Liu Jack On Marketing Strategy

Fast fashion brands like ZARA, ONLY and H&M clothing The "Wal Mart" in the brand has set off a trend of "fast fashion" all over the world, which is warmly sought after by the majority of fashionable young people. "Fast fashion" is popular and has completely changed the ecological model of the industry. Why can they achieve such great success? How closely does its successful development relate to its own marketing strategy and business philosophy? In this article, as a brand and online marketing expert and trainer who focuses on research and service enterprises, Mr. Liu Jack will discuss the topic of fast fashion with readers.

　　 1、 Build a "quick response" force based on "fast".

　　 Liu Jack The teacher believes that innovation is the root of a brand's survival and development. Today, only rapid innovation can gain a foothold in this unpredictable market, and only continuous innovation can win the loyalty and love of customers.

The rapid launch of new models is one of the main reasons why these fast brands can capture consumers. For those young people who love "fast fashion" brands, the quick response mechanism of these brands is a hot spot to attract customers. The extremely short speed of new models coming into the market, bright colors, novel styles, and unique displays all attract people to stop. For the young people who are now pursuing freshness and individuality, the unique and latest styles meet their pursuit of individuality and are tired of sameness.

"Quick response" has become the key to the success of "fast fashion" brand competition. For them, the emphasis is not on quantity but on speed. We will try our best to build the fastest responsive supply chain and try to shorten the production cycle from weeks to days or even hours. From design to finalization, from contacting the supplier to signing orders with the processing products, to finally putting the goods on the shelves, every link should be efficient and fast. Therefore, creating a "quick response" force in the fashion industry is an effective means for every "fast fashion" brand to maintain its competitive advantage. H&M, a well-known clothing chain, can complete the whole process from design to commodity listing in only three weeks, which has incomparable advantages compared with the time of several months for general clothing brands. ZARA, known as the "Dell computer in the fashion industry", has a marketing lead cycle of about 12 days from product design to the delivery of finished products to the store, which makes its peers even more unattainable. The "fast" of ZARA is a collaborative ecological chain with the core of "already", which is built continuously. At the same time, the design team of "trinity" (designers, market experts, buyers) also provides sufficient support to launch about 40000 designs every year. Through efficient supply chain integration, ZARA has realized rapid response to the market, and made it become the core competitiveness of enterprises and a powerful weapon to prevent competitors from entering.

It can be seen that time is the realization of“ Fast fashion ”The key to. "Fast fashion" brands need to control and manage each link of the production and supply chain in place so that they can quickly follow the latest trends and correct errors in a certain link. The highly optimized whole process management control system and supply chain are the basic guarantee for its "quick response".

　　 2、 Fashion as the soul, follow the fashion trend, focus on consumers, and establish a unique brand image

"Fast" is far from enough. As a clothing brand, it should follow the fashion, make the most appropriate response to fashion, and adjust the supply as the trend changes. At the same time, start from the customer, listen to the customer's needs and constantly improve the design concept. Customers should be the starting point of all operations. Combining the latest trends with consumers' fashion needs, and launching fashion items with high fashion sense and strong pertinence is the key to attract consumers and establish a long-term foothold for the "fast fashion" brand.

ZARA, ONLY and other "fast fashion" brands all have a large number of outstanding designers who are all over the world's major fashion birthplaces. They seek design inspiration in Paris, Milan and other cities to capture the most popular trends and international fashion trends of the season. The latest fashion information and fashion trends can be quickly summarized and collected, ensuring that these "fast fashion" brands will always be at the forefront of fashion. At the same time, the fashion trend should be combined with its own unique brand style and positioning, meet the needs of market consumers, fulfill the commitment to consumers, flexibly adjust the design direction of goods, and really change with changes. While launching fashionable products with high fashion sense, consumer demand and strong pertinence, it also helped establish its own unique brand style.

According to the theory of competitive elements in the original curriculum of Mr. Liu Jack, customers are the starting point of all brand operations. ZARA starts from stores, where employees will constantly collect customer demand information and feedback, such as styles, colors, designs, fabrics and many other aspects that affect consumers' purchase decisions. ZARA will refer to the needs of consumers, and then combine the latest fashion to produce it immediately. This is also one of the key elements for ZARA to create one sales miracle after another.

　　 3、 Low price to create "within reach" luxury goods, and promote consumer stickiness

Small profits and quick turnover are also one of the ways to success of the "fast fashion" brand. Cheap is no longer a taboo of fashion, but a sharp tool to explore the ability of middle-income consumers. The price that makes luxury goods "within reach" and acceptable to ordinary people, as well as the design, tailoring and style close to international first-line brands, are the general impression of the "fast fashion" brand. For many styles that can only be seen in fashion magazines, consumers can buy clothes of similar styles at low prices when entering the stores of these "fast fashion" brands. Liu Jack, a marketing expert in the president class of Peking University and Tsinghua University, pointed out that it is this "cheap fashion paradise" model that attracts many middle income people and young people, which has become a shortcut for them to become fashionable people, and has also greatly expanded the consumer population of the brand.

The reason why the "fast fashion" brand has emerged as a group in recent years is that it takes both the head and the tail into consideration. In addition to grasping the "head" in the business process, that is, the speed of design and research, the unique terminal store as the "tail" of the "fast fashion" brand is also one of its core advantages. The large business area, the golden commercial area adjacent to the top brands and the high fashion goods have all formed a strong fashion experience for customers, which can stimulate the consumption desire of target customers through the most direct channel of stores. At the same time, professional and high-quality services coupled with terminal channels have greatly enhanced user stickiness. In ZARA and ONLY stores, every shopping guide is trained with professional knowledge. They are young, enthusiastic and energetic. Before each new model comes into the market, the brand will train the store managers and shopping guides of each store, including what kind of customers each style is suitable for, and how specific clothes should be matched. In this way, the terminal service personnel can better understand the design concept of the latest style in detail, so as to help customers select the most appropriate style, guide them to complete the best matching, better serve customers, and let customers get a better experience.

To sum up, in this era of "fast", the meaning of clothes for people has already evolved from durable textiles to fast fashion consumer goods. Most consumers want to own fashion products faster, more and cheaper. First class image, second class products and third class prices are the words often used by trendy young people who love these "fast fashion" brands to describe them. The cornerstone of the success of fast fashion brand lies in proper brand development strategy, rapid response mechanism, excellent design team that can grasp the soul of fashion, efficient management control system, effective price strategy, and solid terminal construction. What surprises will the "fast fashion" brand army represented by ZARA and ONLY bring us in the future, and how the industry will continue to change, let's wait and see!