Fast Fashion Brands Launch Online 4D Fitting Room For Seasonal Promotions.

As the temperature continues to rise, many consumers are shopping and find that many fast fashion brands are launching the summer offensive. They have lowered prices, launched new products, increased multi-channel promotion efforts under the online and offline channels to attract consumption, and some brands have also launched online 4D fitting rooms, bringing new experiences to consumers.

"This year's brand new POLO shirt is only more than 100 yuan!" just this past weekend, Ms. Wu told consumers at the new UNIQLO store in TEDA's dream city, "new women's clothing is also available at the new season. It seems that today is right!" the reporter learned in the interview that fast fashion brands including UNIQLO, ZARA, Muji, H&M, GAP and so on have been promoted frequently in recent years, and the consumption opportunities in summer have become the focus of business competition.

"Today, I bought 5 short sleeved t-shirts for the children, and two pieces for myself." in the H&M store of Hexi District Galaxy International Shopping Plaza, Ms. Zhao told reporters, "in the summer, a lot of the quarter are half off. It's a good deal!"

It is understood that in addition to physical shops, these fast fashion brands have been launched in a big way on the Internet.

In the official website of UNIQLO, the UT series printed T-shirt should be sold at a price of $59 per piece, and the children's money should be as low as 39 yuan. In the Tmall flagship store of GAP, some new summer series of logo series will achieve 3 pieces of twenty percent off, 4 and 25% off strength on the basis of the preferential price.

In addition to promotion, some brands are also launching online 4D fitting rooms at flagship stores. When consumers download software, they can enter data such as height, weight, waist length, leg length and arm length, and then experience the convenience of virtual fitting.

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The core competitiveness of luxury goods is still brand value, and the means to maintain brand value, such as high price control capacity, no pursuit of sales volume and so on, can not be easily abandoned.

Although the discount of brand value can indeed be full of money in the short term, if we want to play this game, it is a luxury that we must do to control short-term impulse.

Though in the short term

Discounting can indeed earn a full pot, but if you want to play this game, controlling the short-term impulse is something that luxury people must do.

"Most people dream of having a few people."

People in the industry used to define luxury goods.

Similarly, when luxuries become available to everyone, the luxuries are lost.

The brand value will be fast.

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We can see that some of the luxury brands that were originally high above began to sink and extended their tentacles to second tier cities.

Under such circumstances, the sale of luxury goods will become an ordinary commodity within the reach of the first tier cities.

Some of the more radical brands extend their contacts to the electronic business platform, and the marketing mode of luxury goods is also developing towards the fast food products.

The original sale of luxury goods should be in the luxurious shops or the private houses of wealthy families. But after being moved to the Internet, they first lost the "luxury" environment, and because of the pursuit of precision marketing and high proportion pformation, the business lost the opportunity of brand building and cultural pmission.

Some brands began to resort to price tactics, such as the 50 percent off major promotions that GUCCI launched not long ago.

Money is earned, inventory is also cleared, but brand image is also discounted, and ultimately hurt the brand itself.

However, some luxury goods are still adhering to the "old" business.

The typical case is Hermes.

Although the company is also facing many difficulties in the luxury sector, they are still controlling the growth rate of stores, while sales and profits continue to grow.

We can see a clear path of development for the company.

From 2008 to 2011, China's luxury market is developing at a high speed. At this stage, the development of Hermes in China is much lower than that of many luxury brands, and the sales volume of single stores is much lower than that of LV and CHANEL.

But in 2014, Hermes only kept 311 stores and returned to the level before 2008, but sales and profit margins were not affected.

As the experts of the Institute of wealth studies say, consumers of luxury goods are divided into core consumers and marginal consumers. 20% of the core consumers provide 80% of sales and affect 80% of marginal consumers, while 80% of marginal consumers provide 20% of sales.

If the value of a luxury brand is constantly being damaged along with the rapid growth of sales volume, the first consumer to escape from the brand must be the core consumer. When the opinion leaders of this luxury consumption Department abandon the brand, the 80% marginal consumers will also be separated after some time.

The departure of core consumers is the result of luxury digestion.

Theoretically, the escape of core consumers can be filled by a large number of new marginal consumers, and the influx of such consumers can also very well modify the financial statements of luxury companies.

More and more luxury brands begin to approach the "market critical point", that is, the newly entered consumers are the same as the consumers who are out of the market. The consumers will then lose far more than the new consumers, and the speed of the loss will be astonishing.