Zhang Qiulin'S Interpretation Of The Life And Death Of The Fast Fashion Model

2015 China's economic development has slowed down and its development has entered a new normal. Many shoe and clothing industries have gone out of business, and there are a lot of fast fashion brands emerging in the market. There are many international brands, such as ZARA, H&M, Muji, and some domestic ones, such as leading lives, famous products, and so on. There are successful cases in the fast fashion mode, and more are the lessons from failure. The fast fashion mode of life and death is concentrated in three words: "accurate, fast and ruthless". How to make a deep interpretation? Zhang Qiulin, a clothing lecturer, has solved the profit model by anatomically leading the life, and has simply demonstrated and interpreted it from three words.

First: accurate.

First of all: positioning accuracy!

1, brand positioning: first sell the concept and then sell the product; the psychological demand dominates the clothing consumption; if you want me to buy your clothes, then tell me what lifestyle you represent. The popular consumption concept: low price fashion, fast style update, low selling price.

2, design positioning accuracy.

The designer can predict the trend of fashion in the near future, design various fashionable clothes in a short time, accurately identify and quickly launch the corresponding clothing styles, and collect the best creative ideas as quickly as possible.

Design positioning: "follow the trend rather than creators; first-class design, second class fabric and three price.

The fashion buyer, the fast big board, you have to be tempted.

Buying hands does not create fashions, but creates fashions. It only chases and is not responsible for leading fashion; it does not value profits with big brands.

Fast fashion, multiple batches of small quantities do not explode; for small groups of high consumption groups, big brands, mashup trend.

A variety of speed keeps users fresh or creates a unique internal competition mechanism.

With the fastest speed, we can satisfy consumers' pursuit of fashion styles, fabrics and accessories.

The mode of fast fashion is based on imitation and plagiarism of fashion week styles. Apart from those brands that are torn by infringement issues, no one cares about their Shanzhai. Instead, they attract many fashion lovers. This is the most successful counter attack of fashion fans.

Many designers are invited to shuttle through the fashion conferences, enter various fashion spots or indirectly find photos of the show, then collect all kinds of trend information, pick the most popular styles from customers, and integrate into their own design elements to make revision designs.

The master of imitation and modification, though ZARA has to face huge copyright penalties every year, can not even prevent ZARA from adhering to this design strategy unswervingly.

Trendy triangle: the bottom of the triangle is the largest customer demand product; the middle end represents the popular product of the season; the top product is the product that reflects the latest fashion trend or has the top design product;

3. Product positioning: product positioning: combining the main line with the express line, combining the lifestyle with the trend and fashion. While ensuring the satisfaction of the individual needs of consumers, it also provides customers with more choices.

When consumers choose goods, they must buy them without hesitation.

The most important thing is to cater to the sense of nobility of the consumer, to limit the clothing series; psychological tactics: low inventory and limited edition.

To win the customer's word of mouth pmission by products, services and good terminal image is an effective means for retailers to build brand.

Salesperson is not enthusiastic, because marketing is not his duty; it does not like you to try clothes in the store, speed and price: fashion and consumption power to achieve a balance. In pursuit of mobile phone replacement, the pursuit of clothing replacement is somewhat exquisite, and it is consumption ability.

The road to the market; the city of the market; the attractiveness and renewal of the style; the attractiveness of the price of a commodity.

4, the price positioning is accurate! High quality parity: low price fashion, sale and reduction type sales; the price is less than the international brand similar style 1/10.

Sacrifice quality and lower prices - so that more people can afford to buy it.

The "lipstick effect" and low cost strategy in the downturn have pformed the latest global fashion trend into costumes with costumes and diverse styles. Target customers: Men's wear zoning and comprehensive district mode, targeting the target customers.

5, the location of the channel is accurate. Site selection and luxury are the neighbors.

Image positioning: first class image, second rate product, three price.

Never advertise by relying on big money; close to the popular business circle, use huge amounts of money to build high-end image in the shop location, shop design, store decoration and so on.

In the hottest business district, decorating style has more experience atmosphere; let you see clothes eager; proper brand building; let you always buy.

Store strategy: shop promotion, agile sales; more than 2000 sales terminals, of which 90% are franchised, only a small part of the company is self marketing; visual marketing: the introduction of new customers, price factors, the design of gifts; the maintenance of old customers.

