What Does Fast Fashion Brand Rely On?

In the past concept, fast fashion is because its speed will become famous.

And now fast fashion can only be sustained by fast speed?

In recent years, with the departure of many designer designers, we haven't discussed fashion much.

High pressure.

Alber Elbaz, who runs out of Lanvin, produces 6 new products a year. He once spoke on Fashion Group International award in New York. "I think everyone in the fashion world needs more time now."

Some people feel that they should wait, but others feel that this is not fast enough.

According to thestars's report, in a recent Canadian and textile purchasing show in Toronto, an expert guest named Jeff Streader said: "clothing retailers need to be faster and more effective in providing feedback to the market and consumers."

She thinks the fashion industry is not fast enough, even fast fashion is not enough.

Today, only 10% of the brands can respond to music, media and film trends in 90 days.

Streader used to be Billabong's chief operating officer, Executive Consultant of American Apparel, and lecturer at fashion design and business school in Losangeles. She believes that the long term delivery mode is past, telling consumers what they want can no longer help clothing companies win competition.

Fashion industry should also make good use of big data to make decisions, and adjust itself faster to meet the needs of consumers.

"Really have to figure out who will come to your website, how old they are, what they are browsing, what they have clicked, what they are interested in, what they have bought finally, all these analyses are very powerful and will make the brand better."

Streader said.

The same idea with Streader is also Mark Burstein, chairman of NGC software. He thinks trading time can be compressed by collecting and analyzing customer data. "We have been able to reduce paction time from 12 months to 6 months in the product development cycle.

All this is to urge sales to consumers.

But is fashion really so simple? The view of Streader and Burstein is in line with the trend, but it obviously ignores the feasibility of concrete implementation.

They think more about the problems in the industry chain, but for the fashion industry that relies highly on "people" and its "inspiration" industry, the two lacks the position to think in terms of designers, especially from the perspective of creative directors.

From a commercial point of view, it is reasonable for fashion brands including fast fashion and luxury brands to pursue profitability. However, as everyone knows, effective business models do not mean that they follow business ethics.

There are two very typical examples: the pition to the environment and the use of manpower.

In the fashion industry, the former is the destruction of the environment caused by the fast fashion that we have discussed. Fast fashion has raised several world-class millionaires, but do they really have the right to put factories in Southeast Asia and to provide workers with low base salary and escape from security?

The latter group is a group of designers who are getting tired.

In order to adapt to the new market dominated by the high-speed Internet, designers and other workers inside the company are taking on more mental and physical pressure.

Raf Simons, in Saint Laurent studio, is responsible for not only designing clothes, but also managing photography, advertising and other marketing matters, and even creating furniture for stores.

In the shaping of this brand image, the workload of everyone is doubling.

Simons finally said that the place he wanted to pursue was a place with less show and more time to create, less control and more personal satisfaction.

And Nicolas Ghesquiere, who left Balenciaga in 2012, once said in an interview with System Magazine: "I was sucked up as if they wanted to steal my qualities and try to homogenization everything."

Of course, you can say that this is a matter of personal choice and responsibility, but as more and more

Running away also exposes loopholes in the management of fashion industry.

What is more noteworthy is that the accelerated fashion industry, as Streader said, can make the brand better?

In the past, we have commented on the changes in Moschino in recent years, and we will find that Moschino, under the lead of Jeremy Scott, is going all the way to entertainment.

Colleagues such as Bobbi, McDonald's and other design elements that bring good profits to Moschino have also raised social media discussions.

In the strategy of brand design for Scott, it is a good tool to create Star designers and catch popular culture.

However, social media has shortened the life cycle of pop culture, and the brand loyalty of the new generation of consumers is also getting smaller.

This means that the pace of following popular culture is endless. They may damage the continuity of brand image.

Today's Moschino is hard to give customers the feeling they once had, the sense of elegance of artistic interest.

In fact, many brands are actually doing according to Streader.

Fashion brands are trying to control the action of the source of popular culture. Entertainment companies hold the right to operate the popular entertainment. They know better than consumers what will trigger public opinion.

Behind every "exploding fund", we can not do without a careful marketing plan.

They are also strengthening their binding with popular culture. Moschino signed a contract with entertainment company WME-IMG. IMG is one of the biggest entertainment companies in the United States, holding first-hand screenplays, stage shows, TV shows and stars.

According to Fashionista, several Hollywood entertainers, including CAA, have been scramble for brands such as Diane von Furstenberg and Heidi Klum to enhance their fast grasp of fashion trends.

After blindly following the pop culture, you will find a bad thing: the difference between fashion brands is shrinking, and a few styles can be found in several brands.

Is it a fashion to manufacture products of serious homogenization?

For example, fashion is hot now, and technology is being discussed. Many brands have joined the war.

As the most popular topic nowadays, technology has penetrated into every aspect of fashion from the stores that provide VR experience to products that are armed with intelligent devices.

But whether this is a hot marketing situation or a real technological change remains to be seen.

Last year, the article raised questions. "

Industry is blind and superstitious. Technology is a seasonal trend rather than a lasting change.

Today, technology is changing everything, including product development, manufacturing, logistics, human resources, and sales.

But most fashion companies still despise technology and classify it as a tool for marketing and sales departments, and regard it as an off the job plan, not integrating technology into their core business thinking.

Has the fashion industry neglected technological revolution?