Fashion Retailers Are In A Quagmire.

　　 Stores outpace luxury goods for the first time.

A beautiful transcript in the first quarter

Fast fashion, take advantage of opportunity

Luxury goods began to expand the top name of the store. Recently, the world famous real estate consulting company, CB Richard Ellis released the Asia Pacific regional retail hotspots report. In the New Asia Pacific region's new market retailers, the mid-range fashion retailers set up new stores faster than luxury goods.

　　 "Fast fashion" is in the limelight.

Shop in China is faster than luxury.

Archaic cloud, "thirty years Hedong, thirty years Hexi." Who did not think that, starting last year, in the Asia Pacific region stores expansion speed, fast fashion brand has grabbed the top spot, overtaking the dominance of luxury goods.

Recently, the world famous real estate consulting company, CB Richard Ellis released the Asia Pacific regional retail hotspots report. In the New Asia Pacific region's new market retailers, the mid-range fashion retailers set up new stores faster than luxury goods. Hongkong, Singapore and Tokyo are the largest retailers in the Asia Pacific region.

According to the report, luxury retailers accounted for 27% of the new retailers in the Asia Pacific region last year, followed by 18% of the mid-range fashion retailers. clothing Retailers and coffee and restaurant retailers accounted for 12% of the total, while 11% of the retail denim retailers. On the whole, mid-range fashion retailers are adding new stores faster than luxury retailers.

In fact, before the report was released, industry insiders predicted that the growth rate of luxury retailers in the Asia Pacific region will continue to slow down. The sign is very clear: Gucci announced in the near future that it would stop expanding its stores in China in 2013, and Louis Weedon also sent out a signal that it would not continue to open stores in the two or three tier cities of China. The old British Burberry, one of the world's three largest luxury goods groups, claimed to slow down its expansion in China.

This is in sharp contrast to the fast fashion brand represented by the fast fashion brand. According to statistics, as of December 31, 2012, the total number of the ten international fast fashion brands in China has reached 632, covering 66 cities in the mainland. According to the survey, "Chinese consumers want their clothes to be in line with fashion trends and their unique personalities instead of being a sign of luxury."

"Although economic and retail sales growth in the Asia Pacific region is relatively slow, as the largest retail market in the world, the Asia Pacific region is still attracting international chain retailers to invest," said Kim Mercado (Kim Mercado), director of the Asia Pacific Asia Pacific Research Department. Retailers hope that the region's young and middle class will continue to grow and their incomes will rise, which will bring considerable profits to them. "

The report shows that, despite the lack of high-quality retail supply in the mature market, it is expected that retailers, especially international mid-range fashion retailers and parity denim retailers in 2013, will continue to develop steadily in the Asia Pacific region and add new stores.

　　 Lixing department store is fast fashion.

Sales increased 20% in the first quarter.

In Hangzhou, the first quarter of this year's retail sales report showed that sales of Lixing department store, the flagship fast fashion brand, grew significantly. Sales growth in the first quarter was around 20%, and continued to maintain growth trend. This is a very beautiful report card.

"Now is the changing stage of fast fashion." Chen Min, chairman of the famous brand, said that when Li Xing started to focus on the concept of fast fashion brand, many people in Hangzhou did not know what "fast fashion" was. It was a relatively new concept. The trend group, returnees and foreign business people were targeted by Li Xing as the target customers.

With the development of these years, ZARA, H&M, UNIQLO, MUJI (Muji) and other international fast fashion brands have been gradually settled. Hangzhou people's acceptance of fast fashion is getting higher and higher. "For example, MUJI (Muji), consumers will understand later, look at the humble goods, but it is a quality commodity."

Reporters at the ZARA store on the first floor of Li Xing see that during the non weekend period, there are still many young girls in the shop. clothes On the streets near the famous stars, on the bus platform, you can often see guests carrying ZARA, H&M, UNIQLO and other fast fashion brand bags.

Not only are girls in their early twenty years, but even some forty or fifty year old mature women are consuming fast fashion. Reporter met in the ZARA shop 42 year old Gu big sister, she has two newly picked dress in her hand, ready to go to the fitting room.

Seeing the reporter, sister Gu smiled and said, "I thought the clothes of this brand were all dressed by young people. Later, I came with my daughter for two times, and found that some styles I could wear, and the size of the Europeans themselves was too big to wear. Because she looks good at her eldest sister, and some friends who are similar to her age will also stroll around the store. Besides fashion and fashion, cheap prices are also an important factor to attract them. The same price is 1000 yuan. They may only buy half a piece of clothing elsewhere, but these mid-range brands can pick two or three pieces.

"This is something we didn't think of at the beginning." Chen Min said that Li Xing's earliest customers were women aged 18-35, but in the past few years, women aged 40 to 45 and even 50 had a lot of consumption in Li Xing, especially some fashionable mothers. This part of the customer group has accounted for about 10%.

Chen Min is very optimistic about the development of fast fashion in China. She said that the shopping mall is still in the "micro growth" period when the environment economy is not getting warmer. It is very difficult to maintain substantial growth. At this time, fast fashion brands show their advantages. The fast fashion brand is characterized by its fast speed, fast imitation, keeping up with the fashion trend and the price of the people, so it is easy to be accepted by the public.