The Collective "Diving" Of Many International Fast Fashion Brands

The near future,

The market is quite noticeable.

H&M, GAP and many other international

Brand 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.

More people are unwilling to pay the bill.

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.

Who is the next winner?

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.

In the era of clothing and consumer goods, which are full of assembly line production, they are not ZARA H&M and UNIQLO's large scale commercial brands. Young people urgently need some clothes that can represent their own styles and are quickly positioned in the crowd. The designer brand just meets the spiritual needs of the group.

This is what makes KM the fastest fashion designer in the world.

KM is closely following the international trends. Through the latest design trends and strict quality control, the product has both fashion sense and quality. It achieves the best integration and processing in every link. The product is rich and the price is normal, so that the young people have an excellent shopping experience.

Irreversible and pluralistic competition

In fact, there is also an "alternative army" that promotes designer's brand, that is, the stars, models, stylists and other designers who join the designer 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 friend Ric, are STAGEHyaline of World created by Show Luo, Begins of Zhou Bichang, Subcrew established by Sam Lee and her good friends, SMG created by JJ Lin, and brand WNP by 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 local design.

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