The Reason For The Decline Of Several Fast Fashion Companies Is Not Accidental.

Recently, several

Poor brand performance, the industry also came.

Or the bad news of price war.

Compared to many fast fashion brands that are eager to deal with bad performance, KM men's clothing has been advancing all the way. It shows that the brand is "no" to the fast fashion brand price war by investing 600 million yuan in 2016 to open 300 stores in the Chinese market.

Km clothing

In the past 6 months, H&M, GAP, UNIQLO and many other fast fashion performance declined, but the reason is not accidental.

In the past few years, fast fashion has rapidly occupied the global market, including China, with the three characteristics of "new fast speed, parity, and keeping up with fashion trends".

As fast fashion follows the fashion trend, many buyers catch the trend from major fashion week. Therefore, some fast fashion brands have similar styles and styles, so that people who pursue their own personality after 90 and after 00 do not catch cold.

Similarly, some fast fashion brands blindly pursue the "new speed", resulting in frequent product quality problems, leaving the middle class consumers with high quality at a distance.

In order to retain consumers, the relevant fast fashion brands have to play the low price brand, resulting in the brand image is getting worse and worse, the quality is also more difficult to guarantee, thus forming a vicious circle.

Insiders pointed out: "at present, the era of popular brand consumption bonus has passed, and the era of personalized consumer goods has arrived. Good products are not only designed well, but also have value for money, quality and delivery date, so as to attract more buyers to come to fame, and the brand and designer who concentrate on making products have better opportunities."

Cao Xuejun, deputy director of the consumer goods industry department of the Ministry of industry and information technology, also said that during the "13th Five-Year" period,

The industry should focus on developing products, improving quality and innovating brand to promote the optimization and improvement of supply efficiency and level.

Km clothing

When the market puts forward the new requirements of personality and quality to fast fashion, how will fast fashion brands respond? The answer given by KM men's clothing is to keep pace with the times and change because of change. This is also the bottom line for the brand to say "no" to the fast fashion brand price war.

Although KM has taken the same strategies as other fast fashion brands in keeping up with fashion trends, such as buyers, strikers, designers, and other people who work together to design products, KM still keeps drawing inspiration from daily life in its fast changing fashion, and maintains its unique style. It is simple to embellish creativity, give leisure to elegance, fabric is rich in texture, and is comfortable and comfortable. It also introduces four styles of business, elite, creativity and leisure according to the needs of different groups and occasions, so as to avoid the fact that its fast fashion brand has a single style or a variety of styles.

Km Menswear

Similarly, KM, like other fast fashion brands, is able to occupy the market by opening stores. But the brand also takes the way to understand the market feedback, and timely adjust the market strategy to provide a reference basis. In particular, it is concerned about the needs of the target group's clothing, the demand is changing, and the KM strategy is also changing.

The market is changing, KM can not be alone, but it can keep away from the fast market brand price war. For the rising KM, it not only gives the brand an opportunity to wait and see, but also enables it to better explore the way of future development.