Fast Fashion Is Baffling. Why Is Fire Abandoned?

In 2015, Zara continued its fast replication route. In less than 2 weeks, its latest design will be paved from Spanish headquarters to 1947 stores in 88 markets worldwide.

H&M welcomed the eleventh years of cooperation with designers. The latest series of BalmainxH&M's velvet dress was fry up to $1599 on the Internet, which is more than 2 times the official price.

UNIQLO has opened 165 new stores in the international market, and it has been frustrated in the North American market. But relying on the achievements of the Greater China region, the total revenue of the international market has increased by 45%.

Gap is still at a loss. In June of this year, it announced the closure of 175 poor branches in North America. The brand that once led jeans with jeans has been thinking about what the young people are thinking for a long time.

Gap did not disclose the specific figures of the Chinese market, and we can only see one or two of the situation from all kinds of trend statistics. In this year's information, there is no mention of "Gap in the 80 and 90's favorite brands".

The American media is not very friendly.

The three quarter financial report collective fried pot.

"In October, the performance of Gap is worrying about the holiday season this year," and "Gap's share in the US apparel market is losing fast fashion competition". "Sales are affected by Gap, and the profit is expected to be lowered".

At present, Gap's share in the US apparel market has dropped to 4.7%, which is not as good as 5.4% of the Target of the mid-range supermarket brand.

Perhaps Gap has long been out of fashion, but this year's financial performance is particularly bad.

But how did all this happen? You know, this brand is the homework that young cultural researchers must do at that time. The reason why it is called Gap is to announce that it is different from those old fashioned costumes.

Another interesting thing is that the "west wind" is not popular.

You probably haven't heard of this word. It often refers to the style of the West Coast high school Hoodie cowboy hot pants and foot dragging together.

Or can't you fill the brain? Think about A&F.

In the 2014 fiscal year, Abercrombie&Fitch's same store sales fell 12% year-on-year.

It's already out of breath.

Its brand is not very good either: AmericanApparel has declared bankruptcy after many years of struggle, and AmericanEagle has become a year-round discount brand for department stores for many years. Aeropostale, a younger audience, is also doomed to misfortune.

Its store sales fell by 1.5% over the same period last year, and its share price fell more than 14% on the first trading day after the holiday.

It is necessary to analyze the plight of Gap and whether the problems it will encounter will reappear in other companies. We must face these changes in consumption directly.

In fact, these seemingly contradictory attitudes have always been there, but the faster and faster information dissemination and developed social networks have amplified their voices.

When we are trying to discuss the younger age of the fast fashion industry, we ask ourselves a question: is fast fashion not the business of young people? What exactly does it mean by being younger?

Or take Gap to see, real competition is always from products, as long as consumers think you "not good-looking", basically without any other reason can abandon you.

Reporter MarcBain concluded that "consumers in rich countries buy clothes because they do not need it, but are pursuing" sugarrush "on their senses.

And this kind of bombing is not only beautiful enough, but also more frequent.

This is the reason why Gap was criticized: the product renewal cycle is too long, and the design is not fashionable enough.

Also, compared with H&M or UNIQLO, its price is not friendly.

The global CEOArthurPeck summed up more problems, such as the frequent departures of senior executives within the group, the failure of overseas expansion, and the failure of the US regional full channel services (to store goods, store reservations, store inventory inquiries, etc.).

When we interviewed Gap before, they emphasized that they were not fast fashion. In fact, UNIQLO said so.

But the eyes of the masses are bright, they say you are fast fashion, you are fast fashion.

At least, you are in the consumer choices of young people.

In China, there are hundreds of dollars in the hands of young people. Can you buy them? UNIQLO, Zara, H&M, Gap, oh, there are also a lot of Taobao's single tailed notes and Amoy brands, and some niche buyers.

A lot of brands in the mall are too fast to be bought. There is also a collection store I.T in Hongkong. But do you have to wait for a discount?

You see, these are the competitive environment of fast fashion: online and offline, popular and niche, basic and fashionable goods.

This is basically a perfect reflection of young people's consumption mentality: they do not want to lag behind and do not want to follow the crowd.

Don't be too expensive, but it doesn't look like a bargain.

It's best to solve everything quickly and easily, but if the physical store is cool, it will still be "Amway" in circles.

Did these things happen overnight? Of course not. The problem is that Gap has not made any adjustments and responses.

In other words, to do young people's business, the changes in products, marketing and channels need to be much faster than the traditional garment industry.

We summed up several noteworthy trends in the fast fashion industry in the 2015. Don't think cross border cooperation and cool posters represent everything. From products to marketing, there are many things to do to approach young people.