Why Fast Fashion Plagiarism Big Name Can Rise And Fall?

This year,

The days are not good, many brands are closing down, slowing down the pace of expansion.

But fast fashion brands are not worried about it.

In fact, in October 23rd, according to Forbes's latest list of the world's richest men, the Inditex boss AmancioOrtega, the parent company of Zara, the second longest standing company in the world, surpassed BillGates for the first time to become the world's richest man.

So how did these fast fashion brands turn into the fast fashion brands of their own cheap goods? How did they develop so vigorously, but were immune from plagiarism?

First of all, fast fashion is doing something that looks alive.

If you look at their business models (ignore labor issues), they have a tight cycle of operation.

The way of operation is probably to see the design that is desirable on the T stage, immediately determine the garments and jewellery that can be put into production. The next step is to hand it to the factory production, and it will be able to get on shelves in a very short time, and the price is very substantial.

By contrast, the original brand that has been plagiarized may take longer to put the design on the T platform into the retail store.

The latter way of operation is not attractive, now 80 and 90% of consumers are very fond of buying and buying. They hope to wear the most fashionable style as soon as possible.

6 months for an expensive garment? It's too long.

Another reason is that fast fashion brands are controlling production.

Generally speaking, the production volume of fast fashion retailers is large, but their operation is not done by a single batch of goods, but a small part of each batch is produced, and on this basis, the consumers' reactions are judged.

On the one hand, this will create a "limited edition" illusion, which may make consumers buy nodes and buy them more frequently.

This method is particularly applicable when retailers introduce new styles every two weeks.

In addition, they are also controlling costs, slowing down the risk of over production for any type.

You see, this is the smartest way of fast fashion, which is faster than original brand and gives the products that the market wants.

There are several reasons why fast fashion has not been accused of plagiarism.

As far as the United States is concerned, there is no corresponding law to protect fashion designers.

Copyright law has not yet taken care of clothing and shoes, and plagiarism has not been stopped.

It also explains why many retailers in the US are still selling and selling on the Internet.

Exactly the same design.

What is the situation in other countries? Copyright law in Britain, Italy and France has played a more prominent role, but plagiarism still emerges one after another.

For example, Debenhams is selling a very similar skirt for Lanvindresses in AlberElbaz2013.

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There is a view that high fashion shops simply do not want to be disturbed, and retailers like Debenhams and Zara have little trouble.

Those fast fashion consumers are not the consumers of high fashion stores.

Over the years, this argument seems to sound reasonable.

Now, however, consumer habits are changing dramatically.

New York OliverPalermo is famous for its high street and luxury mix and match.

Now more people appreciate this mix and match style of dressing, you can have a Chanel coat, but maybe inside it.

A shirt for Zara.

But in the early years, the mixture of high street fashion and luxury goods is not acceptable.

It's not just about wearing layers, but retailers are also trying to distinguish themselves from fast fashion brands.

BergdorfGoodman, a luxury department store in the US, has collaborated with designer Halston in a joint series.

But then in 1970s, Halston also designed some moderately priced product lines for department store JCPenney.

Since then, BergdorfGoodman has immediately terminated its cooperation with Halston, and has put all their previous joint series off the shelves.

Because BergdorfGoodman believes that Halston and JCPenney collaborate, their previous joint series will be dropped.

But now it is quite different from before.

Look at the launch of BalmainxH&M's joint series last month when fans around the world queued up all night to know that the Halston event would never happen again.

Consumers are no longer loyal to a brand. They only wear Chanel from head to toe, or wear only one brand.

They prefer a variety of wardrobes. For many people, it means buying a few luxuries, buying some big clothes, and buying some fast fashion.

As a result, the boundaries between high fashion consumers and fast fashion consumers were broken.

As you can see, in the past few years, high fashion brands and fast fashion consumer groups are quite different, but now some of their boundaries are being broken.

Another important reason is that legal proceedings are not cheap.

In addition to the top designers, copyright lawyers in general are spending a lot of money.

Especially for some small brands, this is no doubt a burden.