Market Downturn, Fast Fashion, Hard To Be Independent

< p > June, in order to show the performance of the semi annual report to show a bright color, many a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" brand has launched a big promotion.

The fast fashion brand ZARA, which has been cautious in terms of discount sales, has launched a long sales promotion of up to 50 percent off.

In addition, a number of media reports recently said that ZARA is stepping up the layout of China's discount store franchisees in the two or three tier cities, and the fast fashion brand MANGO frequently closes its stores in Beijing and other places.

Industry analysts believe that there are signs that fast fashion brands are also beginning to decline in China.

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< p > < strong > ZARA high profile discount, popular popularity < /strong > /p >

< p > "from today on, all stores in mainland China begin to discount!" Sina certified as "ZARA_CN" of ZARA official website in China recently posted such a promotional message on Sina micro-blog, Sina.

Language is simple and clear, but it brings a sensation.

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< p > "all goods are out of stock. Hurry up the distribution." "good! Some are out of stock, will they replenish the goods?"

It can be seen from the more than 700 netizens commentary that many netizens are quite excited about the ZARA discount.

Reporters visited the ZARA store in Wan Ling Hui square in Guangzhou, and found that although the promotional activities had lasted for a few days, the popularity of the site was still strong, and there was still a long queue in the trial area of the non weekend time.

"This discount is still very attractive, the scale seems to be bigger than usual, and the original ZARA fashion design is also very attractive to me, the quality is good, and the price is more close to the people after the discount."

Ms. Sun told reporters when she snapped up a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > at the scene.

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< p > reporters learned at the scene that the promotional products were mainly spring and summer wear. The discount was also very attractive. Except for a small number of new products, most of the goods in the shop were sold at a price of as low as 50 percent off, and the selling price was between 69-299 yuan.

Moreover, Lian Ping (micro-blog) has less discount packages, < a target= "_blank" href= "http://www.91se91.com/", "shoes less than /a" and accessories and accessories also have a discount of about 30 percent off.

Moreover, unlike the previous sales interruption codes, the codes of several fashionable clothes are still complete.

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< p > according to the store staff, "the purpose of the company's promotion is mainly to clean up the stock products, but no definite deadline has been issued, mainly based on the specific sales situation."

According to the daily economic news, a person familiar with the matter said that the promotion of ZARA was 1 months, and the company will decide whether to extend the promotion season according to inventory clearance.

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< p > a person engaged in ZARA genuine purchasing industry revealed that according to the style of ZARA in the past, this fast disappearing clothing would not be very discounted.

And ZARA's summer discount season is usually only once a year.

The industry also said that this year's discount time slightly earlier than before, the intensity is also relatively large.

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< p > consumers also expressed dissatisfaction with the promotion of ZARA.

Netizens "Blue Lion sea" commented: "to see, are all the bottom of the warehouse in previous years."

Netizen "Asif proud" complains: "the customers who just bought the price just said it is hard to accept this reality.

And there is a new T that shrank badly...

Can't afford to hurt. "

Netizens "big three uncle" said: ZARA is not as strong as H&M and UNIQLO, some of the original price of 799 yuan, the current price is 699 yuan, which is also called discount? < /p >

< p > < strong > Mango low key discount, popularity bias < /strong > /p >

< p > in the fast fashion brand Mango, which is also located in Wan Ling Hui, the reporter saw the promotion and publicity instruction of "up to 50% off" in the shop.

However, compared with the next ZARA, the popularity of Mango is a lot of cold and cheerless.

The reporter saw that half of the shops were product promotions of autumn and winter, while the styles and quantity of spring and summer wear were few.

According to the on-site staff, Mango launched the promotional campaign in mid 6, mainly cleaning up inventory, which will last until the end of the month, and then start the new autumn and winter.

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Miss P, who has just visited ZARA and Mango, said: "by comparison, I still prefer ZARA.

The overall feeling of Mango style is less and less fashionable, the style is a little biased towards mature and professional.

But if you choose a professional suit, it makes people feel not enough.

ZARA is more fashionable, and I always pick clothes that are more suitable for my taste. "

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< p > reporters learned that the Spanish fast fashion brand that entered China earlier was also in high spirits for a few years, but recently there has been a lot of rumors about it.

The Legal Evening News reported that Mango has been laying 200 retail outlets in 80 cities in China in the past ten years. Recently, Mango has been withdrawn from the counters of the Ginza in Beijing and the new world department store in Chongwenmen, and Wuhan, Nanjing and other places have also heard the news of the withdrawal of counters.

