What Methods Should Fast Fashion Brands Face When Consumers Are Capricious?

According to the world clothing shoes and hats net, though Fast fashion The brand is very popular with the new generation of consumers, but the preferences of the new generation of consumers are changeable, which can easily lead to fast fashion. brand As soon as we get up and down quickly, we must achieve individualized breakthroughs in the development of every brand.

Just like Uniqlo UR, ZARA and other international fast fashion customized creative concept stores, see how they highlight products, and brand DNA embedded in consumer branding, and then enhance the viscosity of fans. These are issues that fast fashion brands should consider.

　　 01

UNIQLO MAGIC FOR ALL

Cross border cooperation between UNIQLO and Disney

In September 2015, the UNIQLOMAGIC FOR ALL concept store in Shanghai, China, opened in Huaihailu Road, Shanghai. This is an important step in the global project plan jointly launched by UNIQLO and Walt Disney Company on the theme of MAGIC FOR ALL.

　　 Opening hours: September 2015

Store area: 1140

Concept store features: MAGIC FOR ALL is the MAGIC FOR ALL concept store, which is a global cross-border cooperation between UNIQLO and Disney consumer products. It combines brand innovative products, fantastic shops, creative online and offline interactive experience, and opens up all new fantastic shopping experiences for consumers of all ages.

　　 Cooperation mode between Disney and UNIQLO

The mode of cooperation between Disney and UNIQLO is Disney's authorization of characters and charge a certain fee for authorization, while the operation and management of stores are carried out by UNIQLO.

In addition, the two sides will carry out further cooperation and business expansion according to market conditions. For example, as Disney's movie star wars is released, Star Wars series marketing is launched.

　　 Concept stores are divided into 5 main themes.

The MAGIC FOR ALL concept store has five theme areas, including MICKEY 100 theme area, future world, small adventurer, colorful fairy tales and customized area.

The 1.8 metre tall Mickey model statue and hundreds of Disney designers designed 100 different styles of Mickey statue, as well as star wars, toy story and other classic Disney animation exhibits and original manuscripts, can be called new fans and fashion trends.

　　 MICKEY 100 theme area

Here is a collection of 100 innovative Mickey sculptures designed by a hundred Disney designers. UNIQLO selected 15 designs from these interesting MICKEY 100 statues to make limited UT, including 5 children's garments.

Future world

HEATTECH with both technology and function, moisture absorption, heating, warmth synchronization, various styles of sweaters, colorful UT.

These products, which use modern technology and creative design, interpret the concept of MAGIC FOR ALL as the innovation force of future technology, and will also bring consumers unique magic power of technology.

At the same time, the Star Wars role models, original props and classic posters appeared at the same time, making the whole region more full of future flavor.

　　 Colorful fairy tale area

Female exclusive, with "colorful fairy tale", "ice snow fairy tale", "sweet fairy tale" as the theme of the design of a series of dreamy colors.

　　 Custom area

UNIQLO launched the world's first UT FACTORY custom area and launched UTme for the first time in China.

Custom T-Shirt and MY UNIQLO embroidery and hot stamping badge service. Choose your favorite prints and special effects to design T-shirts, or embellish the existing UNIQLO products with badges and embroidery, design and complete exclusive customization.

There are several directions for customization, which can complete Mickey's self color matching on mobile phones, and can also collage 40 categories of graphics in iPad.

　　 Adventurer

This concept store has opened up a playful world for children.

　　 Experience mode, highlights

1/ interactive facilities in the shop: facing a piece of electronic screen, calling Micky with a higher decibel, you can activate the sensor to take photos, wait for 20 seconds or so to appear instantly photographed, and can use the mobile phone to sweep the two-dimensional code to download, and even provide three different sizes and formats to download, but only wait too long.

2/ concept store has specially designed a series of interactive experience to integrate into the concept of O2O, linking the concept stores and the national stores through digitalized linkage online and offline. For example, there will be SHOUT MICKEY MAGICAL PHOTO STUDIO interactive experience device in the future world area.

3/ made Mickey dolls made of UNIQLO flannel and fleece. There are 14 kinds of matching colors. Some of them look strange, for example, the whole black Mickey seems to have only eyes left, but the fabric is excellent, asking for 149 pieces.

