Analysis Of Fast Fashion: The Cultural Code Of Industry And The 2014 New Strategy

< p > > a href= "http://fz.sjfzxm.com/" > Fashion < /a > retailers think that fast fashion is to capture the latest fashion trends from the T show, and sell those exquisite designs at a faster speed and acceptable prices to the public.

Fast production speed, short cycle and attractive prices are important weights for some large scale fashion retailers such as H&M, Zara, Peacocks and Topshop.

The concept of fast fashion originated from the "quick response" production mode in the US product oriented situation in the 1980s, and by 90s and early twenty-first Century, it has gradually evolved into a market-oriented development mode.

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< p > < strong > cultural code < /strong > < /p >

< p > fast fashion password is based on the understanding of shopping and product quality in the depth of American culture.

On the surface, shoppers usually like to buy their own good products as their most convincing excuse. In fact, the password of shopping is "feeling life" and "connecting with real life". From this point of view, they love the experience and feelings in shopping malls and clothing stores.

Almost everyone has such experience and likes to linger in Linglang clothing store.

If there is no limit, people want to try on any clothing they like.

Maybe they won't buy anything in the end, but the result is that they haven't completed their purchase, and more possibilities are waiting for them, which leads to frequent shopping in the future.

Fast fashion brands such as H&M and American Eagle make full use of the mentality of customers who love to associate with shopping and "extreme life experience" to provide customers with unconditional return service. The advantage of this service is that they find a good reason for their customers to shop again, and when they are listed on the new season, they can also experience a new design and store space.

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Less than P, two of fast fashion password is the demand and understanding of American product quality.

There are similarities between Chinese and Americans. In these two fast developing fashion and even social atmosphere, consumers are not as demanding as the Japanese in terms of quality. Most people adopt short and quick solutions when dealing with clothing and fashion. Enough fashion and competitive prices can lead to their buying impulse.

This is not a problem with the renewal of styles. They are always concerned about the concept of "new" while not demanding quality, which provides them with another "excuse" to come to the clothing store to update their wardrobe.

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< p > < strong > 2014 new strategy < /strong > < /p >

< p > from the 2002 UNIQLO landing in Shanghai, fast fashion has been rooted in China for more than 10 years.

As of June 2013, the number of four fast fashion brands, UNIQLO, ZARA, H&M and C&A, has reached 523 in China, covering all major and second-tier cities.

Since 2012, the trend of fast fashion brands in China's "sinking" and "peripheral" development has been continuously clear.

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P, a number of high street brands in the UK, have changed to the cheap fashion style of the past, and began to develop towards the high-end line.

Zara, Topshop, H&M and other high street brands have begun to launch cross-border series, or take the high-end line to meet the needs of specific consumer groups.

Zara has recently tried to test the market response by introducing high priced special products. For example, a leather garment sells for 700 pounds, while H&M's Cos series of leather pants sells for up to 290 pounds.

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Less than P, many fast fashion launched its brand new brand in 2014 to bring fresh feelings to consumers.

Mango will launch the big code clothing series Violeta, and will release more than 400 costumes for the first time. After that, various new products will be launched every month.

Violeta's clothing can meet 40 to 52 of Europe's size, which is considered to be a relatively large market in the US and Europe.

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< p > Esprit has also recently announced that it will launch its cheap brand, the main product of which is more popular and younger.

Sweden's H&M will launch a new sub brand H&M Sport (H&M campaign).

As an extension brand of H&M company, H&M Sport takes the lead in the world.

It is understood that after the launch of H&M Sport, special stores will be set up in H&M stores to sell new brand sportswear and accessories.

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< p > many fast fashion brands have also announced the China market expansion plan in 2014.

GU, a fast selling group of UNIQLO's parent company, has entered the Chinese market in September last year. It has been promoting "the most avant-garde fashion" for every consumer at an alarming low price. Since its inception, GU has seen rapid growth in its sales performance, and the new development after joining the Chinese market is worth looking forward to.

The famous British brand Topshop is also negotiating with several partners, plans to set up independent stores in the mainland of China, and also set up shopping malls in department stores.

The cooperation between Kate Moss and Topshop may also become an important strategy to enter the Chinese market.

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