The Color Of Most Fast Fashion Brands Is Relatively Calm.

If Zara and H&M opened their first store in Shanghai in 2006 and 2007, 2014 will usher in the "seven year itch" of fast fashion brands entering the Chinese market. The so-called fast fashion refers to the rapid replacement of new products, new products updated two times a week clothing consumption, typical brands include Zara, H&M, UNIQLO and so on.

Fast fashion brand in 7 years, the speed of market expansion is amazing. Now, only Shanghai Nanjing West Road near Meilong town square, less than 800 meters within the collection of Zara, H&M, UNIQLO, GAP, Massimo Dutti and other brand shops nearly 10. Every day, the competition between fast fashion brands is quietly staged here. Style, material, display and service attitude are the runway of the industry race.

What consumers can't see is that more and more fast fashion is for faster, and products are converted to expensive aircraft spanportation. In order to create brand image, the proportion of discount inventory is getting lower and lower. In order to "guide" consumption, the first line fast fashion brand launches 25 thousand new products all year round, and the average design time of each new dress is only 20 minutes.

The fast fashion industry is also facing changes. At the moment when it can create 15 billion yuan online shopping order, it is distributing the shops in the whole country and pushing the shops into the fast fashion of Tmall Taobao. Is it not worried that it will become a "Taobao fitting room"? It is so large that it has its own "super logistics" system, so that it can change the layout of light and the style of fitting mirror for Chinese customers, and the fast fashion of the brand behind the window is quietly changing.

"Can you tell the difference between different brands?" a fashion designer said that the "plagiarism" between fast fashion and luxury brands and the imitation of fast fashion have become "normal" in the industry. "3 days and nights in December 2014, Vitoria's Secret became the most popular content in WeChat's circle of friends. Paris, Tokyo, Milan T new models, after two weeks will be able to find the same street in the global street, this is fast fashion.

Nanjing West Road, Shanghai, is perhaps the most relevant road to fashion. On the north side, luxury stores such as LV, Hermes, Prada, Chanel and so on are lined up, while the southern side is a fast fashion street led by Zara and H&M, while there are many shops with only one or two facades in the alleys along the street. After a little more careful examination, they can also find the sewing machines for sewing machines and replace the shops with trousers and trousers. The latest trend of the world and the most traditional dressing concept intersect here, or low key or high profile, or fast or slow...... This may be regarded as the ecological circle of clothing consumption.

The price orientation of 500 yuan to 2000 yuan makes most of the fast fashion brands fall into the "affordable fashion". The seemingly huge market has become crowded due to the influx of more than ten brands. As a result, many fast fashion designers have always been very vigilant about inspiration and creativity, and they haunt all kinds of fashion presentations.

After a new conference on luxury goods, about 2 weeks, new elements can be found in the new fashion window. For example, a luxury product in the autumn and winter has introduced a similar film negatives decorative painting, it was more than a fast fashion brand deformation, imitator is nothing more than to change the image of the fawn into a little bear, or the "film" to become a little bigger. Similarly, shoes on a brand Metal shoe buckle It also appeared in the street shortly after the conference, but it was slightly distorted. The designer's inspiration is "spanferred".

"Fast fashion is indeed a part of today's society. Fast fashion design should be original. Miuccia Prada once said, "there are a lot of" bad replicas ". How to find new inspiration is the biggest worry of fast fashion. A brand has even developed a habit of extracting part of its profits to pay for plagiarism.

Is it not plagiarism to decorate their designs with other materials? Designers say that the huge market pressure makes fast fashion research and development always on the brink of collapse, and "borrowing" from the big design elements has become one of the "hidden rules" of fast fashion brands.

Although plagiarism will be right. brand The image has been damaged, but few people are willing to change it. After all, the definition of fashion is hard to understand. The relationship between market and designer is similar to chicken and egg, who inspires the inspiration, and who triggers the desire of consumption. It is hard to find the answer in itself. France christian louboutin The brand is famous for its red shoes. After seeing Eve Szentgrolan selling red shoes, she used the "illegal competition" and "trademark infringement" to bring the other party to court. However, the court concluded that the "red sole" was unique, but it could not be regarded as an exclusive "trademark".

Media reports reported that the annual purchase of copyrights by fast fashion brands and the cost of "plagiarizing fines" amount to tens of millions of euros. A brand in the United States was prosecuted 50 times in 4 years. Some commentators say that when the judgment comes into effect, clothes have been sold out, and part of the profits can be used to pay for compensation after losing the lawsuit, which may become the habit of some people.