Who Helped The Fast Fashion Alliance? Maybe It's What We Need.

Nowadays, whether it is the traditional Euramerican market or the emerging Asia Pacific market, the luxury goods, even the big local tyrants, have been pformed from the "show off mentality" to the "self consumption".

Consumers are tired of the stereotyped brand logo, and gradually turn their attention to light luxury and designer brand.

Unfortunately, times have changed so fast that light luxury brands have begun to decline after a short period of prosperity.

Take the Michael Kors, once popular in the streets, sales fell by 9.5% year-on-year by the end of June, and unprecedented price cuts were used to clean up unsalable stocks.

Not only that, the major luxury brands in 2015 were all negative, but Tiffany and Prada were all on the list.

Moreover, luxury goods and big brands have closed their stores in China due to their performance and rents.

Luxury brands such as Gucci used to be against.

One category of fast fashion is on the same level, while Jones Lang LaSalle reported that "now they may be required to adjoin fast fashion brands".

This is unthinkable in the past. Luxury brands usually have absolute voice in the face of shopping malls, especially new shopping centers.

The brand is very strict with the environment and neighbors, and usually needs to tune in with its own style.

There have been shopping malls in order to attract luxury brands to enter the nearby fast-food restaurants.

In some cases, stores demand fast fashion brands store next to luxury stores.

In order to attract more tourists, not only shopping malls, high-end brands, but also the need for these fast fashion brands to bring people.

According to the performance report, although fast fashion looks better than luxury luxury in performance, it has also seen a downward trend.

The performance of UNIQLO, Zara and H&M has maintained an increase, but the same store sales of the old fast fashion GAP7 month have fallen by 7%, far exceeding 2% of the same period last year. This is the 15 consecutive month of decline in GAP's same store sales.

Behind these figures, more or less, the crisis is revealed.

This is the era of personalized consumption, and the single brand or format of fast fashion giants can hardly meet the market demand.

The brand image of fast fashion in the eyes of consumers has been constrained by environmental protection and overcapacity. Recently, H&M announced in August 25th that it would offer 1 million euros (7 million 355 thousand and 300 yuan) bonuses each year to promote the technological development of clothing recycling and recycling, so as to respond to the "

A bad comment on destroying the environment.

As early as 2010, there has been a great deal of luxury and collective cooperation with fast fashion, and these cooperation has been very successful.

At that time, Lanvin first launched cooperation with H&M to launch parity dress, and hundreds of people queued up overnight before opening the sale. Sales in that month jumped by 8%. Valentino, once known for its advanced customization, was also reluctant to be outdone. It launched a joint series with GAP. It was designed by Valentino's creative director Maria Grazia Chiuri and Pier Paolo Picciol. After the launch of the two major fashion brands respectively, the marriage between the Pier and the company has attracted a lot of attention.

Speaking of integration, since 2004, H&M has launched 1 to 3 designer collaboration series each year.

On its list of bright designers, there are many such names as Karl Lagerfled, Versace, Jimmy Choo, and Alexander Wang's hottest new star.

This approach has made H&M and other fast fashion look closer to the big brands. The pition from "parity fashion" to "big parity" has attracted a lot of success.

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Fast fashion itself does not want to always be a low-end consumer business, and the cooperation with these big brands can increase the high-end blood for itself and further develop the high-end market.

For big brands, this combination can increase sales volume in the short term, attract a large number of consumers' attention and expand the clothing market.

Even in the interview this year, Bei Chang, who has always been very cold, expressed his intention to cooperate with H&M.

On the whole, the combination of luxury goods and fast fashion under the crisis is in fact a need for mutual help. Fast fashion requires the design and image of big brands.

As to how much performance this combination can bring, we can only give us a clear figure by the sales volume of Herm s's creative director Christophe Lemaire and UNIQLO's cooperation series.