Fashion Brands Focus On Sports, H&M New S Penetration

Fashion brands have become an upsurge in sports. Following the eye-catching appearance of the fast fashion brand in Wimbledon Tennis Championships, it has been reported recently that Swedish fashion retailer H&M has applied for a new LOGO "S" in Europe, and the "S" concept brand product will be launched in 15 countries next year.

From H&M China, it is known that "S" is the logo of its brand new products. This series of products will be unveiled in January next year, and the Chinese market will also be sold. At present, it has not been informed that there will be independent shops running sports products, and H&M has not considered setting up an independent brand.

　　 Overweight sports field

According to the message, H&M will launch a brand-new sports concept brand in 15 countries next year. At present, H&M has already sold some sports on the online mall. Clothes & Accessories The new "S" concept brand will increase the content of the product and sell it in the store of H&M, but it will not sell sporting goods such as racket or bat.

Nils Vinge, manager of H&M international relations, points out that "S" is totally different from the current H&M style. It has a wider investment and does not exclude the operation of independent sporting goods stores. But for countries with specific sales, their performance is very low-key.

Yesterday, reporters responded to H&M, saying that the H&M Sport concept series will be unveiled in January 2014. And "S" is the logo of this series, which will be in the series. clothes The logo is displayed.

H&M also told reporters that "H&M Sport will also set up special stores in designated stores, which are sold in China." They stressed that this expansion proved the long H&M's involvement in H&M Sport and its rapid penetration into the sports community.

In August this year, a company correspondent said that its sports products were better. At that time, H&M said that it would increase investment in fashion sportswear series from 2014. H&M China has told reporters that at present, it has not been informed that there will be independent shops running sports products, nor has it considered the establishment of an independent brand.

　　 Sports brand continues to bear pressure

　　 shoes Independent industry commentator Ma Gang said that the H&M's marketing and products in the sports field have changed. Specifically, its purpose is only obscure from external information, because its sales proportion in sports category is not known, but it is worth affirming that H&M is strengthening the proportion of sports department.

According to H&M, this exercise has greatly enhanced the sports function of sports products. Compared with previous appearance on Wen's Internet, H&M's "ambition" in the sports field has been reflected more clearly in this move.

Some analysts have pointed out to reporters that fast fashion is rewriting the rules of the sports industry, and the follow-up movement is likely to become a branch of fast fashion.

Ma Gang said that although fast fashion has the natural advantages of stores and supply chains, capital base is better at marketing, and increasing sports category is easy. However, the higher the threshold for sports development, the higher the threshold for transformation, the accumulation of technology and even the precipitation of brands. Fast fashion brands are not professional in sports field, and there is also difficulty in breaking out in the later stage.

However, with the increase of fast fashion in sports, the impact of traditional sports brands will be greater. Ma Gang told reporters that even the professional sports brand, its sales and most of it is also contributed by the public products.