Young People Under 35 Become The Main Force Of Fast Fashion Women's Wear.

Shenzhen retail business association and Beijing Yi faction

Consulting Ltd, China

Developing public welfare fund to release fast fashion

The brand image research project report points out that young people under 35 become the main force of consumption, and 77% of consumers prefer to buy fast fashion women's clothing in the exclusive stores of shopping malls.

Compared with the traditional clothing brand, fast fashion brand has the characteristics of fast updating, high frequency and following the trend.

Fast fashion brands are famous for their low price, diverse styles and fast speed of new products.

Women's clothing prices are generally lower than 100 yuan per year during the mid year sales promotion.

Reporters visited KK mall, the Mixc, nine parties and other shopping malls every day. Most of the fast fashion brands were doing mid year discount activities.

ZARA, H&M, FOREVER21 and other brands are generally reduced to 5 of the whole market, and some of the brands such as MUJI and UNIQLO are offered discounts.

The report points out that consumers buy fast fashion clothes because of their favorite fast fashion brands or favorite styles, rather than buying good brands, and the emotional connections between brands and consumers are weak, so consumers are easy to lose.

"Consumer demand for fast fashion brand's functional interests is high cost performance."

According to the survey, consumers who consume fast fashion clothes are mostly under 35 years old.

UNIQLO consumers are mostly 26~30 years old. Zara consumers are mostly 31~35 years old, and GAP consumers are mostly 31~35 years old.

According to the survey, 77% of consumers prefer to buy fast fashion women's clothing in exclusive stores of shopping malls.

Nearly 60% of consumers who buy online will choose to buy fast fashion brands in Tmall flagship stores, and 50% consumers will choose to buy them on the official website of the brand.

Compared with other brands, UNIQLO consumers are more willing to buy in Tmall, H&M consumers are more willing to buy in the mall and brand official website.

The report points out that the frequency of consumers buying fast fashion women is mainly once a month.

In fast fashion clothing stores, the main types of clothing consumers buy are summer and spring and autumn clothing.

Consumers buy more women's clothing for summer T-shirts / jackets, summer skirts, and autumn single shirts.

According to the report, consumers believe that the style of fast fashion women's clothing is more comprehensive and can basically meet the daily life of consumers. Leisure, home and work clothes are also available, except for occasions such as weddings, formal (job duties, tenders, etc.). Consumers mainly like the fast fashion women's clothing which is simple and small.