Fast Fashion Ladies' Anatomy

Fast fashion mainly presents the following characteristics: advocating the loose shopping environment of large SPA, fast loading time, high price, less money and keeping up with fashion trends.

Globally, Spain's ZARA and Sweden's H&M are undoubtedly the originator of the fast fashion model.

From the domestic point of view, the first fashion of men's wear and women's clothing division through fast fashion is EMINU.

Origin

It originated in Europe in the middle of last century.

This is a quick feedback and imitation of fashion show design.

With the increasing popularity of fashion design and terminal sales, "fast fashion women's clothing" has been pformed into fashion fashion enterprises, and has been rapidly responding to fashion design in the late 19th century to the beginning of this century.

The products are sold in a few cheap outlets, mainly attacking mainstream consumers.

Characteristics

The strategy of fast fashion women's clothing is to accurately identify and quickly launch the corresponding clothing styles when the fashion trend is just emerging, and take the best creative ideas as the best ones.

Fast fashion, which is characterized by "fast, ruthless and accurate", has springing up rapidly and always follows the fashion trend of women's wear driven by the chase season.

The frequency of display is two times a week.

This is exactly the same as "speed seeking" in the fast food era.

The fast fashion with fast speed and super high frequency will follow the trend of fashion forever, and let the fashionable pursuer scramble for it.

Development

Compared with traditional clothing

The trend from the T platform, extending the product to the stores and counters, will take several months, and even high-end brands need half a year.

But according to the concept of "fast fashion ladies", enterprises can pform the concept of products into consumer products in a very short time. The initial process takes about 50 days, such as the fastest business within 20 days.

At present, the most representative brands in "fast fashion women's clothing" are mainly ZARA, H&M and EMINU, such as the domestic enterprises. Although these brands have their own characteristics, the operation process is very similar.

The development of foreign brands: since the Spanish Spanish ZARA triggered the "fast fashion" revolution, foreign "fast fashion ladies" through international brand new conference and other channels to collect fashion information for integrated design, and then production and sales, the fastest time of 12 days, the price is not similar to the international brand of similar fashion 1/10. "fast fashion" each underwear production quantity is very small, so that not only reduces the single display, at the same time artificially create scarce, drive the desire to buy.

The development of domestic brands: as GAP entered the Chinese market and joined forces with ZARA, H&M and UNIQLO successfully, the four fast fashion giants almost completely occupied the Chinese market.

Facing the aggressive attack of foreign brands, China's local brands are also not willing to be outdone, and have embarked on a fast fashion trip.

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EMINU, the famous clothing brand in China, has abandoned the "mass leisure" established in 2006 to the fashion style line.

The introduction and adoption of the "fast fashion" business model, and the use of "men's wear, women's clothing, comprehensive area" three line business strategy.

EMINU "fashions" with the design of big brands and the price of people.

EMINU has quickly become synonymous with China's "fast fashion women's clothing".

Characteristics

Fast or slow contrast

Fast fashion women's clothing is a "fast food" consumption pattern that takes clothing as the main line.

At present, many clothing brands are pipelined and sold at different wavelengths. This process often takes more than 1 months or even two months.

But fast fashion clothing from style collection to design, and finally finished products hanging on the clothes rack of the store, this process will not be more than two weeks.

If you go past Da Bei Road or Yi Fa street every day, you should have a deep understanding. Most of the clothing stores launch new products almost every day, and window displays are also changing frequently. Models wear different clothes every day, and they are fresh every day.

Slow fashion women's pursuit is beyond the season and beyond the time, with the classic, lasting and unique characteristics as the main feature. "Durable and durable" has become the synonym for slow fashion, so it is very different from fast fashion.

Among them, private customization is a typical "slow fashion", its biggest advantage is unique, and is not bound by the trend, high-end fabrics, exquisite workmanship.

In terms of price, though slow fashion clothing is much higher than fast fashion dress, it can surpass the season, even though it has passed several quarters, it is still not outdated, but still maintains elegant style.

Fashion seems not to be affected by the economy, and it is still booming, regardless of the state of the economy.

What kind of fashion do we need? In fact, society and economy lead the trend. The emergence and alternation of fast or slow fashion are affected by the level of economic development.

However, slow fashion and fast fashion are not absolute relative. They can pform to a certain extent. The key is to find their own fashion. For example, in the traditional slow fashion business, the strategy of "ordering + buying" and "subdividing band sales" can also evolve into a fast fashion mode.

Characteristics at home and abroad

Since ZARA, H&M, EMINU and other brands create a new era of "fast fashion", fast fashion women's wear business mode has quickly become the new favorite of many low-end clothing enterprises.

These fast fashion women's brand enterprises are characterized by first-class design, second class fabric and three stream price. They are similar to the design of "fast fashion women's wear" brand and luxury brand, and the price is less than that of luxury goods 1/10.

Difference between home and abroad

The famous brand of "fast fashion women", represented by ZARA, has four characteristics in "fast fashion" operation.

It does not pfer the production to the relatively low production cost area in accordance with the practice of the traditional clothing enterprises, but completely produces in the Spanish native place.

They seldom advertise and hardly ever advertise at the very beginning.

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There are so many styles that we can launch more than 10000 items of clothing that can be listed throughout the year. The average period from design to shelf is about two weeks.

Inventory turnover time is also very fast, and it will turn around 10 times a year.

The famous brand of "fast fashion women" brand represented by EMINU has seven main characteristics:

First, the product uses the combination of "main line and express line, lifestyle and fashion" to walk on two legs. While ensuring the satisfaction of consumers' individual needs, it also provides more choices for customers.

Two, there are more than 2000 sales terminals, of which 90% are franchised, and only a few are self operated.

Three. Its products are designed and manufactured by the production base of the head office.

Four, in order to stimulate customers' desire to purchase with a fast variety and a small amount of money, its brand will not appear again second times after this season.

Five, do not hesitate to invite celebrities to help you in a big way. Let's pay attention to this brand in the way of large posters.

Seven, in the men's wear division and the comprehensive area mode, target customers are sold.

Marketing strategy

With the improvement of people's living standard, people's consumption concept has undergone tremendous changes today, and the frequency of buying clothes has increased enormously. This makes the clothing market change dramatically.

The "fast fashion ladies" brand represented by ZARA has become the hot topic of the public and become the dominant market at this stage.

These fast fashion brands like ZARA, ONLY and H&M are like WAL-MART in the clothing brand. They have launched a fashion of "fast fashion" all over the world, and they are warmly welcome by the fashionable young people.

"Fast fashion women's clothing" has become popular and has completely changed the ecological mode of the industry.

At present, the marketing strategies commonly adopted by "fast fashion ladies" brand clothing enterprises include the marketing mode of "many products with small quantity, high quality and low price strategy, and locking up the promotion strategy of the core business circle".

The successful development of brand clothing enterprises is also an essential factor in the "fast fashion women's clothing" mode with its own marketing strategy and management concept.

First, build a fast reaction force based on "fast".

Two, fashion is the soul, keep up with the fashion trend, take the consumer as the center, establish a unique brand image;

Three, low price to create "within reach" luxury, force terminal to enhance consumer stickiness.