Fast Fashion Clothes, Some Old Brands Are Being Expelled By The "New Army".

There is no weakness. market Only a weak product. Fast fashion Clothes & Accessories Some old brands are being expelled by the "new army". Reporters learned that some shops or counters of ESPRIT Shen city are shrinking the operating area, and the big summer promotion is still unable to pull this old sale. Baleno, once priced in close proximity to the people, recently sold only 250 million yuan to its listed parent company. At the same time, ZARA, H&M, UNIQLO and other fast fashion "new army" number of shops is growing.

ESPRIT Le Cheng shop "shrink"

At noon yesterday, at the zhengle city of Dongan Road, South Zhongshan Road, the reporter saw the ESPRIT store door closed on the first floor. "It was closed last week. It was renovated and should be reopened." A staff member told reporters.

The sign on the mall shows that ESPRIT is located at "1-205&206", that is to say, the shop originally had two floors. So, the reporter came to the two floor, and saw that the ESPRIT berth had been completely closed by the decoration partition, and the sign on the partition board was "ready to be settled".

Zhengda Le City also confirmed that the original location of the two floor of ESPRIT will be located in the new business. Reporters call the shopping malls investment hotline, the staff said, ESPRIT originally had two floors, now the internal decoration adjustment, only keep the first floor, the two floor will have other merchants to enter.

Many shops have closed down.

Coincidentally, reporters from another department store in Shanghai also learned that the size of ESPRIT women's clothing counters has shrunk by half this year. "The same is the summer promotion, last weekend, ESPRIT women's clothing sold less than another brand of 1/5, and other brands such as Only and Igor sell better than ESPRIT." A person familiar with the Department admitted to reporters that the poor performance of the brand must give way to good performance.

In addition to the "shrinkage" of shops, ESPRIT has made a lot of difference in several big stores in Shanghai.

As early as 2012, Ben net took the lead in reporting the withdrawal of ESPRIT CITIC Pacific store in Shanghai. ESPRIT has been in CITIC Pacific for 12 years and is a flagship store with three floors. At that time, the CITIC Pacific side said that the reason for leaving was the expiration of the lease. Of course, as the market environment and brand positioning changed, the match between ESPRIT and CITIC Pacific was not as good as originally.

In addition, ESPRIT has also changed its face in the middle of Tibet Road, becoming a fast fashion brand SPAO.

It is reported that in the past year, ESPRIT has closed 103 stores.

Baleno sells for 250 million yuan

It is noteworthy that once the "populace" fast fashion Baleno is also declining.

According to reports, a few days ago, Shanghai Baleno Kingdom Limited was sold by the listed parent company De Yongjia Group Co., Ltd. at a price of 250 million yuan. De wing Jia said that the company is restructuring, the sale of Baleno can optimize resources, and the other side is Baleno's potential distributor --- Shanghai Hui Ye Industrial Co., Ltd.

Insiders say that Baleno's customers have grown up, and the clothing brands chosen after raising their income level will rise. Baleno has not caught the new generation of consumers.

White collar Miss Lu said that in addition to the fast fashion new army, the Internet also spawned the emergence of Korean brands such as Korean clothes house and Yin man, and the channels and brand selection of clothing purchasing became rich and diversified.

UNIQLO and Zara open new stores

"There is no weak market, only weak products." The above department store personages analysis, the old style, low cost performance, slow update rate is the main reason for the poor sales of ESPRIT.

Reporters yesterday saw that the ESPRIT shop had the lowest discount of three, plus two more than twenty percent off. "The price of a very ordinary dress is 699 yuan, and now the discount price is 499 yuan, even if it is twenty percent off, it will cost 400 yuan." Cao told reporters that compared to the European and American ZARA, H&M, OLD NAVY, GAP, or Japan's UNIQLO, these fast fashion brands have more advantages than ESPRIT.

Data show that as of the end of May 2015, UNIQLO stores in Greater China reached 442. Zara from Spain, its parent company Inditex group, has opened more than 582 stores in Greater China, of which Zara has 188. As of March 31st this year, the total number of H&M stores in mainland China has reached 317.

The industry believes that clothing brands have a life cycle. For fashion clothing brands, consumers' freshness can only last for a period of time. If there are no outstanding products, they will lose competitiveness. And what role can it play in reducing the physical store's turn to e-commerce?