Fast Fashion Problems Frequently Lead To No Longer.

< p > in the past November, the limited sales of H&M jointly designed by Isabel Marant were cold in Beijing.

Just last week, the China Consumers' Association announced the results of the inspection of 70 "fast fashion" garments, and ZARA was added to the blacklist again.

Sales are blocked and quality problems are frequent. Fast fashion seems to be more and more biased on this fashionable road.

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< p > < strong > restricted pre cooling, sales decline, fast fashion no longer < /strong > /p >

< p > from Wakubo Rei to Martin Margiela, and then to Versace, queuing up from fans all night, to the limited amount of fashion fashion was sold out for almost an hour.

H&M's limited sale of hot scenes is still fresh in people's memory.

But now, in the face of the pre cooling reality, H&M and the big partnership limited money seems to be no longer in the limelight.

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< p > in the fashion of "fast fashion", ZARA, C&A and UNIQLO belong to the same kind.

Like H&M, they come from different cultural backgrounds but are faced with the same dilemma that the development of fast fashion brands is hindered.

The fast fashion brand Mango, the first to enter China's "a href=" http://www.91se91.com/news/index_s.asp "market < /a >, has left with dismal performance.

The fast fashion giants ZARA and H&M are still struggling.

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< p > H&M this year's second quarter report shows that its net profit has fallen more than expected, and the second quarter profit has dropped from 5 billion 220 million kronor in the same period last year to 4 billion 660 million kronor.

ZARA is also not optimistic. Its parent company Inditex group released a quarterly earnings report this year, showing a 1.39% increase in net profit and a decrease of 59.6% to 2 billion 140 million euros in gross profit margin.

Last December, relying on the strong growth power of the Asian market, Inditex group completed double-digit growth in sales and profits.

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Less than P, since the first store opened in 2002 by UNIQLO, fast fashion has been developing in China for 11 years.

At present, Chinese consumers seem to be tired of the new experience brought by fast fashion, which has caused visual fatigue to these imported fashions.

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Kang Lanxin, Dean of the school of dress and collocation of P, thinks that the proportion of cutting and color matching with human body in Europe and America is not necessarily suited to China.

These fast fashion brands are too European and American, and many styles are not suitable for Chinese people.

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< p > < strong > less than three days to open a new store, fast fashion wolf's ambition < /strong > /p >

The speed of fast fashion brand expansion in China is obvious to P.

According to the report released by CB Richard Ellis, as of June this year, the total number of four international fast fashion brands in China has reached 523, of which nearly four have become new stores since 2012, amounting to 207.

This means that the four fast fashion brands have opened a new store within an average of less than three days in the latest six months.

ZARA has increased by more than 120 stores in the last year alone.

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Ye Qizheng, editor in chief of the P, said: "fast fashion only has a large market share and can get a foothold".

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< p > in the eyes of a well-known department store director, the popular a href= "http://www.91se91.com/news/index_h.asp" fashion vogue /a has also been greatly expanded by the Chinese consumers.

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< p > recall that Spain's fashion predator ZARA opened its first branch store in Shanghai.

It is ZARA's China first store that has set up a staggering sales of 800 thousand yuan per day for a single store, which is equivalent to the total sales of 80 similar Chinese clothing brands.

Since then, fast fashion brands seem to become the darling of the national commercial real estate projects overnight and expand rapidly across the country.

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< p > because of the rapid expansion of fast fashion, other brands of traditional formats suffer from cold market, such as sports brand.

But fast fashion has not stopped. They have just harvested some first tier cities in Beijing, and they can hardly wait to announce their ambition to the world.

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Ai Weimin, CEO of China P ZARA, has said that ZARA has the intention of marching towards the three or four tier cities.

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< p > < strong > quality problem is widely criticized. The fatal injury caused by "fast" is less than /strong > /p >

The fast track fashion has also been questioned by P.

The plagiarism of fashion design has become a bruising phenomenon of fast fashion brands.

In the field of fashion, the soul of a brand has never left its original design.

But "being a trend follower rather than a creator" has always been a sticking point for fast fashion brands such as ZARA and H&M.

The latest fashions of high-end brands are fast fashion imitation. Sometimes it takes only a week to produce similar products.

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< p > besides the imitative pformation, the quality of fast fashion brand is also widely criticized.

In recent years, some fast fashion brands such as H&M, ZARA and so on have been constantly exposed to product quality problems.

Some are unqualified color fastness, some are formaldehyde content, pH value is over standard, and the other is fabric identification composition inconsistent with the actual measurement.

According to incomplete statistics, since entering the Chinese market, ZARA has been at least 13 times of quality blacklist, and UNIQLO has more than 6 times.

H&M is also a frequent visitor to the quality blacklist. In July of this year, its children's clothing was blacklisted because of its unqualified color fastness.

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< p > in fact, the quality problem has always been the inherent defect of the fast fashion gene. Based on the consideration of cost control, these fast fashion brands have excluded high-quality and long life fabrics at the early stage of design.

For many fast fashion brands, frequent replacement of lower cost raw materials and foundries in pursuit of low cost has become the norm.

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< p > some experts pointed out that in the increasingly competitive "a href=" http://www.91se91.com/news/index_c.asp "dress > /a" field, the situation of fast fashion seller market may be rewritten soon. If we still ignore the quality issue, we will lose the trust of consumers.

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People in the P < < strong > are strongly excluded, and the people outside are struggling to catch up with /strong < /p >

< p > more and more negative news about fast fashion brands. The scale of ZARA's low price promotion is very rare. The news of "store sale", "frequent sale shop", frequent withdrawal of Mango and unqualified H&M products have been exposed.

The endless negative news has made the fast fashion brand image sinking again and again.

At present, even fast fashion brand itself strongly excludes the title which has brought infinite aura to itself.

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"I don't like people saying H&M is fast fashion, and I don't think H&M is fast fashion," says Margareta Van den Bosch, former creative director of P H&M.

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Less than P, but when fast fashion brands try to exclude this pronoun, many people desperately want to stick to it.

Zalora, an online retailer in Southeast Asia, said that Zalora will copy the "fast fashion" model created by ZARA in the region.

The brand founder Harry Markl said: "in Southeast Asia, to create a brand, the market is still very open. We have great potential to create fast fashion brands like H&M or ZARA."

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< p > there seems to be no shortage of news in the fast fashion field, but it is far from enough to catch up with propaganda.

Insiders say that the domestic clothing industry is easy to master, but it can not last. If the fashion can not grasp the mainstream of the market and capture the hearts of consumers again, its decline may come soon.

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