Fast Fashion Clothing Stores Tend To Develop Multi Brand Collections.

< p > < a href= "http://www.91se91.com/news/index_c.asp" > fast fashion brand < /a > is constantly introducing brothers brand to jointly divide the domestic fashion market.

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 > < strong > dilated fatigue < /strong > < /p >

The fast fashion brands such as P, H&M, UNIQLO and ZARA began their discount competition as early as June.

Not only the discount, but also the fall in the price of new products in autumn.

This situation constitutes the background of this autumn's "fast fashion" industry.

"How to spend the winter?" became the keynote.

< /p >

< p > a lot of clothing brands have launched a big push for performance spurt, and fast fashion brand discount activities are also very crazy. For example, ZARA launched a long sales promotion of up to half off, and even intensified the layout of franchisees in discount stores in two or three tier cities, while MANGO frequently closed stores in Beijing. Various phenomena show that fast fashion brands are going downhill in China.

< /p >

< p > > a href= "http://www.91se91.com/news/index_c.asp" > ZARA < /a > official website a promotional message, "today, all the stores in mainland China started to discount," which has led to a nationwide sensation. ZARA has also been affected in the country's stores. The number of consumers has increased sharply, and mainly for the spring and summer sales promotion. Compared with the past, the discount time is also ahead of schedule this year, and the intensity is also greater.

< /p >

< p > but in any case, the fast fashion brand has been unable to change to the embarrassment of "quality gate". As of 2013, ZARA products had at least 12 quality problems, and H&M, VEROMODA and other brands also constantly broke the quality problem, but the quality problem was exactly whose fault. The Chinese factory or the fast fashion brand itself didn't attach enough importance. Looking for low price foundries was the concern of ZARA, while China's comprehensive labor costs rose, labor shortages, quality problems inevitably appeared, and ZARA was not as strong as imagined.

< /p >

P fast fashion brands are very cheap in China, such as UNIQLO, which is very cheap in Japan, and GAP in the United States also has only jeans to sell. But through publicity, these brands have brought high-end aura of aura of atmosphere. Now fast fashion brands get together to promote sales, which shows that it has begun to go downhill in China.

< /p >

< p > shop performance growth is limited, while expanding channels to increase stores and expand scale has become the choice of fast fashion brands.

Entering the 2013, like many consumer brands, fast fashion brands are facing the economic downturn.

At present, the world's major clothing chain retail brands: the United States GAP, Sweden H&M, Spain ZARA, Germany C&A, Japan UNIQLO almost appeared the situation of product line shrinkage.

< /p >

< p > in the H&M Europe and America store, the technology of new products is relatively simple, the price basically stays at the price level at the beginning of the year, and the number of high priced products is not large.

Reporters learned that H&M started the discount season as early as mid June.

At the same time, the C&A of the internationally famous fast fashion brand also has a similar situation. In C&A Europe and America, the most obvious feature is that the new products in the store are not as good as in previous years.

Prices are basically flat with prices at the beginning of last year or last year.

Because C&A has been taking the low price route, its discount price space is not very large.

< /p >

< p > although most fast fashion brands are shrinking product lines and actively preparing for the "winter" strategy, major brands have adopted a more active strategy in terms of channel development, that is, to accelerate the opening of stores.

< /p >

< p > statistical data show that as of July 2013, H&M, UNIQLO, ZARA, GAP, C&A, MUJI and other fast fashion brands in 2013, a total of 84 stores.

In the first half of the year, UNIQLO added 31 new stores to the top of the expansion, followed by 18 new H&M, 10 new MUJI, and 8 new ZARA and GAP.

H&M plans to shop more than last year.

However, as the brand of the second tier cities is becoming increasingly saturated, the awareness of brands in the three or four tier cities is not high, and the cost of opening stores is increasing.

< /p >

< p > strong > multi brand expansion < /strong > < /p >

Less than P, the introduction of brand share market share in the group is becoming a new plan for all fast fashion brands.

