Fast Fashion Brand Entanglement

In fact, the quality problem is fast fashion.

From the perspective of modern consumers' psychology, some fashionable consumers choose their fast fashion brands. Their biggest starting point is fashion. Under the premise that the price is not very high, they will not be too strict with the quality of their products, and the clothes they buy will wear a single season at most. After all, the replacement of fashion is changing rapidly.

From this point of view, ZARA and other fast fashion brands meet the demands of such consumers.

Of course, this is not enough reason for fast fashion brands to indulge product quality, consumers will also have their psychological bottom line.

This is just like people looking for a small restaurant to eat. For roadside shops, people will not care too much about its health services and other conditions. But for the chain store with the banner of international brand, its health service conditions can not be too arbitrary.

Consumers always want to get the maximum cost while paying the lowest cost.

When the two achieve a certain balance, the door of the market will be opened, otherwise, the market will not be recognized.

In 2009, India launched the world's cheapest car Nano, which shocked the whole world.

At that time, Nano was even crowned the title of "people's car". It is known that it will provide a new mode of pportation for the 1 billion 200 million India people.

It is understood that Nano's vehicle length is about 3 meters, the vehicle weight is about 600 kilograms, the engine displacement is only 0.62 liters, the highest speed is 105 kilometers per hour.

The standard version has no steering wheel booster, radio air conditioner, or even a wiper.

When it was launched, it only sold 100 thousand rupees (about 14 thousand and 700 yuan) in India.

Finally, the poor market performance shows that Nano's product quality has exceeded the psychological bottom line of consumers, and has failed to achieve a balance between benefits and expenses.

To a certain extent, this is a wake-up call for fast fashion brands. Although they are difficult to guarantee the quality fundamentally, they must be perfected in this respect.

The sampling unqualified events also have a good inspiration for the domestic garment industry. We can find another market space, that is, the so-called new luxury. It refers to some products and services, which are of higher service quality and higher taste in the similar products. They are also expensive, but they are not too expensive to be expected.

Because domestic clothing brands are hard to compete with international luxury brands, and the development of fast fashion brands does not have advantages, but the market space between the two is worth digging.

In China, more and more people are starting to spend extravagant consumption different from those in the past. They don't mind opening 10 thousand yuan a bottle of red wine on some occasions, but they will make small mouthful and never use red wine to compete with others.

They began to cherish their bodies and moved to SPA. They were not satisfied with the shower at home.

They go to golf clubs or riding clubs. The admission fee of 10000 yuan a year makes many people think that this is a luxury consumption. In fact, they are only interested in these sports.

Some of them started experimenting with hypnotherapy like that in movies, and spent a lot of money relaxing themselves in front of psychologists.

In the past, consumers bought more luxury goods for buying, and the consumption of "not the best, but the most expensive" occurred frequently.

But now, consumers need luxuries instead of extravagance.

In the process of consumption, they hope to find some commonness between their personality and brand and some labels that represent their personal life quality. This is the arrival of the "new luxury era".