"Fast Fashion" Hits &Nbsp; Insight Into The Crisis Of Han Style Clothing

Four "fast fashion" brands are expected to gather in the year.

Jiangcheng's "fast fashion" is coming.

Nearly half a year after the opening of ZARA's first store in Hubei, H&M, a leading fashion retailer, opened its first store in Hubei, Wuhan, and continued to expand its pace in the Chinese market.

According to the reporter, another famous international fashion. retail Brand C&A is currently being renovated in Wuhan Optics Valley International Plaza, and is expected to open in the summer. According to the relevant sources, several commercial complexes including Kai Wan Da are in touch with UNIQLO. The industry expects that the fastest possible four international fast fashion brands ZARA, H&M, C&A and UNIQLO will meet in Wuhan this year. Wuhan's fast fashion has really entered the fast lane.

Fast fashion: supporting urban commercial complex

Miss Huang, a media employee, often travels to Shanghai. Every time she goes on a business trip, she will go to Lujiazui Zhengda square for a stroll. "In Zhengda square, the four fast fashion brands ZARA, H&M, C&A and UNIQLO are not far away. It's very convenient to stroll around."

Miss Huang is a fashion designer. He goes to these fast fashion brands every year to clean up some basic items, such as ZARA accessories and H&M pantyhose. I bought a lot of them last time in Shanghai, but the price is not expensive, and it's more expensive.

The city commercial complex like Shanghai Zhengda square is increasingly appearing in Wuhan. From the earliest Xu Dong pin Mao to the latest chestnut lake Wanda Plaza, the city commercial complex is attracting more and more people with its characteristics of being large and complete.

And because of these fast fashion brand They need a single store and multi-storey business structure. Only in the urban complex can they meet the needs of opening stores. Therefore, at present, many urban commercial complexes in Wuhan are in contact with these fast fashion brands.

For example, at the beginning of the opening stage, the introduction of ZARA has become the biggest selling point. It has also proved that the brand has attracted a lot of popularity for the water chestnut lake Wanda.

Reporters saw yesterday at Wanda H&M store in Linghu lake. This store followed its usual shop opening style, with a large area, reaching 1800 square meters, providing women's clothing, men's wear, teenage clothing and children's wear, including clothing, accessories, underwear, sportswear, cowboy and many other products. It is no exaggeration to say that a young and old can clean their own clothes here and there.

Because of the high popularity of fast fashion brands, many urban commercial complexes have introduced them at the beginning of planning, and have made an important job for them to custom-made the storefront. For example, when Optics Valley International Plaza broke out of the rumors of Wuhan's first ZARA, it quietly introduced C&A and continued to approach UNIQLO. The Zhuankou based Jing Wanda also actively approached fast fashion brands such as ZARA and H&M. Wuhan's earliest urban commercial complex, Xu Dongpin pin Mao, based on its advanced design concept, and was relying on good property conditions and geographical advantages, was also trying to absorb ZARA and H&M in Wuhan's second stores.

Fast fashion: make money quickly, ruthlessly and accurately.

ZARA and H&M are the originators of "fast fashion". The so-called "fast fashion" mainly includes three aspects, that is, the delivery time is fast, the price is fair and the fashion trend is closely followed.

"Fast" means fast fashion clothes always follow the trend of the season. The speed of new products to shops is fast. The frequency of display is two times a week.

"Ruthless" means fierce competition among brands, and consumers can buy fast fashion clothes at a speed comparable to brand competition. Monthly "moonlight clan" is an ordinary thing. {page_break}

"Accuracy" means eye sight. Designers can predict the trend in the near future and design all kinds of fashionable clothes in a short time. When consumers choose goods, they will buy them without hesitation.

General " Fast fashion "Through international brand new conference and other channels to collect fashion information for integrated design, and then production and sales, the fastest 12 days, the price is less than the international brand similar style 1/10.

Fast fashion: regional differences are inevitable.

"Fast fashion" every garment production quantity is very small, so that not only reduces the display of single item, but also creates scarcity artificially, and drives the desire to buy. At the same time, "fast fashion" produces 3~4 times the clothing style of the general enterprise every year. The products are replaced every week.

Miss Huang told reporters that although Wuhan opened ZARA and H&M, but when she went to Shanghai and Beijing, she still had to look at the shop there. "The goods on both sides will not be exactly the same".

In fact, whether it is ZARA or H&M, its staff will tell reporters that the company is doing the same thing on both sides, but reporters have observed that regional differences are still inevitable.

First of all, take ZARA as an example, its brand will launch thousands of styles every quarter, and it will be conveyed to every store by atlas or network. The store manager will decide which style to introduce according to the local actual sales situation and the judgment of the buyer in the store. This shows that because of the difference of regional consumption and the sensitivity of fashion, many small or high priced styles are hard to enter the Wuhan market.

Another example is H&M, which has launched a number of limited money each year or star designer cross-border cooperation, becoming the target of many fashion makers. However, it is not known whether these styles can enter the Wuhan market. For example, H&M launched this year's AIDS prevention series FAA only in five stores in Beijing and Shanghai, which is a drop in the bucket for H&M with 53 stores in China.

At the opening ceremony of H&M, reporters noticed many Consumer The Conscious Collection white series is also hard to find.

Therefore, it is hard to imagine that the highly successful cross boundary cooperation mode such as Lanvin * H&M can appear in Wuhan. It is hard to imagine that the legendary Alexander Wang H&M will appear in Wuhan.

Even these so-called fast and fashionable brands, which are noble and inexpensive, can not ignore the regional differences. They will give priority to the front-line and mature markets in terms of layout and supply. From this perspective, Wuhan has a long way to go in the fast fashion.