How Was "Slow" Fashion Defeated?

Just as the clothing market is developing rapidly, the largest fast fashion group in the United States.

Gapunzeng was such a cool brand that even Sharon Stone wore her turtleneck sweater to the Oscar prize presentation ceremony. But as more and more consumers turned to embrace cheaper and faster fashion brands, Gap has lost its shining status.

Gap the former fast fashion giant walked down the altar, and supernovas continued to emerge.

In the near future, GAP ushered in a large peak in the US market in the birthplace, closing 175 stores in North America, equivalent to 1/4 of its total number of stores, and more data showed that the share of GAP group in the US market has dropped to 4.7%, which was 5.1% 5.1% years ago.

Such phenomena as talent loss, closing shop tide and declining data are all showing that the fast fashion giant GAP is shrinking and the brand is declining.

As a matter of fact, the global clothing market is changing. Yesterday, the venture capital was flourishing. It had four strong enemies today. From the solo dance to a group of heroes, it even had to face the fact that the strong enemy surpassed itself. But the traditional clothing brand wanted to make a comeback, only through pformation and upgrading can we find a new way out and new vitality.

Some people are happy to worry about others.

"The famous brand of beautiful beauties", known as China, is developing rapidly. The growth rate of store opening is not lower than that of the same period last year. It has a trend of coming from behind. Another fast fashion brand ZARA has also expanded rapidly in China, and the sales volume has increased by a large margin, so that the personal wealth of its founder Amancio Ortega has increased by 17% last year. Strong market pressure has forced GAP to admit that the market is shrinking, and the new star represented by ZARA is rising.

Product strength decreased: GAP new product cycle is ZARA, H&M3 times, 2 times.

In the fast fashion women's clothing market, old brands like GAP tend to be dominated by "basic money" and tend to be single and mediocre. For a long time, it is easy for consumers to have an aesthetic fatigue, and GAP fails to provide customers with new experience in time, which will lead to a decline in competitiveness of brand products and eventually decline.

Analysts believe that the core consumer group of fast fashion brands is already dominated by "post-90s", which means that brand is the time to make new arrangements for brand positioning and cost performance.

It is understood that GAP clothing products from design to store cycle is 10 months, about 3 times ZARA and H&M, 2 times more outstanding.

GAP's new CEO has said it will shorten the cycle to 30 weeks, but it will still be about one to two times the competitors' time. The new CEO admits: the main reason for the unsalable GAP is unsightly style and lack of self-cultivation.

Low profile and profitable fast fashion brands such as ZARA and Zhuo and so on, although they are low-key, they are the most popular brands, which are related to their changeable styles, fashionable designs and rapidly updated products.

In 2015, China's famous soft and fast fashion women's brand -- zhuozhuosi entered the "changing era" comprehensively, launched a brand-new brand positioning, with the "soft new model" as the core, and created the "Chinese middle class spirit fashion" women's clothing. In the new style of products, the spirit of the new generation of women was abstracted and pformed into the seven fashion styles of Z'DORZI dress: modern, self-confidence, fashion, art, luxury, elegance, and beauty.

With the distinctive charm of Oriental women, the brand style of ZARA is more overbearing, and the tailoring and the loose design of the broad profile are not only showing the enthusiasm and enthusiasm of the European and American people.

Although the production cycle of ZARA products is only 90 days, it can be updated two times a week, but the overall style design still revolves around the European and American unique atmosphere norm, attracting many Chinese fans.

In addition to Zhuo and ZARA using their own high-profile brand style to attract consumers, some fast fashion brands have taken relevant measures to increase brand fans by introducing differentiated brand new brands.

For example, UNIQLO introduced China's underwear brand Princesse tam.tam, which has a French flavor. Even the original brand is changing.

H&M has launched the wedding dress, which is a white Greek style wedding dress, priced at around 600 yuan, is very much to the bride to be moved.

Advocating experience is king, "face + Li" project conquers consumers.

With the enhancement of consumers' sense of experience, the "face + interior" project has become a powerful tool to form a sense of experience.

In order to give customers better consumption experience and display, all the fast fashion brands are playing trump cards.

In this side, ZARA uses the window design on the tall side to attract pedestrians' footsteps through the "face" project.

It is to launch the fashion experience hall and conquer consumers with the extreme experience of "Li Zi" project.

ZARA window design is the development and development of the headquarters, all the store window size is a unified size, the designer in determining the theme of the season, design and make good samples, then send to the various stores around the world, to ensure the global unification of display window display.

ZARA uses traditional window display technology to display the fashion trend in the display window skillfully, which is designed by the luxury brands, and its store image also conveys the atmosphere of fashion and atmosphere.

The display of women's clothing area is the focal point of ZARA brand display. Transparent glass can see the display style inside the shop, so the double sided hanging method is adopted, so that consumers can understand the update of the goods inside a clear picture.

It is worth noting that most of the lights of ZARA shop are inlaid lamps and fixed spotlights. Lighting needs cross illumination to reflect the fashion style of the brand.

Ms. Wu Xiaoling, general manager of zhuozozi brand, once said, "the perfect experience is closely related to the intimate service and the comfortable consumption environment."

To this end, we have made a great effort to create a fashion experience museum to provide customers with new and better consumption experiences.

In the Zhuo fashion fashion experience hall, the entertainment and shopping mode is adopted.

Apart from the exhibition area and skin care area, we also introduce special zones for leisure products, such as coffee drinks and dessert areas.

The museum is also equipped with professional fashion consultant.

Collocation consultants are not only good at all kinds of trends, but also can accurately analyze any of the customers who enter the store, such as consumer tastes, dressing characteristics, hobbies and so on.

In addition, collocation consultants can quickly provide multiple sets of suitable combinations for consumers to choose and try on.

In the process of consumer trial, collocation consultants can also achieve more precise after-sales service through the communication and service experience with consumers, so that consumers can experience the satisfactory service brought by Zhuo's fashion experience Museum.

In this changing era, only by grasping the three forces of product strength, marketing power and brand power, and grasping the brand tightly, can the brand go further, fly higher and develop longer.