How Can H&M, ZARA, Uniqlo And Other Brands Break?

Fast fashion has undergone rapid expansion in the first few years, and the "alternative" feeling of fast fashion giants has gradually weakened. At the same time, with the increasing number of fast fashion stores, fast fashion is no longer favored by many domestic shopping centers. For example, before shopping malls will provide "SEDUCTION" for fast fashion brands such as rent free shops and decoration subsidies, but now, such benefits will be greatly reduced.

In the case of slower growth, UNIQLO, H&M, ZARA and other fast fashion people have chosen more channels to sink, and have tilted to the three or four tier cities.

According to statistics, since August, ZARA has opened 2 new stores, which are located in Beijing and Chongqing respectively. There are 2 new stores in H&M, which are located in Tai'an, Shandong and Dalian, Liaoning.

Shopping malls do this not only because the status of fast fashion is different from the past, but also because, if rent is not provided or subsidies for decoration are provided, brand players will not have such a great incentive to make good clothes.

To put it plainly, stress is power. Without stress, people will become lazy.

Many brands in China have always been

"Learn from the experience", whether it is store image design or brand management, but in fact, the present living environment of the latter and the state of being in a state of power when entering China a few years ago can not be mentioned in the same breath.

In the first half of this year, fast fashion stores opened up 10% year-on-year, including

The ten international fast fashion brands, including H&M, ZARA, GAP and so on, have opened 95 new stores in China. Although compared with some domestic brands, the data are still bright, but the growth rate has slowed down compared with their own brands.

For example, ZARA, too aggressive in China, is now planning to take a rest and slow down the pace of expansion after opening 500 stores in China.

The growth trend of international fast fashion brands in China is slowing down. On the one hand, the fast fashion brands in China are rising, and the new brands in China are also valued by many people.

The consumption habits are changing.

For example, some consumers used to like international fast fashion brands such as H&M and ZARA, but as they grew older, they gradually felt that the quality of these brands was so common that they rarely visited these brands.

But a new generation of young people such as post-90s still like these fashionable and cheap brands.