Tom Tailor Hand In Hand Fosun Into China To Play "Hat Trick"

For the fast fashion world, the fast fashion market of Chinese market has also triggered the rush of fast fashion brands in many countries.

But for Gap, who has lost a lot of trouble, it is not the worst to enter the Chinese market, and a predecessor, Tom Tailor, may be even worse.

Recently, the German fast fashion brand Tom Tailor announced its entry into China.

However, it did not choose to enter the Chinese market single handedly, but chose to join hands with Fosun Group to enter the Chinese market cautiously, like "love".

However, will this "love" break up like Adidas and IAAF? Or is it due to its own reasons that Tom Tailor took the lead in tears?

According to the expansion plan of Tom Tailor, 2016 plans to operate a direct store and ten stores in China. At the present stage, the brand expresses its desire to understand the market and adjusts its opening strategy according to market feedback.

Compared with most fast fashion brands, it seems cautious.

In the update cycle, the brand maintains that its monthly rate is about 400 times a month, but its new rate is much lower than that of its competitors.

In spite of the escort of the consumer giants of the Fosun Group, the Greek jewellery brand Folli Follie has been successfully introduced into the Chinese market. However, the current market environment is not very good for fast fashion brands.

So will this March be a successful March? Fuxing is full of confidence - not long ago, the brand.

The proportion increased from 23.16% to 30%.

As early as 2003, Tom Tailor passed.

The way opened a special counter in department stores, but because the market consumers had no concept of fast fashion brand, the brand didn't have a clear goal in positioning and promotion. At that time, it didn't win by "fast", and in price, it had no advantage over the same channel to enter China's Esprit or IgG. It lasted almost three years and ended in the withdrawal of the counter.

In 2012, the fast fashion competition entered the white hot stage. After Zara, H&M and UNIQLO had entered China for nearly five years, these fast fashion brands began to become the main store of stable shopping center. Tom Tailor came back to the world, or in the form of agents, first opened flagship store in Xidan, Beijing.

But because there is no clear shop plan, the flagship store has closed shop, and the desire to enter the Chinese market has failed again.

By 2014, Fosun Group took the lead and bought another consortium.

After the group's 23.16 stake, the plan to expand the Chinese market has been put on the agenda again.

This is the third time for the German fast fashion brand to enter the Chinese market, which is a "hat trick".

However, if Tom Tailor still has no clear market positioning and expansion plan, I am afraid that the breakup of Fosun will not be spared.