Missguided & Boohoo: Fast Fashion For External Plug-In

Fashion business is a subversion of traditional clothing industry, and should not be belittled.

Missguided is located in the industrial park near Salford. The studio is designed by the founder and CEO Nitin Passi personally.

The clothes rack is covered with all kinds of clothes worn by stars, including Nicole Scherzinger, Ellie Goulding, Fearne Cotton and Katy B.

The walls are full of slogans, such as "Don" t make sense, make dollars, etc.

There is also a huge sticker LOVE on the windows of the conference room.

Missguided has developed rapidly, with 253 new employees in the first half of last year, with sales of 55 million pounds last year, while sales were only 8 million pounds a year ago.

Despite rapid growth, Missguided still has high flexibility.

Passi says Missguided is the fastest fashion circle, faster than the high street brand.

"We update our website every day, but in my view, we should update it every hour.

If a trend is coming, we will distribute the clothes on the website within a week.

Let's take an example.

After appearing on the red carpet, Missguided will copy the products in five days.

In addition, Passi usually buys fabrics and arranges production after receiving orders, so as to reduce inventory accelerated circulation.

Felipe Caro, a professor at University of California at Los Angeles's Anderson School of business, has spent years researching.

It's an expert in fast fashion.

He described Missguided and Boohoo as "fast fashion for external plug-ins".

In Zara, it takes about four weeks for a product to be launched from design to market, but Passi says Missguided only takes one day, and it will become faster and faster.

Boohoo by Mahmud Kamani and

Co founded.

Kamani's father also works in the clothing industry and runs a wholesale store Pinstripe, playing an intermediary role between the major street brands and manufacturers.

In 2006, two people realized that they could use the Internet to talk directly with consumers.

Compared with the physical store, the advantages of the electricity supplier are invisible shops and less stock. As long as the website is beautiful, the clothes will also look beautiful.

Boohoo was founded.

Lorna Hall, director of market intelligence, WGSN intelligence, believes that the fashion business is a subversion to the traditional garment industry. It should not be ignored. She pointed out that the positioning of Boohoo is low, and 23% of the commodity price is in the range of 5 pounds -9.99 pounds, and this proportion is 11% in another ASOS.

"The business model of Boohoo is to test products in a small range first, and if successful, carry out mass production rapidly."

Hall said that Boohoo stock circulation was fast and the corresponding capital recovery was fast.

So far, Boohoo's performance has been satisfactory, with sales reaching US $50 million 800 thousand in the last four months of 2014 alone.

The difference between digital fashion and traditional textile industry is most vividly reflected in Boohoo.

Kamani is totally different from his father's mode of operation: Kamani's father buys the fixed assets, while Kamani values the domain name. He pays ten thousand pounds for boohoo, while Kamani's father sells the bag to the market, while Kamani sells on the Internet's huge virtual market.