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Fast Fashion Brand H&M Layout China's First Men's Wear Shop

2013/8/2 20:24:00 17

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for fast fashion brand H&M (Hennes&Mauritz), more images seem to be the design of women's clothing. Because of the lack of display, men's clothing seems to be neglected. Before that, there was no men's shop in the Chinese market. However, just today (August 1st), H&M announced the opening of the first men's wear shop in China. 
 H&M indicates that the layout of men's clothing stores should be in line with market demand. In the industry's view, despite the increasingly fierce competition among the fast fashion brands, H&M's relatively good performance shows the market demand of its products. Therefore, it is not surprising that it began to get involved in men's wear. 
The retail industry is in the doldrums, and most brands are having a bad time, but it seems to bring too much impact to fast fashion brands. P In the first half of the year, although the fast fashion shop seems to have slowed down, it has not only been H&M since July, including the brand of Inditex group and the new layout of new stores such as UNIQLO. 
 layout of China's first men's wear shop 
 it is understood that the location of H&M's menswear store is located in Shanghai's Zhongshan North Road star global port, with an area of more than 500 square meters. Because of the single men's clothing category, the store's body size is slightly smaller than that of H&M's usual stores. 
 in H&M's view, men's clothing has considerable market potential in today's fashion industry. Magnus Olsson, general manager of H&M Greater China, Singapore and Malaysia, said: "since entering China in 2007, H&M has developed rapidly. We are very pleased to welcome the first men's clothing store in H&M in August 1st. While showing the good development of H&M, it also shows the increasing popularity of Chinese consumers towards H&M." 
 Du Yanhong, a researcher in the retail industry of CIC, told reporters that H&M's first men's wear shop in Shanghai is an attempt at new markets. "At present, H&M is constantly increasing its entry and expansion to China's market, maintaining an annual average store growth rate of 10% to 15%, and is constantly infiltrating into the two or three line market." 
 analysts say that despite the increasingly fierce competition among the fast fashion brands, H&M can still achieve better results, indicating that its products have broad market demand. Under this premise, it is not surprising that H&M began to get involved in men's wear. 
 for the location of the store, the responsible person in charge of H&M said that because of its close proximity to the subway station, there were more people and there were not many large shopping malls nearby, so it was optimistic about this location. It is understood that the commercial complex of moon star global port, which is located in its store, has a total construction area of 480 thousand square meters. It integrates commerce, culture and tourism as the largest shopping center in the global central city. 
 it is understood that the distance from the world port is not far away from Zhongshan Park. Some people told reporters that the follow-up, affected by the global port, does not exclude that the passenger flow of the Dragon dream will be reduced. 
Less than P, it is worth noting that not only is this men's clothing store, the global port, H&M's women's wear and children's wear shop and its other brand Monki's first Shanghai branch are also open today. 
Since P entered China in 2007, by the end of August 1st, H&M has more than 140 stores in the Chinese market, including 18 in Shanghai and 13 in Beijing. 
 favor fast fashion .
 reporter noted that around the H&M store, the stores of GAP and UNIQLO have been opened or are being renovated. Obviously, in the near future, it will also become a new battleground for several fast fashion brands. 
 more and more shopping centers pay more attention to creating young and personalized shopping experience. These fast fashion brands have become the "Darling" of their investment. Some analysts have pointed out that department stores are being "marginalized" because of long lease, large area and low rent, and more and more new commercial projects are throwing "olive branches" to fast fashion brands. On the other hand, fast fashion brands also borrow to realize the rapid expansion of the Chinese market. 
 according to Peng Bo, China's landlords are canceling store rentals for popular brands including Zara and H&M, in order to reduce the impact of the increase in vacancy rate due to the construction of shopping centres. 
 owners on the one hand are interested in fast fashion brands, and on the other hand, they have a headache to negotiate with them because these brands are demanding for stores. Large area, street and two levels are basic configurations. 
 Du Yanhong pointed out that the domestic shopping center has been in the supply surplus, the phenomenon of homogeneous competition is prominent, and investment is increasingly difficult. Fast fashion brands are developing rapidly in China and have a certain role of attracting customers. This greatly attracts the recruitment of fast fashion brands by shopping centers. But on the other hand, from the perspective of shopping center, rent free is a phenomenon in the current market background. From a long-term perspective, this is not conducive to the healthy development of shopping centers, and its performance will also be a great pressure. 
 in addition, it is worth noting that in the major shopping malls, the fast fashion brands will inevitably bring about homogenization. 
Less than P, the retail industry has been in the doldrums, and many brands have not only increased their stores, but are frequently closing stores. The most typical ones should be sports brands. Against this background, in the first half of the year, the layout of fast fashion brands is not large, but there is still some tendency of counter market expansion compared with other brands. 
 it is understood that in the first half of this year, H&M opened 18 stores in China, expanding at a slower pace than in the same period last year, but according to it, the total number of stores opened this year will exceed 45 last year. 
Since P July, several fast fashion brands seem to be accelerating the layout of stores. Not long ago, the flagship store of Inditex group, which is a casual fashion brand with young men and women as its customer base, is also officially stationed in Nanjing East Road. As the fifty-fifth branch in China, the opening of stores is relatively low-key. "Bershka" It is revealed that in August, another brand of Inditex will add another son to Shanghai.