Fast Fashion, Strong Attack, Low Price, Online And Offline Flowering

China has become the most important overseas market for international fast fashion brands: Zara and UNIQLO, the largest overseas market in the world, H&M and C&A, the largest overseas market in Asia. And UNIQLO, Zara and other brands have opened stores in Tmall and Jingdong.

Not long ago, Uniqlo On the day of the series of cooperation with the former designers of Hermes, it is said that there are many long queues at the front of many shops. The shocking scenes are not as good as those of the luxury brand stores. There are two such things. Even when UNIQLO was secretly delighted, H&M was not to be outdone. In recent days, a series of big international stars have thrown off the news of its series of cooperation with BALMAIN. It seems that when the cooperation series is officially on sale, the rush to buy is absolutely inevitable. In recent years, sales of luxury goods in China have been slowing down from double-digit growth in recent years to a strong contrast to luxury goods. Fast fashion The pace of expansion in China has not slowed down. How fast is fashion?

Attack the low price market

Insiders pointed out that in the past 3-5 years, fast fashion has entered the outbreak period in China. In addition to the general factors such as big price, low price and fast speed in designing the market, many Chinese local clothing brands have abandoned the low price market. People who love to shop should have this experience. In the past few years, many domestic clothing brands in the past few years are priced unreasonably expensive, with an annual price increase of almost 20%, which leaves much room for international fast fashion brands. For the general public, it will definitely be the first choice for inexpensive and inexpensive clothes, and fast fashion is always approaching the direction of good quality and low price.

Joint designers reverse "cock wire" image

In addition to the low price, fast fashion brands also help the public realize the desire to wear designer designs with fast fashion prices. In recent years, they have launched a series of cooperation with internationally renowned designers. The designers who come to cooperate with each other are more than one, such as the recent Uniqlo x Lemaire and H&M X BALMAIN. This series of cooperation not only increases the sales volume of fast fashion brands, but also reverses the "cock silk" image that they originally gave to people in minutes.

Open a new store

According to reports, China has become the most important overseas market for international fast fashion brands from the total number of stores: Zara and UNIQLO, the largest overseas market in the world, H&M and C&A, the largest overseas market in Asia. As of the first half of this year, the number of four fast fashion brand stores in UNIQLO, H&M, Zara and C&A increased by 65% compared with June 2013. And every fast fashion brand has a pretty big budget for opening stores. H&M There will be 80 new stores in China this year, Zara will add 60, and UNIQLO will add 100. Among them, every time H&M opens a new store, a group of celebrities will be invited to help them, and they will be in a big way. This will naturally attract a crowd of fans from the stars to come and watch, and the traffic will suddenly soar.

The shopping center's preference for fast fashion brands also contributes to the boom. Once upon a time, shopping centers only regard department stores and luxury brands as main stores, but over the past few years, the fast fashion that can drive passenger flow is becoming more and more popular with shopping centers, and has become a retail tenant who attracts market owners to compete with preferential terms. With the pace of commercial real estate, the major fast fashion brands have gradually shifted from the main cities in the past to the two or three tier cities.

Flowers bloom online and offline

Of course, with the opening of the store, the fast fashion brands are also advancing with the times, and gradually increasing their investment in online shops. They are not as cautious as traditional luxury brands and even refuse to "touch the net". UNIQLO, Zara and other brands have opened stores in Tmall and Jingdong. In addition, more and more brands are actively trying to implement multi brand strategy in China to meet the increasingly differentiated and differentiated purchasing needs of Chinese consumers, such as Zara's Oysho underwear brand, and H&M's brand COS.