H&M Will Launch New Sports Concept Brands In 15 Countries Next Year

Under the dual pressure of high inventory and fast fashion brand impact, many domestic sports Clothes & Accessories The brand began to learn from fast fashion products and seek a breakthrough. Recently, it was reported that the fast fashion brand H&M applied to protect a new LOGO "S" in Europe, which will be used in its sportswear, sports shoes And other related commodities. Some insiders said that in the situation where fast fashion also began to slow down, H&M might be a good move to enter the sports brand market.

　　 Sportswear brands learn from fast fashion

Due to the rapid expansion and high inventory in previous years, sportswear brands have been under the pressure of closing stores and clearing inventory in recent years. With the rapid rise of fast fashion brands in the Chinese market, many brands have begun to learn from fast fashion, extending the product chain from sports shoes and clothing to leisure clothing.

For example, Li Ning created the brand of "Li Ning Sports Life", which is positioned as a fashionable and lifestyle sports product. It advocates sports as a lifestyle, hoping to realize the "cross-border" combination of sports and leisure. Li Ning also represented the Italian leisure sports brand LOTTO to try to understand the Chinese market. However, these expansion paths were not smooth. The former quietly disappeared from offline and became a pure online brand, while the latter suffered serious losses. Li Ning had to shorten the cooperation period.

The net loss reached 163 million yuan, and Li Ning also announced that the term of cooperation with its franchise business would be revised from 20 years to 10 years.

The expansion of leisure clothing is blocked, and Li Ning has begun to realize the transformation of retail oriented business model, moving towards "fast fashion", and plans to build a retail IT information platform to reflect demand forecasting, product portfolio system, supplier collaboration system and store operation. However, the industry can only wait and see the final effect.

Li Ning is not alone in learning from fast fashion. Recently, at the fashion trend conference held by Jordan, his fashion show around "Matrix Code" was an eye opener. In the whole release show, you can clearly see the movement clothing The intention of fashion is also the effort that sports brands have been making to gain more market share. Previously, its Harun pants, fashion rain shoes, cape, mesh splicing, high-heeled sneakers and other products with fashion elements also confirmed its intention to learn from fast fashion brands.

　　 Fast fashion launches sports brand

Fast fashion brands are certainly aware of the fast fashion transformation of sportswear brands. Although they have the first mover advantage, they must also take precautions. According to the news of Guandian Real Estate, H&M has recently applied for the protection of a new LOGO "S" in Europe, which will be used on its sportswear, sports shoes and other related goods.

It is reported that H&M will launch new sports concept brands in 15 countries next year. At present, H&M has sold some sportswear in online shopping malls, and the new "S" concept brand will increase the content of goods and sell them in H&M stores. H&M also said in its recent interim report that the goods of "S" include functional materials, clothing and accessories suitable for various sports. Although H&M intends to expand in the field of sportswear and shoes, the initial step is not too big. At the initial stage of the brand's operation, sports goods such as rackets and bats will not be sold for the time being.

It is worth noting that H&M keeps the marketing part mysterious, even does not mention the country of sales. However, its public relations personage once revealed to the media that "S" is totally different from today's H&M style, with a broader investment scope, which does not rule out the operation of independent sporting goods stores.

Some insiders said that according to the relevant reports of H&M, its same store sales began to decline. In the situation where fast fashion has begun to slow down or even encounter challenges, it may be a good move for H&M to enter the sports brand market.