Who Can Get A Share Of The Market Space For Quick Fashion To Tide Over?

The near future,

It is doubtless obvious.

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And many other international fast fashion brands' collective diving.

It has been the fast fashion of the Post-80's "heart treasure". It seems that it did not win the 90's in one fell swoop. This implies that the market space that it has left behind is being partitioned by another fashion force, or that the rise of the new fashion force has been forcing the fast fashion brand.

1, more people said "do not pay".

The first half of fiscal year 2016, released by UNIQLO's parent sales 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."

Meanwhile, H&M, the world's second largest clothing retailer, also suffered a significant decline in its first quarter results in 2016. The company's net profit in the first quarter was 2 billion 550 million Swedish kronor, down 30% compared to the same period last year. Previously, the 2015 earnings report of GAP group revealed that its net profit in the fourth quarter of last year was US $214 million, down 33% from 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 has made the vision of fast selling group and its "world's largest apparel manufacturer and retailer" fade away, and the critical point of fast fashion has arrived.

Once the main force of fast fashion consumption - the 80 generation, 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 clothes are very similar in style, and prefer to choose some net red and young designer brands."

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.

2, who can share a cup of soup?

But it is undeniable that in the recent years of rapid development of fashion brands, its influence is even greater, even the pattern of the clothing market has been reclassified. 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 small and micro original designer brands also have more convenient passages, and the fast fashion brands are out of the tide, so that a market depression that has been formed has been "let go" to the original designer brand.

In the era of fast moving consumer goods, which is full of pipelining and large-scale production, the original designer brand has never been so high.

Shangguan's designer brand SANKUANZ, new designer Fiona Chen's namesake brand FionaChen, Liu Qingyang's Chictopia, Qiu Meining's Envol Avec Ning have all had 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 own style and are quickly positioned in the crowd. The original designer brand just meets 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.

3, irresistible diversification 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 with strong fans group, such as the trend brand PHANTACi jointly established by Jay Chou and her good friend Ric, the STAGEHyaline of World created by Show Luo, Begins of Zhou Bichang, the Subcrew founded by Sam Lee and her good friends, the SMG created by JJ Lin, and the brand WNP of Chang Csun Yuk, which is the main product of Chang Csun Yuk?

Some people say that these stars are not designers. The main reason is that the entertainment industry is too deep, and everyone will find a sideline to stay behind.

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

To seize the market share left by the fast fashion recession, diversification is the main theme of the moment. I believe China's original market will be supported by the designer's strength and fans' economy together.