Fast Fashion Brand Launches A New Mode: Online Booking Store

Fast fashion brands have recently become popular in the Chinese market, which is related to the great advantages of fast fashion brands that make the public and fashion closer, whether it is Spain's ZARA, American GAP, and Japan's.

UNIQLO, China and the United States dream bazaar and so on, all rely on the international design team, the forefront of the concept of fashion into consumer goods, so that everyone can be at ease with fashion.

In the mobile Internet era, more "tide makers" are eager to tide over the Internet.

However, the fashionable feeling of online shopping is often far from the feeling of traditional shopping, which makes people constantly feel the "great contrast between virtual world and reality".

Last weekend, with the famous "fast fashion" online shopping platform, bazaar's second experiential shops opened in Nanjing West Road, Shanghai, China's fashion capital. It seems to have sent a signal to the fashion industry: a new marketing campaign for fast fashion brands has quietly started, regardless of whether the industry giant or the later show are aiming at experiential marketing.

At the same time, the major "fast fashion" brands have also launched new digital experience tools, such as Gap promoting the "online booking store" and Zara putting forward the concept of "big digital operation".

A storm of online interaction with offline experience is coming.

Activating fashion experience

Face recognition + private customization

In the era of mobile Internet, "Scene" and "experience" become very important elements.

The traditional physical store sales model is being disintegrated.

The fashion sense that a shop can experience is being replaced by an online fashion scene.

People have had a ticklish taxi ride, and there is public comment on eating. In fashion consumption, the traditional brand is also facing a "Scene" revolution.

Many "fast fashion" brands are eager to try their best.

The "fast fashion" brand Zara put forward the concept of "big data operation", and production and operation are always adjusted through sales data.

Youiku took the lead in introducing a virtual fitting system in a shop: on a mobile phone or a website, choosing a model similar to his own, "changing" different styles of clothing, and experiencing fashion in the "wear mirror".

The dream bazaar fashion digital experience shop in Nanjing West Road, Shanghai, creates a fashion sense of interaction between online virtual and offline experience.

As the "fast fashion" brand which is the main body of online sales in China, the dream bazaar plan will set up offline experience stores in 30 cities across the country. Why is it pferred from the online to offline? In the view of the industry, today's virtual fashion experience still needs to be linked to the real fashion experience.

Let's take a look at the appearance of the new generation fast fashion experience store: the dream bazaar digital experience store in Shanghai has 3 floors and an area of more than 1000 square meters.

There are scan yards, self zone, fitting area, and online and offline interactive payment area.

The store provides high-speed WiFi environment and cozy coffee, and there are a large number of public tablets for customers to use.

This is no longer a confusing selling sense. Customers drink coffee and log on to dream bazaar APP to buy goods. They can also choose to deliver goods after APP orders.

Many young customers are free to mix and match products on the electronic screen of the store, and then confirm their own fashion imagination through physical comparison in the physical store.

There is no need to line up for payment, just sweep the two-dimensional code.

All this really satisfies the tide of people's eagerness for fresh hope.

What is more interesting is that

In the future, customer recognition technology will be launched with "face recognition + private customization".

The face recognition program will record people's traffic through the face recognition technology.

Through technical means, deploy sales personnel to follow up services, and comprehensively solve the blind corner of service.

It will also introduce the "private custom" service, using the convenience advantages of domestic WeChat to provide personalized fashion customization for users.

Designers from the United States make the best use of the two major advantages of China and the United States. They only have to think and do nothing. They are all "people-centered". They must feel the new trend of digital fashion, and they should "discover themselves" in the physical store.

Internationalized designers redefine "fast fashion"

Fast fashion is not cheap and fast food.

Designers capture fashionable messages from the most popular fashion week and T stage, and turn the trend into products. It takes several months to go to stores and counters, and even high-end brands need half a year.

But according to the concept of "fast fashion", the product concept is often converted into consumer goods in a very short time. The initial process takes about 50 days.

In today's information age, the "fast fashion" brand favored by some urbanites shorten the process to 20 days or even shorter, or even "new products around the week".

"Fast fashion is definitely not a fast food product."

Design director Miao Anqi said.

The fashion industry often uses "fast, accurate and ruthless" to locate "fast fashion". Its core element is to use the popular elements of internationalization to guide customers' consumption concept.

In Miao Anqi's view, "fast fashion is by no means cheap. The core of it is to create a fashion that mainstream consumers can afford."

She hopes to guide consumers in her own design, so that everyone can discover herself and find a definition that suits her own fashion, rather than blindly pursuing high-end brands.

Born in Taiwan, she grew up in Vienna and grew up with a diploma in ESMOD underwear designer in Paris University.

In the winter of 2004, she chose to return to mainland China and live in Shanghai.

For more than ten years, she has successively joined the underwear brand Ordifen and dream bazaar, so that she can learn the lingerie fashion concept in Europe.

She tried to integrate the popular elements of the French lingerie exhibition into her own design, and constantly integrated the western fashion design concept into the local context of Chinese culture, creating a series of underwear such as "China year" red series and auspicious colors such as peacock's opening screen, and gradually injected a spirit of modern women's "vigor and health" into the design of underwear.

"Fast fashion" requires designers to constantly brainstorm and create new fashion elements quickly, which has brought many challenges to many designers.

Miao Anqi has a motto: "inspiration comes from life."

She said that as a designer, she must maintain her love for life, and her identity across the border and national boundaries is a source of inspiration for her.

"Fashion is changing all the time. Designers must have a new sense of life to discover.

My childhood home in Vienna, lived in Paris during the youth, and now lives in Shanghai.

Every year, I will be able to live and live in these places. Every time I return to these different homes, new feelings will give me inspiration.