< /p >

< p > H&M after "Monki" entered the mainland market and launched the COS brand franchise store, H&M also launched &Other Stories, the price will be higher than H&M, but lower than COS.

It is learnt that, unlike the original H&M brand, "&OtherStories" will focus on the white-collar workers who are more focused on the quality of life, locating in light luxury goods, while Monki's style is more magical and rebellious, focusing on younger consumer groups.

< /p >

< p > September 21st, Spain Inditex fashion group's brand ZARA located in Nanjing West Road's store also reloaded, with a new design concept once again opened.

According to reports, ZARA China market leader said, ZARA may part of the domestic retail channel sink to the three or four line city.

Obviously, if ZARA shops in a large number of three or four cities, it will pose a greater challenge to the domestic clothing brands.

Data show that in 2007, ZARA entered the Chinese market and now has more than 400 stores.

H&M opens 3000th global stores in Chengdu, China.

< /p >

< p > September 30th, fast retailing group's brand UNIQLO, the world's largest flagship store, will open in Huaihai Middle Road, Shanghai.

The flagship store will first introduce the company's low price < a href= "http://www.91se91.com/news/index_c.asp" fashion brand "/a > GU, and it also includes the brand CDC of boutique, middle and high-end lines, the French fashion brand acquired by fast selling, and the French underwear brand PLST.

Pan Ning, CEO of Greater China in UNIQLO, said it will strive to deepen the Chinese market and strive to open 80 to 100 stores a year.

< /p >

< p > seeing the fast forward group's march into the domestic market, the American fashion and leisure brand GAP group also announced that its OldNavy brand will be introduced into the Chinese market next year.

< /p >

Less than P, Kang Lanxin, Dean of the clothing and accessories college, said that the multi brand store is the trend of fast fashion clothing in the future. Multi brand management can not only reduce the cost of developing a single brand, but also make the brand complement each other, so as to achieve the effect of integrated sales.

< /p >

Less than p ago, the 2013 Chinese shopper report released by Bain management consulting company showed that consumers are more inclined to try multiple brands. Only by establishing strong brand clusters can the future consumers increase their brand buying chances.

< /p >

< p > industry insiders say that UNIQLO and GAP are slightly worse than brands such as ZARA and H&M. Choosing other brands to make up for this short board can virtually increase the probability of consumers' joint sales and raise the price of consumers.

< /p >

< p > for this, Kang Lan Xin holds the opposite attitude. It says that GAP and Old Navy are all typical American fashion leisure brands, and the two brands are all low in recognition.

For the brand, we should consider how to improve the fashion sense of clothing instead of simply increasing the market share by using the brand of brothers.

< /p >

< p > < strong > make up for defects < /strong > /p >

< p > however, UNIQLO is unique in this regard, because UNIQLO is the main player, although the fashion is not high, but the demand of consumers is large.

The four brands of XXX group will join the flagship store to be opened soon, and the probability of increasing the price of their customers and matching sales will be greatly improved.

Kang Lan Xin analyzes this fast fashion brother brand alliance.

< /p >

< p > brand is more. The style and style of natural clothing will be enriched. At this time, it is no longer the boring feeling brought by the single brand consumption, but how to match the goods to create a suitable style.

< /p >

< p > brand can help consumers to solve the embarrassing problem of making a charming eye through interactive activities, collocation display, sales personnel training and so on.

In response to these problems, Kang Lan Xin gave her answer.

< /p >

< p > in addition to introducing more brands to make up for the defects among brands, brands should focus on creating a lifestyle shopping environment.

For example, in multi brand clothing stores, besides clothing, they can also add accessories, bags, shoes, and even household goods. Consumers can slowly stroll around the store, increasing their stay in the store, and increasing their shopping chances.

Only in this way can a way of life be conveyed to consumers. Experiential shopping is destined to be the direction of future brand development.

< /p >