Inventory Squeezed Fast Fashion Brands Discount Promotions Local Brands Or Price Cuts Follow Up

< p > after the sports brand set off the stock sales promotion tide, the fast fashion brand casual ZARA a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" has also entered the large-scale discount season.

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< p > 24, in Ji'nan city through four road Wanda Plaza pedestrian street ZARA counters learned that the large-scale promotion of a wide range, both to the autumn winter clothing, there are spring and summer clothing this year, discount products almost all over the sales area.

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< p > "at present, it is not a target=" _blank "href=" http://www.91se91.com/ "> dress < /a > season change. ZRAR's large-scale promotional activities are obviously going to inventory.

ZARA has a fast updating speed and high output. Although it can maintain a high volume of sales through new and unique design and low price, it can still control inventory well, but it is still hard to be "independent" in the overall downturn of the garment industry.

This actually reflects that China's clothing market continues to deteriorate and has not yet come out of the trough. "

Zhu Qinghua, a researcher at CIC light industry, said in an interview with reporters.

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< p > < strong > sales promotion unprecedented strength < /strong > /p >

< p > "the promotion started last Friday, and lasted for about a month. No specific notice has been received."

In the ZARA counter, a shopping guide told reporters.

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< p > according to the guide, the overall discount of the discount products is around half off, and the discount rate is unprecedented.

The reporter noted that the lowest price of a women's vest is only 39 yuan. In the children's wear area, a cotton long sleeved T-shirt is only sold for 29 yuan, a women's winter suit is priced at 499 yuan, the men's winter sweater is 199 yuan, the autumn coat is 399 yuan, the season's women's cool is < a target= "_blank" href= "http:// www.91se91.com/" > shoes < /a > also low to 139 yuan.

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The price of shocking P attracts a steady stream of customers.

ZARA "fans" Ms. Sun said: "the biggest difference between this promotion and the past is that the code number is full and the variety is large, so there is a lot of room to choose."

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< p > Niu Haipeng, Professor of Business School of Renmin University of China, seems that sportswear is always the last item in people's consumption because it is a necessity.

As the economy slows down and people reduce consumption, sportswear consumption becomes the primary cut.

Fast fashion casual wear belongs to everyday necessities. After the discount of sports brand, the promotion of casual clothes is also reasonable.

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< p > in Ji'nan harmonious square, the reporter noticed that MANGO, H&M, C&A and other fast fashion brands also launched a discount advertising.

In the C&A counter, a summer wear of women's short sleeved shirts is priced at only 30 yuan; in H&M, half off, children's wear, women's wear and men's wear, 49 yuan and 79 yuan can be seen everywhere; MANGO counters have launched a large number of clothing in autumn and winter, with a discount of around half off.

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< p > < strong > local brand or depreciate follow up < /strong > < /p >

< p > "fast fashion foreign brands will have a big impact on local casual wear enterprises if they reduce their prices."

Zhu Qinghua said.

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< p > this judgment is based on ZARA's position in the fast fashion field of China.

Statistics show that as of the end of last year, the number of ZARA stores in China reached 275, mainly in the first and second tier cities, and became one of the highest retailers in China's retail sector (average annual sales per square metre), with an average effect of 4179 euros, 4 times that of domestic apparel enterprises.

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At the same time, fast fashion leisure local brands such as Smith Barney, Semir and so on, most of the main market has moved to the three or four line cities with relatively low brand consumption consciousness and relatively moderate competition. In the competition with ZARA and other fast fashion brands, there is still a certain gap in strength.

What kind of pressure will ZARA bring to local leisure brands when it goes to inventory on a large scale? < /p >

< p > in Niu Haipeng's view, pressure is unavoidable. Nowadays, the garment industry has entered the stage of upgrading the industry and consumption, and needs to break through. In what way, we must look at the operation of every enterprise in the market segmentation, and we will not exclude some local enterprises from reducing their prices.

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< p > worthy of note is that enterprises are looking for ways to break away from inventory.

For example, recently Semir clothing announced that it intends to acquire GXG, a fashionable men's clothing brand. The main channel of the brand is to locate the first and second tier shopping centers.

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< p > "ZARA, H&M" and other fast fashion brands occupy a higher proportion in China's clothing market. Its price promotion will further rob the market share of other casual wear brands, thus making the survival of local casual wear enterprises worse.

Faced with such heavy pressure, local leisure clothing enterprises need to find a breakthrough.

Zhu Qinghua said.

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