Fashion Brands Get Together In Xiamen &Nbsp; Impact On Local Clothing Brands

"Later on Xiamen There are more choices for shopping. " Miss Chen, who is a family member in Quanzhou, is very excited because in addition to ZARA, she likes two other fast fashion brands, UNIQLO and H&M. Garrison Xiamen will have more choices for shopping in the future.

"Fast fashion", also known as "fast fashion", refers to those brands that can quickly drive the global fashion trend. " Fast fashion "Fast, ruthless and quasi" are characterized by fair value, large quantity and fast delivery time.

Last September, the Spanish brand ZARA, one of the five "fast fashion" brands in the world, was officially opened in SM New Life Plaza, so that people in Xiamen can understand the charm of "fast fashion". Subsequently, MNG, MUJI and other "fast fashion" brand also followed ZARA's footsteps to the island.

This Friday, another global "fast fashion" brand from Japan's leisure brand UNIQLO, the first store in Xiamen, will officially unveil the Wanda Plaza in the lake. In October, the brand new store located in SM city square and California Plaza will also open in succession. H&M brand store will also be in Wanda advertising and SM New Life Plaza in September and early November. Open the door 。

"Fast fashion" brands are more and more popular in Xiamen. After that, you can buy fashionable and affordable clothes at home, so you don't have to fly to Hongkong to go shopping. Miss Lin said.

But there are different voices. It is still unknown whether the "fast fashion" brand can take a firm foothold in Xiamen. "As a consumer, I may try to freshen it up for a while, but if these brands are not sufficiently attractive and competitive in terms of price and quality, I will never choose it next time."

Miss Jiang said, like the "fast fashion" brand that has exposed many quality doors many times. ZARA Despite its fame in the country and the low price of its products, she has never been interested in quality problems.

[experts say]

Local brands must stick to it.

"Of course, there will be shocks." Su Xiaodong, the brand management expert and vice-chairman of Xiamen cultural and Creative Industries Association, said that the arrival of these international fast fashion brands will have some influence on the local casual wear shop, but for these local brands, it is not necessarily a bad thing.

Su Xiaodong said that this forced local brands to take the personalized route, subdivide the customers, open up e-commerce channels and other measures to deal with the arrival of foreign brands. In fact, many local fashion brand designs are not inferior to those of the international fast fashion brands, but local brands also need more strength in cultural creation, brand quality and positioning. Su Xiaodong said.

In addition, Su Xiaodong also believes that the arrival of these international "fast brands" may attract consumers' explosive consumption in the short term, so local brands should stick to them. "After the painful period of" insistence ", the situation will gradually get better, because the market space in Xiamen is still large enough, especially the promotion of the integration of Xiamen and Zhangquan.

[colleagues]

"Fast fashion" may encounter "acclimatized"

For the world-famous brand of "fast fashion" brand, Xiamen local casual wear brands are generally very calm.

"The arrival of these fast fashion brands will have some impact on us, but the impact is very limited." Xu Xiaoyang, deputy general manager of the romantic declaration, said that the positioning and style of the two brands are different, but the domestic brands will have a better understanding of the domestic market, which is the advantage of the domestic casual wear brands.

Xu Xiaoyang said that they will learn from their learning attitude and learn from these international fast fashion brands, and enterprises will constantly adjust themselves from marketing and market positioning to prepare for better efforts.

Zhang Lihua, the manager of wlun fashion world store, also said that the similarities between local fashion casual brands and fast fashion brands are all at the forefront of fashion. The difference is that the location of local brands may not be so high, but they will stick to their own characteristics. "For example, while we are following the fashion line, we will also stick to the ladies and elegant lines that we have always had, so we are not worried about the loss of customers."

Zhang Lihua also analyzed that the "fast fashion" brand increased the pace of expansion in Xiamen, but because of the differences in the materials and other aspects of these brand products in the domestic and foreign markets, it is not easy for consumers to accept them. Therefore, the "fast fashion" brand will not be denied "acclimatization" in Xiamen.