6, the business model is accurate! Locking the personalized consumption demand; providing "distinctive" and "unique" product value.

Through the whole process of control supply chain, create the scarcity value of fast fashion: professional "buyer" designer; manage the whole supply chain; shorten the supply chain link; the value of the sensitive supply chain; and best at "fast" and "low cost" balance.

Compressed gold channel; fast fashion business mode: fast replication strategy.

Heavy money to build information system: real-time management system, standardization of fashion information, efficient bar code.

Second words: quick! Zhang Qiulin, a costume lecturer, analyzed and demonstrated from the following aspects:

1.

Fast! Trinity design pattern: designers, market experts, purchasing experts.

With fast changing and small amount of money to stimulate customers' desire to buy, its brand will not appear again second times after the launch of this season. The popularity of the city will spread very fast in the industrial age, following the trend of the season and keeping pace with the fashion trend.

Information collection is fast: the latest international conferences, fashion information integration design, speed information conversion capability: absorb and digest the trends and indicators that are becoming popular in the consumer market, and produce the finished products to meet the needs of consumers for the first time.

Leave the design and Creative Department of clothing to stay in the local area (the so-called high-end industry chain control), and send design manuscripts or samples to emerging countries with cheap labor, such as China, India and Southeast Asian countries, and then return the finished products to Western sales.

Many styles, quick updates and low prices are the main selling points.

2, fast production, fast production, information collection to production and sales, the fastest time of 12 days, the production quantity is very small.

Speed supply chain production capacity: mixed mode, both traditional outsourcing process, and internal integration of upstream and downstream production process.

Outsourcing the sensitive parts of the tidal current to the suppliers close to the market; the most sensitive style of the new trend is vertically integrated production; concentrating on the capital intensive links in the production process, separating the style design from the materials; the popular styles will not produce more, that is, the latest design of the new fashions of the season, which are arranged at the nearest factory production from the company headquarters, the shortest distance between the designers and the production processes, and the guarantee that they will be placed at the counter at the latest 3 weeks.

3, quick turnover! Inventory turnover time is also very fast, a year will turn around 10 times.

Accurate planning: inventory management, production mode, change correspondence, directly from the retail outlets according to the needs of different regions directly to the headquarters purchase orders, Networking: network manufacturing domestic fast fashion; basic funds can be left to the discount season to buy, quick response: fast supply chain, information collection and utilization, circulation Strategy: new channel, systematic production.

The product is fast! The speed of the new product arrives at the shop is very fast. The new product is fast and the product is replaced every week.

The display frequency of the display is fast. Every product is designed from the top to the shelf for five weeks. The renovation of the existing model takes only two weeks, and the fast supply chain updates the design every day, which makes you feel outdated.

Small quantities, out of stock, always make you hungry. Next time you want to come.

Super strong combination of terminal categories - large pieces, small pieces, your family, children, everything, so that you always have reasons for buying: you can not buy, you can buy for your family, large or not, you can buy small pieces.

4, team work is fast! Take "fast" as the foundation, build a "quick reaction" force; advanced logistics and data analysis system, information technology: Internet spirit and fast fashion are mutually producing, are changing the consumption life of every corner of the earth.

The application of fast fashion in customization has evolved into quick customization.

The main strategies to achieve quick customization include multi variety and customization (customized products, smaller batch than small batch), online shop (e-commerce) and supply chain information.

5, industry development and rapid dissemination, the more economic downturn, the more affordable fashion will be given broader development space ", rarely advertising, at the very beginning, almost no advertising.

Third words: ruthless!

1, the price is strong, low price creates "accessible" luxury goods, force terminal enhances consumer stickiness.

Promotion and hard discounts can also make money.

The speed of consumers buying fast fashion apparel is comparable to that of brand competition.

2, the design is ruthless! Super high salary hire luxury designers, the style is very many, can launch 10000 surplus products that can be listed all the year round.

3, spread hard! International huge amounts of people join in inviting celebrities to help themselves, and let people pay attention to this brand in the way of large posters.

Fast fashion mode has many advantages, but there are also many deficiencies.

