International Fast Fashion Meets "Aesthetic Fatigue" New Year Shop Plan

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Less than P, the fast fashion brand that relies on imitation is suffering from development resistance.

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< p > > known as "fast, ruthless and accurate", the "a href=" http://sjfzxm.com/news/index_c.asp "international fast fashion brand" /a "has successfully captured the hearts of young consumers in the past two years, and once became the favorite of Shenzhen's clothing market. However, this strong trend is now running downhill at the end of the year.

Reporters recently learned that the rapid expansion of the past problems are gradually emerging, consumer preferences for fast fashion rapidly decline, many of the international fast fashion brands to reduce the original shop plan.

The industry believes that sales are blocked and quality problems are frequent. Fast fashion seems to be more and more biased on the fashionable Road, and it is difficult to continue "fast".

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< p > < strong > < New Year shop plan < /strong > < /p >

< p > "fast fashion is going downhill, the recognition of the market is declining. Many brands are reducing their shop plans. In 2014, the growth of such brands in Shenzhen market will definitely slow down."

The Beijing based kkmall mall has gathered internationally renowned fast fashion brands such as H&M and ZARA. Recently, the deputy general manager of the shopping mall revealed his worries to reporters.

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< p > in fact, in the past two years, when the consumption demand was low, a fast fashion a href= "http://sjfzxm.com/news/index_c.asp" > clothing brand /a > eye-catching performance, sales did not decline, the brand expanded rapidly in China.

According to the data of the world bank Richard's research department, as of June 2013, the four international fast fashion brands: UNIQLO, ZARA, < a href= "http://sjfzxm.com/news/index_c.asp" > H&M < /a > and C&A have reached 523 stores in China, and the number of newly opened shops in 2012 is 207, accounting for 40% of the total number.

Judging from the total number of stores, China has already become the most important overseas market of major international fast fashion brands: < a href= "http://sjfzxm.com/news/index_c.asp" > ZARA < /a > UNIQLO, the largest overseas market in the world, H&M and C&A Asia's largest overseas market.

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In the early days of P, in early 2013, the retail market in Shenzhen began to encounter cold. Some shopping centers increased popularity by relying on fast fashion brands for shopping malls. Compared with the cold brands of domestic brands, fast fashion was once a life-saving straw for businesses. Today, this straw is also unreliable.

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< p > reporters learned that this trend has also been shown in several first tier cities in China.

Compared with the overnight queuing and short selling hours of the year before last, the limited amount of H&M issued by designer Isabel Marant last November was frozen for the first time in Beijing. MANGO, the first to enter the Chinese market, came out repeatedly last year in Shanghai, Nanjing and other places.

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< p > < strong > quality problem is widely criticized. < /strong > < /p >

< p > compared with the traditional clothing brand, fast fashion has the characteristics of fast updating, high frequency, and following the trend. It once brought fashionable consumers to gather and buy.

However, as consumers gradually come into contact with the international high-end fashion brands, relying on imitation fast fashion will encounter development resistance.

Industry insiders say that the imitated pformation has finally encountered "aesthetic fatigue", and consumers' demand for products is getting higher and higher.

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< p > at the same time, the quality of fast fashion brands has also been widely criticized.

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

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< p > H&M, ZARA and so on continuously exposed the product < a href= "http://sjfzxm.com/news/index_c.asp" > Quality < /a > problems, some were unqualified color fastness, some were formaldehyde content, pH value exceeded the standard, and the fabric identification component was 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.

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< p > a senior department store believes that most of the fast fashion is rough, some consumers can't use it only after several times.

The main reason for its rapid domestic success in recent years is the emergence of large commercial projects. They demand for large volume of overseas brands, but this demand comes from developers, rather than consumers and the market itself.

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< p > < strong > > personalized consumption or new trend < /strong > < /p >

< p > the homogenization of shopping centers in Shenzhen is becoming more and more obvious. Fast fashion brands bear the brunt. Insiders once said that no two foreign fast fashion brand enterprises were embarrassed to call themselves shopping centers.

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< p > from Shenzhen's newly opened "a href=" http://sjfzxm.com/news/index_c.asp > shopping center < /a >, we can see that fast fashion brands are still indispensable components, but developers are also consciously starting to introduce more unique and quality assured brands.

In 2013, Huarun 1234SPACE, which opened at the end of Dongmen, introduced designer brand Chictopia, CHEAP MONDAY and so on.

In the industry view, the clothing of independent designers is gradually entering the wardrobe of ordinary consumers, becoming the trend of consumption in the future.

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< p > "nowadays young people pursue individuality, fast fashion is fashionable, but it is becoming more and more popular. Designer's brand is more unique and better reflects personal taste and will be more popular."

Mr. Liu, who is engaged in the fashion industry, believes that fast fashion is opening up more stores and consumers will be less enthusiastic. In the future, designer brands will be more in line with consumers' pursuit of the trend and have greater market potential.

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