Fast Fashion Stirs Up The Traditional Retail Concept Of Shoes And Clothing.

The latest survey shows that in the first quarter of this year, Shanghai's consumer confidence index was 108.7, an increase of 3.4 points over the previous quarter, rising for the two consecutive quarter. But many businesses feel that the consumer confidence index has risen, but "business is still hard to do". Especially in Shoes and clothing Industry, late spring finally let the colourful spring clothes have the market space, but even if hang out "full 199 minus 100" big discount advertising board, some brands turnover has just exceeded four digits a day. In contrast, the popularity of "fast fashion" brand is always high. Near the Nanjing West Road subway station, there are many "fast fashion" brands such as UNIQLO, H&M, GAP and so on. During the May 1 period, the storehouse can almost be described by explosion. The price per passenger generally reaches four digits, far higher than the general brand.

Why? Fast fashion Business is good. Style is definitely an important factor. H&M, C&A, ZARA, MANGO, UNIQLO, IMAGE and so on are named "fast fashion" because they often represent the latest trend of the market. It is revealed that among these brands, the fastest "fashion" from designer's manuscript to shelf takes 1 days, while the common product design and production cycle of these brands is 7 days, and there are new products appearing every two weeks on average. But for some traditional brands, they often need to design products in the two quarter, and then process products. Although many products are also forward-looking in design, they will not lag behind when they are listed. But in terms of flexibility, they can not catch up with "fast fashion". For consumers who like to seek new products, can shopping desire be aroused, directly linked to the styles and types of products. At this point, "fast fashion" has taken the lead in the market.

But according to reporters, the trend of "fast fashion" is not a whimsical result. In fact, many "fast fashion" sales are good, or they have fully practiced the sales strategy of "changeless and changeless". The design requirement of "making clothes for people" put forward by UNIQLO is impressive. "Beyond all the differences between age, occupation, sex, and transcendence between people," Let everyone in every corner of the world be free to match their own style. While keeping simple design and basic joking, we will change the way of life in a subtle way. In the store, many consumers feel into a colorful world: the same style of women's POLO shirt can have 11 colors, men's POLO shirt has 19 colors. Similar color strategies are also applied to shirts, knitwear, vests, suspenders and socks. The style of these products is not complicated, so it looks very difficult to hook up with the trend. But in the eyes of consumers, they have the characteristics of "wild". They can match not only traditional clothes, but also the latest trend. Plus many colors are rare in the market, and they also have the characteristics of the trend.

In contrast, the traditional clothing manufacturers are not rich in style, conservative and conservative, and the so-called "brand name positioning" of "advanced clothing" and "front-line brand clothes" restrict the product's richness. Coupled with weak links in the supply chain behind the products, the final effect will be affected.

Another reason for the success of fast fashion lies in the price strategy. In many "fast fashion", not at the same price level, such as H&M, C&A, UNIQLO and other prices are more approachable, but the price of MANGO, ZARA, IMAGE and other brands will be much higher. However, the price strategies of these brands have something in common, which is what many retailers have not done.

On the one hand, "fast fashion" is seldom discounted, but once it is discounted, it is absolutely free of moisture. "May 1" is the golden period of the retail industry. Many brands have launched a substantial discount, and the "full court discount" is very common. But none of these "fast fashion" brands has taken the "full court discount". Although there are products with the banner of "price reduction", it will be found that most of them are old ones last year. According to insiders, the "price war" has never been a marketing strategy for "fast fashion". "Fast fashion" strictly adhered to the pricing law of "one price, one lot of goods", and the "reduction" was just for clearing inventory in the season.

In order to verify this statement, the reporter compared the pricing of some "fast fashion" products with similar products: similar styles, the lace collar dress made in spring, priced at 200 yuan in the stores such as H&M and C&A, but the price in the ordinary shopping malls is generally over 600 yuan; the same promotional T-shirts, the promotional price of C&A is between 49 yuan and 59 yuan, but the price in the ordinary shopping mall may be two hundred or three hundred yuan. As a result, the prices of ordinary shopping malls are much higher than those of "fast fashion" even if they take part in the "51" special promotions. Some consumers feel that, under the condition that many products contain price, the real price is not necessarily less than the discount, while the "fast fashion" that seldom discounts and insists on the real price has formed the price advantage in this respect, so it is welcomed by consumers.

