Fast Fashion Industry Trend: Don'T Think Cross-Border Cooperation And Cool Posters Are The Only Ones.

Nowadays, fast fashion is already the favorite of ShoppingMall. It is the best place to occupy the floor with luxury goods.

But whether it is the adjustment of the real estate bubble or its own strategy, we can see that the fast fashion brand actually has more considerations in opening the shop.

Zara announced this year that when the group reached 500 stores in the Greater China region, it would postpone the opening of shops because the past radical business strategy had hit the commercial real estate bubble, and the undesirable location had pulled down single store sales and increased operating costs.

In the future, it will focus on opening flagship stores in important cities instead of blindly entering the three or four tier cities with less consumption power.

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.

First of all, the boundaries between sports and fast fashion are getting blurred.

The series that H&M and AlexanderWang cooperate with seems to be available in the gym.

And H&M is promoting its sports product line H&MSport, which many people don't know.

As for UNIQLO, it launched a series of tennis series a few years ago and hired Djokovic as the brand ambassador.

In 2013, the AIRism series sold sweat and comfort as a selling point. This year, new products were introduced. Sports underwear and clothing were sold well.

As we have written before, Nike has listed UNIQLO as its competitor in last year's earnings report. The most intuitive difference is the price. Taking the sports skirt for example, the former price is five times more than that of the latter.

Secondly, you will find that people's consumption is more dispersed.

It's hard for you to find people who are fast fashion or full of luxury from head to toe.

In those fashion blogs with professors' matching, fast fashion and big brands are tied together in fashion magazines that release trend sheets, and you can't tell whether this is what the editor intends to do, or is a brand PR strategy.

In the United States, fast fashion not only has to face the fashion of Nike, UnderArmour and other sports brands, but also has been influenced by the small and fashionable fashion providers such as Everlane and Spring. Although the sales volume is completely incomparable, these small brands attach more importance to the intimate interaction with consumers, and can also provide different tastes for young people.

The fact that young people's consumption channels are changing is becoming more and more obvious.

In this year's "double 11" shopping carnival, sales of UNIQLO ranked fourth in Tmall's whole category goods, the first in clothing category, and over 600 million.

UNIQLO is the first fast fashion brand in China, but its global layout is relatively conservative, and it is also concentrated in Asia and North America.

In contrast, Zara and H&M expanded their business to 27 and 22 markets worldwide.

Exclude products do not look, the electricity providers to solve the problem of efficiency, many brands will put their business services and the concept of O2O together, but the real good is not much.

Third, fast fashion and all brands have entered the Instagram era.

More accurately, they must use strong vision and creativity to do something in the social network to maintain consumers' freshness and loyalty.

They did it in the past, but only in 2015.

UNIQLO likes to do marketing on WeChat, red envelopes are straightforward, and two-dimensional codes are used in a flexible way.

However, they emphasize brand price advantage on this platform, and may neglect young consumers' attention to personalization and brand image.

Zara turns Instagram into an electronic version of Lookbook, recommends several appearances every day, and of course it will not forget to leave product code (Instagram does not support direct sending webpage links).

The most interesting thing is that even such naked and tasteless products will be awarded more than 60 thousand times each time, because the picture is nice and the style is (looks) high enough.

It also has a series called "ZaraEditorials", which cooperates with models from all over the world and asks them to leave a group photo in season costumes.

The selected models have both the big names like MarjanJonkman and the new personalities with unique personalities, such as the tomboy HarmonyBoucher or SophiaAhrens.

Zara is not a person who is in the mood to make products. It knows the power of KOL, and when these two are combined together, it is certainly 100 test larks.

There are countless private accounts of Zara, such as Zara_kids, Zaraman and Zaramania. The number of fans is all 6 or 7 digits. You don't know who their operators are, but this is not important.

The number of imitators is just a reflection of how popular Zara is in social media.

The online performance of social media is also directly reflected in the data.

According to Baidu index, in the past 11 months, the search index of UNIQLO is far ahead, which is 8 times that of second H&M.

That is to say, there may be 8 friends around you talking about UNIQLO, and only 1 of H&M are discussed, and the other two brands are less.

However, thanks to the "fitting room" incident in July, UNIQLO's search engine on the Internet in China ranked third.

Incidentally, those who view this event as a marketing tool for UNIQLO may not know what is going on in a big company.

Fourth, fast fashion also needs brand.

In an interview with business blogger BusinessofFashion, the creative director of UNIQLO, Sheng Tian Hong Hong, once said, "the most urgent task for the company is to let consumers understand what kind of company it is.

To this end, it is strengthening brand marketing - it does not want to sell products only, but also sells "lifestyle".

For example, it launched a magazine this year, telling you the story of the consumer.

How to understand the relationship between the three elements of clothing, life and self? This is also the concretion of the concept of UNIQLO LifeWear.

In this regard, H&M's high-end vice brand COS has always been a good example, and it knows very well what value it is going to convey.

It has opened a flash store in downtown Losangeles to show its products in autumn and winter 2015.

Simple decoration, large area blank layout, and the use of mirrors soon let you forget that it is the identity of the H&M sister brand, but it is full of high interest and taste.

The layout of the store in New York was also carefully planned, and the tie was placed by the author of New York Times, MatthewSchneier, as "sardines, which are carefully placed on the plate".

There is also a sound effect experiment in collaboration with Holland artists in 2014, which is inculcated with noble and elegant brand values.

Stores are no longer just for sale.

Product concept and brand display become more and more concern in fast fashion.

In September of this year, the MagicforAll Concept Store Co operated by UNIQLO and Disney was a model in this regard.

It is located on the fifth floor of the flagship store of Shanghai, Huaihai, UNIQLO.

The reason why it is called "concept shop" is that the layout of the storefront and the manipulation of products are interesting and artistic.

In addition to selling UT series with Disney, the store also sells Mickey dolls made of UNIQLO flannel and fleece. There are also areas of electronic voice interaction on the scene. If your decibel is high enough, you can manipulate the electronic screen and take photos of you.

Similar interactions also appear in H&M stores.

H&M stores a small T stand in a store in midtown, New York, where consumers can wear what they just bought.

Show a lap of cat steps, and this process will be captured in video form.

Obviously, H&M not only wants you to look fashionable, but also wants you to feel the taste of being a fashion model.

There are other changes.

For example, H&M and Gap (Theme Reading) have sold make-up in the store (try), and Zara's home brand continues to expand to attract young people to patronize.

By the way, more and more brands of its parent company Inditex group have come to China, from ZaraHome to MassimoDutti, which you may not be familiar with, are its income contributors.

Fast fashion is the business of efficiency.

Some of the products they offer may satisfy your basic clothing needs. However, the thriving industry is mainly driven by young people's hunger for freshness.

How to guess the freshness of young people is probably the most complicated thing in the retail industry.