Nike Dares To Challenge The Clothing Brand Has Also Played A Series Of Sports.

The global fashion industry is in the dark as a whole, but as a special category,

It doesn't seem to be much affected, even though some brands do not look so optimistic.

As the leader of fast fashion.

It has always been in high position, with outstanding and steady achievements making it an indisputable industry benchmark.

Speaking of Zara's Spanish clothing brand, we have to mention its founder, Oman Theo Ortega (Amancio Ortega), which is definitely a legend.

He was the number one tycoon in the fashion industry in 2015 and his personal wealth reached $74 billion.

Another interesting thing about Ortega.

In October last year, he had relied on the strong performance of Zara's parent company Inditex (Indy Textile Group) shares, and personal wealth soared to $79 billion 900 million, a Bill Gate who exceeded 79 billion 300 million dollars at one stroke.

Just wait until a few hours later, the US stock market opened.

Microsoft's share price has soared to regain its richest seat.

Anyway, this is a man who can make fortune with Bill Gatesby.

According to the standard Pool Co research data, in the 2015 fashion industry, fast fashion and

The performance is the most brilliant.

Zara's parent company Inditex group has more than 100 billion dollars in market capitalization, and its share price has risen by more than 33%. These two figures are even better than the sports brand Nike, which is the largest luxury group LVMH in the world, and the latter's market capitalization is only a little more than 80 billion dollars.

From the ranking of global clothing brands released last year by Millward Brown, a British consultancy, Zara ranked second in the brand value of more than 22 billion dollars, second only to Nike.

It is worth noting that H&M is the same as the fast fashion leader brand.

Behind Zara, the brand value of Adidas is much higher than that of the seventh place.

Now I see, right.

,

These sporting goods giants say that the pressure of fast fashion brands can not be ignored.

Although fashion retailing is still in the doldrums, it has nothing to do with Zara.

According to its parent company Inditex group's 2015 earnings report, sales rose 15.4% to 20 billion 900 million euros, while profits rose 14.9% to 2 billion 880 million euros, and achieved the goal of double-digit growth in all parts of the world.

As a group sign brand Zara, annual sales increased by 17.5% to 13 billion 630 million euros, the best among all sub brands.

According to a group spokesman, the sales prospects of the group in 2016 were still optimistic. The sales volume of the stores increased by 15% from February 1st to March 7th.

By the end of January 31st, the total number of stores in 88 markets in the world had exceeded 7000, of which 79 were Zara, and the total number was more than 2000.

This year, the Group expects to invest 1 billion 500 million euros to continue to accelerate the expansion of the territory. It expects to add 400-460 new stores in the whole year and will enter five new markets, namely Vietnam, New Zealand, Paraguay, Nicaragua and Aruba.

In the last fiscal year, the group's online sales service was also picked up, adding four locations in Hongkong, Macao, Taiwan and Australia, bringing the number of online sales services to 29.

The group's online business will expand further this year. By the end of the year, all brands of the group will be expected to cover the entire European and Turkey markets.

So it seems that there is little force that can stop Zara and its parent company from moving forward, but the expectation of consumers for fast fashion brands always comes from the keen capture of fashion speed. From this perspective, Zara is undoubtedly leading the fashion.

The combination of fast fashion brands and sports is no longer a novelty.

UNIQLO should have the most say in this respect. Whether it is Djokovic who is sponsoring tennis or Adam Scott of golf, it will play a positive role in increasing the brand exposure.

It is the existence of these big stars that makes the movement attribute of UNIQLO has become another distinctive symbol, which is a fundamental change in the concept of consumers.

H&M, which has been the biggest competitor of Zara, launched a sports H&M Sport Series in early 2014, which specially consulted many world-class athletes in Sweden.

H&M Sport has introduced clothing suitable for many sports scenes, including running, fitness, yoga and outdoor sports.

In addition, H&M has entered a more professional sports field through cooperation with tennis player bertge, which has won many good reputation for himself.

In contrast, Zara has not shown much interest in sports concepts for a long time.

But from now on, things have changed.

Recently, Zara's first sports series Gymwear has been officially launched.

The whole series extends the design aesthetics of Zara style, which includes running sportswear, yoga costumes, swimsuits, sports vests, sports shorts, tennis tops, sports Bra and short skirts, and a series of accessories including breathable hats, yoga mats, sports shoes and quick drying towels.

The colors of the series are grey, black and dark blue. The design is quite succinct, but some details are decorated with fluorescent colors.

However, the sports series will only be sold in 100 designated stores worldwide, including one in Hongkong.

Therefore, it is not difficult to see that Zara has a relatively cautious expectation of the new sports series.

After all, in this respect, the competition it faces is something that has not been touched before.

First of all, in the brand competition of the same category, Zara lacks enough market base and basically can only win by design style.

In addition, the brand of sports brand has long been killing the world. At that time, Zara put a foot in it, or it showed some brand's determination.

Because the barriers between fast fashion brands and sports elements are not big, Zara will take the sport route sooner or later. As for what kind of market reaction can be received, it will soon come to an answer.

In fact, as early as in 2013, Zara also worked with NBA to launch a sportswear series designed for boys.

The design elements of the sportswear incorporate many NBA team logo, including nets, heat, bulls, Lakers and Celtics.

However, due to the fact that the consumption crowd is mainly facing the 3-12 year old boy group, coupled with some barriers set up by NBA at the marketing level, this series has not formed too great a climate.

The launch of the independent sports series is a powerful attack by Zara in the field of sports.

In recent years, fast fashion brands have set foot in the sports field and become a threat to the traditional sports brands such as Nike and Adidas. They can quickly cut into the market by using their own advantages of fast updating and price friendly, especially for the attractiveness of female consumer groups.

Zara, the leader of the industry will join the war, which will make the campaign and fashion more exciting.

Whether it is movement or fashion, it does not require a clear definition in itself. Finding a perfect match point is perhaps the best way to cater to the market.