The Concept Of Clothing Retailing -- Fast Fashion: The Outbreak Of Death Or?

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"In the fourth day, the ZARA is discounted, and the food market is generally lively. Every clothes that look good and have low discount are clutched in the vigilance of women's hands. The eyes around them are jealous and expect her to let go.

Still can not find out what poppy ZARA released.

But in this atmosphere, one side reproach 'low', while robbing the money! "

"The idea of trying the afternoon's clothes is that when the art is higher than the technology, it loses a lot.

A fit, comfortable, not a little bit more, and a lot of clothes that are just right are strangled by fashion.

As some people say, no philosopher in twenty-first Century, in the age of ZARA, there were no good clothes.

This is the two micro-blog released by a senior journalist on the same day. The former accurately describes the consumption impulse of fast fashion represented by ZARA. After that, the latter expresses the dissatisfaction of consumers' quality and design of ZARA.

Compared with the crowd of cheers, large numbers of supporters and past imitators who have just arrived in China, the fast fashion concept of "selling the international popularity at the lowest price in the shortest time" has been criticized more and more because of the soaring cotton prices, the increase of labor costs, the popularity of the concept of environmental protection and the expansion of copyright protection.

There are two biggest voices of doubt: first, parity hurts the design and quality of fashion, and the fast fashion imitators who blindly pursue the low price and fast fashion imitators make the plate and inferior quality wantonly in Chinese clothing brands. It is a reverse for Chinese fashion which has not yet formed their own influence. Two, fast fashion is more like selling different popularity in the same space. No brand culture and design taste are a shackle for Chinese clothing enterprises that are moving up from the brand stage to the taste stage.

Although observers focus more on the development of fast fashion in China, whether fast fashion will end or continue as a phenomenon has become a universal topic, because ZARA has been labeled as "fast fashion" after entering China, and has been widely imitated as a model.

To some extent, the understanding of this concept by Chinese fashion colleagues determines the way out for the future.

If it is still like this now, to see fast fashion as a brand marketing with low price as the core, the future of fast fashion will be narrower and narrower.

If we compare the fast fashion to its relative position in the consumption of Pyramid and sort out the supply chain management mechanism behind it, there will be bright prospects for fast fashion.

Conceptualized parity fashion

There is an interesting anecdote about it as a representative brand of fast fashion in China.

"In fact, it is not the intention of the United States to make fast fashion. ME&CITY initially wanted to make a high-end brand that entered the high-end market at a low price, but finally succumbed to market demand and made it fast fashion."

According to relevant sources, the fast fashion style of ME&CITY is "forced".

The preparation and expansion period of ME&CITY was between 2005 and -2007. At that time, ZARA, H&M and C&A three big parity fashion giants gathered in China and started the war of "fast fashion".

No matter how credible the rumor is, the internal accumulation of the internal mechanism, channel construction and industrial chain development is more suitable for the development of fast fashion.

From the market situation, if we continue to develop on the market of its low price casual wear market, we can only compete for price. This is not consistent with the overall upward trend of China's clothing market. Therefore, when it has upgraded the product line to a grade for brand operation, although it still has a certain distance from ZARA in brand value, it has also successfully surpassed Semir, Baleno and other peer brands.

It can be seen that fast fashion is not a concept label of enterprise marketing, but a development direction of the interaction between market demand and enterprise's internal quality.

The history of the rise and fall of great brands in different economic times has repeatedly told us that the rise of a great brand often lies in the high conjunction of brand value orientation with the spirit of the whole age and the deep needs of consumers.

The trend of fast fashion is that it corresponds to the rising middle class in Pyramid.

This part of the population is the backbone of social development, and they need a fashionable consumption that is compatible with their fast pace of life and the taste of middle class life.

This kind of consumption needs not only the constant speed and the affordable price, but also the more important characteristic.

This consumption space is huge and changeable, because the middle class is the largest level of the olive type society, and the middle class is divided into different classes, each of which has corresponding value demand.

That is to say, the so-called fast fashion is not just about the labeled ZARA, or the American states that have been defined.

There are also ONLY brands that are longer and more stable than ZARA. There are also more CABBEEN designers who have more design sense and more money than their brands.

