The Trend Of Fashion Brands Is To Find A Taste Between Luxury Goods And Fast Fashion.

There are two main meanings of light luxury goods, that is, original design and high quality fabric technology. It is a relatively small consumer product, which is different from the popularity of fast fashion brands. The biggest difference between pursuing quality and international luxury brands is price, positioning is generally high-end. Fashion representative: Moonsa.

　　 Fashion brand dynamics

When a number of fashion brands such as H&M and MANGO entered the newly established department stores in Zhongshan, the "fast fashion" consumption is surging around the world. At the end of 2012, when H&M came into full swing next spring, the news of its new brand &OtherStory came to light. Some of the "light luxury" brands that were different from "fast fashion" had quietly entered the large department stores in the city.

Beginning in the second half of 2012, new department stores in Zhongshan, including Li and Plaza, have made large or small adjustments to the traditional format of distribution. There are some commercial square investors who are positioning the future high-end consumer circle. All signs seem to indicate that another demand for high-end consumption has been discovered and excavated while "fast fashion" is still popular in Zhongshan. "Light luxury" has thrown olive branches to new department stores in the city.

　　 New wind direction

Find a taste between luxury goods and "fast fashion"

The department store industry in Zhongshan has always been criticized for its duplication and simplicity. According to media reports, there is no real high-end department store in Zhongshan. Most of the consumers who have the demand go shopping in Guangzhou, Shenzhen, Hongkong and Macao. But recently, the gap between mid and upper consumption is being filled. Many brands have noticed the gap between "fast fashion" and luxury goods, and began to plan their layout under the concept of "light luxury".

International "light luxury" consumption has emerged from early 1990s, and has been introduced into mainland China in recent years. Zhongshan has just begun to contact this consumption orientation.

According to the analysis of a marketing director of Xing Hui Wan real estate company, there is a general view now that there are a large number of consumer groups between the street goods and luxury goods, such as the white-collar workers with high income. They want to have textured and high quality products, but they can't be priced like international luxury goods. From the present point of view, the consumption orientation in this area of Zhongshan's urban area is almost just beginning, and it is believed that this is one of the breakthroughs in many new department stores.

At present, the high-end brand area of the Plaza has set up the "light luxury" brand which is more concentrated in the city. Clothes & Accessories And handbags and other fields, and species and brands are increasing. Wu Jing, the operator of a decoration company in eastern area, said that the international luxury brands are too expensive to be my normal consumption. In general, fashion brands also have disadvantages such as bumping shirts, rough designs, and sometimes they do not match their positioning. Consumer goods between these two prices just solve our shopping needs.

People's enthusiasm for "fast fashion" has subsided. One of the big reasons is that the rough imitation of big brands has greatly hit consumers who pursue quality and details.

Last December, an authoritative fashion website survey showed that 26 thousand and 500 of netizens thought that the most important consumer embarrassment was the crash shirt, which accounted for 89% of the total number of votes. It can be seen that young white-collar workers with higher incomes have higher requirements for the quality of consumer goods.

Wu Jing has a deep understanding of the trend of "light luxury" in Zhongshan. The new shopping mall's attention to these brands is changing the habit of shopping in Hong Kong in the past. "For example, taking part in the annual meeting of the company is likely to be a hit with people, because there are several high-end department stores in Zhongshan. But if you buy it in a luxury brand store, this is rare. Because many styles are limited, and the probability of repetition with people is much smaller. "

In addition to department stores, active domestic websites Designer or clothing Studios are also important camps for white collar "light luxury" consumption. These designers or clothing studios will choose materials based on customers' needs. cloth And tailor-made according to the size of the customer. Some studios and designers have already formed some brand effects and have gained popularity in the Internet. These garments are not inferior to international brands in their workmanship and design.

In the "light luxury" shopping trend, regardless of the network marketing and entity store marketing, the department stores in Zhongshan City smell new breath. In the "fast fashion" trend of decline, in the affordable Street goods and unreachable international first-line brands, the "moderate luxury" of mid-range prices is becoming the next strong wind vane of urban department stores.