European And American Fashion Brand Innovation

At present, casual clothes, which are cheap, beautiful, simple in design and easy to match, have no longer attracted the attention of young and individual oriented consumers.

After careful observation, some traditional casual wear chain stores have taken a lot of thought in product design. For example, Hongkong's Bossini launched a series of famous costumes featuring Super Mario, and Japan's largest leisure wear chain UNIQLO has commercialized the winners' work through the UT design competition.

In fact, in the increasingly competitive apparel industry, the trend and price of products are becoming more and more important in the eyes of young consumers.

How can a brand product achieve price appeal without losing fashion sense? We can find answers from some European and American brands such as ZARA and H&M.

The two brands are all the same as the trend followers, and different from the traditional clothing chain. Through the perfect logistics system, they can launch a variety of clothing jewelry every quarter to ensure that customers can choose new products every two weeks, in order to raise their loyalty and freshness to the brand.

ZARA also pported the finished products from the Spanish logistics center to stores around the world in the form of air pportation, so as to keep the turnover days of inventory in the least 15 days in the same industry.

In terms of cost control, H&M uses its 700 global suppliers to allocate simpler manufacturing processes to lower cost Asian plants. Therefore, the average selling price of products is generally lower than that of competitors ZARA and GAP.

Today, ZARA and H&M brands of "multi trend elements, low inventory turnover days and low goods pricing" have set up more than 3000 stores in more than 70 cities around the world, and the sales network can match the Nike of sportswear brands.

Although the outbreak of the subprime mortgage crisis in the US has had a negative impact on the retail market in Europe and America, many well-known clothing brand chains have stepped up the pace of developing the Asian market in order to reduce their dependence on the mature market.

In view of the new generation of clothing brands, such as the Spanish listed company Inditex's ZARA, and the H&M listed on the Stockholm stock exchange, the business models adopted by them have achieved unprecedented success in the European and American markets. When entering the Asian market, they should be expected to achieve good results, establish long-term investment value for the brand, and provide investors with good long-term investment opportunities.