The Revelation Of Fast Fashion Brand To Shoe Bag Industry

No, ZARA, H&M, UNIQLO, GAP and other international chains are fast. Fashion brand The layout of the one or two and three tier cities is fast approaching, and the rising speed of local fast fashion brands such as VANCL and Me&City is also amazing.

H&M set a record of 2 million of single store daily sales in Shanghai. VANCL set up a sales volume of over one million yuan in the rush hour. The sales miracle of fast fashion brand has repeatedly won the envy of shoe brands. Fast fashion What is the secret of brand success? How can we steal one or two of our teachers, inject new vitality into the sales of shoes package brand? Share the inspiration from the fast fashion brand to the shoe packaging industry. Let's go back to the origin and look directly at the core proposition of consumption.

　 Look directly at the changes in the consumer market and grasp the essence of fashion.

In the shops of ZARA and H&M, you will see that fashion people are eager to pick out their favorite styles in the heap of clothes stacked randomly, and can't wait to bring them home. Even when Z A R A is plagued by "quality gate", the crowded scenes of its shops are still amazing. Indeed, in a time when a Kate Princess and KATE MOSS are walking on the streets in ZARA and H&M, what reason do we have to resist the fascination of fast fashion brands?

"The rate of change in fashion consumption among Chinese urban residents is the fastest in the world." Yuan Yue, chairman of the zero research consulting group, thinks so. Two years ago, the fashion media group and the zero point research and consulting group jointly launched a report on the study of China's urban residents' fashion index. The report points out that fast fashion has become the most prominent feature of current Chinese fashion. A major change in the consumer market in recent years is the "aesthetic fatigue" of consumers in the era of information explosion, and the fast pace of life and work that drives them to pursue the latest fashions and trends forever. Facing up to this reality and capturing consumers' needs sensitively is one of the secrets of the rise of fast fashion brands.

Tracing the logic behind fast fashion, we can see the impact of fast fashion on clothing consumption. Through rapid elimination, more frequency replacement, more frequency contacts, more frequency consumption and more dependence will be generated, and eventually enterprises will gain continuous profits.

It's not clothes but fashion. Unlike consumer goods, the functional properties of clothes are much more deserted (which is why the "quality gate" does not pose a threat to Z A R A), and more attention is paid to the added value of clothing - that is the sense of fashion. Follow your feelings and you will be impulsive. Impulse is the driving force of frequent consumption in garment industry. For an enterprise, it is no longer a product, but a rhythm of youth. The value of fast fashion is to constantly create such a fashion experience for customers.

How to create impulse buying for consumers? How to create an irreplaceable fashion experience? Fast fashion brands give a vivid lesson to China's shoe brand. Thinking about these two topics, let us get rid of the shackles of brand operation and become closer to the core proposition of consumption.

The magic weapon of "quick, ruthless and quasi" charm

"Fast, ruthless, accurate" - if we can use three words to describe fast fashion brand, there is no doubt that this is its charm.

　 "Quick"

Fast design and product update speed will push the pursuit of "fast fashion" to the top. It is said that H&M, M a n g o will launch 2000~4000 single products each year, and Z A R A will speed up the introduction of new products to an incredible level, and about 11000 design products can be launched annually. From a fashion show's clothing photos to the final clothing products appearing in the store of Z A R A, it only takes four or five weeks, and the designers are ready to modify their design according to the market reaction. A design modification time is also strictly controlled within two weeks.

The influence of fast fashion has begun to penetrate into high-end clothing and footwear brand, and brands have made bold reforms. Over the past spring, summer, autumn and winter, the tradition of introducing new products has been subverted. In recent years, luxury brand C o a c h, which has been sought after by young consumers, has compressed its launch cycle to one month and updated the shop window image every month. It is the inspiration of Coach from fast fashion brand to break the seasonal tradition, to have many styles, to update quickly, and to please customers like chameleons. This change made C o a C H stand out from traditional luxury brands and maintained growth.

　 Ruthless

Low price is the sign of fast fashion brand. Another key to fast fashion brands to occupy the market is low price. Unlike traditional high-end fashion brands, thousands of yuan or even tens of thousands of dollars are in fashion. The price of fast fashion clothing is usually several hundred yuan. That is to say, similar clothing, fast fashion prices are only a small part of traditional fashion brands. Cost reduction is a magic weapon for its survival. Fast fashion brands almost invariably choose production networks based on developing countries.

