Fast Fashion, Poor Quality, Luxury Or Rewriting Industry Layout

< p > the market layout is becoming more and more solidified and there is no suspense. All these are the characteristics of the development from the shape of the gourd to the pear shape.

Gourd or pear, according to the shape of the characteristics, it is only the upper, middle and lower three segments of the volume ratio is different.

At present, domestic fashion consumption can be roughly divided into three levels: fast fashion (thematic reading), light luxury goods and luxury goods.

The largest part of Hulu or pear is the base part. This part is the so-called fast fashion brand, such as H&M, ZARA, Uniqulo and C&A.

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Fast fashion is catching up with China. With the rapid expansion of China's commercial real estate and the rapid growth of retail space, it has been popular from the first store of 06 years in Nanjing West Road, Shanghai. The fast replicating fast fashion brand store has quickly become the favorite of Chinese commercial real estate projects that have been rapidly replicated in P Zara.

Especially from the beginning of 12 years, these fast fashion brands are becoming more and more popular, which speeds up the pace of opening stores.

From the first tier cities to the two or three and four tier cities, from the core business circle of the first tier cities to the non core business circle, as of 13 June, in just a year and a half, UNIQLO, ZARA, H&M and C&A opened 207 new stores at a whirlwind speed.

In addition, the flagship store in the core business circle is bigger and bigger. UNIQLO landed in the flagship store in Huaihailu Road, Shanghai in September 30th. It is nicknamed "the flagship store of UNIQLO", because the sales area of one to five floors is over 8000 square meters, and the momentum is overwhelming.

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< p > however, compared with the expansion of chicken like blood, the commercial space of blind expansion has already shown an excess trend, and the phenomenon of brand homogenization has intensified, especially for many two or three line cities.

I wrote in an earlier article, "the pain of fast fashion," that fast fashion is facing unprecedented challenges and embarrassments.

From initial pursuit to negative news, such as from low price promotion to ZAra never quality check and so on.

Zara, an excellent clothing agency I know, has always wanted to cooperate with him. But considering the low quality of Zara, they refused directly.

And I recently bought a new Zara winter trousers, which further corroborated this statement: this pair of trousers was unfortunately worn out by a finger through a hole, and then it was observed that the cotton was actually sparse to one point one holes in the fingers. In a few days, the trousers were already full of holes, which could be called the most wonderful sight in my dress history.

After visiting the Zara headquarters of an entrepreneur who once regarded Zara mode as a dream, she also issued: do not superstition Zara, this is only a legend.

This fashion has gone through a series of unprecedented challenges.

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Less than P, of course, fast fashion brands are not the same. According to Ryui Masa, he divided the fast fashion brands into three generations: the first generation, such as GAP, and so on, the popular brands of casual wear as the selling point of their own brand retailers; the fashionable elements of Zara and H&M were the second generation, and the third generation of UNIQLO, which focused on clothing, energy, fabrics and clothing collocation.

Thinking of the domestic brand Metersbonwe, which has been seeking breakthroughs in the way, is similar to H&M's decoration style from the earlier Nanjing Road store. To this season, the concept of "new calorie nano cashmere" is probably something we can vaguely see.

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< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp" > light luxury goods < /a > /strong > /p >

< p > this is the second layer of fashion consumption. If we adopt the more popular theory recently, it is to light luxury or light design products.

These products include the design elements, and the price is higher than the previous brand.

The rise of light extravagant consumption is related to social formation. Japanese management scholar Kenichi Ohmae said in his book "M society" that after globalization, the "middle class" will disappear and many people fall into the middle and lower class. These people also ask for more "luxury", so the "affordable luxury" is the mainstream of future consumption.

Usually, the price of around 300 dollars is considered appropriate.

The originator is Coach, who used to be the "king of 300 dollars" in the North American market.

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The "entry-level" luxury goods for young people who buy fast fashion clothes will be light luxury accessories, such as buying a bag that is different from popular design.

At present, light luxury mainly includes big brand secondary line, style brand and original designer brand.

In addition, the luxury goods sales frustrated business providers also have a boost to "light luxury".

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< p > compared with the high price of luxury goods, less luxury fits more with the trend of the younger generation of luxury goods in China. For example, after 80 may be the main body, they will have more personalized appeals on the choice of commodities, while the luxury goods have both design elements, and the brand stores that can be seen everywhere in high-end department stores can also satisfy their luxury.

However, for the post-80s who are generally living under pressure and overweight, even light extravagance will not be their daily consumption.

Besides, light luxury also has different concepts for different consumers.

For a woman earning 30 thousand yuan, she may have some spending on DKNY every month, but she will also tighten her belt for a PRADA bag.

For women who earn 8000 a month, it's luxury to buy a MARCBY MARC JACOBS of HK $3000 in Hongkong.

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< p > for local designers who emphasize originality, there should be market space for locating "light luxury".

It is the gourd is pear, also depends on this middle level volume change.

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< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > luxury > /a > /strong > /p >

< p > the top layer of fashion consumption is designer brand, which usually refers to a high priced brand containing design value or even providing advanced customized services, or also called luxury goods.

When fast fashion (Theme Reading) brand entered China in a big way, China's luxury market also blowout. At the same time, overseas shopping became a hot trend.

This makes the fashion consumer market a once polarized market, just as Lagerfeld said.

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< p > despite the fact that luxury brands entered China in 90s, they were not interested.

In the past few years, the emerging market of "many money and stupid people" has only given the biggest surprise to luxury goods: the leather goods, bags and wallets printed on the words of flowers have been successfully completed in this country's luxury "Enlightenment" task, and the Chinese market has fully supported the 1/3 of the world's extravagant products.

It is hard to say clearly about the motivation of Chinese consumers to purchase, among which traditional Chinese gift culture and consumers are more emotional and conspicuous.

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< p > however, luxury brands obviously underestimate the speed of Chinese consumers' maturation and the new and loathing. Although, as an ordinary consumer, they may not understand that with the industrialization of luxury goods, collectivization development and mergers and acquisitions, luxury goods they may buy at high prices may have long been extravagant, but the "excessive consumption" leads to the decline of the selling industry chain and the decline of brand value, while the maturity of consumer psychology has led them to "discard" some brands, such as Louis Vuitton.

Although Louis Vuitton is still ranked first among luxury brands in the world's most valuable brands released by MillwardBrown, the latest report shows that LV's performance in the Chinese market is "no growth".

Although L has started a series of rectification measures earlier: upgrading product lines, refurbishing stores, suspending the expansion speed, going to logo and raising prices in the Japanese market, etc., it still has little effect.

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Compared with P, Prada has been cautious in its retail expansion for the past 20 years, focusing on style innovation. Most Prada handbags, wallets and leather shoes are not trademarks. This provides consumers with a more low-key choice at the choice level.

When I went to Europe or Hongkong, one of the changes I found was that the long queues at the gate of LV were relatively rare, but there was a long queue at the gate of Prada.

At the same time, for a Herm s Birkin package, which emphasizes all handwork made by craftsmen and queuing up for more than three years, consumers think everything is worth it.

Because compared to the mass production of LV, the customized Herm s handbag insists on the core value of luxury goods.

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