Fashion Industry: Fast Fashion Is Facing Unprecedented Challenges And Embarrassment.

　 "It's not that I don't understand. The world is changing too fast."

About 06 years ago, and at the beginning of the tidal network, we began to pay attention to "fast fashion". At that time, instead of paying attention to the "fast fashion" mode, we should pay more attention to the brand equivalent to "fast fashion", such as Zara and H&M. 06, 07 years. Fast fashion brand When I enter Shanghai in a high-profile way, I still remember the grand occasion of the opening of H&M store in Huaihailu Road. As the honored media invited to participate in the opening ceremony, we also brought a number of "small partners" to see the grand occasion.

I wrote an article in the last 07 years, "popular fast food, the way to crack fast fashion products," and discussed the new mode of fast fashion product planning from the perspective of fashion trends. This article once became the hottest article of the tidal wave network, which triggered numerous discussions. On the basis of this, the trend talks on the same name have been invited many times, and have been touring different cities in Shanghai, Guangzhou, Hangzhou and Wenzhou. The place where it is, is shining in China with a strong desire for knowledge. clothing Business owners, from the initial shock of "fast fashion" to passion and excitement, must meet "fast fashion", "fast replication" and "big Zara". And my PPT's slightly pretentious opening speech is usually like this: "in April 12th of 07, H&M opened, and Kylie went to Shanghai science and Technology Museum to perform, which cost tens of millions. In April 19th, C&A opened in Shanghai and opened 3 shops. So far, there are 3 H&M, 3 Zara in Shanghai and 1 in Beijing. Fast Fashion has entered China in an all-round way. "April 12th H&M Shanghai Huaihailu Road Sinan junction shop opened, the original Benetton sadly left. Mr. Chao, an H&M global marketing director, interviewed Mr. Anderson, "how does the store evaluate Benetton?" "Fast Fashion is the key to different business models".

The final quotation of the standardized opening speech quoted the director's words in a loud voice, which always shook the vast majority of the audience. I remember clearly that after the lecture in Wenzhou, several clothing owners immediately came to me with passion to explore the "fast fashion" myth of Zara.

5 or 6 years later, I can still meet with my boss who is talking about "fast fashion" and aiming at it. But what is the reality? Fast fashion is facing unprecedented challenges and embarrassments.

A few days ago, I went to Shanghai port Hui square, where the Zara shop window was empty, just full of "Sale". Enter the store, 99139199, just as the media reported the title "fast fashion recruitment clothing industry black July". If you can't sell the fait accompli, the low price will become a strategy. Take a look at the bustling crowd. Zara used to be a gathering place for petty bourgeoisie. Now, uncle aunt is flying all over the world. I remember going to Spain for the first time in 09 years and flying to the mother land of Zara and Mango, seeing that their stores were on the street side by side. They were all products of 9.9 Europe and 19.9 Europe. Thinking of them in Shanghai far away in Huaihailu Road, Nanjing West Road, a good location, bright and bright windows reflect the Shanghai's petty bourgeois petty bourgeois shopper who carries the shopping bag, which is called a "top grade". After Spain came back, I didn't buy them very much myself. clothes Now.

In fact, there are a lot of negative news about fast fashion brands recently: such as ZARA, low price promotion scale is rare, stores are changed into "special stores", Mango frequently withdraws stores, and products are unqualified. The weakness of the market leads to inventory. In reality, the brand has stripped off its gorgeous coat and returned to the true face of "low price" and "Street store". The downfall of brand image will be the lack of appeal and the weakness of aesthetics. After the fight back to the original form, the public's enthusiasm for "fast fashion" has subsided, which is really a terrible thing.

A noteworthy phenomenon is that "fast fashion" brand is accelerating their pace of expansion in China. For them, the slow growth of sales needs to gain resources and channel advantages through large-scale expansion to make up for the decline in performance. The Chinese market has given enough space for fast fashion. After all, the Chinese market still has enough capacity to accept them.

For Chinese companies, Zara was once the most typical example of "fast fashion". Clothing enterprise Home's "China dream". The enthusiasm behind this waterfall reflects the Chinese desire of Chinese bosses for "quick copying success mode" "quick money generating money". At that time, countless professionals or unprofessional people were reading the "Zara mode": mythical exposition from the aspects of designing and selling time, amazing quantity of products, supply chain, logistics and warehousing. In the past few years, we organized the overseas inspection activities of clothing enterprises, the biggest demand of the bosses is "to visit the Zara headquarters."

At the end of the day, we did not produce the real local fast fashion. But the high inventory pressure has become the process of transformation. Chinese brand The collective pain.

I don't know if I will write another "fast fashion tragedy" one day after "the pain of fast fashion"? I only know that those two ambitious Wenzhou bosses finally failed to resist the temptation of real estate investment and went to the real estate market. The result is that with the bubble of real estate, their main business is completely withered. This is everywhere in Wenzhou.

It's not that I don't understand. The world is changing too fast.