How Far Can Fast Fashion Brands Rely On Chain Replication Operation Under The Tide Of The Internet?

"Thigh" has become a popular means of fashion.

Hand designer Jil Sander, Japan's fast fashion brand.

The "Uniqlo and Lemaire" series of clothing, announced in collaboration with Christophe Lemaire, the former chief designer of Hermes, has been displayed on the Paris fashion week.

It is understood that the series includes 55 styles, including 30 women's wear and 25 men's wear. The latest sale will be on sale in October this year, and the price will be about 136.5-1240 yuan.

The North Institute of Commerce believes that the move is more about brand competition, and the fast fashion chain will soon enter a slow growth stage.

In the fast fashion field, a series of cooperative enterprises are listed in a few ways.

H&M, after co operating with Alexander Wang last year, has launched eleventh cooperation series with the French luxury brand Balmain creative director Olivier Rousteing.

Last year, we launched cross-border GAP REMIX Project products with 10 Fashion artists.

But for ZARA, after the 2012 joint Dior former designer John Galliano, there was little cooperation.

Win attention and become a fast fashion brand to choose cooperation

The biggest driving force.

Yang Dayun, President of the excellent international fashion brand investment company, said that the fashion brands such as UNIQLO, H&M and so on chose the form of joint. The purpose is not to increase sales, but to enhance the brand's concern, so that more users will know that the brand changes its style at all times to enhance brand value.

"Compared to H&M and UNIQLO, they are more popular fashions.

Always positioning the street fashion, all kinds of fashion styles can be launched the fastest time.

Prior to this, H&M and Alexander Wang's joint sales site was a grand occasion.

At that time, although the series clothing was not cheap, small to short vest, big down clothing, the price range from 349-3490 yuan, but there are still a lot of customers who can not queue up to go to cattle to grab high priced goods.

At that time, the price of a black down jacket that Fan Bingbing had passed during the publicity period was 2349 yuan. After being grabbed, the Yellow Cattle sold 3 times the original price, or more than 7000 yuan, and were still looted.

At the scene, several consumers said they were not directed at H&M, but directed at Alexander Wang.

Alexander Wang is the brand name of New York's famous Chinese designer who was founded in 2004. Its design talent has been recognized in Europe and is popular among popular stars. Women's wear and accessories sales performance has always been good.

However, the price of Alexander Wang clothing is not bad, the coat is in the range of 5000-2 yuan, T-shirts and shirts are about 2000-4000 yuan, and the leather bags are around 10000 yuan.

"This time, H&M fans are all fans of Alexander Wang. For them, the price of this cooperation series is only 1/10-1/5 of the original price of the brand."

A fashion blogger says that for Alexander Wang, the price is still affordable.

With the recognition of Chinese consumers for fast fashion brands, such as ZARA, H&M, UNIQLO, C&A and other brands are everywhere in the country, but the fast fashion brands that rely solely on chain replication will not be able to see the future.

Yang Dayun believes that in the past, the high growth of domestic economy and the oversupply of commercial real estate led to the rapid growth of foreign fast fashion brands, both in terms of performance and storefronts.

But with the continuous economic downturn and market saturation, these chain fast fashion will enter a slow growth period, and even the market size will continue to shrink in the future.

"The reason is that

Under the tide, the fast fashion brands that rely on large-scale replication can not meet the needs of the market. Street brands, focusing on popular and personalized brands, and even focusing on the unique design of niche brands will be sought after by young consumers.

In addition, the rise of China's local cultural brands will also become an important force to attack fast fashion brands abroad.