Slow Consumption, Revival, Fast Fashion, Brand Adhere To The Creative Style

The rise of "P" and "fast fashion" has led to a rushing garment competition in China's "a href=" http://www.91se91.com/news/index_c.asp "dress" /a.

As soon as the new style appears on the T stage, the Sketchpad and the production line will be immediately drawn up. In a few weeks, it will appear in the major retail stores at a low price.

< /p >

"P" and the continuing downturn in the global economy has made the charm of fast fashion more than doubled. Retailers have been able to reduce prices to attract consumers in order to increase sales.

< /p >

< p > at the same time, the combination of "a href=" http://www.91se91.com/news/index_c.asp "fast fashion > /a" and the combination of brand and shopping center is becoming more and more close. It has become a standard format that attracts both popularity and making money. Such as Beijing APM, Xidan Joy City, Europe and America exchange, blue harbour, and the first Grand Canyon, all of them have introduced fast fashion brand as the main store.

< /p >

< p > according to incomplete statistics, Europe and the United States have H&M, C&A, Uniqlo, MC JEANS TOWN, etc. the blue harbor has H&M, ZARA series brand, UNIQLO, MANGO, etc. the first Grand Canyon has H&M, MANGO, and so on.

< /p >

"P" for quite some time, fast fashion brand has repeatedly created "myth" in China's retail circle: ZARA has become one of the most efficient retailers in China after entering China, and Uniqlo has 70% of its global sales growth from China stores.

< /p >

< p > however, in the past two years, H&M, ZARA, UNIQLO and other fashion fast selling products have opened shop in China, and no longer have seen the grand occasion of their shoulders before the opening of the business, and some shops can even describe them with their doors.

< /p >

< p > "these clothes are not expensive, but they also need hundreds of dollars, but the fabric is really sorry, and the washing water is useless."

Many consumers frankly say that most of the fast selling products are like goods. They can wear whatever they wear, but they can't pay attention to details.

< /p >

< p > Wang Ke, a 25 year old senior student who has started her internship at Peking University, says that the clothes of Forever 21 or H&M will wear 2-3 times at most, and they will be faced with various situations such as off-line and shrinkage.

"Now that we have graduated, we need better image at any time. Besides, can't we buy clothes every month?" < /p >

< p > on the Wangfujing street, which is more concentrated in fast selling products, 3 hours later, the reporters found that the number of stores such as GAP, ZARA, Forever 21 and so on was low, and about 1-2 of the 10 customers entered the shop.

< /p >

< p > in the interview, the reporters learned from many shopping malls that the sales of clothing with good quality, good workmanship and high price were getting higher and higher, and the idea of "slow consumers" has also started.

< /p >

< p > < strong > "slow consumption" revival < /strong > < /p >

At present, China's economy is pforming from "fast economy" to "medium growth economy" and "slow growth economy". P

Over the past 30 years since reform and opening up, China's economy has grown at a rate of over 9%, and has rapidly become the second largest economy in the world.

As the global economy slows down, China's economy is slowing down.

< /p >

< p > with the slow growth economy, there is also the era of "slow consumption".

In 1992, the total retail sales of consumer goods in China amounted to only 1 trillion and 99 billion 370 million yuan. By 2011, the total retail sales of consumer goods reached 18 trillion and 400 billion yuan, and the average annual growth rate was more than 17% yuan over the past 20 years.

It is predicted that the nominal growth rate will exceed 14% in 2012, and the actual growth rate will exceed 11%. Although the rate is still high, it has slowed down considerably compared with the previous years.

The characteristic of "slow consumption" is not to pursue the speed of consumption, but to maintain sustainable consumption and ecological development is a rational consumption.

This is a way of life, but also a concept of life.

< /p >

< p > over the past ten years, changes in consumer attitudes and social and economic development have made some popular fast fashion brands such as ZARA, H&M, UNIQLO, Forever 21 and so on become popular all over the world with the help of "faster response to fashion trends and more accurate prediction of consumer demand".

< /p >

< p > however, faster innovation means less inventory, more frequent releases of new products and better profits.

These brands encourage fashion conscious consumers to view clothes as fast moving consumer goods, that is to say, they can be abandoned several times after washing. Although they have not publicize this way, this happens: many consumers have to update their clothes and wardrobe every few weeks, and some clothes may even be worn only one or two times, which has caused a lot of waste.

