The Fast Fashion Market Has Been Saturated. China's Real Economy Has Also Entered The "New Normal".

In the coming 2015, interface journalists interviewed almost all of the fast fashion brands that are doing business in China.

Over the course of a year, we find that these fashion brands have one thing in common, they are exploring the Chinese market again.

Over the past few years, fast fashion brands are rapidly gaining ground and watching everywhere.

You may not even realize that when it first opened China's first store in Shanghai, it was only 2007.

H&M is not the earliest clothing brand to cooperate with others, but it is absolutely the most successful.

From 2004, we came to "Karl Lagerfeld". By 2014, Alexander Wang, H&M had made joint cooperation as an annual signboard for 11 years.

The cooperation series has captured the mass market for high priced designer brands, and has satisfied more people's desire for designer brand. It is a successful business strategy that has been repeatedly confirmed.

Facing the complex retail environment, the fast fashion brand stores, products and marketing strategies have been greatly adjusted.

More importantly, these adjustments are only the beginning of 2015, and there will be more changes in 2016.

I wonder if you have joined the queue in this year to rush to buy the army of the joint series? Or should I ask you how many brands you have bought in this year's brand series? The year 2015, there are too many co branding works for clothing brands.

The fast fashion brand joint venture has received more and more attention because of its high performance price ratio.

GAP entered China at the end of 2010 and still insists on becoming a world-famous classic American style.

In terms of price ratio but UNIQLO, fashion is not as good as Zara and H&M, and fans are not as competitive as MUJI products, the cheap American wind makes GAP's market penetration limited in five years.

According to the data provided by Ou Rui consulting, a market research firm, from 2012 to 2014, GAP's total men's and women's clothing accounted for 0.1% of the total market share in China, ranking 48.

However, compared with the lack of sales in adult clothing, children's clothing is a highlight of GAP in China.

According to Euro consulting, GAP is the only 10 child to enter the market share of children's wear in 2014.

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Since children's clothing sells well, sell more children's clothes. In an interview with an interface reporter, Abinta Malik, senior vice president and general manager of Gap Inc Greater China, has said that GAP now regards children's clothing as the core competitive advantage of the Chinese market and will serve as a breakthrough for the Chinese market.

Just,

After all, it is not a brand of children's clothing. It's difficult to support children's clothing in China or even in the world.

A&F, which entered China in 2014, is also known for its "American style".

Recently, however, the brand has just welcomed the new design director, Aaron Levine, Deputy Design Director of the former Club Monaco Menswear, and believes that there will be some changes in the style.

Michael Scheiner, senior director of A&F marketing and PR relations, said in an interview with reporters that A&F is undergoing pformation now that its products are more sophisticated and mature than before.

Levine's design has always been tailored and concise, which should make A&F more fashionable.

But the market's attitude towards these new products remains to be seen.

This year, H&M has launched two joint series, one is the massive H&M * Balmain, the other is the relatively low-key H&M * Ximon Lee Ximon Lee is the winner of the 2015 H&M global design award.

On the other hand, UNIQLO and Disney's cooperation was very thorough. Apart from opening a joint experience shop, they also launched a series of UT and dolls.

But in addition to H&M, UNIQLO also has the practice of cooperating with designers, so we have joined UNIQLO with Lemaire, a former designer of Hermes.

But honestly, when we see the real thing, we will find this joint series disappointing from color to workmanship.

Famous designers are limited after all. Fortunately, H&M also has designer competition to find new partners.

But even if designers can't help it, consumers will always have a tired day.

When the expectation of joint cooperation is replaced by the disappointment of the real product again, it is impossible to save the brand that we want to enhance with the cooperation with the big designer.