Fast Fashion Brand UNIQLO Speeds Up Multi Brand Cooperation, But The Advantage Is Not Yet Obvious.

< p > walk into the flagship store of UNIQLO in Nanjing West Road, Shanghai. If you do not observe carefully in the dazzling products, you will not easily find that some signs of < a target= "_blank" href= "http://www.91se91.com/" > clothes "/a" are different from those of UNIQLO's main products.

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< p > in windbreaker series, you can see that the signs are displayed as G.S.G.V products.

This is one of the products of UNIQLO and < a target= "_blank" href= "http://www.91se91.com/", "designer /a" cooperation plan, which is similar to the OrlaKiely Series in summer 2012.

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After P put forward the plan in the second half of 2011, UNIQLO has launched a cooperative plan with designers, which covers various designs.

All these designers plan to produce < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > sign has an independent name, but the logo is labeled below Designers Innovation Project at the bottom of the logo, and the logo of UNIQLO is reduced to the bottom.

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< p > obviously, this fast fashion company is trying to make changes.

Beyond "fast", it wants consumers to see something else.

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< p > strong > multi brand acceleration < /strong > < /p >

< p > in addition to this plan, UNIQLO also introduced Uniqlo Innovation Project, referred to as IPJ, which is different from the designer's plan, and this plan is directly involved in the design by its design director.

Similarly, the IPJ series < a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" is also displayed in UNIQLO shops.

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< p > in November 30, 2012, XXX group announced that it purchased 25 billion Brand (US $304 million) share of J Brand Holdings 80.1%, the parent company of high-end jeans brand J Brand.

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< p >, we can see that XXX group aims at a higher level in the choice of brand development.

As its chief executive, Tadashi Yanai (Liu Jingzheng), said, "we will continue to expand our brand in some affordable categories of luxury goods."

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ZARA and H&M, which are among the top brands in the P fashion brand, are also accelerating the expansion of other brands other than the main brands. The market they are facing is not only young but also more subdivided.

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< p > H&M after launching the COS brand franchise store in 2012, it announced the launch of the new brand of &Other Stories and will be listed in Europe in spring 2013.

The new brand offers less than a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > bags, accessories, beauty products, underwear and garments, the price will be higher than H&M, but lower than COS.

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Less than P, two years ago, another sub brand of H&M, "Monki", hit the Chinese market in Hongkong. In September 2012, the brand came to the mainland market.

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Compared with the original brand style of P, H&M official shows that "&Other Stories" will focus on the white-collar workers who are more focused on the quality of life, positioning in the light of luxury goods, while the Monki style is more magical and rebellious, focusing on more young consumer groups. "H&M"

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< p > < strong > what is the operation mode of these sub brands? < /strong > /p >

< p > take COS as an example. It shares the most powerful supply chain management of H&M, but has its own designer team.

Like H&M, COS does not own its own factories. They choose more than 60 factories in the group's global supplier system to take charge of product production. After entering the scale production link, COS's production efficiency and cost control almost coincide with H&M's.

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P, finally, using H&M's global logistics system and IT system, COS sends the finished garments to 64 stores worldwide.

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< p > in operation, Karl-Johan Persson, CEO of H&M group, said that the new brand store will operate independently and complement other brands of the group to meet the needs of different consumer groups.

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< p > < strong > advantage is not obvious < /strong > < /p >.

< p > the advantage of having multiple brands is that it can bring fresh and refreshing feeling to consumers.

However, in the period of economic weakness, trying to get rid of the "cheap" fast fashion label and creating light luxury products is also considered as a way to save the downturn.

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< p > from H&M's third quarter results in 2012, its net profit was 3 billion 600 million Swedish kronor (about 549 million US dollars), which rose by less than 1% compared with 3 billion 590 million Swedish kronor in 2011, and its August 2012 revenue was also lower than expected.

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If P wants to gain higher profit growth, H&M will have to seize more market share. We must try our best to meet the needs of consumers at different levels and implement multi brand strategy. The launch of "&Other Stories" is just one step. "More expensive" is more likely to solve the problem than "faster".

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< p > "compared with the positioning of parity, the concept of light luxury is obviously suitable for fast fashion brands."

Shoe clothing observer Ma Gang told reporters that although ZARA and H&M had more influential brands, multi brand operation has certain channels and design advantages, which can produce synergy. But in the long run, the acceptance and demand of consumers still need to be tested, and the more high-end positioning, the greater the initial investment promotion, the longer the payoff cycle.

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< p > despite the fact that many brands including UNIQLO and ZARA have increased their performance in 2012, we can find that the growth of their performance is basically still in the stage of expansion based on their published financial data.

For example, the ZARA parent company issued a financial report that the overall net profit of parent company Inditex increased to 1 billion 650 million euros in the 9 months ended October 2012, mainly because of the 72 new stores opened in China, and the advantages of multi brand operation are not currently evident.

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< p > < strong > can see one or two more directly from the Chinese stores that face to face with consumers.

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< p > in a large store in ZARA, Shanghai, the reporter saw that although the young brand TRF launched by ZARA had a special exhibition hall in the shop, some of the short sleeved women's clothing displayed on the display shelf of the TRF was also displayed on the display shelf of the TRF.

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< p > a clearer contrast is that the flow of people in ZARA stores is surging, while there are few customers in the TRF exhibition hall.

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"P" may realize that in China, it is still in the "test water" stage. UNIQLO has not opened up a prominent sales area for designer brand in the store. According to the staff, the cycle of these products has no fixed period, only with some standing sales promotion tools.

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