The Pain Behind Fast Fashion Brand: What Have We Lost?

Spend every year buying

Fast fashion brands pay tens of millions of euros a year.

Fast fashion is characterized by "fast, ruthless and accurate" as the main feature, and is rising rapidly, driving the global fashion trend.

Fast fashion costumes 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, which is exactly the same as that of fast food.

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.

The fast fashion with high speed and high frequency will follow the trend of the trend forever, and let the fashionable pursuer scramble for it.

When ZARA,

Plagiarism has become the biggest problem of fast fashion.

In order to ensure the continuous selling of products, fast fashion always follows the principle of keeping up with the trend rather than creating the trend.

Original design is not the selling point of fast fashion. Therefore, copying the design of other fashion brands has become one of the "hidden rules" of fast fashion brands.

According to statistics, in Europe, ZARA pays tens of millions of euros to the top brands every year because most of their styles are copied.

The fast fashion brand Forever21 has also become the focus of the accusation.

Cheap "Shanzhai" clothing benefits consumers, but infringes the intellectual property rights of other brands, and the lack of unique original design will also become the biggest obstacle to the development of fast fashion brands.

Speaking of plagiarism, people in the industry said, "brands such as ZARA and H&M have started by plagiarism.

Why do they not accuse them of copying the whole world? Because they have a large scale and have their own market.

Even if a few hundred million tickets were issued, it would be a drop in the bucket for their huge profits. "

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The designer becomes the tailor of making clothes.

"In the context of fast fashion, seeking fast and innovation has become the first goal of garment enterprises."

Designer Zou Jicheng said: "how many designers do China really design with its own mind? Even if ZARA has several real designers, most of them are copying copies, buying editions, copying from big design elements in disguise.

First, judge whether the market is acceptable or not. For those who have been accepted by the market, a little modification will become their own work.

Fast fashion does not raise the status of designers, and many fast fashion designers earn only 5000-6000 yuan per month.

A few years ago, it took 20 weeks for a factory to complete an order of 4 styles and 40 thousand garments.

Now, the factory will finish 20 thousand items in the first 5 weeks with the efficiency of 500 clothes per day. After the listing of clothing, the street will test the water with the idol. If the consumers respond strongly, they will immediately catch up with the remaining 20 thousand pieces.

Topshop squeezed the production cycle to 6 weeks, and H&M was reluctant to disclose that their products would only take 3 weeks from design to listing.

ZARA is the ultimate revolutionary.

When ZARA opened its first store in Regent Street in London, consumers complained.

First, the price of ZARA is high; two, if you look at a garment, you must start immediately, because when you go back to the second shop, the clothes are likely to disappear.

Too fast pursuit of speed makes designers very stressed.

They must maintain high vigilance and quick reaction ability. They always develop R & D at the edge of collapse, resulting in no thinking.

"The real big game is quality win, a garment may be designed for several years, and a luxurious brand of Hermes's silk scarf will be produced for 18 months."

People in the industry say: "real designers mostly set up their own designer studios, aiming at some high-end consumers instead of relying on quantity to achieve value."

Consumers suffer from "crazy buying illness"

"Formerly, it is the same fashion as others.

The Chinese go from the labourer to the leader of a suit, a LV bag from the nanny to the star.

Nowadays, personalized demand has become the fashion goal of the public, that is, the so-called fast fashion.

Brand expert Li Guangdou said.

Zou Jicheng believes that this is related to people's pace of life.

The evolution of fashion society leads consumers to pursue their unique personality and never fade.

H&M, UNIQLO, ZARA and other fast fashion brands surged to make people change their consumption patterns.

In the past, the habit of changing clothes according to the season was changed to clothes changing by week, and even clothes washed without washing were thrown away.

Clothing has changed from durable goods to fast moving consumer goods. Fast fashion has become the industry standard of fashion industry.

There are more and more styles of clothing, and their metabolism is getting faster and faster.

Zou Jicheng said excessive consumption caused blindness in consumption.

Excessive consumption of energy is terrible.

It used to be three years after sewing, but now it was bought in March, and it was thrown in December.

Over the past 15 years, we have not only overconsumed, but also become more and more alike.

Compared with the previous 10 years, the 10 year old wardrobe has lost a lot of formal clothes and suits.

Consumers are losing their dominance.

For a long time, people regard quality and brand as the most important factor. Now, this habit is being abandoned by people.

Instead, they are attracted by new products and cheered by the arrival of the new fashion season.

It has been revealed that the output of each style of fast fashion brand ZARA is very small. 200 designers design 40 thousand styles every year, and 12 thousand of them will be put into production.

Once consumers hesitate, it is very likely that they will lose the opportunity to buy.

The mode of ZARA is artificially created "limited".

This mechanism has lifted consumers' appetite.

At the same time, the low price fashion line is the first thing to sacrifice is the quality of products.

Poor fabric and rough workmanship are embarrassing for these brands.

Some consumers say that these clothes are far from the design sense, but the fabric feels very bad, and the thread is rough and the thread ends are frequent.

Compared with the 80s of last century, consumer demand for clothing increased by 4 times.

Some experts assert that the negative effects of fast fashion may not be apparent until 10 years from now.

What have we lost at the same time as the "democratized" Carnival for the price fashion and the luxury goods?