Fast Fashion Brands Meet Consumers' Needs Well.

All along, Hennes&Mauritz (H&M), UNIQLO and other foreign brands are fast fashion. clothing The brand has been favored by Chinese consumers and the market with its personality, fashion, design and style changing quickly, and sales return fast. However, with the rapid expansion of fast fashion brands in China, the quality of its clothing brands has been exposed.

Recently, the issue of fast fashion apparel brands has been constantly on the rise. First of all, the Swedish fashion retailers H&M clothing quality is not qualified, followed by UNIQLO sales of light down clothing due to insufficient filling capacity, polyester fibers were not qualified.

Nevertheless, consumers in the Chinese market are still enthusiastic. I noticed that in Beijing, Zhongguancun, China World Trade Center and other places, shoppingmall, UNIQLO and H&M stores still have quite a few customers. I asked several of the customers that they did not know the quality of the brand. Individual customers know that "problems are normal, but relatively speaking, UNIQLO brand is relatively guaranteed."

Compared with domestic fashion brands, fast fashion brands have outstanding advantages in fashion personality, store speed and price. For consumers pursuing individuality, fashion and cost-effective, fast fashion brands undoubtedly satisfy the needs of consumers.

However, this does not mean that foreign fast fashion brands can be trusted in the Chinese market. According to the author's understanding, UNIQLO has been exposed to more than one quality problem. Outside China, the United States failed to meet the American standards on flammability of children's pajamas in March this year, and there was a risk of burning children. It reminded consumers to stop using the pajamas immediately. Finally, UNIQLO announced the recall of 700 sales products.

Insiders said that the fast fashion brands such as UNIQLO should not overlook such problems. The author has noticed the importance of H&M for the crisis. After the media exposed its employment problems in Bangladesh and other places, the poster on the waiting area walls of the fitting rooms in Beijing can see its posters about legitimate employment.

In recent years, China's apparel industry has seen a rapid development trend. Fast fashion brands are expanding in China with an annual growth rate of 50%. In the process of development, the brand of foreign fast fashion clothing has also become a synonym for cheap, high-quality products. However, the quality problem that disappointed consumers slightly has happened.

For these problems, fast fashion brands should pursue the effective combination of fast and slow. They should not only grasp the needs and changes of consumers quickly, design and produce products with individuality, characteristics and fashion, but also pay attention to product quality and brand building, reflecting "slow" efforts. This is the long-term development plan.