Dalian: Fast Fashion Brand Close To Shop

A few days ago, the annual report of Esprit, the parent company of fashion brand, showed that the net profit of Esprit fell 98% year-on-year by the end of June this year. This is also the 3 consecutive year of profit decline.

In contrast to the sharp drop in the profits of fast fashion brands such as Esprit, in recent years, ZARA, H&M, C&A, UNIQLO and other fast fashion brands have been attacking cities in various cities in the country.

In fact, as a fashionable city with high consumption ability, Dalian's fast fashion brand competition is particularly fierce.

"In the past two years, ZARA, H&M, C&A and UNIQLO have opened 10 stores in the urban area of Dalian, plus the stores of those fast fashion brands. Dalian's fast fashion market is now saturated."

People in the industry in Dalian say that the fast fashion that takes the speed of the new goods as the core competitiveness is speeding up in Dalian, but how fast can the Dalian market run?

Running horses in a circle for the hundreds of millions of markets in Dalian

On October 9th, at 1 p.m., the reporter came to a Esprit store near qingni wa bridge, and saw only a handful of customers in the shop.

However, the head of the store is not worried about this. "Our store has been in operation for 10 years, and customers are sometimes more and sometimes less normal."

According to insiders, Esprit entered the Dalian market in 1995, and has opened 23 stores in 16 years, all of which are direct stores.

In addition, by the end of this year to early next year, Esprit also plans to open 4 direct outlets in Dalian.

"In recent years, the number of Esprit stores in Dalian has been decreasing, and the" three bars "that have seldom been discounted before are often discounted, or various buying and sending activities are launched.

The industry said.

Is this really the case? Yesterday, reporters repeatedly contacted and interviewed the weir, who is responsible for the operation of Esprit Dalian branch. She said: "in recent years, many fast fashion brands have entered the Dalian market. This has a certain impact on Esprit, and some passenger flows have been diverted. However, each brand has its own stable consumer groups, and its impact is not too great."

In the past one or two years, fast fashion brands have entered a fast development channel in Dalian.

According to preliminary statistics, there are 4 ZARA stores, 2 C&A stores, 2 H&M stores and 2 UNIQLO stores in Dalian.

Moreover, other fast fashion brands are also eyeing the Dalian market.

"At present, the fast fashion brands in the Dalian market are still in the strategic layout stage of the horse race enclosure. Everyone is still sharing the cake, and the risk is behind it."

Dalian insiders say that in the Dalian market, the fast fashion brand is facing a large scale market.

As for its industry profits, it is still a mystery. However, the industry believes that its net profit is not high due to its frequent display and new publicity.

Fast fashion shock, some brands rely on discount impulse.

"The market cake is so big. Now there are too many people to divide the cake. It can't be unaffected."

Esprit an insider told reporters.

The industry believes that if ZARA, UNIQLO and other fast fashion brands compete "speed", Esprit and other brands really do not have many odds.

"The old brands that used to be fashion leaders have fallen behind, especially when they are catching up with fashion. The speed is the core value of fast fashion brands.

From design to clothing sold on the counter, the cycle of Esprit is 2~3 months, while H&M is 21 days, and ZARA is said to take only 12 days.

In addition, H&M is keen on working with big star designers in design, while ZARA's designers are inspired by the fashion week, and still take Esprit as an example, which fails to keep up with fashion in design and is more expensive.

A clothing industry in Dalian said.

For these different voices, Esprit Dalian branch responsible person Wei Wei believes that the speed of fashion style updates and whether the fashion front is closely related to brand positioning.

"Strictly speaking, Esprit does not belong to fast fashion brand, it does not pursue to be at the forefront of fashion, but a popular fashion."

It is not only the predecessors who have been leading the fashion, but also the traditional clothing brands.

"Branded goods are very fashionable, and they are not expensive. Many young people can afford it and feel decent."

This is the reason why many young white-collar workers abandon traditional brands and choose fast fashion.

"Since sales of ZARA, H&M and other fast fashion brands in the mall, our sales volume has indeed declined, and sometimes we only rely on discount sales."

Shahekou District, a shopping mall, a casual wear brand shop sales staff said.

The market tends to be saturated and will face close combat in the future?

"In the past one or two years, fast fashion brands have flocked in, and for now, the Dalian market is saturated, and with the emergence of more fast fashion brands and stores, there will be a fierce battle in the fast fashion market."

The industry in Dalian said that choosing a fashionable and rich business district is the location rule of fast fashion brands.

In Dalian, the fast fashion brand has basically completed the layout of several shopping malls or business circles such as times square, peace square, Tianxing Roosevelt and qingzawa bridge. If the store density of fast fashion brand is further improved, its radiant radius and target consumer groups will not be able to meet the shop requirements.

In addition, in the Dalian market, the fast fashion brands are mostly close shop, basically, "where your shop goes, where I will go". This layout will evolve into a close combat between the fast fashion brands in the future market.

"Every fast fashion brand has its own brand appeal, but in the view of ordinary consumers, the difference between some fast fashion brands is not obvious. In this case, price is the most sensitive lever.

Therefore, in the future, a price war between fast fashion brands may be unavoidable.

Insiders said.

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Fast fashion is a fashionable dress featuring "fast, ruthless and accurate" features. The new products arrive at shops with high speed and have the characteristics of public price.

Fast fashion produces 3~4 times the clothing style of the general enterprise every year, and the new product changes quickly, keeping up with the fashion trend, but the price is not as good as the international famous brand similar style 1/10.

"First-class design, second class fabric and three price" mode make fast fashion full of competitiveness.