Fast Fashion Brand Crazy "Rejection" No Longer Get Up?

Fast fashion brands are renowned for their strict supply chain management and "zero inventory", and also become the learning objects of local fashion brands. Now, many fast fashion brands, such a low discount and long time "throw goods" action, can not help the industry worry. Has fast fashion started to store too much?

　　 Under the line Rejection 70 percent off is very common.

In the summer of this wave of Clothing promotion, fast fashion brand promotion efforts, long duration, many people feel that Guangzhou has picked up a big bargain.

Miss Lin, who took advantage of H&M's discount, swept 3 skirts for herself. "Now it's a good buy! Some of the clothes that cost 199 yuan or 299 yuan are basically half price. Many of H&M's clothes are basic. Now it's not fashionable to buy them next year. "

Reporters visited a number of fast fashion brand shops located in Tianhe business district in Guangzhou, and found that discount promotions are in full swing. Many stores have placed the discount signs of "sale" in an obvious position to attract consumers to shop.

stay Wan Ling Hui There are two fast fashion brands on the first floor, namely ZARA and MANGO. In ZARA, the reporter saw many single products have marked the preferential price, the designated single product also has as low as 70 percent off preferential treatment. It is reported that the discounted activity began in June 20th and lasted about 1-2 months. However, the main product of this discount is summer products. This year's autumn and winter new products are seldom discounted. MANGO stores display a "discount up to 70 percent off" advertising window. Sales staff told reporters that the sale of special area sale began in June 19th and plans to end in July 6th. But when the reporters visited, the related promotional activities continued.

In the way of Tai Koo Tai store, the fast fashion brand UNIQLO is also on sale. The "FINAL SALE" and "big sale" sign can be seen. Many single products are as low as 70 percent off, and there are 59 yuan / pieces and 79 yuan / pieces of summer products. It is reported that the big sale started at the end of June.

The reporter learned from H&M in the good Plaza that from June 18th, the price reduction action has already started. Many single products have been warming up from 50 percent off at the beginning to 70 percent off now, and the shops are crowded with people rushing to rush.

In addition to offline promotions, many brands of online shopping centers are also launching promotions simultaneously. On the ZARA online shopping mall, we can see the slogan "shopping for RMB 299 yuan to enjoy free distribution service and free return". Many single products also have special promotion. The reporter saw that the original price of a flower print short casual suit is 599 yuan, now it is reduced to 199 yuan, and a sling printed dress is also reduced from 499 yuan to 169 yuan.

　 Part of the old low-key discount field

For the fast fashion brand's low price promotion, many consumers in the interview with reporters said that it is very affordable. "I often go to UNIQLO and H&M, regardless of adults and children, all the clothes of a family can be bought, and all of them are mainly cotton. For the discount, of course, the greater the intensity it is, the better it can save a lot of money. " Mrs Liu said so.

However, there are fast fashion brand loyalty powder found that many discount products are old, and fast fashion brands are also in stock. For example, ZARA last year's autumn and winter single products also reproduce the store, a woman's autumn winter jacket last year, the price dropped from 699 yuan to 299 yuan, equivalent to about 60 percent off. UNIQLO's casual pants, priced at $199, have been on sale since last year.

In the broken code area of ZARA's official website, an autumn and winter dress with a layer of decorative round neck coat was also promoted from 899 yuan to 399 yuan.

For this big promotion, sales staff said that this year's intensity is indeed larger than in previous years, and the duration is longer. When it comes to the question of when sales will end, the sales staff continued to sell until the discount products were sold out. Most of the salesmen declined to comment on whether the discount was due to too much inventory, but a salesperson gave a positive answer.

　 Fierce competition, price war or will continue

For the fast fashion brand discount craze, analysts say it has a lot to do with the craze of fast fashion in the Chinese market in recent years and the decline in same store sales.

China's shopping center showed a trend of great leap forward in the past two years. According to statistics, half of the global shopping centers in China are built up, while many shopping centers regard fast fashion brands as "standard" when attracting investment. Reporters roughly statistics, in the Tianhe City core business circle within 2 km, there are at least 7 fast fashion brand layout.

Such a dense and continuously increasing store layout has not brought sustained growth to enterprises. According to data released by Cape group, the same store sales in June dropped by 2% year-on-year. Previously released data showed that Gap's same store sales in February and March fell by 7% and 6% respectively.

In an interview with Nanfang Daily, Ma Gang, an independent critic of shoe and garment industry, also said that when fast fashion brands first entered the Chinese market, they really saw the ability of supply chain management and low inventories. However, any successful market model would encounter a weak market and rational consumption, and then bring about a series of problems, such as inventory.

He analyzed that Chinese consumers used to blindly worship the fast fashion brands. In many places, as soon as they opened the store of fast fashion brands, consumers would think that its products were more fashionable and relatively new, and they would accept it. However, as more and more fast fashion brands are stationed in China, stores are opening more and more, and consumers are becoming more and more rational. On the other hand, there are more and more fast fashion brands entering the Chinese market, and more and more stores are opening up each brand. Now the clothing market in China is depressed, and the fast fashion market has reached the point of oversupply. It is hard to maintain the high growth when entering the Chinese market. It is easy to understand the same store sales decline and related low price promotion.

There are also industry analysts say that there are signs that the fast fashion mode, which is characterized by short promotion, short design, small quantity and zero inventories, has also encountered new resistance. The era of low inventory will end. In order to seize market share and digest inventory, the fast fashion price war will continue.