Fast Fashion Brand Development Gradually Slow Down Fast Fashion, Open Price War.

According to the world clothing shoes and hats net,

Brand development is slowing down, and local market and global market are slowing down.

Recent brand actions are frequent.

Open membership system and enter Tmall platform in China?

In Africa, factories can see that brands are trying to make different changes.

At the beginning of the new year, fast fashion brands have offered super low discount promotional price, far lower than the usual 50 percent off season, discount products even contain a large number of new products for the season.

According to the analysis, the action in the fast fashion field has further proved that the fast fashion market is no longer the same as before.

In addition, when the fast fashion market is approaching saturation, 2018 will be a particularly critical year in the fast fashion industry, and the brand will be widen in this year.

Fast fashion opens price war

In order to cope with the new year, fast fashion brands are making efforts. The reporter has noticed that UNIQLO has already adjusted the official website to the new year's sales promotion. The overall webpage design is different from the past, and the time limited column is introduced to facilitate consumers to buy.

While ZARA showed the autumn and winter discounts in the official website, no obvious discount was given.

Forever21 shows 70 percent off discount on the official website.

It is worth noting that GAP had a discount of 60 percent off before its official website, but as of December 28, 2017, GAP had adjusted its discount to 70 percent off.

In addition, this year, GAP and H&M have opened up a discount offer. They can enjoy extra benefits on the basis of the original discount. H&M also gives a 20 percent off discount for new products.

In addition to offering a discount on its own website, GAP, who is based on Tmall's platform, offers a full discount in Tmall flagship store, which can enjoy a discount of 600 yuan or 150 yuan.

In the era of online and offline synchronized sales, all fast fashion brands naturally offer online discount at the next store, enjoying the same discount as online.

In recent years, fast fashion brands have not been as big as this year. For example, the 50 percent off discount is given in autumn and winter in GAP 2016, and ZARA also gives a 50 percent off discount in the autumn and winter of 2016.

Performance pressure to find a way out

In recent years, fast fashion brands are developing rapidly, and the number of stores is growing crazily. Under the pressure of rapid development and similar brand competition, fast fashion brands are going downhill, and their performance is not as good as before.

According to H&M's May 2017 earnings report, as of April 30, 2017, the brand had 4474 stores, an increase of 11% over the same period.

But compared with the increase in the number of stores, sales increased by only 7% over the same period last year.

The first half of fiscal year 2016 released by UNIQLO parent company XXX group shows that the comprehensive revenue of XXX group is about 60 billion 200 million yuan, up 6.5% over the same period last year. Net profit is about 5 billion 900 million yuan, down 33.8% from the same period last year.

It is precisely because of the decline in performance, fast fashion brands in recent moves, H&M first opened the China regional membership system, and announced that it joined the Tmall platform, while UNIQLO also moved some factories to Africa to reduce labor costs.

Experts in the industry believe that the fast fashion industry has gone through a period of crazy growth. Under the trend of the saturation of the second tier cities, the fast fashion brand has to change strategy and reposition.

Low prices and discounts are the best choices for these brands, either to reduce the cost of hiring or to choose a fast customized garment. They want to attract consumers to buy their own products at a high price.

However, in the past, the discount of fast fashion brands was mainly 50 percent off, and 70 percent off or 20 percent off of new products rarely appeared. This year's brand preference also reflects the importance of these brands to the Chinese market. The future Chinese market is still the focus of the development of these fast fashion brands.

2018 will now warm up

Zhang Peiying, honorary consultant of the China luxury Confederation, believes that the action of fast fashion brands this year is indeed a lot, and there have been many first time.

For example, H&M has entered Tmall flagship store, and the speed of H&M to liberate the third party e-commerce platform has been slightly behind. With the general decline of the growth of fast fashion field and the gradual increase of the influence of the electronic business platform on the fashion industry, H&M has chosen to enter Tmall platform.

But for the discount Zhang Peiying, every year at the end of the year and the beginning of the sales season, which may be the brand in the clear inventory, not always related to the decline in performance, before many fast fashion brands through professional companies to deal with inventory products, but they now have their own stores, need to solve their own inventory.

Another industry insider, who declined to be named, said that many problems of fast fashion brands have yet to be resolved. Over the past two years, online and offline sales have slowed down and product development has been lagging behind.

The industry generally believes that the decline of fast fashion is determined by the quality of clothing and the economic level of consumers, but the brand's perception of the market is not entirely determined by consumers. The real impact of sales is on channels and strategies. Last year, many fast fashion brands have been eliminated from the core position of the first line of business, because these brands have failed to drive traffic and the market vitality is not as good as before.

But Zhang Peiying said that compared with previous years, the survival of the fast fashion has eased. Overall, there will be an increase in performance in 2018. But these brands should pay attention to the rising tide of street tide, which will divide up some markets.

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