Clothing Is Also Changing. What Does Fast Fashion Brand Attract Consumers?

In 1975, Amancio Ortega, an apprentice, opened a small clothing store called ZARA in a remote town in northwestern Spain.

ZARA then opened its branches from Spain to major cities around the world.

In 2006, ZARA opened its first store in Shanghai.

Today, the fast fashion brand has landed in mainland China for 10 years.

This year, with Amancio Ortega becoming the new richest man in the world, in September 9, 2016, according to Forbes's list of the world's richest men, Amancio Ortega, who was second in the long term, once again surpassed Bill Gates to become the richest man in the new world.

The secret of success of ZARA and its parent company Inditex group has always attracted the attention of the outside world.

Especially for the Chinese market, domestic clothing brands have seen a decline in growth rate, represented by ZARA and UNIQLO.

But it is growing fast.

It is reported that mainland China has become ZARA and UNIQLO in the world's largest overseas market, as well as H&M's largest overseas market in Asia.

The mode represented by ZARA is from the fashion brand clothing and the public dress. It is called the Fast Fashion mode, also called fast fashion. The outstanding feature is "fashion design, high quality parity, limited sale and fast circulation".

But the same as

ZARA, compared with other companies whose performance growth declined sharply, showed a steady growth.

According to the earnings data released by ZARA parent company Inditex, as of July 31, 2016, the total sales volume of the first half of Inditex reached about 105 billion euros, an increase of 11% over the same period last year, with net profit of 1 billion 260 million euros, an increase of 8% compared to the same period last year. ZARA contributed 66.5% of the total sales volume of 8 brands of Inditex.

The most famous ZARA mode is the "15 day myth" (extreme speed supply chain): a garment from design to store takes about 2 weeks on average, reducing the supply chain to 15 days, while the general clothing brand generally takes 6-9 months.

Moreover, the new frequency on the ZARA is also maintained two times a week, updating the iteration quickly.

Most of its new designs are captured from the latest fashion trends on the T platform, or two designs.

The goal is not to create the trend, but to follow the trend.

Gradually, "inspiration" came from the high-end brand, magazines, fashionable passers-by or anywhere else.

Brand unique survival mode.

For ZARA, only pop is not classic.

This fast fashion mode can help brands cope with market demand flexibly, design and manufacture, and reduce inventory.

In it, we can also see the shadow of today's Internet products - constantly rapid iteration, add or delete or optimize itself at any time, and react quickly to the market.

The ZARA mode, in the Chinese consumer market, is also aimed at most consumers' preferences.

China's clothing market is very large, and consumers are growing fast. The demand for fashion products is getting higher and higher. This brings great opportunities to the development of ZARA.

The fast fashion questionnaire released by the questionnaire shows that among the consumer groups who buy fast fashion products, young white-collar consumers are the majority, and most of their income is 5000-8000 yuan, often buying.

Consumers account for 41% of the products.

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.

Among them, UNIQLO consumers are mostly 26~30 years old, ZARA consumers are 31~35 years old, and GAP consumers are mostly 31~35 years old.

Besides, in the second tier cities, the coverage of fast fashion brands such as ZARA is enough, but the layout of the three or four tier cities is not perfect enough.

In recent years, China's three or four tier cities are rapidly rising, and consumers' fashion outlook is also rising.

The distribution of some fast fashion brands through online channels, or physical stores, has reached consumers in three or four line cities. Compared with a second-line group, consumers in the three or four tier cities also have great potential for growth.

It is worth noting that ZARA is the representative of the

They are not famous for their product quality and originality. They are more popular because they create "affordable fashion".

This just satisfies the preferences of most middle end consumers who are fashionable but with low consumption power.

Fast fashion

The brand image research project report points out that consumers buy fast fashion clothes because of their favorite styles or prices, rather than buying good brands.

Fast fashion

Facing the new generation of young consumers, with the increase of their consumption power and weaker brand loyalty, consumers are easy to lose and sticky.

This leads to

Brand is easy to get up quickly.

Under the characteristics of "fast, ruthless, accurate", when facing high-end users, "cheap", "imitation big card" and "quality worry" are also becoming.

The stumbling block of progress.

According to fashion headline data monitoring, the price of clothes sold by the ZARA in the Chinese market has fallen by 10% to 15% since this year, which may reflect that at home.

Market, ZARA began to feel the competitive pressure from peers.

In addition, as users pay more attention to fashion brands and purchasing power, they begin to focus on overseas brands, some from the United States, Spain, Italy, Germany, the United Kingdom, Sweden, Denmark, Australia and other countries.

Brand is quietly popular.

According to Amazon China data, in 2015, more than 600 international brands accounted for nearly 80% of the total local fashion sales, and the number of imported direct and exclusive brands increased by nearly two times compared with last year.

Consumption upgrading is a process.

Will gradually enter the adjustment period, when the upgrading of consumption tends to mature, can ZARA still look like this?