A Big Business Of H&M And ZARA Comes From Old Clothes.

The fast fashion brands such as UNIQLO, H&M and Zara have grown faster than many people in China. In the slightly depressed department stores of domestic big cities, fast fashion and catering have become the magic weapon for businessmen to gather people.

Over the past two years, consumers have gradually become accustomed to the green recycling bin beside the cash register, but can the old clothes in them change the fast fashion industry chain with "original sin"?

It speeds up the frequency of people's clothes renewal, but at the same time it is accused of all kinds of "original sin": squeezing the remuneration of garment workers to ensure a low price, which makes consumers blind, and a lot of accumulated clothing is eventually discarded and seriously polluted the environment.

In the face of accusations and scandals, many brands are trying to restore consumers' goodwill through environmental protection procedures, workers' salary increase and so on.

In 2013, H&M stores in dozens of countries and regions, including China, were involved in displaying environmental protection and corporate social responsibility.

In the autumn of 2014,

It is the first time to introduce the "new fashion series of jeans", which is mainly based on denim fashion products.

And the fibers we get from the old clothes recycling project.

This year, H&M launched the series again in China and increased the number of products to 3 times.

This is not a common practice for fast fashion brands that keep pace with trends and frequent updates.

You can find this series of products in the children's clothing department near the gate in the H&M store of Oriental Po Tai Plaza.

In the fitting rooms and cashiers, you can see the introduction of "fashion freshmen". However, in such a large store, the new fashion series that only occupies a shelf location and has a relatively bleak color is not enough to attract consumers' eyeballs compared with printed T-shirts and shirts.

In 2013, H&M launched the old clothes recycling project in many countries and regions around the world. In August of the same year, the project started in all the stores in China, and consumers could get 15% off coupons if they brought any brands of unused clothing, textiles and so on to stores.

As of September 22, 2015, H&M's old clothes recycling project received a total of 964 tons of old clothes in China, which even exceeded the number of European and American countries such as the United States and Britain, ranking eighth in the dozens of countries and regions that implemented recycling projects.

Such achievements are related to the rapid expansion of H&M in China in recent years.

In August 2013, the old clothes recycling project officially landed in China, covering more than 140 stores in 45 cities in China.

Last May, H&M opened in Beijing with 200th stores in China.

By the third quarter of 2015, H&M already had nearly 300 stores in China. In addition to the first tier cities, the expanded vision was also invested in two or three tier cities.

The fast fashion brands such as UNIQLO and ZARA have also undergone similar expansion in China. China has become the most important overseas market for these fast fashion brands.

A relatively low price can help consumers start a garment without too much consideration. The 1-2 week product renewal cycle also makes consumption behavior more frequent.

A quarter of a year, many people's wardrobe will be crowded by different brands of fast fashion clothes, and the quality of these products is often unable to support the next quarter.