Fast Fashion Brand Crossover Marketing To Seek New Life

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< p > after experiencing the embarrassment of frequent exposure of quality problems, the marketing of fast fashion brands is also changing quietly.

The cartoon characters in communication tools have changed to T-shirt LOGO, and the protagonists and props in the game have quickly become brand selling points - cross border is becoming a new choice for fast fashion brands.

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< p > reporter visited the market and found that although it is a commemorative T-shirt, the price is not expensive.

Because of this, the official statement given by UNIQLO is that "once it is launched, it is snapped up", but there are sensible consumers who believe that since it is a commemorative T-shirt, it should be sold on a limited scale, and the sale of large quantities is too high to be prone to crash.

In this regard, a brand planner believes that the fast fashion crossover is actually a marketing tool, in order to attract the eyes of many consumers and enhance the entry rate to achieve performance goals.

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< p > < strong > Market: fast fashion crossover and declining trend < /strong > < /p >

< p > "this color looks good, I want to buy one."

In July 17th, in the UNIQLO library on the third floor of Xidan's Joy City, three high school girls with T-shirts with Brown bear in UNIQLO and communications application LINE are discussing which color they should choose.

"Although this series of T-shirts are all male, we like this cartoon image very much and decide to buy one to wear, and girls to wear men's money is also cool."

One of the girls told reporters.

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< p > these women's T-shirts are the commemorative T-shirts introduced by UNIQLO and communication application LINE, which is only part of the "UT" series of UNIQLO.

In addition, UNIQLO has also launched a 10th anniversary commemorative T-shirt with game hunting game monster hunter, which has been popular among many game fans.

If all of these are for men's consumers, UNIQLO is also working with Vera Bradley, which is popular with young women in the United States. Because of its large variety of colors, UNIQLO has introduced dozens of printed T-shirts.

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< p > not just UNIQLO, but in the recent Gap store and flagship store, there has been a new "REMIX Project" limited by Gap and the trend of art cross boundary play. This is Gap's first Logo T collaboration with artists across the world.

The "REMIX Project" invited 10 Fashion artists from the US, mainland China, Hongkong and Taiwan to create and integrate strong personal styles to create 10 unique Limited Edition T-Shirt.

In July 17th, when the reporter asked if there was a "REMIX Project" limited edition T-shirt at GAP store in Xidan, the shop assistant told reporters that it had sold out.

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< p > besides, H&M, a fast fashion brand before signing Beckham, has new moves.

The design of H&M's largest flagship store in New York is inspired by the museum. It is a cooperative store between H&M and the famous American artist Jeff Koons. It opened in July 17th.

H&M will sponsor Whitney's "Whitney retrospective" exhibition held by Whitney Museum Of American Art.

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Besides P, H&M also announced the launch of a joint series with the popular Chinese American a target= "_blank" href= "http://www.91se91.com/" > designer /a /a Alexander Wang, which is expected to be released in November 6th.

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< p > < strong > reasons: performance continues to slow down, cross boundary seeking new life < /strong > < /p >

Less than P, since the first store opened in 2002 by UNIQLO, fast fashion has been developing in China for 11 years.

At present, Chinese consumers seem to be tired of the new experience brought by fast fashion, which has caused visual fatigue to these imported fashions.

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< p > for the fast fashion cross-border cooperation, the industry believes that it is partly because the traditional a target= "_blank" href= "http://www.91se91.com/" > clothing /a < a target= "_blank" href= "_blank" > shoes "hat" product performance growth slowed down, the brand needs to improve performance and brand image through other ways.

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< p > the overall sales growth of domestic clothing slowed down, and encountered the lowest level in the industry in ten years.

Fast fashion brands are also showing signs of weakness.

A few days ago, GAP group announced that the same store sales in May increased by 1%, an increase of 6% over the same period last year.

The latest report of Inditex, the Spanish brand ZARA's parent company and the world's largest apparel retailer, also showed that net profit fell by 7.3% in the first quarter of April to $410 million, the biggest decline in five years.

All this has prompted fast fashion brands to open up new ways to survive.

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In addition, the clothing industry is particularly obvious that the brand's own design capability is not very strong, and there is a certain bottleneck. At this time, more designer resources need to be borrowed, and these fashionable and pluralistic elements should be implanted into their brands through famous designers or fashion personnel, so as to add themselves to themselves, enhance their own products and design deficiencies, strengthen themselves and improve their resources and capabilities. P

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< p > of course, not all consumers applaud this cross boundary clapping.

Although UNIQLO and GAP have claimed that T-shirts have been snapped up just now, there are still fashionable people who question this.

"There are two reasons why I don't buy a UT. One is the coincidence degree is too high, it's easy to bump into a shirt, and the two is. The design is so childish that even when it comes to home wear, it feels blush."

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< p > for this, the industry analysts believe that "the two brands that hand in hand also have a certain brand value in their own fields, and" matching each other "helps to enhance the brand value of both sides.

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< p > < strong > link what is fast fashion < /strong > < /p >.

< p > fast fashion is characterized by "fast, ruthless and accurate", which has led to the global trend of fashion.

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< p > "fast" means fast fashion < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > always follow the trend of the season, the speed of new products to shop is fast, and the frequency of display is two times a week.

For example, ZARA, H&M, UNIQLO (UNIQLO), China's Me&City, MIX BOX and 37 degree Love and so on.

Fast fashion, super high frequency update fashion, always follow the trend of the characteristics, so that people who pursue fashion in the rush to get together to buy.

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< p > "ruthless" means fierce competition among brands, and consumers can buy fast fashion clothes at a speed comparable to brand competition. Monthly "moonlight clan" is an ordinary thing.

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"P" "quasi" refers to the accuracy of the eye.

Designers can predict trends in the near future and design fashionable clothes in a short time. When consumers choose goods, they will buy them without hesitation.

Although the speed of expansion of all fast fashion brands is alarming, brand development is also a crisis.

The first thing to sacrifice is the quality of products.

Poor fabric and rough workmanship are embarrassing for these brands.

Some consumers say that these < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > far from the design sense, but the fabric feels very bad, and traces of rough lines, many lines occur frequently.

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