The Tennis Competition Has Become The Dialogue Between The Two Fast Fashion Brands.

In the past Wimbledon Tennis Championships, except for the excellent match, the fashion enthusiasts also found another bright spot: high street fast fashion brand H&M and Uniqlo (UNIQLO) logo appeared in the world's top Djokovic and Bertie's robes.

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P, which is surrounded by the "myth" of fast fashion industry, has begun to dig into the concept of sports in a big way. The way of these high street brands is a bit unclear: is this in the course of "external expansion" or a high-profile commercial show by famous events? < /p >

< p > in the view of ordinary consumers, sports and fast fashion are two different subdivision areas. Sports focus more on function mining, and fast fashion brands, as the name implies, care more about the trend and speed.

But in the eyes of analysts, they are categorized as < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > industry, with similar "genes".

This gene determines that when the scale of these two types of enterprises reaches a certain level, in order to sustain growth, they will "start" and infiltrate each other's territory, so that the final encounter between sports and fast fashion brands will come true.

In fact, fast fashion and professional sports brand are taking a "X" form of competition.

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Djokovic and Bertic, the world's number one tennis player in Serbia, met for the third time this year, and the two red Logo stood out on the white Polo shirt. P

After a closer look, Logo is Uniqlo and H&M respectively.

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< p > a tennis game became a dialogue between the two fast fashion brands, which soon spawned a consumption boom.

It is reported that UNIQLO stores, Djokovic's shirt has been sold out of stock, more pactions recorded in the network shop.

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< p > reporter noted that Novak Djokovic, the world's top ranked player, signed a 5 year contract with UNIQLO last year after ending the contract with Italian company Sergio Quci international.

Follow up, the tennis player will wear Uniqlo clothing, pedal Adidas ball "a target=" _blank "href=" http://www.91se91.com/ "shoes < /a", this match is quite meaningful.

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< p > in the view of the industry, this is not only a contest between brands, but also a competition between sports and fashion. It reflects that the fast fashion and professional sports brands are taking a "X" shaped competition path which is intersecting each other. They are invading each other and supporting each other, forming a temporary equilibrium situation.

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< p > long term study of the clothing industry told reporters: sports brand and fast fashion brand are faced with low and middle end customers. They mainly run in the sales mode. They take the light asset mode and cooperate with the upstream suppliers. The products are mainly based on OEM, and there are similarities in the business mode.

However, the difference between sports and fast fashion is mainly due to the difficulty in operation and the dimension of consideration. Fast fashion is more challenging.

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< p > Zhang Qing, founder of the key way sports consulting management company, said that although both emphasized the reaction speed from the market demand, the sporting goods were relatively weak.

In his view, fast fashion emphasizes the speed of innovation and innovation, while sports focus more on digging in functional areas.

"Sports goods have their thresholds, that is, professional requirements."

He pointed out that it takes a long time to understand sports preferences in the field of sports.

And fast fashion needs more excellent design, innovation and speed.

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< p > brand marketing is another difference.

Analysts pointed out that fast fashion does not attach too much importance to the excessive investment of the brand itself, but emphasizes the use of goods and channels as the driving force.

Sports brand is not the same. The decision of endorsement is very important.

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< p > store size.

Because the width of sporting goods is not enough, it is difficult to layout large stores, and fast fashion brands have a large variety of stores.

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< p > the turnover time of the two is not on one level.

"Turnover involves management problems. At present, the turnover rate of sports brands in China is still very low, which has also led to high inventory prices."

Nine Shao Ligang, general manager of consulting management, told reporters.

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< p > but the above analysts pointed out that even if there are many differences, fast fashion brands and sports brands are categorized into the clothing industry, and this "gene" also determines that, in order to continue to expand, sports brands and fast fashion brands will eventually meet each other.

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< p > Shao Ligang said that it is inevitable to enter each other's fields. The future brand's industrial structure must be "two big."

At the one end, there will be a lot of room for profit to be a real high-end brand. The other end is to focus on low-end products to win volume, win the huge profits of pyramidal base, and the middle part, many brands will strive to do extensive coverage.

The end result is that a wider range of brands will have more market advantages.

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