Fast Fashion Marketing In China Has Unique Strategies.

Since January 20, 2011, Holland's fast fashion giant WE brand The first flagship store in Nanjing East Road, the most prosperous business district in Shanghai, shows that all the fast fashion three giants in the world are stationed in the Chinese market, forming a trend of "fast fashion". They are WE from Holland, H&M from Sweden and ZARA from Spain.

Today, from The 5th Avenue, Avenue des Champs Elys e es to New York's Rome Road, the world famous luxury shopping street, you can see the people's WE, 5th and shops. What kind of magic do these fast fashion brands possess? Can they compete with the luxury top international brands at such a civilian price?

They belong to "fast fashion". The three major brands have a clear understanding of their marketing methods. "Fast", "accurate" and "scarce" are the sharpest weapons that distinguish them from other brands. "Fast" refers to the high speed response to the fashion trend guided by the top design. The speed of the new product arrives at the shop is very fast, the display window is constantly changing in a month, while the international brand only releases 2 new products in spring, summer and autumn and winter. "Accuracy" refers to the accuracy of fashion vision and the three fast fashion in Europe. Designer The team, gathering at the major fashion conferences, predicted the recent trend and designed the new trend in the shortest time. clothing "Scarcity" means grasping the mentality of consumers, creating a pattern of small quantity and scarcity of human beings. If it is not bought, it may be missed, prompting consumers to keep buying.

Under the same fast marketing strategy, the three giants have their own marketing characteristics. The realization of ZARA's "small and multiple" product strategy relies on the rapid acquisition and sharing of fashion information and consumer feedback. He has a strong new product development team in Europe, of which about more than 100 are designers, with an average age of less than 30 years old. They are inspired by fashion shows in Milan and Paris, identifying fashion trends and designing styles that match these trends. The sophisticated design team has ensured the fashion trend of the garments. At the same time, ZARA spent a lot of money in Spain to create its own sensitive manufacturing supply chain, so as to realize these trends to produce shelves at the fastest speed. At the 200 mile production base in Spain, 20 houses were concentrated. cloth Cutting and printing centers, as well as 500 small factories and even family workshops. To ensure speed, ZARA also excavated 200 miles of underground space and erected underground conveyor belts. The investment base of billions of euros has ensured the efficient and fast production design of ZARA, and has become the ultimate magic weapon for other small brands.

Unlike ZARA, H&M does not make its own garments. The manufacturing process of the company is completely outsourced to about 700 manufacturers in Asia, Europe, Africa and South America (mostly in glenara, China and Turkey), which may be slightly inferior to ZARA in terms of sensitivity to quick response. But the way H&M connects the popular brand with fashion fashion masters is the first creation of the fashion industry and has achieved very gratifying results. In 2004 and 2005, H&M hired the brand design clothing known as "Caesar the great in the fashion world" and Chanel designer Karl Lage Karl (Karl Lagerfeld). When the cooperation with Karl Lagerfeld (KarI L, Lagerfeld) began in November 2004, it achieved a 24% surge in turnover. H&M also launched the new clothing series designed by us Madonna, and the big cities all over the world caused a craze for panic buying. 2011 cooperation with VERSAGE has become a fashion event in the 2011 fashion and has attracted worldwide attention. It is a strong temptation that anyone can hardly refuse to win the top designer's work at parity, which is difficult for any civilian fashion brand before. And H&M can continue to cooperate with different top masters or big brands and big stars. It is easy to understand the appearance of overnight queuing and rob at the gate of global H&M.

WE is a fast fashion giant who has entered China in recent years. Chinese consumers may be slightly less familiar with the brand than ZARA and H&M. However, in Europe and North America, WE has long been a fashionable vane for young people to pursue warmly, and its commuter outfit is universally known. Like ZARA and H&M, WE also has a large design team and efficient production chain. At WE headquarters in Holland, there are nearly 300 young and stylish professional designers. They shuttle around the world to watch the fashion show, draw the top design concept and the latest trend, and then quickly push the trend of the sense of the trend to the design and production shelves. The speed is shocking. The fastest product from design to the counter only takes 7 days! 7 days, is the fastest pace in the fast fashion competition, and has laid a strong competitive advantage for WE in the high efficiency of the fashion manufacturing.

But the most powerful competitive advantage of WE is not speed, but the unique research and design of commuter clothing. Founded in 1917, WE, with its centenary history, has been focusing on women's needs and providing elegance and comfort for women at the beginning of its establishment. Clothes & Accessories Known for its elegant taste and excellent tailoring, Holland is well received by a large number of highly refined and independent female office workers who express their insistence and requirements on the quality of life with WE commuters. WE is also in the harsh demands of these Nordic women who are very savant, constantly improving their design and culture. Even if the trend is changing, WE always takes elegance and comfort as its own production concept. While pursuing style and design elements in the forefront of global fashion, it also stresses the comfort and finesse brought by fabric, tailoring and lines, so that every office worker who wears WE can embody her own quality of life. In the small population of Holland, WE sells two hundred thousand sets a year. Such amazing performance shows the tremendous strength of WE as a fast fashion giant. It is also the exploration and settlement of WE's commuter culture in the past hundred years. It is also a unique grasp and communication of urban women's personal taste.