Fast Fashion Brands Are Starting To Fight For Home.

Changing the home business.

Think about how you got into the fast fashion pit: every week you go to the store with new things, various styles, and keep up with the trend. A fast replacement cycle keeps you in a sense of urgency. The clothes you are looking for may come next time.

According to the world clothing shoes and hats net, now this "fast fashion syndrome" is extending to the home field.

Relying on the operational experience in the field of clothing,

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They want to enter more consumer scenarios.

The first fast fashion brand to open Home shop is ZARA.

In 2003, ZARA's parent company lnditex founded ZARA HOME, and opened its first store in Beijing in 2011.

By the end of May this year, Nanjing West Road, Shanghai, opened the largest flagship store in the world. At present, ZARA HOME has 35 in the Chinese market.

Although the progress of ZARA's opening up in China has been cautious in recent years, ZARA HOME's business is obviously much more positive.

This confidence comes from the good results of ZARA HOME every year.

The biggest change came from ZARA HOME sales increased by 19% in 2015, while ZARA grew by 7%.

In the next year, lnditex group seems to have accelerated the progress of ZARA HOME business, and has increased investment in supply chain, design and operation. In the 2016 earnings report, ZARA HOME still maintained a growth rate of 17%, still higher than the overall growth rate of the group.

This growth rate has undoubtedly brought an outlet for the fast fashion of weakness.

Another fast fashion giant H&M's home business started a bit late, but it only started in 2009 and entered the Chinese market in 2014.

As of November 30, 2016, H&M Home has 269 stores in more than 40 countries and regions around the world.

However, the H&M Home that has been seen in the Chinese market has not yet reached the scale of ZARA Home which can be opened in the shopping center alone. Most of them have appeared in a larger flagship store in the form of a collection store.

However, H&M said in its 2016 earnings report that it will set up an independent H&M Home store in the future and operate it as an independent brand.

On the other hand, H&M store in Xidan, Beijing has been expelled recently, and the growth of ZARA has slowed down. Gap is no longer in China. All of this is a sign that the fast fashion clothes are already selling a little. Compared with that, the sheet economy has become popular.

If Muji has enlightened Chinese consumers' imagination about home consumption, ZARA and H&M fast fashion home brands have taken the wave of consumption upgrading.

People who have been deeply impressed by the simple and cold home style of MUJI products will also be unable to move their legs because of a beautiful array of water cups or ornaments.

Today's home brands are still selling a kind of life philosophy, just changing from one style to another.

Between MUJI and ZARA, simplicity and amorous feelings are many different choices.

"They are creating a market and selling you a lifestyle," said Cruz del Barrio, director of family and horticultural research at Euromonitor.

This is very promising. "

Shopping centres also love this.

It is easy to see that ZARA mostly stores HOME stores near ZARA stores.

Businesses hope that when you update your wardrobe, you can also update your sheets and towels, and spend more time in shopping malls.

As a regular replacement product, towel has its own consumption cycle.

And the updated consumption of bedsheets, ornaments and so on appears more frequently in urban rents.

At present, 6 of the households in the first tier cities are rented.

Because of rent and work, young people often move now. Some old objects and decorations are often discarded. Instead of changing sheets of style sheets and carpets, it indicates the beginning of a new life.

To some extent, the meaning of buying household goods is different from that of young people.

This phenomenon is more profound for Shanghai's fast fashion brand MJstyle.

As a rookie of the two or three line city shopping center, in 2016, MJstyle opened 101 new stores, occupying 1/3 of the 14 new fast fashion brand shops, fresh faces and relatively loose investment conditions, which made it more popular with the owners.

On this basis, MJstyle's home business has brought more traffic to shops and shopping malls.

He Bin, the head of MJstyle, told krypton 36: "at present, there are 40 home businesses in China.

Most of these shops are located in new shopping malls outside the business circle.

On the one hand, the design stagger the ZARA HOME in the shopping center, and on the other hand, it fills the community market that IKEA can not reach.

Young consumers living on the edge of the city need not go to the center of the city, nor do they need to go to a distant IKEA.

It can not be said to be so fashionable and exquisite, but at least you can not stand the fear of being dominated by the ugly glass water glass in the supermarket.

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According to He Bin, sales of MJstyleHOME now account for 20% of the total store sales.

The purpose of fast fashion is to be clear: to increase, traffic and profit.

Jiangnan cloth dress, which is the brand of women's wear, has continued the designer's brand line in the household business.

After the listing last year, Jiangnan cloth clothing quickly launched the home business, and opened the first independent store in Chengdu.

In the latest financial report of Jiangnan cloth, JNBY Home has 3 stores, and its sales volume is about about 1600000.

In order to manage a life concept, Jiangnan cloth dress is more extreme.

For example, JNBY Home was inspired by the new wave of French cinema in 70s, and the tone of retro and romance stimulated the nerves of young artists.

Although the base is relatively small, Jiangnan Buyi thinks there will be much room for growth in the future.

But this growth is not based on blind expansion. In the interview with LADYMAX, Jiangnan Buyi CFO Frank Zhu said: "we still need to see the speed of brand development. When a brand's clothes spread to the streets, it represents a crisis, not a good thing."

Home brand is also part of the brand strategy of Jiangnan Buyi.

In addition, children's wear JNBY, teenage clothes, horse clothing, men's clothing brand sketch, less, etc. are all a supplement to the main business JNBY.

As Frank insisted, "subdivide the market and divide profits."

Jiangnan Buyi is positioning its consumers in the upper middle class consumers. From this point of view, JNBY HOME also provides home choice for this group.

Whether it's a market segment or a mass market, there is a consensus that the number of boutiques in the shopping center is more and more, and the meaning of household consumption has changed.

Nowadays, there are more and more discussions on home furnishing, decoration and life in the social network. There are nearly 10000 1 topics about home.

Compared with this great enthusiasm and discussion, China's home brand market is still fragmented, and even the highest market share of IKEA is only 4.8%.

Clothing brands, with existing operational experience and brand awareness, can get unexpected results in this field.

More interesting reports, please pay attention to the world clothing shoes and hats net.