Domestic Fashion Brands Want To Transform Fast Fashion

Nowadays, more and more domestic brands are also eyeing the huge market capacity of "fast fashion". Metersbonwe, Baleno, Giordano and Lining have tried to transform.

However, in the actual operation process, these domestic fast fashion brands have encountered a series of problems, such as not continuing to lead fashion, update speed is not fast enough, transformation product positioning and O2O immature. Industry experts pointed out that the domestic clothing brand is still in the process of "learning from fast fashion", improving the efficiency of supply chain and strengthening development capability are their top priority.

　　 Found that fast fashion became popular, followed by domestic fashion brands.

In recent years, Spain's ZARA, Sweden's H&M, Japan's UNIQLO and the GAP of the United States and other international fashion retail giants have stepped onto the Chinese market and have been advancing all the way. At present, these international fast fashion brands have become "popular Magnets" in the major shopping malls in China.

Recently, reporters in Xidan, Wangfujing, Sanlitun and other business circles have found that these fast fashion brands are crowded with every store, and people waiting for cash at the checkout stand are queuing up. In contrast, in China's major shopping malls and famous business circles, the domestic clothing brand stores are rather deserted.

In a ZARA store, Ms. Zhao told consumers that she could buy everything from clothing to handbags, from accessories to shoes and socks at one time. "A short sleeve is tens of yuan, a pair of trousers is one hundred or two hundred, a suit and a coat is only three hundred or four hundred, and the style is the latest fashion. Who doesn't love this brand?"

" Fast fashion The unique characteristics of the brand make it attract a lot of popularity, which is conducive to the popularity of shopping malls in the depressed consumer market environment. This is also an important reason why the mall favors fast fashion brands. The person in charge of a shopping mall said.

Faced with fierce market competition and high inventory pressure, a number of local garment enterprises began to "copy" fast fashion brand rapid R & D, fast loading cycle and zero inventory mode, accelerating into the fast fashion area.

Reporters interviewed found that, including Metersbonwe, Giordano, Baleno and other local clothing brands, in recent years, or clearly or secretly played the "fast fashion" banner.

In addition, China Sports brand "Boss" Lining also turned his attention to the fast fashion of sports, and produced 10% of the products to test the "fast fashion" supply chain, reducing the speed of product updates to 60 days.

A brand clothing salesperson said that the fast fashion consumer group is very broad, is not easy to be affected by the macro-economic impact, the market capacity is very large, so the local brands want to quickly occupy the market by fast fashion products.

　　 Focus on weapon Differentiation Improving supply chain efficiency

Industry experts point out that the biggest incentive to attract local fashion brands to follow suit is the impressive performance of foreign fast fashion brands in China in the past few years.

Since ZARA opened its first store in Shanghai in 2006, international fast fashion giants such as H&M and GAP have been opening new stores in all parts of China, and sales have maintained two digit growth for many years. Perhaps more attractive than performance, perhaps, is the inspiration of fast fashion brands to domestic brands in the entire supply chain management.

One of the advantages of fast fashion lies in the strong supply chain support and the high turnover of goods brought about by the rapid market reaction speed. Such as ZARA from the design version, custom, shipment to the shelf cycle reached an astonishing 15 days, and to achieve this point lies in its strong design force.

"Designers are not necessarily top-notch, but they can accurately capture the fashion trend, and the designer team is very powerful to help them, which is not imitated by many domestic enterprises." These people said.

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. At present, 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.

"Low price or quick response" is actually a way to control costs and reduce inventories in fast fashion. Many domestic brands transformation is fast fashion is to solve the whole industry is currently facing high storage pressure. Without this burden, there is no need for frequent discounts to save goods, and brand image and consumer loyalty are also a virtuous circle. The head of a garment enterprise said.

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.