　　 02

UR

Gathering four series of costumes

UR adheres to the principle of "FASHION 0 degree C", through two times weekly high frequency goods turnover, tens of thousands of new products every year, giving customers the most fresh fashion experience.

In the past 9 years, UR has opened more than 100 stores in the country in the past 9 years. Sales in 2016 are expected to exceed 2 billion 300 million, the scale growth is close to 100%, and sales will exceed 10 billion by 2020.

　　 Chengdu Red Star Shop: first store

Store area: 2300

Opening hours: December 18, 2015

Concept store features: four layers of high spatial design, wide store layout, humanized design details, products covering WOMEN, YOUTH, MEN and KIDS four series.

In December 18, 2015, UR world's first concept store was opened. Located in the core area of Chengdu Hongxing Road business circle, it has a spacious space of more than 2300 square meters, which will be integrated with minimalism, fashion and art. Four layers of high spatial design, the product covers WOMEN, YOUTH, MEN and KIDS four series.

The first floor is the WOMEN series, and the four thematic spaces bring the style changeful recommendation for the young ladies.

The two floor is the YOUTH series. It pays tribute to youth in the name of fashion, and integrates the most popular elements of the season, such as fringes, embroidery, weaving, etc., to bring the most fashionable products available to young people.

The third floor is for men. It interprets the daily dress of the elegant fashion style, whether it is simple men's clothing or commercial negotiation.

　　 Shenzhen happy coast concept store

Opening hours: August 5, 2016

Store area: about 1000

Concept store features: converging WOMEN, YOUTH, MEN and KIDS in four styles of mix and match fashion.

In August 5, 2016, UR opened the first concept store in Shenzhen on happy coast. Its store area is about 1000. It is the first image shop in Shenzhen. It is also the fourth store in Shenzhen after UR, following the Dongmen sun department store, Huaqiang North nine square shopping center and Guanlan Lake New Town MH MALL.

UR happy coast shops converge in four styles of WOMEN, YOUTH, MEN and KIDS.

The WOMEN series presents the most popular costumes of the season.

YOUTHE is mainly composed of youth series, which combines many popular hot elements, such as sports trend, ethnic fringes, hippie weaving, etc.

MEN is mainly fashionable and simple men's clothing, no matter consumers are Korean opera "Europe and the Palestinian" style, European and American trend, or Japan's extreme simplicity, can find their own style of clothing items.

UR has opened nearly 100 stores in 27 key cities, including Shanghai, Beijing, Guangzhou and Chengdu. At the same time, UR continues to grow by adding 60-90 stores a year. It is expected that the number of stores will increase to 600 in 2020.

　　 03

ZARA

1700-2300 square meters super large space

From the number of ten fast fashion brands opened in China in the past 4 years, it can be seen that since 2013, ZARA is the only fast fashion brand that has been slowing down its opening in China.

In 2016, it did more than a month from February 1st to March 7th, and the year-on-year sales increased by 15%.

　　 Guangzhou Tian Huan Plaza

Opening hours: March 26, 2016

Store area: about 2300

Concept store features: the first concept store in Guangzhou, including women's clothing, children's wear shops and about 500 square meters of independent men's wear shops, which are about 1800 square meters.

In March 26, 2016, the Spanish fast fashion brand ZARA Guangzhou first concept store was stationed in Sun Hung Kai day Parc Central (Tian Huan Plaza), located at the B1 level of the shopping mall.

This is the sixth store opened by ZARA in Guangzhou. It is also the first new concept store in Guangzhou.

The shop covers an area of about 2300, including 1800 women's wear and children's wear shops and 500 men's wear shops.

　　 Chengdu Ocean Pacific

Opening hours: 2014

Store area: 1700

Concept store features: a total of 3 storeys over more than 1700 square meters, covering women's clothing, men's wear and children's clothing of a full range of products.

In 2014, Zara opened its seventh specialized store in Chengdu in Chengdu Ocean Pacific.

The Zara store, which has more than more than 1700 sales outlets, has 3 layers of design, providing consumers with a full range of products covering women's wear, men's wear and children's wear. Among them, the one or two level is women's clothing and the three floor is men's clothing.

