Vitoria's Secret Transformation Into Fast Fashion

A few years ago, we often found in some high-end brand stores that clothes were so few and there were not many changes in the last few quarters, but the reply of the salesperson was always very arrogant: "this is our classic model, which has been sold for many years, and is in short supply every year." Now such words are rarely heard. For the mass oriented brand, the era of eating on a little classic style is over. Even if we move the consumption battlefield to the Internet, the result is the same. A new shop with a quick update and a new shop in one or two months, which one would you prefer to visit?

Despite the fact that in China's opening up shop, Wei has some knowledge, but fortunately they still know that behind the bright position, they still need to keep up with consumer demand. It is the first magic weapon to support the fashion circle to win customers' "look back and laugh at their pockets".

Recently, there is news that Sharen Turney, chief executive of Victoria, said at a conference call that every production of underwear is now accelerating: "we have to adjust the inventory on the 15~25 day after the completion of the business on Monday." Moreover, the link from design to shelf is constantly being shortened. Sharen Turney said that they have been shortening the product development process for nearly four months, and are continuing to work hard for another two months. How can we not be seen by big names again? But the impact of fast fashion is real. It is precisely because of the "fashion" that every major brand has been popular every season. Integration work Fast fashion, from collecting information to eventually entering the sales channel, takes only 12 days as soon as possible, and the price is very close to the people. This has left many traditional clothing brands far behind.

Every year's secret show in Vitoria has always been a feast for the fashion industry. The light angels on the T stage carry many girls' dreams. The most important thing is that underwear brands with such status are not expensive. In the United States, it is at a price that most people can afford. The two elements of "inexpensive price" and "top class show" are rarely seen in fashion.

However, Wei mi Recently, some anxieties have said that fast fashion is too much pressure on too many traditional clothing brands. In fact, even such a brand that looks like a "high" brand can not bear it.

Recently, there is news that chief executive of Victoria Sharen Turney In a conference call, every production of underwear is now accelerating: "we have to adjust our inventory on the 15~25 day after the completion of the business on Monday." Moreover, the link from design to shelf is constantly being shortened. Sharen Turney said that they have been shortening the product development process for nearly four months, and are continuing to work hard for another two months.

How can we not be seen by big names again? But the impact of fast fashion is real. It is precisely because of the "fashion" that every major brand has been popular in every season and has done the integration work. The fastest fashion is from collecting information to finally entering the sales channel. The fastest need is only 12 days, and the price is very close to the people. This has left many traditional clothing brands far behind. According to reports from Goldman Sachs, designers of traditional clothing brands look very stylish but risky because they need to design clothing through forecasts. "Designers often have similar trends in the same season, such as playing lace, or making wide legged pants, or body fitted clothes. These are all derived from the analysis of the current trend, that is, fashion forecasting." One industry insider said, "this is why the traditional clothing industry is the two big issue in a year, and they can't do forecast work every month."

First of all, it is possible to make mistakes in forecasting fashion. More importantly, people will be new in more than 10 days, but you will be half a year. How can this make consumers care for you? Big brands have joined the series of early spring and early autumn, and they are also forced by the situation.

Victoria has a good reputation and a strong position in the fashion industry. The product is real, but selling it on a show for a year is unrealistic. Passion is only that short. In the long run, you need to constantly innovate to maintain consumer enthusiasm. Journalist Suzy Hansen has written in the New York Times about the benefits of new strategies in fast fashion. He said: "first of all, encourage consumers to come around the store, and then they will buy it, and there is not a large quantity of them. Consumers will be worried about losing their goods if they like it."