Fast Fashion Brands Are Touching The Net.

For traditional clothing enterprises, because of the short chain of interests and the characteristics of channel DC, the network channel is naturally lower than the traditional channel cost. How to avoid the impact of online channels on the offline channel and make the two complement each other has become the key to start and develop the company's online shopping channels.

After all, for enterprises, it is not a way to escape from the emergence of a new mode. Only grasping the technology to control it is the best policy for us.

The first T-shirt has not yet been sold on the Internet, and the international fast fashion giant Zara already has a huge influence on the Internet. Compared with many other fashion retailers, it has more Facebook followers.

According to research firm SanfordC.Bernstein, the Spanish fashion maker will sell 2 billion euros or $2 billion 500 million a year after three years.

Its closest competitor, GapInc, last year's sales of online stores and catalog sales amounted to US $1 billion 120 million, accounting for 8% of its US sales.

Inditex group's leading brand, Spain's low fashion giant Zara has opened online stores in six European countries in September 2nd, hoping to promote its turnover through the channel that a competitive brand has already entered.

The first countries to be landed include Spain, Germany, France, Italy, Portugal and the United Kingdom, which account for about 40% of their total sales.

By 2011, it will be the United States, Japan and South Korea.

The move came into being in the background of a large number of fashion giants competing for the development of Internet business.

Gap group, the world's second largest apparel giant, began expanding its online store business in 55 countries outside the United States in August 12th, and promised to increase to 65 countries by the end of 2010.

Sweden's H&M group, the world's third largest group, has launched online sales in seven countries such as Germany as early as 1998, and the group plans to enter another leading market in September 16th.

Zara is the last fashion brand that touches the net. It is a bit surprising that this fashion brand, which is famous for its fast fashion, will update its shelves every two weeks.

But now that fashion is not yet ripe, fashion is only beginning to attract online consumers.

According to industry estimates, clothing sales in 2009 account for only 2.5% of e-commerce turnover in Spain, and only 5.6% in France.

Another cheap fashion brand in Spain, Mango, also had Internet access as early as 2000, but its sales in this channel account for only 1% of its total revenue.

Gap performed better. Last year, it recorded US $1 billion 100 million in net sales, accounting for 7.7% of its turnover, but this is relatively mature in the US market.

The net sales of mango are expected to increase six times in three years, and the trend of the Internet has become popular.

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In a recent survey conducted in 55 countries by Nelson, a market research firm, Nielsen showed that clothing ranked second in the products that netizens wanted to buy, just behind books, before airline tickets.

NathalieGenn rat, a consultant at the French Fashion Institute, said that the Zara touches "can be seen as a great expectation, because Internet clothing sales are prevailing now." she pointed out that nearly 10% of clothing sales in the UK have been through online shopping.

She also pointed out that there were still some obstacles, especially fitting clothes, which could not be realized in virtual shops.

JacquelineAnderson, an analyst at Forrester, said, "there is also a freight problem" and a return problem, but "now the enterprises are more anxious for customers, and they will be free of freight or improve the way of return according to a certain amount."

Zara said it hoped to "copy its store buying experience to the Internet". 100% of the products were sold in online stores and the same price as the physical stores. The company expanded the online store to 77 countries in the world where the brand is currently located.

It is reported that after the opening of GAP Beijing and Shanghai stores, its online shopping channels in the Chinese market will also be opened, which will enable consumers in other cities to purchase GAP products synchronously.

The brand can be described as everything except for Dongfeng: its website launched in Facebook in 2009 attracted 4 million 400 thousand fans at present.

The iPhone application specifically introducing brand fashion has been downloaded 2 million times.

Although its official website did not provide shopping services, it still recorded 33 million 500 thousand visits in 2009.

The Inditex group sees it as a "critical step" and believes that the website that can be viewed through mobile phones will not lead to the elimination of physical stores, but on the contrary, it will increase sales.

Zara's turnover accounts for 3/4 of Inditex group's revenue, while the group has seven other brands such as MassimoDutti, but its market popularity is far lower than that of Zara.