UNIQLO Has Become A Multi Store Shanzhai Target.

Recently, there are many new brands that are very similar in appearance. However, by observing and understanding, I can see that they basically imitate the rhythm of international fast fashion brands. Why should domestic brands get together to imitate foreign fast fashion brands such as UNIQLO, KM, Muji and so on? Can this kind of imitation solve domestic problems?

Faced with a series of problems, such as overcapacity, excessive inventory, consumption upgrading and consumption segmentation, and the obvious impact of the electricity supplier? At the same time, the sales volume of physical stores is decreasing, store rents are rising, and labor costs are rising all the way. Can these problems be solved together?

Fast fashion may be the trend of the apparel industry in the future, but the author observed that the imitation of domestic clothing companies is not a way out after all.

An unnamed domestic clothing brand responsible person told the author, with foreign countries

With the rapid development of China and the future prospects of the market, "at present, our brand is ready to go deep into the two or three line market in China. This is our advantage. If we touch hard with foreign fast fashion brands, we will not have absolute superiority in terms of style design or price."

The reason is that it is the key that domestic clothing companies fail to truly establish their own brand spirit. They mainly imitate foreign brands in design and appearance.

From the three major technologies of business mode, clothing color, style and edition technology, there is still a big gap between domestic clothing companies and international fashion fast fashion brands.

At the same time, with the rapid rise of Internet sales, clothing industry's inventory and supply chain problems are also exposed.

Xiong Xiaokun, a light industry researcher at CIC, said that the current fast fashion brand competition is fierce, the market structure has been relatively stable, and domestic brands can hardly expand in a short time.

One of the main problems.

Besides, it is difficult to relocate the brand and change the style of design.