Fast Fashion Transformation Begins To Call For A Comprehensive Lifestyle.

　 Zara Home fashion home

From H&M, Zara's home series, to Gucci's coffee shop, Prada's dessert shop, to LV's Hotel, these people only sell. clothing The brand of handbag products is changing to service brand. They hope to become a "one-stop" supplier of consumer lifestyle.

　 Fast fashion transformation

In February of this year, H&M introduced its home products to China, listing in 4 stores in Beijing, Shanghai, Chengdu and Suzhou.

In fact, H&M is not the first fast fashion brand to enter the Chinese household industry. As early as 2011, Zara brought home brand Zara Home to China, and now has 16 stores in China.

"Fashion brands are mainly for home sales to boost sales." Zhou Ting, President of the Institute of wealth quality, said.

The 2013 earnings report of Inditex, the parent company of Zara, confirms Zhou Ting's statement. In 2013, sales of Zara Home increased by 29% over the same period last year, becoming the fastest growing brand of its 8 brands. The ~4 month of March is the accounting period for most multinational companies, and many fashion brands have released their earnings in 2013. On the whole, clothing shoes The downward trend of cap products is very obvious.

"Clothing and handbags are the most cost-effective products and the most popular category. Once the brand is popularized, sales volume will have a balance of desire and availability. This is not just expressed in fast fashion products, but luxury brands are more obvious. When you find that everyone around you is carrying a Gucci or LV handbag, the brand will quickly lose its high-end customers, Zhou explains. Bain's latest research on China's luxury market in 2013 shows that the overall luxury market growth in mainland China slowed further in 2013, with an annual growth rate of about 2%. In 2012, the figure was 7%. In 2011, this figure was 30%.

　　 Diversified taste of life

It is not hard to see that both the real rich and the newly rising young consumer groups can no longer be touched by Logo simply. They are now rapidly evolving from paying attention to cost performance, personalization and diversification to learning how to have a taste of life.

Speaking of grade Luxury brands occupy the advantage of brand influence in this respect.

Armani, Versace and Hermes are also expanding their home products series to enable consumers to complete one-stop shopping. A report from the Boston group points out that the luxury experience market is now up to $980 billion. By contrast, the scale of personal luxury goods is only 390 billion dollars. The so-called luxury experience covers automobiles, artworks, luxury homes, technology equipment, hotels and tourism.

Indeed, more and more luxury brands have entered the service industry, such as hotels. with Louis Vuitton For example, the white horse Manor Hotel, which is designed and operated, explains that the development of the hotel industry is a natural extension for the group, explained by Oliver Lefebvre, head of the group's hotel planning. Because the diversification of our brands enables us to clearly understand the needs of customers from top to bottom.

In addition, Dunhill house, Hermes house, Gucci coffee shop, Prada dessert shop, Louis Weedon turned into a club in the three or four layer of flagship store in Shanghai. "To develop a new customer is much more energy than keeping an old customer. In order to retain loyal customers, luxury brands must provide a full range of products that cover the lifestyle of customers." Zhou Ting said.