feel the fashionable charm of the fried chicken in the design world from time to time, and it is still parity.

We want to create our own local fast fashion, no problem. We must know that these fast fashion abroad are also mostly sold from China and sold to Chinese people in large quantities.

Why can't we go upstairs and get the moon first?

With conscience, Metersbonwe really worked hard in building the brand of ME&CITY, but helplessly, he just learned the "shape" of fast fashion abroad, and his "God" is far from enough.

In today's highly developed information industry, it is unrealistic to think of a popular "sales mode" to impress Chinese consumers.

Since we are doing "quick sales", we must understand the essence of this, so that customers can have the simplest "fashion".

Together with a large number of designers, there is no doubt that it is very good to activate the fashionable and exciting points of the consumers.

Of course, it does not mean that we have to invite some famous designers to come back, but we can also really touch the fashionable nerves of Chinese people.

It is not that they want to pour cold water on the local fast fashion, but hope that they can slow down and really work hard in the "inner quality" of the brand, and bring the brand that can match the fast selling fashion abroad.

In China, apart from ME&CITY, this year, Mr. Lee launched his own men's fashion quick fashion L2 series. Another men's clothing brand Yi Wen also declared that he is entering fast fashion.

It is not hard to imagine that the rise of a large number of local fast fashion brands has begun.

But, are you ready?