What Is The Competitiveness Of Local "Fast Fashion" Brand?

Since the signing of the Sino Australian FTA, China has been in Australia. Textile and clothing Trade has ushered in an unprecedented opportunity for development. In order to guide enterprises to effectively excavate the Australian market, the international trade edition will interpret the Australian market opportunities from the perspective of market change and enterprise experience. Some fluctuation factors, such as the abrupt change of mining investment and the slide of commodity prices, have an impact on the country's economy. At the same time, the depreciation of the Australian dollar has also brought pressure on the consumer market.

Happily, according to the latest statistics, the sales of clothing, footwear and personal adornments in the Australian retail market are still good, with an increase of 8.8% over the same period in May. In order to seize more market share, competition among retailers such as "fast fashion" brand, department store giant, clothing boutique, etc. is increasing. When the subdivision pattern changes quietly, new business opportunities emerging in the market deserve our attention to Australian exporters.

"Fast fashion" competition intensified

Event: relying on similar culture and dress concept, and compared with the stability of the European and American markets, the market temptation of Australia's "fast fashion" field is increasingly prominent. Research Institute IBIS estimates that in Australia, the "fast fashion" industry will grow at an annual rate of 11.3%. By 2019, its market size is expected to reach US $1 billion 900 million. Because of its favorable market opportunities in Australia, ZARA, Topshop and Cape have speeded up their layout in the country as early as two or three years ago.

In April last year, H&M and UNIQLO were also stationed in the fashionable blocks in Australia. brand The competition between the two industries has heated up again, which has also led to concerns among the industry about the development prospects of local brands. However, relatively high operating costs and logistics costs have weakened the competitiveness of the "fast fashion" brand. The internationally renowned clothing retail giant has not had a strong impact on Australian local brands.

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According to the statistics of IBIS, at present, the Australian "fast fashion" brand Cottonon occupies 49.1% of the total market share; the parent company TEMT of Vallygirl has a market share of 17.4%; the international brand Zara has a market share of 12.4%; Topshop is 5%; H&M and UNIQLO's market share is less than 2%.

What is the competitiveness of the local fast fashion brand? Apart from having a strong local operation team, the rapid response to the fashion trend is also the key to its success. Australia's most representative " Fast fashion "Brand Cottonon", for example, has nearly 760 stores in Australia.

Its products include T-shirts, jeans, shirts, sweaters, underwear and household products. At present, the company has a new product development team composed of 60 designers, once the international fashion platform is released. Fashion trend After that, the team will design products that conform to the brand style within 2~8 weeks, and ensure that new products can be launched every day and new series can be launched every week.

Business opportunities: as competition intensifies, the local fashion brands in Australia are constantly upgrading their products. This has provided more opportunities for Chinese suppliers, and has also put forward higher requirements for their rapid response capability. In order to find manufacturing enterprises with corresponding capabilities, local brands in Australia usually participate in large-scale textile and clothing professional exhibitions held locally. In the Sino Australian trade of textiles and clothing, Australia's "China Textile and apparel show" and international textile Fashion Show (hereinafter referred to as "Australia Exhibition") has been playing an important role in the business platform.

In the past Australian exhibitions, the brand is an important part of the professional audience. The organizers pointed out that since the supply system of Chinese textile and garment enterprises is relatively perfect, it has always been the first choice for Australian local clothing brands. But it needs to be pointed out that the order of "fast fashion" brand is large, but the profit rate is not high.