Fast Fashion Brands Are Popular, Expanding Into Acceleration.

Chu Han street, which opened in September 30, 2011, is known as the "riverside map of Qingming". Here, it has become Wuhan fast. fashion The most concentrated and complete brand.

Real estate advisory body CB Richard Ellis data shows that in less than 3 years, fast fashion brands in Wuhan are showing an alarming expansion of "acceleration", with a total sales volume of 29, which is second only to Shanghai, Beijing and the rest of the country. Chengdu 。

Fast fashion brands are now expanding "acceleration".

　　 Wuhan's total sales volume is fourth.

In November 18th, reporters at UNIQLO Optics Valley International Plaza store saw that stores had erected all kinds of promotions, with a price tag of 499 yuan. Down Jackets The time limit is 399 yuan, the original price 249 yuan household clothes suit reduces to 199 yuan, the original price 199 yuan male and female prints. Jacket Down to 149 yuan. However, customers remained sparse on that day.

Consulted by the shopping guide to know that the store's main consumer group is students, from Monday to Thursday passenger traffic is 200 to 300 people. On weekends, there are nearly 1000 passengers a day. Reporters found that many new products on UNIQLO, such as women's knitted dress, with special fabrics, can achieve warmth and heat effect, now sells for 149 yuan.

Chen Zhongwei, executive director of the China Research Department of the world bank, said that in the past two years, the international fast fashion brands continued to expand rapidly in Wuhan. Among them, the 4 brands of UNIQLO, H&M, ZARA and C&A expanded the fastest and opened 19 stores in Wuhan. Many international fast fashion brands, such as Forever21 and TOPSHOP, have not yet entered Wuhan. A large number of new commercial real estate projects still need to introduce fast fashion brands to achieve dislocation competition.

　 The proliferation of fast second tier cities is becoming more and more important.

In November 23rd, UNIQLO's Century Square store opened and became the seventh store opened by UNIQLO in Han Dynasty.

Wuhan business market The huge capacity, coupled with the growing consumption potential of the residents, has attracted the attention of retailers all over the world. At present, the four major fast fashion brands in China are: H&M5, C&A5 and ZARA3. Other fast fashion brands such as UR, MUJI, I.T, GAP and M&S have been in Wuhan in 2011. Chen Zhongwei revealed that forev-er21 will soon enter Wuhan and set up its first store in Optics Valley world city.

"Over the past two years, fast fashion brand In China, there is a "sinking type" development, that is, the two or three line cities become the focus of the expansion of international fast fashion brands. Chen Zhongwei said that over the past year and a half, more than 70% of the fast fashion new stores have settled in two or three line cities.

With the introduction of many fast fashion brands, the competition among brands is becoming more and more intense. Fast fashion brands will expand and expand on the original basis and implement multi brand strategy. For example, ZARA takes its sister brand Pull&Bear, Stradivarius and Bershka to enter the chestnut lake Wanda Plaza and appears in the flagship store.

Transformation of the fast line, the next line of strength.

The current market is facing rapid rise of electricity providers, entities retail A series of challenges, such as the increasingly fierce competition in the homogenization industry, the rapid growth of property rents and labor costs, have become the inevitable choice of international fast fashion brands.

In September 2012, ZARA officially entered China's online store. In April 2009, UNIQLO Internet flagship store opened in Tmall [micro-blog] mall, basically realizing the same price and synchronous update.

Compared with offline products, online product pictures can stimulate consumers' desire to buy products, and products display is more conspicuous. "I prefer to buy clothes in online stores, and more discount activities on the Internet stores. The discount is even greater. This year," double eleven "I bought 5 UNIQLO clothes at the flagship store, which only cost less than 1000 yuan. This price is definitely not available in the shop. Ms. Liu, who frequented fast fashion brand stores, said.

But the real time trial and live experience function of the physical store is still irreplaceable. Many consumers believe that buying clothes in a physical store is more reliable than online stores.

Faced with challenges, fast fashion brands are actively promoting online and offline integration. Take H&M as an example, China's official website has been trying to achieve the simultaneous upgrading of official website and physical store goods, and even try on the official website. New products 。 C&A also recently launched a campaign to buy a jacket for 399 yuan to send 100 yuan shopping coupons.