American Fast Fashion Brand Forever21 Is Popular Among Consumers.

The advantage of fast fashion brands is to fashion lifestyle and let consumers easily experience the world trend. Its high cost performance is also an important reason to attract consumers.

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Gradually spread all over the shopping malls.

In August 8th, Forever21 flagship store opened in Beijing APM. Fans started queuing up before 8, and more than 500 customers queued at the gate before the 10 opening.

Forever21 is the pronoun of "American fast fashion". It is characterized by low price, many styles, and fast updating of goods.

In the United States, there are two yellow things everywhere: one is the American yellow taxi, the other is the Forever21 shopping bag.

In countless American dramas, Forever21 can often be seen.

In recent years,

Speed up Asia's expansion.

At present, Hongkong is also popular in Japan, Korea and China, and domestic consumers are no stranger to this brand.

Forever21 executive vice president Mr. Larry Meyer introduces that at present, Forever21 has more than 480 stores all over the world, and its products include women's wear, men's wear, children's wear, accessories and shoes and so on.

The new shop in Beijing APM is 4 storeys high, covering an area of 2500 square meters. It is mainly women's wear, accessories, footwear and underwear. Men's wear and children's wear are not on shelves.

Commodity prices remained basically the same as those from overseas, with 10 yuan for ornaments and 40 yuan for garments.

Cai Zhiqiang, general manager of Beijing APM shopping center, introduced the "new Dongan market" as "Beijing APM" to create a young and fashionable shopping center. So, in recent years, ZARA, UNIQLO, GAP and other fast fashion brands have been introduced.

Because each fashion brand has its own unique brand and design style and corresponding customer group, their arrival brings consumers a more complete and three-dimensional consumption experience.

"The advantage of fast fashion brands is to fashion lifestyle, so that consumers can easily experience the world trend, and its high cost performance is also an important reason to attract consumers."

Cai Zhiqiang said that these advantages of fast fashion brands are also the reasons for the frequent marriage of APM and fast fashion brands in Beijing.

The combination with other shopping centers is also increasingly close, such as Xidan Joy City, Europe and America, blue harbor, the first Grand Canyon and so on, have introduced fast fashion brand as the main store.

At present, the European and American remittance has H&M, C&A, UNIQLO, MC JEANS TOWN and so on. The blue harbor has H&M, ZARA series brand, uniqo, MANGO and so on. The first Grand Canyon has H&M, GAP, ASOBIO and so on.

Fast fashion prices stable, high performance price ratio

Wang Suping, deputy director of the European and American shopping center leasing property, said that the most popular features of fast fashion brands are moderate prices, ordinary fabrics, fashionable designs, diverse styles and fast updates, which are well received by consumers. At the same time, it is also the reason why fast fashion products can quickly get a higher market share.

Wang Xiaowan, a fashion designer, said that fast fashion brands such as UNIQLO had long been popular, but they were popular in recent years because their product prices did not change very much. Unlike some ladies' clothing or men's wear brands, they had gone too far in recent years, and prices in the shopping malls were so frequent that thousands of people could not afford to buy them.

But the price of fast fashion brands has barely risen, and by comparison, it has become very cheap.

Mr. Larry Meyer, executive vice president of Forever21, believes that the combination of fast fashion brands and shopping centers is a win-win practice. Fast fashion brands can accelerate their own expansion, while shopping centers attract more people through fast fashion brands and increase the efficiency of shopping malls.

Song Yanzhi, chief executive of blue harbor marketing, said that the introduction of any category is inseparable from the positioning of the project. The blue harbour is faced with a high-end customer group of 25-49 years old and urban white-collar within a radius of 5 kilometers. These target customers show a high degree of sensitivity to new fashions and a high degree of education. Most of them have overseas life or work experience and adapt to foreign consumption habits.

Therefore, in the blue port brand ratio, fast fashion brands occupy a certain proportion.

Wang Suping, deputy director of the leasing center of Europe and America shopping mall, said that the market positioning of Euramerican exchange is young and fashionable. There are many young people in Zhongguancun, many white-collar offices, and many college students. They constitute a solid force for consumer groups in Europe and America, and fast fashion brands can stimulate the "instant buying" of these guests.

Song Yanzhi said that nowadays, fast fashion brands are growing rapidly in the world. As an international metropolis, the emergence and prevalence of fast fashion brands in Beijing are in line with market rules and conform to market development.

Fast fashion brands are less affected by online shopping.

Lai Yang, Secretary General of Beijing Institute of Business Economics

Each commodity has a life cycle, from design, production to sale, and then to the quarterly discount.

The sale and sale of traditional brands are generally seasonal, and the input and loss are very large. After calculating the cost, the price will be higher.

Fast fashion brands keep abreast of the latest trend. They usually collect fashionable information through the latest international conferences and other channels to integrate fashion information, and then use a large number of designers to launch a large number of versions for customized production and sale. The fastest time is only 12 days.

Unlike traditional brands, the production of single products is quite different. Fast fashion brands have a very low production volume of single products, not just tens of thousands of pieces of a single product, but only a small amount of them, and then push them to the market quickly. This will not only reduce the display of single items, but also create scarcity of human products and drive purchase desire.

It can be said that the sales cycle of fast fashion products is very different according to the weekly units. Basically, the weekly goods are very different.

Because sales are fast and capital turnover is fast, it saves a lot of costs, and the price is not too high.

It is also because the price is cheap, the turnover is fast, the quantity of single products is small, so the impact of fast fashion brand online shopping is relatively small.

If the price on the Internet is almost the same as that in a physical store, and the entity store can try it on, consumers will not choose online shopping.

In addition, fast fashion brand products are available only in their retail channels, but rarely online. Although some claim to be selling tail goods or selling original documents, they are basically not genuine products.

In order to ensure the continuous selling of products, fast fashion always follows the principle of keeping up with the trend rather than creating the trend.

That is to say, the product design of fast fashion brand is not original, but according to the latest popular concept, so the designer's technical content is far lower than the top brand, and the cost is much lower.

It is understood that copying the design of other fashion brands has become one of the "stubborn ills" of fast fashion brands. Zara, Forever21, Guess and other fast fashion brands have been accused of plagiarism.