Fast Fashion And Shopping Center Are Mutually Beneficial

In recent years, Forever21 has accelerated its expansion in Asia. At present, it is also popular in Japan, South Korea and Hong Kong, China, and domestic consumers are no strangers to this brand. Mr. Larry Meyer, executive vice president of Forever21, said that at present, Forever21 has more than 480 stores worldwide, and its products include Women's wear , men's clothing, children's clothing, accessories and footwear, etc. The new store in Beijing apm is 4 floors high and covers an area of 2500 square meters. It is mainly for women's clothing, accessories, shoes, bags and underwear. Men's clothing and children's clothing have not been put on the shelves yet. The commodity prices are basically the same as those overseas, starting from 10 yuan for jewelry and 40 yuan for clothing.

Fast fashion is flourishing

In recent years, fast fashion brands have become increasingly integrated with shopping centers, such as Beijing Xidan Joy City, Oumeihui, Blue Harbor, Grand Canyon, etc., and have introduced fast fashion brands as the main stores: Oumeihui has H&M, C&A, UNIQLO, MCJEANSTOWN, etc; Blue Harbor has H&M, ZARA series brands, Uniqlo, MANGO, etc; The first Grand Canyon includes H&M, GAP, ASOBIO, etc.

Not only in Beijing, but also in the past year or two, the expansion speed of fast selling clothing brands in Shenzhen can be described as a thousand miles a day. In addition to becoming the sales trump card of shopping centers without controversy and sitting on the throne of the main store, its overwhelming development momentum has also triggered the discussion of the retail industry on the backward marketing concept of domestic clothing brands.

Fast selling fashion brand ZARA has recently entered the coastal city, the famous British brand TOPSHOP has opened its first store in Jinguanghua Square, MANGO's store in COCOPARK has opened, and the international leisure fashion brand Uniqlo has signed a contract with Djokovic, who is ranked first in the men's tennis world today, making it the company's global image ambassador to attract more young people's attention.

Mutual efforts to achieve a win-win situation

For a long time, the coexistence of department stores and shopping centers seems to be a match made in heaven. It is hard for people to imagine what a shopping center would look like without a major department store. However, in recent years, the relationship between shopping centers and department stores has undergone subtle changes: it is not uncommon for department stores to encounter the "retreat" of shopping centers. There are few department stores in CapitaLand's Longzhimeng Shopping Center and many shopping centers in Hong Kong, and even shopping centers that have department stores are gradually eliminating department stores. Meirui Department Store in Blue Harbor also turned into per carat beauty soon after its opening. When Shanghai Zhengda Plaza adjusted and upgraded, it also first reduced the business area of major department stores, which made it possible to introduce fashion brands, catering, entertainment and other formats. A series of cases, such as Ganghui Plaza's return to Ganghui Xinyi Department Store, and Zhongshan Park's return to Longzhimeng Department Store in Shanghai, have proved that shopping centers and department stores are moving away. Although Huang Guoxiong, a professor of Renmin University of China, believes that the idea of de department stores in shopping centers is too extreme, department stores in shopping centers must also continue to change, otherwise it is difficult to keep pace with the development of shopping centers.

In contrast, there are more and more fast fashion brands available for shopping centers. In recent years, with the gradual upgrading of consumption, cultural consumption of fashion brands has become a popular shopping trend, especially among contemporary young people. Their awareness and trust of fashion brands are much better than before. And fast fashion that is close to fashion trend Clothes & Accessories The brand has become the hot spot of major shopping centers. It seems that there are not one or two foreign fast selling clothing brand enterprises in the mall, so they are embarrassed to call a shopping mall.

As Cai Zhiqiang, the general manager of Beijing apm Shopping Center, said, "To change the name of" New Dong'an Market "to" Beijing apm Shopping Center "is to create a young and fashionable one-stop shopping center. Therefore, GAP, ZARA, Uniqlo and other fast fashion brands have been introduced in recent years. Since each fashion brand has its own unique brand and design style and corresponding customers, their arrival has brought consumers a more comprehensive and three-dimensional consumption experience. Mr. Larry Meyer, executive vice president of Forever21, believes that the combination of fast fashion brands and shopping centers is a win-win approach. Fast fashion brands can achieve their goal of accelerating expansion, and shopping centers can attract more people and increase the efficiency of shopping malls through fast fashion brands.

However, fast fashion brand is not a business symbol for shopping centers. Negative information such as "quality problems" and "wearability" is often complained by consumers.

For domestic clothing brands, what needs to be changed now is that the marketing concept is seriously backward. In China, the marketing concept of many garment enterprises still stays in the 1990s, and they have no deep understanding of brand image, audience positioning, promotion strategies, marketing routines, fashion creativity and other aspects, so that there are big differences between most products produced and consumer demand.

In terms of fast fashion, domestic brand Metersbonwe has begun to have the confidence to compete with foreign fast moving consumer brands. However, more garment enterprises still need to learn and improve modern marketing courses to try to close the distance with foreign brands, which is likely to find a place in the severe competitive environment.

In addition, in many cities in China, examples of several fast fashion brands gathering in the same shopping center can be seen everywhere. For example, in addition to Lehui City, Shijiazhuang, Wanda Plaza, Beiguo Dongshang Mall, and Vientiane Tiancheng have introduced their own fast fashion brands. For the Guangzhou market, in the past two years, fast fashion brands have expanded rapidly, and global fast fashion foreign brands such as ZARA, H&M, Uniqlo, etc. are rapidly distributing their fashion stores.

As for the fast fashion trend in shopping centers, Song Yinzhi, director of marketing of Blue Harbor, said that the introduction of any category is inseparable from the project positioning. Blue Harbor faces high-end customers such as urban white-collar workers aged 25-49 and within a radius of 5 kilometers. These target customers are highly sensitive to fashion and new things, and have a high education level, Most of them have foreign life or work experience and adapt to foreign consumption habits.

Therefore, fast fashion brands account for a certain proportion in the brand proportion of Blue Harbor. Wang Suping, deputy director of rental property of Oumeihui Shopping Center, introduced that Oumeihui's market orientation is young and fashionable. There are many young people in Zhongguancun, many white-collar workers in office buildings, and many students in colleges and universities. They constitute a solid force of Oumeihui's consumer groups, and they are fast fashion The brand can just stimulate the "instant purchase" desire of these customers.