At Present, The Fast Fashion Enters The Adjustment Period, The Expansion Speed Obviously Slows Down.

These smaller independence can no longer be ignored.

Brand growth momentum.

There is no doubt that over the past 10 years, Zara, H&M and other fast fashion giants have conquered the world.

Prestigious, ranked among the 100 most valuable brands in the world, and is among the most valuable brands in Europe.

However, fast fashion has begun to enter the adjustment period, and the rate of further expansion in the world has slowed down significantly.

During the period, Style Mafia, Finery London, W Concept, Genuine People, a wave of independent, low-cost fashion business players are coming.

Network starts

"We can no longer ignore the growth trend of these smaller independent fast fashion brands," said Bernadette Kissane, a clothing analyst at Euromonitor, a European market research firm. "For brands, the threshold of e-commerce is relatively low, and for consumers, the rise of the millennial" crave "and enter the peak of purchasing power.

British online apparel brands

Founded in 2014, founder Nickyl Raithatha said: "the rise of women's clothing brand Reformation in the United States has made me keen to catch up with the opportunity to build" high-end high street "brand online.

Raithatha also said that since the financial crisis, many high street products have been abnormally priced, products are more fragile, more homogeneous and less exciting than before. The establishment of FineryLondon is to fill this gap.

Finery London focuses on developing styles with tidal current elements, but with specific directions, such as shoulder shoulder tops, details are more high-end and exquisite, and the price is slightly higher than that of high street products.

The company releases 6 series a year, accounting for 35% of the UK market share.

"Finery London is not a fast fashion, it's not a clothes that you wear, it's more like a designer brand," Raithatha emphasized.

In fact, the biggest difference between Finery London and fast fashion is that it starts online.

"Fast fashion has not yet become an online phenomenon," said JohnThorbeck, chairman of supply chain expert Chainge Capital LLC. "Fast fashion brands such as Zara are relatively late into the network channel.

So in fact, the shopping experience of these brands is driven by stores, and online content attracts traffic for stores.

From design conception to storefront, Finery London needs six to seven months' design process.

Although it operates according to the typical production wholesale schedule, it can still quickly adjust the marketing strategy to solve the urgent needs of consumers.

Raithatha said, "we are facing consumers' websites. The new products we recommend online have higher relevance and more flexible promotion.

Therefore, compared with the traditional high street retailers in the UK, Finery London has more advantages.

Online brand building is directly related to consumers. The brand of Miami brand Style Mafia, founded in 2013, can guarantee low prices and develop a flexible retail strategy.

Founder Thorbeck said, "this is an excellent opportunity for young brands."

In 2006, WIZWID, one of Korea's largest high-end fashion e-commerce platforms, launched the W Concept, a seasonal clothing project, to create a more affordable series with South Korea's top designers and brands.

Since then, W Concept has grown into an independent business, independent electronic business platform (launched in 2011), and has more than 2000 independent brands of clothing business.

All of these brands say their target group is young, creative professionals between 25 and 35 years old.

Feeling of freshness

"

Being on the "no season" sale, it will do a lot of different styles, but there is not much production in every style, so that almost every season can be used to bring fresh feelings to the people every week, "Thorbeck said." the advantage of these start-ups is that they can solve the problem immediately with the new trend. "

Style Mafia Sales Manager Sarah Humphries will pay close attention to the hot content of social media, and often get design inspiration from the uploaded photos of opinion leaders.

Once a style is finalized, she sends it to Chinese manufacturers to respond to what customers want in time.

California husband and wife Sharona Cohen and NaveAvimor set up the California dress brand Genuine People in 2014. From the first day of the founding, they made every effort to ensure that the new goods shelves almost never stopped.

"Genuine People has little financing in this industry, but we understand that we have to make quick turnover to compete with other players in the market.

We send at least one to two new products a week, which is just like this new industry standard, "Cohen said.

Soon, the couple confirmed their intuition: people click the most is "new arrival goods".

Nowadays, Genuine People releases new models almost every day. At the same time, in order to further ensure freshness, every Genuine People website will change themes and recommendation points every few days.

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"You have to keep consumers interested all the time, especially those who are fashionable. They hope to be able to wear the trend of display on the second day of the fashion show."

Cohen said.

Although Genuine People is headquartered in Losangeles, about 30% of the company's design comes from OEM manufacturers such as Korea, China and Japan.

The rest of the design is completed internally, but the products are also manufactured and shipped in China.

"We have a very unique business model," Avimor said. "First of all, we operate directly in China, and we have a way to send packages to China from China within a few days, which can even make us faster than larger US retailers."

Of course, "social experience" can also add scores to social media. Many independent brands like the above focus on designing declarative single products, which will get more praise in social media, and different from the styles that can be bought in Zara and H&M, and reduce the possibility of collision with others.

Mention less ZARA

"We are different from Zara," Pereira said.

Like FineryLondon, W Concept also emphasizes that she is not a fast fashion brand, but according to Yoona Park, a member of the US marketing team, the company strives to provide a very potential export platform for young emerging designers, to create awareness and exposure for the brand, and to help them in purchasing, manufacturing, celebrity and opinion leaders.

W Concept releases 50 to 100 items per day, almost below $200.

Today, it is regarded as the top three fashion supplier in South Korea. In November 2015, the company went online in the US, China and Canada.

"The retail giants Zara monopolized the whole industry, and now these small customer groups have fought with them," said Kissane of Euromonitor. Consumers' desire for new things is also conducive to the development of such brands. For example, it is cool to label H&M as "wear today" on social media such as nstagram, but marking another lesser known independent brand will be more effective. These new brands should be considered more authentic and valuable by the Millennials.

Nowadays, the market is more challenging. For new designers and entrepreneurs, fast fashion may mean the best opportunity.

"Fast fashion is a way to return to full retail, reduce inventory risk and maximize responsiveness."

Thorbeck said.

However, at the present time, these start-ups still need a long way to go to become the threat of fast fashion giants.

"I haven't seen any explosion at this level that can compete with Zara and H&M," Kissane said. "If there is such a potential existence, they must not only provide parity clothing.

They need to be truly different from fast fashion brands. "