On the other hand, the pricing system of "fast fashion" is very clear, and a corresponding marketing channel has been set up for it. The pricing of MANGO, ZARA and IMAGE is higher than that of the other "fast fashion" brands, but there are also differences in the marketing mode. The IMAGE that entered China at the end of April is a typical example. IMAGE's single product price ranges from 500 yuan to 1000 yuan, which is higher than that of Japanese UNIQLO. This allows IMAGE to log in with e-commerce. IMAGE chooses the cooperation object is the luxury fashion brand, the middle and high grade brand as the main commodity specialized fashion website Xiu Xiu net, compares with the entity shop consumer, patronizes the Xiu net the buyer consumptive ability is obviously stronger. Ji Wenhong, the head of the show network, said that as a ditch companies, Xiu Xiu net focuses on the high-end crowd, and has a stronger advantage in the fashion industry. Therefore, it fits with IMAGE to form a strong cooperation mode. Aga Masahito, the head of IMAGE, said that the sales of her own brand had the characteristics of Combinatorial Marketing. "For example, when women buy clothes, they want to buy a coat. We can help her match the shirts and trousers below, so as to attract customers to buy a set." This way of selling can bring higher customer price, but also needs a suitable promotion platform. Professional fashion website is just a good choice for the brand to test the Chinese market, so as to avoid its "positive competition" with the existing "fast fashion" brand.

The shopping environment created by "fast fashion" brand can not be ignored. Most of the "fast fashion" stores adopt the sales mode of big stores. For example, H&M and C&A of Huaihai middle road are three or four levels of capacity, and the global flagship store of Nanjing West Road UNIQLO reaches 3300 square meters. Although the operating costs of large stores such as rents and shop assistants are much higher than those of ordinary stores, the advertising effect of large shops is also immediate. More importantly, "fast fashion" pays great attention to the details of moving line design, display methods and service concepts, which are closely related to consumer shopping experience.

"Moving line design" sounds professional. In fact, this noun is not difficult to explain, because consumers can feel it directly in shopping: whether the corridor of the shop is spacious, whether the instructions are clear, and whether the classification is clear. "Fast fashion" has done a lot of homework on these details: including the vast majority of shopping malls provide open shelves, consumers can instantly learn the product's color and size information; the fitting room not only matches the business area in quantity, but also sets the location in line with consumer habits, such as trousers are the most commonly tried products for consumers, so the fitting rooms are often next to the trousers area, so that consumers can pick them up immediately and try them on. By contrast, many shopping malls are becoming bigger and bigger, but the shortcomings of mobile line design are becoming more and more obvious, making shopping malls become labyrinth. Consumers often need a lot of effort to choose the same products. Therefore, if the mall wants to attract consumers, it is necessary to make more efforts in moving line design.

Display and service concepts also need updating. Reporters noted that the new UNIQLO store opened in the city is called "new concept shop", and the so-called new brand is mainly reflected in the shop decoration, shelf design, model design and so on. For example, the store uses a textured wooden floor, which has a more gentle visual effect than the common tiles; the shelf height is lower than most shops, which facilitates the consumers to take clothes to try on, and also increases the sense of permeability of the shop, so that consumers can quickly understand the layout of the merchandise. But according to the store, most consumers are still welcome a large number of models. The number of models here is 3 times the number of other stores, showing the effect and matching effect of all kinds of costumes.

At present, physical shops are greatly affected by the Internet. An important reason is that the display is not as good as online shops. There are various kinds of product photos on the Internet, but in the physical shops, consumers often need to find and try them one by one to get the results. However, "fast fashion" has been exploring the construction of shopping environment while grasping the trend of fashion. It has also absorbed the advantages of online shops. This is also an important reason why they can attract consumers to go shopping frequently.