"Fast Fashion" Brand, China'S Second Tier City "Reunion" Ji'Nan

Although it is not long before entering China, "

Golden lots occupy the "Big Mac" store.

August 24th, two days before the opening of Hang Lung Plaza.

As usual, Meng Shen (unconscious) took a glance at the direction of Hang Lung square after passing through Quancheng Road: she wanted to make sure that the shopping center could be opened on time as expected.

"To tell you the truth, I can't wait to wait for it to start shopping after it starts!"

Meng said, excitement is beyond words.

ZARA, H&M, UNIQLO, C&A, GAP...

Almost overnight, these world-famous fast fashion brands will occupy the one or two and three tier cities nationwide.

Take Japan based UNIQLO (UNIQLO) as an example. By the end of 2008, UNIQLO had only 13 shops in mainland China. By August 2011, the number of stores had reached 80. Not only that, according to the planning of UNIQLO headquarters, the number of stores in the domestic market in the future, that is, before 2020, will exceed 1000.

In Ji'nan, the speed of UNIQLO's opening shop is also amazing: first stores opened in August 26th, and second will be opened in a month.

It is worth noting that these fast fashion brands are not only the most fashionable businesses in a city.

"The reason why businessmen are keen to introduce fast fashion brands is actually simple:" after 80 "customers have become the absolute main buyers, and the introduction of these brands can stimulate the popularity of shopping malls.

The head of a shopping mall in provincial capital said frankly.

Reporters also learned that with the development of "fast fashion" in China, the "big store strategy" has become a future direction for their shops. The area of hundreds of square meters is hard to satisfy their appetite.

Catch up with fashion prices and be close to people

UNIQLO, H&M, C&A and the first ZARA located in Wanda Plaza, Ji'nan, in the eyes of Meng, these so-called "fast fashion" is not only an important symbol of a city's fashion, but also more importantly, compared with those "can't see to wear", these "fast fashion" prices are close to the people: UNIQLO's T-shirt can be bought for tens of dollars, while ZARA's coat is usually three hundred and five hundred, but for the "Mongolian" whose monthly income is three thousand or four thousand yuan, it can still afford to buy.

First class design, second rate production and three stream price, the so-called "fast fashion" characterized by "fast, ruthless and accurate" mainly includes three aspects, that is, the delivery time is fast, the parity price is keeping up with the fashion trend.

Among them, "fast" is a very important factor to attract "Meng". The big and fashionable money seen in fashion magazines a few days ago can often see similar styles in ZARA in less than two weeks. Of course, the price is much cheaper.

"The designers of ZARA shuttle to Milan, Tokyo, New York, Paris and other fashionable areas.

"1/10 of the money can buy the most fashionable design. Why not?"

Meng admitted that for her style of fashion like fashion, ZARA and H&M are far more attractive than ONLY and VEROMODA.

{page_break}

Expansion is too fast.

However, the quality of "fast fashion" has been exposed frequently as well as the "new" speed.

In April this year, the Beijing Consumer Association released a test report showing that SA La Commerce (Beijing) Co., Ltd. ZARA brand number is 5627/594/700, Morocco origin dark trousers, the fiber content label is not consistent with the measured value, and is not up to standard in acid perspiration, alkali resistance sweat stain and moisture resistance index.

It is reported that this is the seventh time that ZARA has been trapped in the "quality gate" in China since August 2009.

On the "quality blacklist", there are also H&M, the four fastest fashion brands in the world.

At the end of 4 this year, the AQSIQ announced that the fiber composition and content of the H&M baby coat were not qualified. In June of last year, the Shanghai quality and Technology Supervision Bureau also issued a notice that the H&M value of a knitted casual coat was not qualified: H&M the knitted T-shirt has a pH value of 8.5, and according to the GB18401-2003 standard, the pH value of textile products is between 4.0-7.5 and H&M.

"Sometimes the quality is not satisfactory, and it can only be forced to wear a season."

Meng also admitted that some of the clothes of ZARA and H&M, though far from the design sense, are not very good in texture, and sometimes they are not cut off.

Why is "fast fashion" stuck to quality doors?

The industry generally believes that the main reason should be related to the expansion of "fast fashion" too fast.

First of all, the shortening of the production cycle itself is a test of the quality of products, plus many "fast fashion" brands do not have factories themselves, and all rely on foundry production. Once the demand for products increases rapidly, and the cost of raw materials and labor rises a lot, the quality of the foundries is much harder to be guaranteed.

Plagiarism, low quality, poor service...

Fast fashion in the domestic big hit city at the same time, its frequent exposure of negative news also makes the word "fast fashion" become a bit embarrassed.

On the 24 day, Huang Yelin, director of marketing department of UNIQLO brand holder and marketing (Marketing) Co., Ltd., in a telephone interview with reporters, said euphemistically: "in strict sense, UNIQLO is not the so called" fast fashion "brand." UNIQLO itself has very strict quality management standards. There will be no similar quality problems. "

Fast fashion, poor quality and quick work should also be meticulous.

This is an era full of fast food and fast food, and so is fashion.

As a result, ZARA, H&M, C&A, GAP and UNIQLO became popular for a while.

As for "fast fashion", why can't we escape the quality gate?

Many people do not take it for granted. In their view, problems such as poor fabric and rough workmanship, which are criticized by others, are actually the inherent faults of fast fashion: to strike a balance between seeking fast and seeking new and low price routes, they can only sacrifice the quality of products.

"In addition, the positioning of" fast fashion "is not too high. In Europe and America, ZARA and H&M are fast moving products themselves. They are often sold on shopping carts. They are glad that people sometimes buy seven or eight pieces of color, each with different colors at a time.

A friend who studied in France once told reporters.

Such truth is emotionally unacceptable.

However, it is far from the "fast fashion" of these clothing circles that they are highly regarded, and Hagen Das, Starbucks and DQ, who are familiar with petty bourgeois, are familiar with them.

And the recently caught by the media.

It is reported that Starbucks is a very inexpensive mass drink in the United States, fast food in coffee, Haagen Dazs and DQ in the United States are very few exclusive stores, which are not popular popular brands; and 7 of them are in Xiongben County, and only one store in Tokyo. Many Tokyo people have never heard of this brand.

When the original foreign brands of the populace moved to China, how did they become a nobleman?

Most people do not want to go deep into this problem. As an ordinary consumer, people are more concerned about the fact that fast food does not need to pay attention to quality.

In pursuit of low price, is there no need to guarantee wumi?

A fact that can not be ignored is that in Europe and America, although ZARA are often placed on shopping carts, the problem of "big fry" is repeatedly criticized by the fashion industry and fined heavily, but its clothing quality is rarely questioned.

"There is no inevitable link between quality problems and fast fashion."

Wang Zhuo, Secretary General of the China clothing association, believes that for fast fashion, enterprises may simplify the process in order to save time, and use the simplest design to reflect the products, but they must also ensure the quality.

"Fast fashion also needs rapid response under the premise of quality assurance, and then continues to innovate."

Fast fashion, poor quality, quick work should also be meticulous, this is a brand's long survival way.