Fast Fashion And Quick Introduction Of Sub Group To Seize Market Share.

When does the quarter discount of < p > ZARA start? For many fast fashion fans, this is like blowing the horn at the end of the season.

Today, ZARA started a summer discount, a week earlier than last year. At the same time, H&M and MUJI also launched the end of season discount, compared with most of the traditional brands that haven't started to make big discounts.

< /p >

< p > in addition to taking the lead in sales, fast fashion enters Hangzhou five years, and the pace of opening stores is faster and faster.

Fast fashion brands, represented by ZARA, H&M, UNIQLO, GAP and MUJI, are fighting fiercely in Hangzhou.

So far, the total area of these five brand stores has reached 50 thousand square meters, which is almost the same as the total business area of 100 and Wulin Yintai.

Especially this year, fast fashion is more frequent action, a large number of companies to introduce sub cards, seize market share, speed up the pace to reach the Shopping Mall.

< /p >

< p > < strong > five years, fast fashion has created two department stores, < /strong > /p >

< p > 2007, ZARA became the first fast fashion brand to come to Hangzhou to eat "crab". At the National University, Hangzhou opened the first store of 1100 square meters in size, and fired the first shot of fast fashion entering Hangzhou.

Subsequently, UNIQLO, GAP, H&M and MUJI also seized market share and entered the Hangzhou City in 08 or 09 years respectively.

< /p >

< p > except GAP has only one store in West Lake Yintai, several other fast fashion brands are opening up quite rapidly, almost every year.

Especially in this year, the number of fast fashion shops is close to 30 thousand square meters.

If we calculate the stores planned for this year, the number of stores in Hangzhou will reach more than 20 by the end of the year, covering an area of more than 50 thousand square meters, which will exceed the total business area of 100 and Wulin Yintai.

< /p >

< p > "fast fashion new products are very fast, keep up with the fashion trend, plus the price of the people, it is easy to be accepted by the public."

"The fast fashion sales performance is very good at present, ZARA Li Xing store sales ranked third, first in the world, making 1 hundred million no problem."

< /p >

Less than P, fast fashion is behind the rapid expansion of Hangzhou, of course, high sales.

Li Xing responsible person revealed that in January 25th this year, 2000 square meters of MUJI opened, the first day sales of about 600000, customer unit price and sales are quite good, while the main fashion brand fast star sales growth in the first quarter of about 20%, and continue to maintain growth trend.

< /p >

< p > < strong > rapid introduction of the secondary brand of the group to seize market share < /strong > /p >

< p > from 2007 to now, fast fashion has opened stores in Hangzhou city at the rate of 2-3 per year. This year the number has reached its peak, and nearly 10 fast fashion counters have opened.

In addition to ZARA, H&M, UNIQLO and other well-known brands of consumers, ZARA HOME, COS and so on have also entered the field of vision.

< /p >

< p > "if the performance of the main card is good, the head office will definitely ask for the introduction of the sub card, so as to seize the market share and increase its performance.

The best examples are ZARA and Bershka.

One industry insider said.

< /p >

< p > according to the reporter's understanding, in 2010 and ZARA belong to Inditex's Bershka stationed in Lixing.

This year, Inditex's ZARA, Pull and Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, ZARA ZARA all 7 brands will be unveiled in July in Xixi impression city.

H&M is also not to be outdone. It will take the 3000-4000 square meters of Yintai City West of the city under the banner of COS and Monkey. It plans to open in early September this year.

< /p >

< p > < strong > a big shop with "1000 square meters or more" opening, < /strong > < /p >.

< p > "now the fast fashion brand talks about the requirement of opening a shop, and the opening must be large. The shops below 1000 square meters will not consider it at all."

A shopping mall staff told reporters.

< /p >

Less than P, fast fashion, which has been testing water in recent years, has positioned the "big store strategy" as the direction of future development. The area of hundreds of square meters is indeed difficult to meet their requirements.

At present, there are more than 10 fast fashion stores in Hangzhou over 1000 square meters, of which there are no shortage of 2000 square meters.

< /p >

< p > where the opening area of UNIQLO can best reflect this change. It first opened a 70 square meter store in Yinlin and Yintai. Then in 2008 and 2009, it opened 400 square meters and 900 square meters shops in Yintai and Lixing in West Lake. After that, it went out of 2000 square meters in Xinyuan yuan, and this year it will open three super 1000 square meters shops in Hangzhou city.

< /p >

< p > "fast fashion shop area requirements are increasing, and department stores are very limited in volume, which has led to many fast fashion brands turning the front line to Shopping Mall."

One industry insider said.

According to statistics, Hangzhou only Xixi impression city, West Yintai city two MALL, fast fashion brand shop area has 24400 square meters, accounting for 50% of Hangzhou fast fashion total shop area.

< /p >