Hangzhou Local Clothing Brands Enter "Fast Fashion"

Here in the world Clothing shoes and hats The small editor of www.net.com introduced that the local clothing brands of new Hangzhou could be shipped in 7 days and enter the "fast fashion".

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In the black and white shops, all the clothes hung on the shelves and worn on the models are simple but fashionable clothes: 148 yuan white hollowed out tops, 198 yuan flower bud skirts, 248 yuan slim little black skirts, 398 yuan bright yellow coats... If no one explains, I'm afraid it's hard to connect the current First View women's wear brand, which is quite European and American, with the local brand in Hangzhou, but in fact, it is a brand belonging to Zhejiang Impression Industry Co., Ltd. as well as "Qiushui Yiren". This new brand just launched focuses on the concept of "fast fashion".

"Fast fashion has a very broad consumer base and is not easily affected by the macro-economy. The market capacity is very large, so we also hope to take advantage of this new fast fashion brand to quickly occupy the market."

Yao Yujian, CEO of Zhejiang Impression Industry Co., Ltd., which owns these two brands, said that since its launch in July, First View has opened 20 stores nationwide, and the Ping effect of some stores (Ping effect=sales volume ÷ store business area) has even exceeded many mature women's wear brands.

Of course, this company is not the only one aiming at the "fast fashion" business. Many local clothing brands, including Li Ning, Meters Bonway, Del Hui, Giordano, and Bennilo, have also taken the banner of "fast fashion" either explicitly or implicitly in recent years. In the face of the high inventory pressure of traditional clothing brands, as well as the progress of international fast fashion giants such as Zara, H&M, marching into "fast fashion" has become a "life-saving straw" for local brands to break the dilemma, transform and survive.

The question is, is "fast fashion" so easy to learn? Can a "fast fashion" save so many enterprises?

　 It only takes 7 days at most from getting the style to putting it in the store

Since he began to test the "fast fashion", Yao Yujian, who has been engaged in the clothing business for more than ten years, has entered the work rhythm of "accelerating the pace of running", almost all the time, he is working on design, placing orders, replenishing goods, updating, and replenishing money. It's just a white hollowed out short sleeved shirt. In the short period of one and a half months from July 11 to August 25, he has placed orders for more than 20 times.

"Fast fashion brands pay attention to quick response. First View now only orders 30% of its clothing in the first order, and then makes rolling replenishment every Monday, Wednesday and Friday according to the sales volume." There is also replenishment as fast as replenishment. On the basis of the last batch of new products every half month, First View will supplement new products at any time according to the trend changes of international T stations and the purchase preferences of consumers everywhere. Yao Yujian only gave himself and his team 7 days at most from determining what style to produce to the final shipment and listing in the store, which is even shorter than Zara, a fast fashion giant.

In addition to being fast, the selling price of this new brand has also been decisively "halved".

"Now, our products are simple and fashionable daily wear series and relaxed and casual holiday leisure series. The price range is controlled between 148 yuan and 598 yuan, and the average unit price is about 300 yuan." Yao Yujian, CEO of Zhejiang Impression Industry Co., Ltd., said frankly that the low price of the new fast fashion brand First View, What I like is that the rising fast fashion brand has a wider consumer base, is not vulnerable to macroeconomic impact, and has a very large market capacity.

mainland Clothes & Accessories Brands are rushing to "fast fashion"

In fact, the local clothing enterprises that are interested in the huge market capacity of "fast fashion" are by no means one of Impression Industry.

As part of the women's clothing camp in Hangzhou, Nawen, Haibei and other brands have recently launched new brands similar to fast fashion, but their styles are more differentiated and follow the Japanese sweet line. Earlier, domestic leisure brands such as Meters Bonway, Bennilo and Giordano also tried to transform and develop with the concept of "fast fashion". Different routes lead to the same goal. Domestic sports brands such as Li Ning and Del Hui have also turned to "fast fashion" either explicitly or implicitly. In the reform plan announced last year, Li Ning said that it would introduce "A+best-selling products" and quick response product series based on market demand data; Del Hui also said that there will be fewer and fewer products with sports style in the future design, and more and more fashionable and lifestyle products. We will learn from the operating experience of foreign fast fashion brands to improve the product cycle and marketing methods.

The biggest incentive to attract local clothing brands to follow suit is, of course, the outstanding performance of foreign fast fashion brands in China in just a few years.

Since Zara opened its first domestic store in Shanghai in 2006, Zara, H&M, GAP, Uniqlo and other international fast fashion giants have been opening new stores all over China, and their sales have maintained double-digit growth for many years. What is more attractive than the performance may also be the inspiration that fast fashion brands bring to domestic brands in the whole supply chain management.

　　 "Either low price or quick response is actually a means for fast fashion to control costs and reduce inventory. Many domestic brands are transforming fast fashion to solve the high inventory pressure that the whole industry is now facing. Without this burden, there is no need to frequently discount and promote sales to clear inventory. It is also a virtuous circle for brand image and consumer loyalty." A person in charge of a garment enterprise in Hangzhou said.

　　 Fast fashion Can it be the "life saving straw"?

However, it is easy to change course, but it is not easy to really become a "fast fashion" recognized by consumers.

"Not all brands are suitable for the transformation of fast fashion, and it is very difficult to make a real fast fashion brand. First of all, you need to have a design and buyer team with unique vision, which can achieve the internationalization of styles and update quickly, and also have a whole production and supply system to ensure fast delivery and quick response." The industry insiders said frankly that for most local enterprises, It is not easy to compete and win with international giants in these aspects.

Even the fast fashion international giants, in fact, this year's life is not as good as the past few years.

According to the financial report, as of April 30 this year, the total sales of Inditex Group, which belongs to ZARA, fell 7.3% compared with the same period last year, the biggest drop in five years. In FY2013, the sales growth of GAP also decreased from the previous high-speed growth to 5%.

"Fast fashion may indeed be worth learning from, but quality and other existing problems have gradually exposed. If everyone regards this transformation as a" life-saving straw "when traditional clothing enterprises face difficulties, high homogenization will reduce profits at the same time, and the future will only die faster." The insider pointed out.