International Fast Fashion Brand UNIQLO &Nbsp; Word-Of-Mouth Crisis In China

"The style is too short", "the design is too European and the US is not suitable for the Chinese figure", "the fitting room is too crowded, always queues", "Chen Li is too bad, the clothes on the shelf are like clearance sale", "lack of professional collocation, customers do not know how to wear", "good looks uncomfortable, comfortable and unattractive"...... Reporters heard a series of complaints from consumers in the fast fashion shop. With the growing maturity of Chinese consumers, the fast fashion kingdom, once regarded as the myth of clothing brand, is beginning to experience various discomforts.

Discomfort 1

The style of UNIQLO is too plain and lacks features.

In some online forums and micro-blog, the reporters found that many consumers had a lot of complaints about fast fashion brand clothing styles.

Netizens are called "light wind". Fast fashion The clothing style of the brand UNIQLO is too simple and too plain. It feels like the clothes sold in the Carrefour supermarket, lacking in characteristics and dislikes. The price is not very expensive, similar to the price of Giordano, Baleno and other brands. The netizen named "Shui Miao Tian Qian" said: "not working. UNIQLO clothes are not creative. Netizens "dance month" also said: "do not know why UNIQLO fire. Of course, the business model is very successful, but the quality and style of clothes are very general. It feels very much like a colorful version of JEANSWEST... " Netizens "hippopotamus and goblin" said: "before they walk to UNIQLO, they generally do not like to go in and feel that the design is too simple." However, there are also reasons why netizens like UNIQLO: "clothes and trousers are usually monochromatic, and without LOGO, it suits me well."

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Chen Peng, the first generation fashion buyer in the mainland: brand during the recession

UNIQLO is the champion of Japan's richest man. brand Almost all of them are basic. Simple and cheap is the way to success of UNIQLO. However, at that time, UNIQLO was born in the depression of Japan, and its business strategy is modern, simple, natural, high quality and easy to match. It only considers the basic funds, and does not consider fashion too much. In the special period of economic depression, cheap is the goal of all people, and the complex cost will increase. Therefore, it is a good way to reduce the cost of UNIQLO to make the best use of color and make up for the defects of single style. But in China, the situation is different.

Discomfort 2

H&M ZARA is not in line with Chinese figure.

"The picture of angels, the quality of garbage." This is the Mongolian evaluation of H&M: "the style is very good, the quality is very general, that is to wear the appearance, can only wear for a quarter. Many fabrics are transparent and hard to wear. "

"H&M's clothes are super cheap, they can buy a sling skirt for tens of dollars, but the design style is too European and American. The low chest dress is too exposed. It's very unsuitable for Chinese people." "Many clothes of ZARA are only suitable for models," Xiao Wu said. "Tall and thin people can wear the taste. Ordinary people wear a bit of a fish."

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Famous designer Zhang Jicheng: suitable for PARTY only.

This fast fashion giant, which is popular in the European and American markets, may have neglected the differences between eastern and Western cultures. Therefore, the design is very European and American, and there are more loose funds. Some clothes that are considered "exposed and unpractical" are suitable for social activities such as PARTY. {page_break}

Discomfort 3

ZARA dressing rooms crowded queue loss word-of-mouth

"Saturday afternoon and friends to visit ZARA store in Xidan. There was a long queue at the door of the fitting room on the first floor. After waiting for more than 10 minutes, it was finally our turn that we wanted to use a fitting room together, but the staff said with a heavy face, "no way". I had to go in first, when there were more than 10 people outside. I would like to ask my friend for reference, and the result is blocked by the staff. She said that my friend could sit in the sofa next to the fitting room and wait for me. I will never go to ZARA again. quality It's not so good to see so many people in the fitting room. Netizens "little son" said.

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China Fashion alliance signing designer peak: let queues create "rush" feeling

The problem of fitting rooms is not that ZARA did not notice or want to solve it, but that it did not expect to develop so rapidly in the Chinese market. It underestimated the consumption power and enthusiasm of Chinese consumers. But this is also its hunger marketing strategy - clothes look very hot.

Discomfort 4

UNIQLO ZARA lacks professional collocation and customers are hard to choose.

"I bought clothes last week in UNIQLO, and clearly found the right skirt, but I couldn't find a matching coat to give up the purchase. At last, I reluctantly decided to choose a basic item to match, but it was hard to find one, but I found the fabric was very penetrating, and the smallest size clothes were too long. Don't they know the proportion of Chinese people? They should be guided by the collocs. If you are a match master, you should be able to find many favorite clothes here. Ms. Cheng told reporters: "ZARA shop is also a lot of clothing styles, eyes are looking at flowers, do not know how to match."

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Kang Lanxin, President of the school of dress and collocation, is not a good match.

UNIQLO stores have relatively few stores and lack of guidance for customer mix needs. It advocates the idea of "easy to get one can wear", while the ideal "joker" concept will often run into a wall in reality.

Discomfort 5

H&M fast fashion is not fast.

Reporters at the H&M store in Raffles square, Dongzhimen, found that even after 50 percent off years of clothing, three weeks later, those clothes were still in store, not as fast as fashion brands.

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China Fashion alliance signing designer peak: buyer analysis expected not allowed

Sometimes promotion is just to make room for the new season's clothing market. Every clothing purchased by H&M brand will be systematically analyzed and anticipated by buyers. But not every time we can seize the market demand, there will be some uncertainty about the market position. It's not hard to understand why designers and enterprises can't escape the "seven year itch".

Discomfort 6

ZARA display is like clearance sale.

"Though ZARA's clothes are of various styles, Chen Li is really bad. Sometimes a pile of clothes picked up by customers is really like the tail cargo of the clearance sale. It is not as good as it is. It is bought in such a mess of clothes. Even if there are good clothes, it will probably be missed by customers." Netizens "Xiao He" said.

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China Fashion alliance sign designer peak: in foreign countries, it sells on shopping carts.

The display of ZARA has been criticized. Some people think that the exhibition is slightly stronger than the warehouse, but it is chaotic and orderly. In foreign countries, ZARA is often sold on shopping carts. Sometimes consumers choose seven or eight colors that they like and buy them back together. ZARA chain stores will have new products every Monday. The replacement rate of goods on the shelves is very fast. Moreover, each store displays only 5 pieces of inventory per commodity, which belongs to a variety of small business models. Every three weeks, all items in the clothing store must be renewed.