Why Is "Fast Fashion" Only Fast And Not Fashionable In China?

More and more domestic brands also take a fancy to "

Huge market capacity has been offering the banner of "fast fashion".

Metersbonwe, Baleno, Giordano and others have tried to pform this concept, and Lining, del Hui and so on are also new.

Gradually reduce the sports style and increase the proportion of fashion elements.

Some domestic brands learn the ZARA mode, reduce the quantity, shorten the replenishment cycle and delivery time, and borrow the low price strategy of UNIQLO.

However, in practice, a series of problems have emerged, such as high cost and frequent quality problems.

In fact, the actions of these brands undoubtedly see the good performance of "fast fashion" abroad in the Chinese market in recent years.

Of course, "fast fashion" also has some reference points for local brands, such as cost control and inventory reduction.

But not any brand or enterprise can "paint" and pform into "

"Enterprise".

It requires the company to have a unique design and buyer team, which can make the design internationalization and update quickly, and also have the entire production and supply system to ensure fast delivery and quick response.

Obviously, most local brands can not achieve this.

At the same time, the international "fast fashion" brand store has a large scale, thousands of homes, and has the pricing power in the dialogue with the upstream suppliers. It can get goods at low price and fast speed, which is also impossible for local brands.

To put it bluntly, the "fast fashion" brand in China is still in the process of learning. Improving the efficiency of supply chain and strengthening the development capability are the primary tasks.

Although most of the domestic clothing brands are hit by "fast fashion", the development is facing pressure, but "fast fashion" is not the only "life-saving straw" for the traditional clothing enterprises to get out of the predicament.

This part of enterprises should learn from the international brand of its efficient commodity planning system, production and distribution mode and close to the market strategy, aiming at the short board of international brands in the domestic market, and out of a differentiated way according to their own conditions.