Fast Fashion Brands: Not All Brands Can Be "Fast".

A few days ago, Miss Li shopping guide shopping reminder, "this is our summer fifth wave new, hit 30 percent off, after that."

"

The summer in Hangzhou is far from over, and it will be autumn. Miss Li is puzzled.

In recent years, more and more frequently seen.

The "new listing" bulletin board, while the sales of major brands in the market "discount" has been declining year by year, 50 percent off seems to have become the "starting price" to stimulate the eyeball.

Looking back at the timeline of Hangzhou's retail industry, three or four years ago, fast fashion brands such as H&M, Zara and other brands began to enter Hangzhou in large numbers. The most striking feature of fast fashion brands is short production cycle and fast updating.

A question has been raised: is fast fashion increasing the speed of the entire supply chain, or is it quietly changing the business model of the clothing industry? For example, the new cycle of ordinary brands in Hangzhou Department Store is being shortened. Is this just a coincidence?

Shorter promotional cycle, faster new speed.

Since last year, many careful customers have found very few discount items.

E-land started the "discount sale". This year, E-land began to discount in March, and did not stop until July.

"The discount start time of E-land is 3 months ahead of the previous years, from 20 percent off to 50 percent off."

The person in charge of the mall said.

It is not just E-land, Prich, TeenieWeenie that these "discount" brands are now playing the "50 percent off" in the mall.

The promotion cycle of clothing brand is shortened, and at the same time, the new and new speed is faster and faster.

Like the National Women's wear brand, Eve, and so on, this year's spring and summer festival, a total of about seven rounds of new, the new frequency reached once a week.

The same new speed, different "new" Connotations

A discount of up to half off, and a new weekly rate, is the distinguishing feature of fast fashion brands.

New fashion brands such as H&M, Zara and GAP almost always replace the old ones every week, while the two big sale in a year is almost fixed.

"The clothing brand of department stores is hard to keep up with the new speed of fast fashion brands. Although many brands now have 6 or even 7 rounds of new frequencies, they are actually a kind of" illusion ".

Analysis of the industry.

Generally speaking, the style and quantity of clothing brand this spring and summer are all placed on the list last year. The so-called "Xia Wu Bo" is new, but the brand has artificially divided the goods into sections, resulting in the illusion of "being new every week".

The fast fashion brand is based on the changes of the market.

It is reported that fast fashion brand Zara, from analysis, extraction of popular elements, to discuss color, fabric, cost, pricing, and finally procurement, production, only a week's time, this cycle is the ordinary clothing brand can not do.

Not all brands can be "fast".

At present, the fast fashion brands' summer sale is going on. "A few years ago, many customers still couldn't understand our promotion rules. They kept asking why they didn't discount. Now they would ask," will the big sale start? "H&M, a fast fashion brand, said.

In the first two quarters of this year, H&M has made two "full delivery" activities, which coincided with the sale price of new clothing brands in department stores.

Its "quick response" made it snatch a large number of customers.

"Fast fashion brands do have some impact on some casual clothing brands, because their target audiences are young people between the age of 20 and 30, who have the lowest relative loyalty."

The relevant person in charge of the shopping mall said that at present, the discount of Me&City, MB, Only, VeroMode and other special counters is all around half off, which is in line with the discount rate of the fast fashion brand "big sale".

However, the industry believes that although the new cycle of general brands in department stores is also shortened at the same time, the result may only be "Handan learning" and can not learn the essence of fast fashion brands.

The fast fashion brand can be "fast" because it has a rapid reaction team supporting the whole supply chain such as design, production and sales, and every link must respond to the market most quickly.

Ordinary brands do not have such a team, so although they can increase the frequency of new goods, they may not be able to really "fast".