Is Gucci'S 90 Minute Delivery To Home Service A New Trend Of Fast Fashion?

When it comes to clothes and satisfaction, what speed is fast enough? How much do you need that skirt, that bag or those thick bottom sandals?

I was thinking about this issue since last week, because last week Farfetch.com announced the implementation of "90 minutes" in 10 big cities around the world. Gucci Delivery to home "service. The customer "ordered the phone, and then hung up the phone. Someone knocked on the door with a beautiful bag!" the founder, Jos e Neves, advertised loudly in my telephone interview.

Usually, I do not have the melody of Simon & Garfunkel in my brain (unless I am on the Paris subway and there are street performers singing "The Boxer"), but now the words "The 59th Street Bridge Song" begin to linger in my mind: "slow down, you walk too fast." La La La.

Such high-end retail websites such as Farfetch and Net-a-Porter and Matchesfashion.com Matchesfashion.com have been providing "day delivery" services in the capital cities and resorts for some time (Matchesfashion is in London for "90 minutes"), but Gucci's business has upgraded the online shopping service to a completely new level. Although this is more like a niche service, it is not a routine practice. But as the retail industry becomes more competitive online, it is not hard to imagine that such business will be extended to other businesses. brand And platform.

"Faster satisfaction" is an important criterion nowadays. It is also a response of enterprises to the so-called "impatient culture". But I can't help thinking that at least there is no such problem for designer fashion (defining a particular moment in the era, and shaping fashions of people's everyday dress style), and "faster gratification" may create new problems.

I understand that in the world we live in, as Neves pointed out, no one will wait for seats in taxis, grocery stores or restaurants, because there are instant messages and virus spread pictures. I understand that the millennial generation and the Y generation (theoretically) are groups that I want to get whenever I want. It is widely believed that if retailers miss the time they want, they will miss the opportunity to sell. I realized that confrontation would be like a rod. But along the way people think this way, we will inevitably ignore some aspects of the matter.

"Why do we compare Amazon "Neves said in the conversation. There is another question: why do we think Amazon controls this arena? Maybe we should countdown for this game that we just want to win.

A handbag is not a baby milk, nor is it a basic daily necessities. It is not necessarily a good idea to make it necessary. Handbags are not sustainable in any way.

April 22nd is earth day, the annual anniversary of climate change. Before that, the fashion industry was as active as before: Kering and Plug and Play, Fashion for Good, and the US fashion designers Committee (Council of Fashion Designers) are supporting the innovative supply chain enterprises. However, the fashion industry often equates environmental protection with green materials and production links, and puts the problem of landfill in a cheap, disposable fashion. They should also consider the high-end consumer sector.

Investing in fashion, which manufacturers need to spend time producing and consumers need to take time to understand or yearn for, as futures, must bear the risk that people may change their minds. No one actually forces consumers to choose the fastest delivery method (you can also pick 2 days or get their own coat after a week), but the fact is, with the option of quick delivery, it seems that there is less commitment.

According to the world clothing and shoe net, "timely delivery" is the first criterion for online shopping in the Farfetch consumer survey. But consumers say that they do not mean that this is the decisive factor in their consumption.

Think of the "watch buying mode" that has changed the schedule of fashion shows recently. The reason behind this is almost the same as extreme speed: because with Instagram, people's attention time is shortened. If you don't provide products to consumers at the time you want, you will lose sales opportunities.

But after a quarter, two out of the four big brands that tested new ideas (Tom Ford and Thakoon) gave up (Ralph Lauren and Burberry, or advocates of "seeing is buying"). The reason they give is that the market is not ready yet. If demand grows substantially, the market will adapt to this demand.

It is true that investment fashions are opposite to what was once said fast fashion. For investment oriented fashion, waiting for its own value should not be abandoned.

Confusing investment style with essential grocery stores will damage the particularity, effort and creativity advocated by the former. These are the standards of their construction and the reasons for their high price. But you associate it with the one-off concept. (to be frank, one time is the definition of fast fashion. This shirt is cheaper than one. If investment reflects long-term value, time will shrink and value will shrink. In other words, there is also a drawback to eager to satisfy today's needs. Today's demand may not be tomorrow's demand.

This is already happening: the high-end resale market is booming, and online designer consignments shops such as Vestiaire, the RealReal and ThredUP are growing rapidly. According to the ThredUP fashion sales report 2017 (completed in collaboration with GlobalData), the vogue secondary market is currently valued at $18 billion and is expected to grow to 330 billion billion by 2021. Besides, 60% of the clothes in American women's wardrobe are not worn.

It's hard not to think about whether immediate satisfaction will only accumulate a lot of excess items. In fact, people don't have to buy so many clothes when they attend activities or socialize. Clothing is a clue in interpersonal relationships. In this case, clothing should be a long-term investment target, otherwise your personal identity will not last.

Time is precious, but we should not regard expectation as a waste.

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