　　 04

MUJI

Travel product line "MUJI to GO"

In November 2013, Muji travel concept store MUJI to GO, the first store in the mainland, opened in Shenzhen T3 terminal.

The world's first "MUJI to GO" is located at the International Airport in Chek Lap Kok, Hongkong. The second is stationed at the JFK International Airport in New York, USA, and the Tokyo station (Tokyo) is the third MUJIto GO. Taiwan Taipei station is the sixth "MUJI to GO".

　　 Opening hours: opening the first store in the mainland in November 2013

Store area: 60-100

Concept store features: MUJI products specially launched for travel product lines, the store area is only 1/10 of regular standard stores, but Ping efficiency is more than ten times of other stores.

MUJIto Go is a Muji launch product line, which includes the luggage, articles and APP services commonly used by young people during their travels. In addition to the airport, MUJI to GO will also be located at railway stations and even urban transport hub, but so far these non airport stores are mainly located in Japan and Taiwan.

In the mainland of China, apart from Nanjing ocean store, which is in the shopping mall, the remaining 4 MUJI to GO independent stores are located at airports in Shenzhen, Xi'an and Shanghai.

The independent store design style of MUJI to GO is not very different from that of ordinary stores, but the product display layout will have the characteristics of "traveling".

Some products will be displayed by way of combination display on the hole board, so as to provide customers with advice on the use of travel products, and help customers quickly make purchase decisions while catching up with the plane.

This way of display is to save space, because the area of airport rental shops is usually not large, and the average area of MUJI to GO is only half of that of ordinary MUJI shops, which is between 60-100.

In addition, the price of goods in MUJI to GO store is the same as that of other MUJI stores, and it will not rise because of the price at the airport. Because there's a lot of traffic. Although the size of the small shops is only about 1/10 of the regular standard shops, Ping efficiency will be more than ten times of other stores.

　　 05

MJstyle

Play the concept of "retail +"

Founded in 2011, MJstyle is positioned as a fast fashion brand. Its first store opened in Beijing Europe and America shopping mall.

By the end of 2016, MJstyle will have a brand new large fashion retailing brand FISHOP, which will have more than 30 thousand product categories and private brands, and will provide coffee, catering, children's entertainment facilities and other services, which is more than 10 000 or more.

　　 Opening hours: December 2015

Has entered the shopping center: Shenzhen Longhua iCO, Shanghai moon, Chongqing Nanping Wanda Plaza, etc.

Concept store features: MJstyle iCO store in Longhua, Shenzhen only accounts for 1/3 of the total household life, with small knives and forks, cups, chopsticks, tea sets, vases, lamps and decorations, and large household furniture, such as tables and chairs, sofas and coffee tables.

MJstyle opened its first store in Shenzhen in December 2015 in Longhua, iCO, and consists of two types of duplex brands.

MJstyle Shenzhen Longhua iCO store covers all kinds of clothing for men and women, children's wear, shoes and socks, bags, household, underwear, accessories and so on. Mainly in Japan and South Korea style, some European and American goods.

Among them, the home life hall occupies a very important part in MJstyle, occupying 1/3 of the whole store. Small to knife and fork, cups, dishes, chopsticks, tea sets, vases, lamps and lanterns, decoration, to the table furniture, sofa, coffee table and other unique household products.

According to the MJstyle stores in many cities, the structure of each MJstyle commodity is different.

For example, there are coffee shops, dishes, cups, plush dolls, etc. in the Guangzhou store. In Longhua, Shenzhen, there are sofa, table, tea set, lamps and lanterns, and creative home decorations.

The reason for the formation of personalized stores is still in its unique "clothing +" brand operation philosophy.

　　 - conclusion -

With the upgrading of consumption, more and more consumers' demand for clothing has not only remained at the level of cost performance, but also more individualized and beautiful.

"Fast fashion women's brand image research project report" pointed out that consumers will buy fast fashion clothes because of their favorite fast fashion brands or their favorite styles, instead of buying good brands. It can be seen that the emotional relationship between brands and consumers is weak, so consumers are easy to lose.

Therefore, how to highlight the DNA of the enterprise, product and brand, and embed the brand of consumers, to enhance the accuracy of the fans' viscosity, is a problem that the fast fashion brand should consider.

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