"Fast Fashion", Light Luxury Brand Focus On Mature Business Circles

According to the world clothing shoes and hats net, we can find that after visiting the business circle through many channels, we can find that

Light extravagance

The location of company shops is mostly focused on mature business circles.

For example: Beijing's Xidan, Sanlitun and so on.

The international fast fashion category, which was originally set up in the potential business circle, shows no growth trend in the 2016 earnings data.

The fast fashion brand, which has long been stationed in the regional development of business circles, can easily get 2 to 3 years' rent free period. But because the development direction of the business circle is not up to expectations, it will eventually accept reform and face risks.

For example, the Zara of Beijing's front store has been granted four years' rent free condition under the guidance of light luxury fashion. But after four years, the business circle style has turned to folk customs.

Light luxury designer style leads fashion sensitivity

Europe is the main area responsible for producing the most sensitive small batch Studio.

The meaning of the so-called "Studio" is designer, which is also the preferred mode of light luxury brand to lead "fast fashion".

As a luxury fashion

The division will design hundreds of items a day, and the production level will be 70 to 80. Each item will be placed 5 or 6 pieces in each single store. For example, there are more than 3000 shops in the world with Zara ranging from one to twenty thousand orders of magnitude. Small batch and multiple batches can be referred to as Studio in fast fashion circles, while China and other regions are mainly responsible for mass production of basic production.

In addition, ZARA HOME is mainly produced in Spain. Besides Zara, Oysho, Bershka, Pul-landBear, Stradivarius (STR), Oysho and other light luxury brands are mainly produced in Asia.

Jiangsu Guotai has taken many orders in the Inditex brand.

At present, there is still a big gap between the Asian countries in terms of communication, execution, efficiency and technology.

Global supply chain for small brands should be global

At present, the mainstream brand is still dominated by deep European manufacturing, and the proportion of China in Asia is also increasing year by year, and the supplier chain in China and other regions is still in the process of nurturing.

Inditex's brand includes eight clothing brands, taking Zara as an example, as one of the brand of European brand value research.

Its supply chain management is 78% in Europe and 22% in Asia, of which China accounts for 10% of the total.

In Europe, most of the factories in Spain are obtained by the company's own purchase or purchase. They are highly flexible. The rest of the surrounding factories, such as Morocco, Turkey and Portugal, have accumulated more than 20 years' cooperation with Inditex. Fluent communication, efficient process and flexible reaction can enable the design work to be completed smoothly, especially the buyer's selection and the designer's revision and board layout on the big basic foundation, and finally finish the design and the shelves.

All processes need to be completed within two weeks.

Among them, the Spanish area is only two days from design to sample completion.

At present, Chinese suppliers have better normative specifications, but there is still much room to expand in terms of efficiency, execution and fast feedback requirements.

The future international small brands will move the supply chain to China.

With the increase of labor costs in Europe and the growing brand of fashion groups, the global supply chain layout of products is becoming more and more popular.

Inditex will also consider moving the supply chain from Europe to China in the future. Other brands besides Zara will also try to produce in China.

Maintain the fast fashion rhythm of Studio.

For example, Jiangsu Cathay Pacific has worked with Inditex for 5 or 6 years, and there is still a gap between European and European factories.

In addition to undertaking most of the small brand supply and some basic Zara, occasionally try to do some Zara Studio series and Class business series.

In terms of the internationalization of warehousing and logistics, the storage and logistics group of Inditex used to be an axis type development, taking the Spanish main warehouse as the axis to carry out the distribution of global products and the recovery of finished products.

Now it has changed, for example, China's four warehousing and logistics areas are in Beijing, Shanghai, Guangzhou and Chengdu. The goods can be shipped directly from Spain to various storage areas and then sent to stores directly, while the products produced by Chinese suppliers are directly sent to stores in Asia, North America, etc., and do not need to go to Spain to make the total allocation, so as to ensure faster and more efficient.

Some of the sub brands are pforming. For example, Bershka originally positioned girls' clothing at a price of 30 to 200 yuan per unit. Currently, the new men's wear series is being pformed into the whole category.

Buyer selection + designer change = fashion trend

In the context of large numbers of buyers and designers to ensure fashion, the supply chain of "fast fashion" brands will be promoted quickly.

Take Zara twenty thousand buyers for example, they are mainly responsible for collecting wind and selecting money.

4, 50 thousand designers are also part of their own, and some agreements are mainly responsible for the design, pformation, material selection, docking supply chain, and so on.

The style of Zara is mostly the perception and improvement of fashion brands, and the proportion of original products is very small.

Compared with the original design brand, Zara can launch more full color and style selection for the same burst, such as the pilot jacket, some big cards may launch two, Zara has launched dozens of items, its purpose is to provide a better fashion experience for the public.

Shops will give feedback to the terminal according to their daily sales. Every month there will be a day called workshopday. Executives will discuss the most important things in shops, discuss the best selling items, and form a report to Spain.

At present, the clothing of Zara shops in China and Europe is basically the same.

"Fast fashion" focuses on business circles and is easy to learn.

Zara initially engaged in strategic cooperation with real estate developers, stationed in many three or four line city business circles, but the result was not ideal. The main reason is that the target customer groups need to have fashion recognition groups. Therefore, Future Ltd will expand the first and second tier cities and stop shop in three or four tier cities.

Moreover, shops that fail to perform well will be closed down gradually.

In view of this, the "fast fashion" light luxury brand will continue to focus on business circles, expand the scope of direct battalion, and release more direct stores with low discount points and no inventory pressure.

Future stores will require larger areas to enhance customer experience, increase space for goods and pay attention to display effects.

A small number of distribution stores will be used as inventory outlets.

Zara dealers who sell Inditex brands in three or four tier cities are not officially licensed.

Mainly as a channel to clean up inventory, mainly sold three or four years ago.

In recent years, many brands in the world are learning Zara to do "fast fashion", but the reason why it is difficult to learn is because of the accumulation of fashion awareness.

In Europe, the sense of fashion is particularly advanced, fashion design path has 30 or 40 years of history.

It has accumulated a large number of buyers, designers resources and experience, and for other brands, this is just the beginning stage.

In the endless pursuit of speed and efficiency, they prefer to sacrifice rules and procedures, but also to express the rhythm of "fast fashion", while supply chain processes need to be precipitated and optimized.

But in the face of the downward trend of macro-economy, foreign trade supply chain business may still lead to the shrinking demand of downstream customers.

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