1., quality problems! Short production cycle and production outsourcing: quality problems have been inherent defects in fast fashion gene and encounter the trust crisis of consumers.

It does not have its own factory, sometimes it is difficult to control the quality, and strictly audit the quality of production outsourcing.

2., the lack of original design: a large number of designers and fashion buyers quickly imitate and pform fashion with the help of efficient integrated supply chain, and spread it all over the world on a large scale.

The distinction between top luxury brands and parity fashion is increasingly blurred. Plagiarism: original design is not the selling point of fast fashion, copying plagiarism; ZARA needs tens of millions of euros each year to hand over plagiarism, design similar injuries, and quickly fashion cultural differences: fast, brand is only the Chinese market, not the needs of Chinese consumers.

Ignoring the cultural gap between the two, in line with the European and American human body cut ratio and color matching in China has experienced various discomforts, the design is very European and American, and the loose money is also much more "," is not suitable for the Chinese people's shape; operation cost considerations: fast fashion requires deep SKU, shallow storage.

3. price problem! The price is high and the price is inconsistent at home and abroad.

4., the problem of expansion: soft landing, urgent conquering of the city, encountering acclimatization; the infiltration process has been carried out step by step; the management oversight has been staged in the same period.

The service is not in place, causing consumers to accumulate complaints, and eagerly announces their ambitions to the world.

Mcglaughlin and mango were rejected in the second tier cities such as Wenzhou, and finally ended in embarrassment.

In view of the problem of fast growing and the pformation of Chinese local brands, Zhang Qiulin, a clothing lecturer, made two personal suggestions for reference.

1, first of all, break the breakthroughs in the localization of fast fashion, enter the fast fashion field, find breakthroughs from the market segments, imitate the retail category killer, and consider the integration of clothing in a subdivision area.

Fast fashion, the overall movement of clothing.

Using domestic resource advantages, we should innovate the product supply chain: learn from the street foreign trade store mode, strengthen the product supply chain through integrating resources, and strengthen the competitive advantage from the efficient integration of the fashion industry chain.

Build up its own design strength, strengthen the integration of localization and international design power, pay attention to low carbon fashion, and create Chinese style fast fashion.

Innovation of terminal and channel mode: to make full use of the Internet, e-commerce has become an important part of speeding up the promotion of fashion brands.

The brand can not be ignored: in the slow fashion era, the competition is brand.

In the fast fashion era, competition is the efficiency of resources and integration of resources.

The value of fast fashion is to constantly create this fashion experience for customers.

2. Secondly, set up a set of matching with fast fashion.

System conception.

The development strategy includes light assets strategy and heavy assets strategy.

Business mode uses: virtual operation + start quality management project.

The quality management strategy includes brand image, product design, production purchase, logistics, market development, sales service and information management.

Brand image strategy uses: brand image endorser + brand promotion public relations activities + omnidirectional brand image advertising + large brand image shop strategy.

In terms of product design and development strategy, we adopt: buyer + foster international standard designer team + cooperate with global (domestic) famous designers and cooperate with garment universities.

Production procurement strategy adopts some outsourcing strategies, specialized division and cooperation, and information data orders.

The market strategy is based on the domestic market and the foreign market, and the domestic market is dominated by the two or three line market.

Channel strategy uses: brand effect attract affiliate + expand chain Monopoly Network + Direct Network + online shopping mall.

Channel service strategy includes: logistics and distribution, information consultation, staff training, service and management, and e-commerce information networking.

The channel information strategy adopts the "information superhighway" of the terminal connection, the ERP system promotes, realizes the internal resources sharing and the network management.

Management innovation strategy includes: from business mode innovation to management mode innovation, the use of information platform to integrate social resources, and the construction of upstream and downstream ecological chain of garment industry.

The strategy of logistics pportation is to outsource logistics to logistics companies, and the entire allocation data is controlled by the company itself.

In terms of industrial strategy, production and channel use external force to focus on design, brand building and internal system integration.

A lot of money will be used to build the marketing network.

The strategy of talent storage is to cooperate with universities, set up business schools, set up a talent exchange center for garment, talent market and set up a new talent reserve channel. Expansion strategy includes brand alliances, regional alliances, international alliances, and new subsidiaries and branches of foreign investment.