H&M Rises In Price And Sales Volume Is Bad. At The End Of The Year, ZARA UNIQLO Is On Top.

In recent years, the rapid expansion of fast fashion brands has changed the format of several fast fashion brands. From the beginning, H&M monopolized the market to the middle of 2013, ZARA, GAP, H&M and UNIQLO four points. At the end of the same year, the ZARA UNIQLO quickly came to the top, and the quality of H&M prices was poor.

　　 ZARA

Launching rare scale 50 percent off promotion clearance inventory in China

I recall that at the beginning of this year, it was reported that ZARA recruited franchisees in China. In the eyes of the industry, although the other domestic brands, ZARA has been doing better in inventory, but with the increase of stores in China, the slow digestion of goods will also increase. ZARA is in a low-key digestion of inventory, and follow-up may become a long-term inventory of China's inventory.

In June, it launched a 1 month large-scale promotional campaign in China, and most of the products were sold at 50 percent off prices. According to industry sources, the promotional campaign was set up for 1 months, the main purpose is to clean up inventory products.

　　 Sweatshops, labor, workers, quality doors, negative marketing.

In the meantime, ZARA was also exposed to sweatshops in Argentina for 17 hours per day for slave labor. Although there is no evidence that ZARA operates directly or owns such sweatshops, the labels show that these factories do help ZARA OEM. In Argentina, there are many demonstrators shouting, "ZARA, ZARA, you are a slave owner." Or "the product you purchased is illegal."

Since then, the negative news of ZARA has been uninterrupted. First, the ZARA discount price tag concealed the original price, which was infringed on the consumer's right to know by netizens. Once again, there was a "quality gate". Since its entry into the Chinese market, it has boarded the black list of problem clothes for the 12 time. Then, ZARA copied and copied the YSL from inside to outside, from head to toe, from the inside to outside. But more noteworthy is that for these black micro-blog, insiders suspect that ZARA is carrying out "negative marketing". In any case, the plagiarism itself has greatly reduced the brand image of ZARA, and even the industry view that it is harmful to others.

　　 The gross profit margin before tax is 23.6% higher than that of LVMH, which is 7000 yuan. Leather clothing

According to the analysis, the average price per garment of Zara is only 1/4 of LV. However, the Zara gross profit margin before tax is higher than that of LVMH group, reaching 23.6%. In addition, ZARA changed to the cheap fashion style of the past, and began to develop towards the high-end line. Through the introduction of high priced special products to test the market reaction, for example, a leather clothing price positioning of 7000 yuan. One of the most important reasons for the popularity of high street brands is the low price threshold. But the introduction of high-end series can attract ordinary consumers?

　　 Zara crowding Prada into China's hottest brand

At the end of the same year, Google Corporation released the list of the world's top search keywords in 2013. From the hot words of global Internet users in 2013, we saw 2013 hot spots in the whole year, and gathered more than 1000 hot spots, events and brands in 72 countries and regions in the world. Among them, the ranking of Chinese fashion brands is Spain's high street brand ZARA. Although ZARA has always been negative, its unique low price is closely related to the advantages of the four fashion week trend. It still makes Chinese fans crazy. Can you wait until 2014 to become the hottest brand of ZARA in China? Let's wait and see.

　　 H&M:

H&M is tall? Paris fashion show dress debut Oscar.

In the early autumn of 2013, H&M, which had no two of the limelight, held the fashion show as the first fast fashion brand on the international fashion week in the 2013 autumn winter Paris fashion week. In addition, on the red carpet of the eighty-fifth Oscar awards, Helen Oscar, the best actress in 1998 and the best supporting actress nominee of the year, appeared in the Oscar presentation ceremony with a blue H&M H&M dress. This is the first time that Oscar has presented a fast fashion brand on the awards ceremony.

　　 Big partnership is not favored, sales are down.

In the same year, H&M's first quarter net profit in March dropped more than analysts had expected. H&M CEO Carle - John said that 2013 will be a challenging year. Sales fell in March due to the impact of severe cold weather on spring demand. Same store sales fell by 12%, the biggest monthly decline in more than 3 years, and the sixth consecutive month of decline. According to LADYMAX fashion net, the total sales volume of H&M in March was 4% lower than that in the same period a year ago, which was 2% lower than the market expected. Store sales for at least one year were down 12%, or 11.2%. By September, sales increased by only 7%, but by 2% in the same store area.

in addition H&M Isabel Marant for H&M launched in November is the first cold in Beijing. 3 H&M designated sales outlets are all in the cold. From Wakubo Rei to Martin Margiela and Versace, H&M has been touted every time with big names, and even customers are queuing up all night. The cooperative Isabel Marant is one of the few French designers of the new generation who is concerned by the international fashion industry. LADYMAX fashion network believes that the limited amount of H&M before is mostly well-known brand cooperation with Chinese consumers, but the designer is not well known in China. At present, there are many channels for Chinese people to buy big cards. H&M limited money is no longer a fresh product.

　　 In order to ensure the increase of workers' wages, fast fashion H&M will rise in price.

The H&M group said it would be possible to increase the price in the future so that textile workers could benefit from it, but the plan will not be implemented in the near future. "This is the first time they have announced that they will increase their prices and ask customers to prepare for this." The company has been trying to persuade governments to increase the minimum wage and introduce annual assessments. The 49 Euro minimum wage level recently introduced by the Bangladesh government is also quoted. The group's goal is to increase the wages of 85 thousand workers worldwide from now to 2018.

This news immediately raised a heated debate on the Internet, and many netizens said they did not support it. They also thought that H&M had another plan. Netizens believe that safeguarding workers' rights and interests and raising the selling price are not directly linked. In fact, manufacturers still protect senior profits while estimating public opinion. H&M really goes to the point of not raising prices but only raising staff costs. The black hearted enterprises with poor quality products are willing to cheat consumers' money under the banner of humanitarianism. How can the H&M face the dilemma of poor quality brands?

　　 Uniqlo:

Popular UNIQLO in China has been rumoured to be interested in buying another fast. Fashion brand The news of GAP, however, was later considered to be just a way to publicize eyeballs. Later on the Internet, there was a lot of reports about UNIQLO as a "Black Enterprise". There was also a voice criticizing the company as an "army", with a turnover rate of 50% over the past 3 years. However, it also did not damage the popularity of its clothing style. In June of the same year, UNIQLO opened its 200th store in China in Guangzhou, and it was less than 11 years after its first store opened in Shanghai in 2002 September.

Ryui Masa said he hoped UNIQLO could reach $61 billion 100 million in sales by 2020, which is five times the current sales of UNIQLO. Although the sales of UNIQLO in Japan's domestic market have increased, profits have declined, while sales in overseas markets have increased by a large margin. In the 54% and 39.8% of sales and operating profits respectively, China, Hongkong and other Asian regions contributed most to UNIQLO's performance. Leading to its financial position announced in July of the same year, the sales volume and profit in the first nine months of the year registered a 20% increase. In April 2014, Guangzhou will open the "UNIQLO flagship store" with a business area of more than 10 thousand square meters in Victoria Plaza, Southern China. In December of the same year, UNIQLO boarded the Google Corporation and released the third ranking of China's regional fashion brands in 2013.