The Rise Of New Forces After 90 Is Fast Fashion Reform.

More people said "do not pay".

(UNIQLO) the first half of fiscal year 2016, released by parent express group, showed that net profit fell by 55.1% in the first 6 months of February 29, 2016 as a result of the decline in UNIQLO's performance. It was also the first half year net profit decline of the group in the past 5 years.

Profits in the Greater China region and South Korea have been reduced, while losses in the US market have increased.

In response, UNIQLO headquarters replied: "as of the end of February 2016, XXX group's consolidated revenue increased, but its operating profit decreased. It was mainly affected by the unusual warm winter in the northern hemisphere at the end of last year. The company failed to convey the characteristics and freshness of the products to customers, and the proportion of cold proof clothing accounted for a larger proportion of the product mix, resulting in the lack of timely response to the warmer winter climate, and the exchange rate losses caused by the appreciation of the yen."

At the same time, the world's second largest

H&M, the retailer, also suffered a dramatic decline in the first quarter of 2016, with the company's first quarter net profit of 2 billion 550 million Swedish krona, down 30% from a year earlier, while GAP group's 2015 earnings reported a net profit of $214 million in the fourth quarter last year, a 33% drop over the same period in 2014.

After years of easy sharing of retail market dividends, with the lack of brand connotation and the lack of quality charm, they are lost in the fast changing consumption era.

What's worse, fast fashion offers the risk of discount and inventory clearance, so that it immediately becomes a hypermarket from a white collar fitting room and begins a vicious circle.

The declining performance made XXX group the world's largest.

The vision of manufacturers and retailers is fading away, and the critical point of fast fashion has arrived.

Once

The main force of consumption, the 80's, gradually stepped into the new middle class, and began to have higher requirements for quality and design.

After 90, he said more directly: "fast fashion."

The style is so serious that it is better to choose some net red and young designer brand.

The development of information makes the vision of the post-90s open and strong, and the dressing style is more extreme. Tide brand, net red and design sense are their keywords.

Who can share a cup of soup?

But there is no denying it.

In the recent years of rapid development of brand, its influence is even greater.

The pattern has been reclassified, and a large number of intermediate zones have been struck between luxury brands and "civilian brands", which has cultivated the public consumers' keen sense of fashion and provided a new business mode of light capital and high turnover for the market.

Nowadays, under the environment of "double creation" promoted by the state, more and more small and micro originality is made.

Brand also has more lightweight channels, fast fashion brands are ebb tide, will be a market depression has been "profit" to the original.

Brand.

It is full of pipeline scale production.

In the era of fast food products, the original designer brand has never been so high profile.

Shangguan

Brand SANKUANZ, new designer Fiona Chen's namesake brand FionaChen, Liu Qingyang's Chictopia, Qiu Meining's Envol Avec Ning... All have their own unique influence.

They do not belong to ZARA, H&M and UNIQLO, which are fast selling brands. Young people urgently need some clothes that can represent their personality styles and be quickly positioned in the crowd.

The brand just satisfied the spiritual needs of the group.

On the other hand, the local market aesthetic has also changed. After a period of hot pursuit, consumers find that fast fashion brands conform to the cutting proportion and color collocation of the European and American body types, which may not be suitable in China, so the emergence of native originality has emerged.

The reality is that most of the new generation of local designers do not have the support of large market research institutions. They are not willing to spend money on expensive research reports of those market research institutions.

To a large extent, in China, it is a group of idealists who make designs in China, so to cater to the market is not part of their conception, nor is it the simple operation capability they can achieve.

But it is this idealism that only seeks self, which touches the middle class and the post-90s in the new era.

From this point of view, Chinese local designer brand has the ability to share with the big brands at home and abroad.

Irresistible pluralistic competition

In fact, there is an "alternative army" that promotes the original designer's brand, that is, cross the line of stars, models, stylists and other designers in this hot industry.

Supermodels such as Lv Yan and Marry Ma turned to be designers, and in a sense promoted the new development mode of fashion industry.

Not to mention, those stars who have a strong fans group, such as

Co founded with friend Ric

PHANTACi, STAGEHyaline of World, founded by Show Luo,

Begins,

Subcrew, established with good friends,

The SMG, founded by Chang Csun Yuk, is the brand WNP.

Some people say that these stars are not.

The main reason is that the entertainment circle is too deep, so we will find a sideline to stay behind.

And the four big needs of life, clothing, food and shelter, the clothing market is huge, and stars are dealing with shapes every day. Naturally, they will become more familiar with clothes.

Both are part of the fashion trend, so the combination of them is often logical.

But in the design world, the "irregular army" made up of stars is driven by fans' economy and star appeal. It has become a booster for boosting young people's acceptance of native original design.

Seizing the market share left by the fast fashion recession is the main theme of the moment. I believe China's original market will be

Strength and fans economy together support a new day.