Ningbo Clothing Enterprises Take Advantage Of The "Fast Fashion" Concept.

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In pursuit of "fast fashion"

"Look, is my clothes a lot more fashionable than last year?" Zhu Xulong, President of Luo Meng group, smiled at the clothes he wore in the exhibition hall of hall 1.

He was wearing a western suit, but it was much more fashionable and much more casual than the traditional suit which he used to wear.

"From this year, we launched the" fast fashion "product and started a new business model.

Zhu Xulong said that Luo Meng decided to take advantage of the "fast fashion" impact on the "Chinese fashion first brand" goal.

"In the future, Luo Meng is no longer a traditional men's wear brand, but a fashionable brand of men's formal dress, casual wear, business suit, formal dress, fashion and so on."

Zhu Xulong said.

In this regard, Chen Guoqiang, deputy director of the Institute of industrial economics of China Garment Association, believes that Luo Meng's "fast fashion" mode combines traditional classics with modern fashions. This kind of innovation on the basis of not losing the tradition is worth learning from other garment enterprises.

At the clothing fair, zhe showed its fashion brand GXG, featuring 3 colors, black and white.

"Clothing must grasp the psychology of consumers and meet their needs, and" fast fashion "just satisfies their demand for fashionable products at a low price.

Yu Yong, the director of the brand, told reporters that the "fast fashion" mode has enabled GXG to successfully enter the mainstream market in the north and south of the Yangtze River. This year, it is expected to create a staggering sales revenue of 300 million yuan.

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GAP in the USA, ZARA in Spain, H&M in Sweden, C&A in Germany, and UNIQLO in Japan are the internationally successful "fast fashion" brands.

Among them, ZARA, UNIQLO and H&M entered Ningbo last year.

For this kind of "European style fashion brand", the industry has such a statement, that is, first-class design, second class fabrics, three price.

An industry insider said that the whole garment industry chain can be divided into 7 major links, including manufacturing, design, raw material procurement, warehousing and pportation, order processing, wholesale operation and terminal retail.

Only when the entire industry chain is compressed extremely can we achieve "fast fashion".

"Clothing enterprises in Ningbo should take a complete industrial chain, from product design to shelving, the average period is 180 days, and the world famous brand is usually 120 days.

The ZARA is the shortest in 7 days, usually 12 days, and H&M is 21 days.

Obviously, the extreme compression of storage costs means lower cost and faster fashion new products. "

How can "Yong" enterprises get up quickly?

"Fast fashion" requires rapid development in all aspects of design, production and logistics.

Chen Guoqiang believes that compared with the "fast fashion" brand in foreign countries, Ningbo clothing enterprises have strong production capacity, and design, logistics and other links are short boards, so we should pay special attention to making the design "fast".

In addition, we must pay attention to channel construction and information management, especially when we pay attention to speed, and we must not neglect quality.

Luo Meng has begun to deploy "fast" clothing stores this year, reaching 4000 stores in 5 years.

Fu Yong, a brand consultant of Luo Meng group, told reporters that Luo Meng chased "fast fashion". It was more difficult to turn around just like an elephant dance. But once the U-turn is successful, depending on its strong manufacturing capability and brand influence, it will develop very quickly.

"Fast fashion" must have the new launch speed that imitators can not keep up with. At present, Taiping bird follows the speed of "fast fashion" with the design team of more than 130 people and the design and development of more than 100 new kinds of markets every week.

In the view of Zhang Jiangping, chairman of Taiping bird group, 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.

China's local brands know more about "what Chinese consumers like to wear" than foreign brands, and more dare to expand to the three or four line cities that the foreign brands do not reach, so it is fully qualified to win in the market competition.