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< p > the news about the closure of the special stores has been heard in Beijing, Nanjing and other places. The staff members do not know clearly about the news that he has shut down, and have not heard of the arrangement of dismantling in Guangzhou area at present. "Mango"

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< p > < strong > H&M summer sale, shops in the sea of people > /strong > /p >

< p > reporters visited H&M, a fast fashion brand located in the good Plaza.

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< p > it is learnt that H&M launched the "summer sale" promotional campaign in June 17th earlier, specifying a discount of 50 percent off to a single product.

The sale activity covers half of the total area of the Damien store and the sales scale is also very large.

Promotional products are rich in content, from clothing to accessories with varying degrees of discounts, some of which are less than 70 percent off.

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< p > as a fast fashion brand that advocates parity and close to the people, the popularity of H&M weekdays storefront is strong enough. After the start of the big sale, the flow of people is increasing.

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< p > "H&M's clothes are fashionable and the price is close to the people, suitable for fashionable middle-income students and white-collar workers.

Moreover, it is updated quickly, with rich styles and close to the trend, and can pick up several clothes that are suitable for them at once.

Mocca, a student who likes dressing up, says.

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< p > < strong > market downturn, fast fashion is hard to be independent. < /strong > /p >

< p > fast fashion brand began to start high in late June, and the scene was quite sensational.

However, according to the reporter's visit, although the popularity of H&M is still prosperous, compared with the past prosperity, the fast fashion brands such as ZARA and Mango are somewhat fading.

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People with close attention to the fast fashion brand development show that although fast fashion brand is an example of domestic sports leisure a target= "_blank" href= "http://www.91se91.com/" > dress < /a > brand learning and catching up, but in the general environment of the apparel industry, the fast fashion brand in China will inevitably fade away.

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< p > Guangdong clothing < a target= "_blank" href= "http://www.91se91.com/", a designer, a director of the association, told reporters in Nanfang Daily that relevant information and data showed that the overall situation of the clothing industry this year is not very good, and the European market and the domestic market are declining.

Under such a big pattern, it is hard for fast fashion brands to be independent.

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< p > except for the big situation, the decline of fast fashion brands may be more directly related to its great leap forward in the Chinese market.

According to relevant information, Mango has distributed more than 200 retail outlets in 80 cities in China in ten years, while ZARA has opened 127 stores in China.

The number of stores in UNIQLO and H&M in China was 205 and 134, and it continued to expand.

Reporters learned that UNIQLO will open 4 stores at the end of this month, including two in Changsha, 1 in Chengdu and 1 in Shanghai New Life Plaza.

H&M said it will open 350 new stores in the world in 2013, and most of the new stores will be opened in China and the United States.

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< p > the cake of China's clothing consumption market is so large. In the market of fashion casual wear, there are so many fast fashion brands competing to compete. There will always be a high inventory day in the future.

Insiders are not worried about this.

In fact, before that, the domestic sports leisure brand has tasted the bitter fruit of blind shop expansion, and is hard to extricate itself from the quagmire of high inventory.

After that, the way of self rescue such as closing stores, discounts and so on can solve the crisis of a time, but it brings a lot of damage to the brand image.

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< p > < strong > local inventory, local digestion is a wise move. < /strong > /p >

< p > because of the advantages of SPA business mode, fast fashion brands have little worries about inventory problems.

Because it has established a set of information collection system, logistics allocation system, inventory management system, but also has the exclusive supplier and manufacturer.

By using this mode of operation, which is designed, produced and sold by itself, fast fashion enterprises have successfully compressed the length of the supply chain, so that enterprises can grasp market information at the first time and speed up the time of strain coordination so as to achieve rapid response to the market.

This is also an experience model for local sports and casual wear that is eager to learn from the high inventory crisis.

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< p > however, once the industry downturn is encountered, the good mode will not help.

For the inventory problem, fast fashion brands have been reluctant to mention too much. But recently, media reports said that some enterprises claimed to be authorized by ZARA headquarters in Spain and planned to open ZARA discount stores in China.

Although ZARA has not yet responded positively to the rumor, public information is very detailed about the details and prohibition requirements.

For example, the store layout can be exactly the same as the ZARA store, or the logo of ZARA, but the discount store should be 70 kilometers away from the ZARA shop, and the ZARA door can not be hung.

All discount products are strictly prohibited from selling and advertising on the Internet.

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ZARA has been cleaning up its inventory in Europe, and the stock in China has been pported back to headquarters at P.

In the shoe and clothing industry independent commentator, retail information and e-commerce observer Ma Gang seems that with the expansion of ZARA in China, all the inventory will be pported back to headquarters to clean up will increase a lot of costs, so local channels need to digest.

"The more shops we have, the more stocks we have.

The cost of returning products is getting higher and higher. Local digestion will become a trend. "

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