Fast Fashion Brands Blossom Everywhere And Find A Balance Between Speed And Speed.

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< p > in recent years, fast fashion brands such as ZARA, GUESS, H&M and UNIQLO are developing rapidly at home by virtue of the three advantages of low price, new style and quick renewal.

However, when these brands are working hard to attract more people's attention, their product quality problems have also been widely criticized.

For consumers, on the one hand, fast fashion brands are less than a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > irresistible avant-garde design and update speed; on the other hand, their products are of poor quality and easy to fade.

Buying or not buying is a real twist.

Insiders say that for fast fashion brands, finding the balance of development and speed is of vital importance. The speed of launching new products can be fast, but the process of product quality inspection is fast and can not be lax. Only in this way can we win the recognition of consumers.

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< p > < strong > fast fashion brands blossom everywhere < /strong > < /p >

< p > two times a week, new window changes; 7 days of capital return time; 12 days to complete the collection of information - Integrated Design - production - sales process; the longest 15 days of product storage time; 80 thousand hours per hour distribution capacity......

This is the operation process of fast fashion brand ZARA.

In 2006, ZARA opened its first store in Shanghai, which has created 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.

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After P, fast fashion brands seem to become the favorite of domestic commercial real estate projects overnight, and brand stores expand rapidly across the country.

According to the relevant data, as of June 2013, ZARA, C&A, H&M, UNIQLO and other four international fast fashion brands in the domestic total number of stores has reached 523, of which nearly four become a new store after 2012.

That is to say, these brands open a new store on average 3 days.

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Mr. Chen, head of the investment department of a well-known department store, said that the phenomenon that domestic consumers are keen to pursue the popularity of civilian fashion has promoted the rapid expansion of fast fashion brands. P

"Fast fashion brand product line covers clothing, underwear, accessories and other fields. In the style design, it will take the international brand line. It will also invite" a target= "_blank" href= "http://www.91se91.com/" designer "/a to cooperate.

Although the price of these products is not cheap, it is not easy to discount, but compared with the local high-end brand and luxury brand, it is still a lot of benefits.

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The side effects of < p > strong > fast are less than /strong > /p >

"P" is a quick and fast fashion brand to make fast fashion brand in the rapid development, but also encounter the "fast" side effects.

According to the comparison test of 70 fast fashion brand adult clothing announced by China Consumer Association in November 25, 2013, the results showed that all the samples conforming to the standard were less than 7. A total of 25 garments failed to meet the standard. Among them, GB, GUESS, Hotwind, Semir and other brand products that consumers were familiar with were all on the blacklist.

It is understood that the issue is mainly concentrated in the color fastness is not up to standard, formaldehyde content is not qualified, pH value exceeds standard, fabric identification components and the actual measurement does not match.

From this, we can conclude that fast fashion is less than a target= "_blank" href= "http://www.91se91.com/" > brand clothing < /a > the overall quality needs to be improved.

It is understood that this is not the first time that fast fashion brands have been exposed to quality problems.

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Wu Xiaoyu, a researcher at Minsheng securities research department, said: "winning quickly is the characteristic of fast fashion brands. In the face of growing market demand, the production process and sales cycle are compressed in order to speed up, which easily leads to oversight in the internal quality control links, resulting in rough workmanship and poor quality." P

In the long run, consumers' trust in these brands will decline. For brands, this is a fatal threat to their own development. "

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< p > besides quality problems, there is also widespread criticism of the fast fashion brand clothing design plagiarism.

As we all know, in the field of fashion, the soul of a brand is its original design. However, the trend of follower rather than creator is the mainstream positioning of H&M and other fast fashion brands.

After some high-end brands release the latest fashion, fast fashion brands can launch similar products in the first week.

Insiders said that in order to compete for market share, the imitation and plagiarism of fast fashion brands has become the norm.

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< p > < strong > divide into two and treat speed < /strong > /p >

< p > according to Ms. Guan, who is engaged in clothing sales, the testing cycle of clothing products is usually 3 to 5 days. If a certain index is unqualified, it needs 7 to 10 days.

For fast fashion brands, do not say 7 to 10 days. Even if the new products are delayed for a day, they may lose the opportunity to occupy the market.

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< p > "in the early stage of fast fashion brand entering the market, the speed of product renewal may be of great importance. But with the intensification of competition among brands, the price war is becoming more and more concentrated. Quality is the core factor that measures the price performance of products.

Under such circumstances, fast fashion brands should slow down the pace of development.

Economist Li Yiping said that speed and speed are not a pair of irreconcilable contradictions.

In terms of new product design, the sooner the better, and the prospective design trend should be integrated. This will allow more production and logistics delivery time for the brand. In quality control, we should strictly observe the testing process and strictly control the quality. This is also known as "slow down" and do not rush the new products to the market.

Because only those brands with quality assurance can withstand the test of the market and get the recognition of consumers.

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< p > for the frequent quality problems of fast fashion brands, the Chinese Consumers Association pointed out that fast fashion brands must establish a stable supplier system, which not only needs to be fast and fashionable, but also ensures quality. On the one hand, brand enterprises should establish win-win strategic partnership with suppliers to achieve efficient sharing of information and knowledge, enhance the fabric development and design capabilities of suppliers, and enhance the sense of belonging of suppliers to clothing brand enterprises while gaining better fabrics. On the other hand, the two sides should establish mutual trust relationship and work together to reduce the cost of fabric development and realize risk sharing and benefit sharing.

At the same time, the two sides should also establish an effective communication mechanism, so that suppliers can better understand the needs of clothing brand enterprises, reduce the cost of repeated communication, and thus produce more quickly the fabric that meets the needs of garment enterprises.

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