< /p >

< p > recently, in some shopping malls in Beijing, Shanghai, Wuhan and Hangzhou, many clothing counters have launched the concept marketing of "buying clothes less and buying clothes".

It is reported that the price of these brands is more than 5000 yuan. "Such a a href=" http://www.91se91.com/news/index_c.asp "> clothes < /a > looks expensive, but it can wear many years to buy one is a piece." at the time of the reporter's interview, Zhang Xiaolin, a saleswoman of a brand clothing in Beijing, emphasized the fabric quality and exquisite workmanship of a garment to a consumer.

< /p >

< p > according to Zhang Xiaolin, their customers are mainly "slow consumers" in pursuit of quality.

She thinks that the styles of clothes are very similar each year, and the key is to integrate them carefully into the popular elements, so that the fashion of quality sense will become eternal. In this way, it looks expensive, but the high frequency of use will be more cost-effective, and the image produced by the brand effect will be better.

< /p >

Less than P, nowadays, the increasingly large group is beginning to tire of the new experience brought by fast fashion, which seems to mean "good opportunities for high quality and high priced clothing."

< /p >

< p > "now most people wear clothes are really ugly, we are too stick to the rules, no one thinks about how to innovate."

In 2012, "Vivienne Westwood" released this comment after the Red Label show in London.

< /p >

< p > she thinks that consumers do not need to buy too many clothes, they only need to buy clothes that can last long and worth wearing.

"Think of historical figures. The costumes they wear are very distinctive. The costumes of Queen Elizabeth are really wonderful. Everyone feels that she is charming."

< /p >

< p > "now it is hard for us to see elegant women. Even if they are, their age is relatively large. It is really hard to find people who can create trends."

The designer Stefano Pilati also expressed the same view. What he calls "elegance" refers to those "perfect combinations that can really find their own style, natural and dignity."

< /p >

< p > < strong > afterburner light luxury > /strong > /p >

P seems to echo it. Fast fashion brands, which are quick response, have obviously smelled the changes of consumers and made corresponding adjustments.

< /p >

< p class= "P0" style= "margin-top: 0pt; margin-bottom: 0pt" > span style= "font-family:" span ";" ","

< p > < --EndFragment-- > in order to deal with the industrial overproduction crisis, the fast fashion brand is once again in the forefront of the industry in terms of pformation.

In addition to cooperation with designers, fast fashion brands such as UNIQLO, ZARA and H&M have launched multi brand strategy in addition to the accelerated expansion of their main brands.

< /p >

< p > a special series of cooperation with celebrities and famous designers is the killer of H&M's fast fashion brand, Karl Lagerfeld For H&M, Comme des Garcons H&M, Lanvin Garcons, and...

A series of loud and clear products have been snapped up.

In 2012, H&M launched the COS brand franchise store.

Today, H&M group's high-end brand COS has opened more than 50 stores in the world, and the flagship "classic design beyond the seasons" aims to create fine products.

< /p >

The brand story of < p > COS has just begun, and H&M can not wait to tell another new story to the outside world. It announces the establishment of an independent brand, named "&OtherStories".

The brand opened a chain store in Europe in March this year.

< /p >

< p > it is reported that the new brand will provide shoes, bags, accessories, beauty products, underwear and ready-made clothes, the price will be higher than H&M, but lower than COS.

It has been speculated that the new brand will take the high-end luxury line, but H&M expresses clearly what it is good at, and repeatedly declares that "&OtherStories" will still comply with the concept of "providing fashion and quality at the best price".

< /p >

Compared with the original brand style of P, H&M official shows that "&Other Stories" will pay more attention to the white-collar workers who are more focused on the quality of life, positioning in the light luxury goods, while the other brand Monki style is more magical and rebellious, focusing on more young consumer groups. "H&M"

< /p >

ZARA and Uniqlo, which are among the top brands in the P fashion brand, are also accelerating the expansion of other brands other than the main brands. The market they are facing is not only young but also more subdivided.

< /p >

< p > in November 2012, XXX group opened a multi brand comprehensive store called "Uniqlo Marche" in Ginza department store in Tokyo. Its brands such as Uniqlo, Comptoir des Cotonnniers, PLST, G.U and so on are sold in this store.

< /p >

In November 30, 2012, XXX group announced the acquisition of the shares of J Brand Holdings80.1%, the parent company of J Brand, with 25 billion yen (US $304 million).

< /p >

< p >, we can see that XXX group aims at a higher level in the choice of brand development.