Keeping balance between cost reduction and quality assurance is absolutely a very difficult art. That's why Z A R A will lose hands occasionally. However, what needs to be treated objectively is that the sacrifice of quality is by no means the choice of Z A R A, and its unique supply chain system is the magic weapon in terms of cost reduction. Z A R A firmly grasps the entire supply chain system including design, warehousing, distribution and logistics, and strictly controls the cost of each supply chain. A strong network of 22 self owned factories, more than 260 raw material suppliers, more than 400 collaborative small processing plants, logistics distribution centers and more than 500 stores has been supporting the Z A R A products at the fastest and lowest cost worldwide.

　　 "Quasi"

Accurate grasp of fashion is the essence of fast fashion brand design. Fast fashion brands are excellent designers all over the world. They are always rushing around the world fashion shows, connecting fashion with popular consumption with amazing smell. They are not plagiarism, but follow up deduction after fast absorption. This kind of interpretation has a kind of rebirth character, which gives consumers a fresh feeling without losing the original flavor of fashion.

　　 Precise brand positioning and clear brand image

Whether it is Z A R A, H&M, M a n go, or the new network VANCL, which is rising in China, fast fashion brands never lose their original brand in brand building. They have a very clear definition of brand positioning, trying to make consumers enjoy not only products but also a very personalized brand experience through brand spokesperson, shop image or shopping process, which is a very personalized brand experience, which keeps consumers' loyalty to the brand.

The precise grasp of brand positioning and the spirit of implementing it are what our shoe industry lacks. For example, we also invite celebrities to be the endorsements. Fast fashion brands accurately grasp their audiences, and match stars with the spirit of their temperament to match their hearts. V A N C L invited Han Han to be the endorsement, and used the slogan "I am not Han Han, I am fan" to sweep the young audience. The responsible person of V A N C L has described the two characteristics of her advertisement at such precise level: first, the content design and style design of advertising must conform to the aesthetic, value and consumer psychology of the group at the age of 25~35. Secondly, we should show the characteristics and advantages of the products to users and provide convenient channels for direct access. Looking at the shoe market in China, many brands themselves are not clear at first. Moreover, celebrity endorsement is regarded as a tool to attract gold. This kind of appearance often leads to the ineffectiveness of advertising investment.

　 The key to standardized operation and scale expansion

The ultimate goal of apparel chain operation is to solve the biggest standardization operation under the regional market differentiation. Dai Chunhua, chief consultant of Guangzhou's Sichuan Road consultancy, has cited an example of "standard soybeans" to illustrate the irreplaceable nature of standardization in the current retail system. Soybean origin has 40 million soybean farmers in China, three northeastern provinces and Inner Mongolia. In 2006, nearly 40% to 50% of soybean cultivation land was barren. The reason is that almost 100% of the oil companies in China do not buy soybeans from their own countries, but import foreign soybeans through international trade. In addition to price reasons, one of the important points is that the quality of soybeans produced in foreign modern farms is stable, and the oil yield of the whole batch of soybeans can be guaranteed at 22%. Because of the fragmented individual agricultural mode of China's soybeans, the production and purchase links can not guarantee the quality of soybeans mixed with one, 23% and 21% oil extraction rates, and can not guarantee that the whole batch of soybeans is maintained at a very stable oil extraction rate, which has great impact on the low profit food squeezing industry. Foreign soybean is not first to win the price, but to win in a large number of quality, such as one, win in the standardized farming mode of the farm.

Fast fashion brands have deeply grasped the essence of standardization, and entered the shops of Z A R A, H&M, U N I Q L O, regardless of whether their shops are in Beijing or Chengdu, their terminal stores are similar in design, shelf, appearance, goods configuration, display mode and even operation mode. When customers enter shops, they can almost experience a set of streamlined standardized services. As the leaders of these brands point out, thorough standardization brings high efficiency and lowest operating cost.

Zhang Ji, a senior expert on the promotion of shoe and clothing sales performance, suggests that footwear companies should learn from the experience of fast fashion brands and combine the operation of local shoe companies to start with several key points, rather than designing all the details of store operation. For example, by showing the standardization of attracting customers into stores, the standardization of experiential matching sales, or the standardization of cross selling for loyal customers, etc. Grasp these key points, do not disperse energy, and the actual operation is easier to get started.