These brands do not hang fast fashion tags, but they are in line with the spirit of fast fashion.

ONLY and VEROMODA are the "sister" of the bestseller company. Compared with the same brand, they have significant fashion characteristics and stronger sense of quality.

But at the same time, there are differences between the two brands. ONLY is more open and bold, VEROMODA is more gentle and portable.

It is these characteristics that enable them to seize the sub fixed consumer groups in the competition and maintain a long-term win-win situation.

Obviously, fast fashion also needs brand culture and design taste.

To some extent, the generation of popularity comes from imitation.

Most brands are more or less stealing from Dior, Chanel and other big brands because they have the right to speak in fashion and the trend of fashion.

But the same template has been sold out of "copy" products, some of which are bleak. The difference between them is in the brand's spiritual quality and design taste.

At the end of 2010, H&M launched a limited amount of money by LANVIN, which really excited consumers.

In fact, since 2004, the joint performance of H&M and designer has been successful.

In addition to sales figures, this combination is more important to H&M. Through such marketing, brand design can be displayed, changing the stereotypes of consumers' bad quality and good design.

Rapid reaction by price

In 2005 -2007, when the international parity price was very hot, two words were popular in the domestic clothing circles, one is the "fast fashion" which is still being discussed so far, and the other is the "rapid reaction mechanism" which seems to be gradually fading away.

At first, these two words were used to refer to the fashion of parity, but the former was more popular, closer to consumption, and the latter was more systematic and closer to management.

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After the financial crisis in 2008, in view of the difficult economic situation, some short-sighted fashion dealers began to blindly pursue the marketing effect. The first word was hot and the last word became colder. The two words that originally refer to the same business phenomenon finally separated.

Fast fashion has since gone astray and has been simplified into a low price fashion.

Losing the low price of the "quick response mechanism" can only reduce the obvious cost, reduce the investment in design and research, control the cost of the surface accessories, and the direct result is that the "copy board" runs rampant, and the quality is plummeted.

Many domestic rushing fast fashion brands began to get bogged down in low price and low quality.

AmancioOrtega, the founder of ZARA, said that the secret of his success was "always cling to the factory with one hand, holding the customers in one hand, helping hands with each other as much as possible, and keeping an eye on your product until it is sold".

"Holding customers" can grasp the latest consumer demand information, and "cling to the factory" can produce products at the first time to meet the emerging consumer demand.

It can be seen that the essence of fast fashion is not the low price sought by consumers, but the rapid reaction mechanism implemented by SPA mode (private brand retailer SpecialityretailerofPrivatelabelApparel) through the integration of industrial chain.

In manufacturing a strong domestic market, garment enterprises do not necessarily have to grasp the entire industry chain to achieve rapid response.

The 05 brand JACKWALK, which grew up in the fast fashion craze, wrote the "high quality" with the "best price" and "the fastest speed" into the brand concept. Tang Xianyi, manager of marketing department, told reporters that before the ZARA came to China, JACKWALK's entrepreneurial team began to study their rapid reaction mechanism, and finally integrated the "reasonable price and exquisite local advantages to produce resources", which provided a good cornerstone for quality assurance at the same time.

In the year of information pmission, the total cost of communication between the group and the exclusive store can be saved by about 50%. In the information pmission link, the pmission time of purchasing data, policy notice, retail data and so on from the traditional 2-7 days to the real-time pmission through the implementation of the information project will increase the efficiency of information pmission by more than 95%. After the implementation of the information structure, the relevant personnel can understand the inventory details and inventory structure in real time, and make timely adjustments to the headquarters and franchised stores, reduce the inventory volume by 35% and increase the inventory turnover rate by 30%. In the planning decision making stage, the production plan and business decision accuracy and reasonability increase by 50%, and the production plan and production cycle can be adjusted according to the real-time data. In 2005 or so, through the fast fashion of Dongfeng to accelerate the construction of information technology leisure clothing brand, there was a set of realistic economic data: ERP, mail system, instant messaging software in the information project.

It can be seen that behind the fast fashion and low price characteristics is the efficient information management mechanism.

Only in this rapid response mechanism based on modern science and technology can fast fashion meet the needs of the development of the times, meet the needs of consumers, and achieve real high growth and high returns.