As its chief executive, Tadashi Yanai (Liu Jingzheng), said, "we will continue to expand our brand in some affordable categories of luxury goods."

< /p >

< p > at the same time, the light luxury brands catering to "slow consumption" need more practical and better services, which requires enterprises to upgrade various services and meet the needs of different levels of consumer service.

< /p >

< p > < strong > adhere to the main brand < /strong > < /p >

< p > "follow the rules of slow fashion - choose carefully and buy clothes that are of better quality and more durable."

According to the insiders, fast fashion has accelerated the global consumption of resources and environmental pollution. Therefore, people should curb the desire for over consumption, reject fast fashion and become a conscious and rational consumer.

This view has produced tremendous repercussions in the fashion industry and consumers, and even changed the way many people dress.

< /p >

< p > however, fast fashion brands are catering to some consumers' needs, and they are also sticking to their own styles.

< /p >

< p > "basic funds are the core of brand business."

A spokesman for Uniqlo said in an interview that he would stick to his own characteristics before he would lose his brand style in the process of catering to consumers.

"We believe that the basic requirements for fabric and quality are higher. This is why we are working with only a few fabric suppliers. We want to ensure the best quality of the fabric in the world."

< /p >

< p > for UNIQLO, which is not fashionable enough to emphasize basic freedom, it is not easy to realize Gaoping's experience. No bright new fashion design means that UNIQLO must work hard in other ways.

< /p >

< p class= "P0" style= "margin-top: 0pt; margin-bottom: 0pt" > span style= "font-family:" span ";" ","

P, --EndFragment--! In the stores of UNIQLO, models of human figures and posters are important people who communicate with customers and persuade customers to buy them.

In these models, various basic styles of clothing show a sense of fashion within the reach of different colors and ingenious collocation.

< /p >

< p > in addition to the sales channel, in the more competitive product innovation, UNIQLO also has many representative works: the HEATTECH with strong warmth and special technology, and the underwear with strong sweat absorption function.

These are the best single products sold in stores.

Of course, to a certain extent, because UNIQLO is known for its basic funds, it can not compare with ZARA and H&M in fashion innovation.

< /p >

"P >" 8090 consumers advocate small profits and big returns. I believe the situation is changing. Quality is more important than quantity.

Our challenge is to keep the price low while ensuring the product's fashion, quality and market regulation.

A H&M executive said that in the future, in H&M, quality means that products meet and exceed consumer expectations.

< /p >

< p > "at the beginning of design, quality and safety control has already started and continues throughout the production process."

The executive added.

< /p >

< p > it is learnt that H&M and other fast fashion brands have been equipped with quality testing rooms in some newly opened stores to ensure quality.

< /p >

< p > in addition, as a leader in fast fashion brands, the production cost control of ZARA and other brands has made many domestic garment companies sigh.

Since 2012, the situation has become more special. The domestic textile industry has been troubled by domestic and foreign cotton prices upside down, and the quota of imported cotton has basically been exhausted. The cost of raw materials of domestic enterprises has a lot of pressure.

Many domestic clothing enterprises and export enterprises are facing the pressure of rising prices of raw materials and manpower.

< /p >

"P >" and "ZARA" logo, from Bangladesh, Turkey, India, Sri Lanka to Morocco, Portugal and Spain, only a small proportion of China produces.

The production cost of raw materials and manpower in China is higher and higher, while production costs in Bangladesh, India and Vietnam can be lower.

< /p >

P > it is well known that once the sales growth is not expected, the fast fashion brands, which reflect the rapid growth of style, production and sales, also face the risk of inventory, which can only reduce the price for the market.

Some of the domestic brands that lack the cost advantage are facing more inventory pressure. In 2012, mate bond even turned off the flagship store in Shanghai.

< /p >

< p > "before a suit jacket costs 699 yuan, only 499 yuan this year."

In the autumn of 2012, several fast fashion brands chose new clothes and reduced prices as if they had agreed in advance.

By contrast, the price of new clothing brands in shopping malls increased generally compared with last year.

< /p >

< p > the impact on domestic brands is self-evident.

< /p >

< p > besides, the fast fashion brand also has a cheaper rental cost.

Some domestic brands say that the market has been growing rapidly in recent years. The fast fashion brands abroad are competing to open stores in all parts of the country. Because of the strong popularity, many shopping centers and commercial real estate are even willing to introduce them with special low rent, or even get rid of some rents, which makes many domestic brands envious.

< /p >