Unveiling The New Fashion Of New Retailing

Contrary to the economic climate of the luxury market, there are many

Under the tide of new retail, brand is constantly exploring the road of pformation and upgrading, and is expanding rapidly.

Today, let's bring together the fast fashion.

Road.

First look at this fast fashion list.

Fast fashion store growth slowdown, increase electricity supplier sales channels

Fast fashion originated from Europe in twentieth Century. Its remarkable features are: fast, fashionable, flat, and less.

With the impact of the Internet and the electricity supplier, the offline business is getting cold, and the fast fashion industry is also affected by the fast fashion industry.

Decline in performance, competition, stock backlog, store closes,

In order to maintain the advantage and position of the domestic market, the fast fashion brand with serious homogenization needs to accelerate the pformation and keep pace with the times and identify the countermeasures.

According to the world clothing shoes and hats net, at the beginning of the year, the Swedish fast fashion brand H&M and its home product line H&M Home entered Tmall mall.

Before, H&M has only two channels in China: offline stores and official website.

The entry of H&M means fast fashion brands are accelerating pformation under the impact of the Internet and electricity providers.

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Transformation strategies vary.

Before fast fashion brands Zara, H&M these brands rely on every two weeks time to be able to display the SKU of the shop display all the time, the most popular fashion elements such as the most popular fashion fashion swept the world.

Now for these brands, the expansion of the initial stores can bring about the rapid growth of sales volume, but after entering the "saturation period", the efficiency loss of the physical store and the gradual increase of inventory backlog become a hindrance to the sustained growth of brand profits.

As a result, many brands have increased online services, and have opened official flagship stores on Tmall and Jingdong platforms.

Zara from Spain, UNIQLO of Japan and GAP of the United States have long been in Tmall, and have also developed many distinctive online services.

Zara has said that the group's performance gains mainly benefit from the group's strategy of expanding online stores.

Its rival UNIQLO, its parent company also takes up the proportion of the layout upgrade line, and promotes the consumption experience through all channels. It provides O2O services for online ordering, and convenient store picking up 24 hours within offline stores.

Besides facing the impact from the electricity supplier industry, the fashion industry will also face many problems such as how to satisfy consumers' increasingly diversified tastes and so on. Therefore, the importance of market segmentation is highlighted.

Many international brands try to implement multi brand strategy in China to reach different age groups with different lifestyles.

Other brands choose to "go upstream" to create a one-stop shopping experience.

For example, constantly enrich the product format, from the original single business clothing, accessories, to the home, catering, make-up, books and other new product lines, playing cross-border marketing.

With the growth of the consumption power of the two or three tier cities and the enhancement of brand awareness, more and more international fast fashion brands are slowly turning to the two or three line or even four line cities to open up new markets after taking root in the first tier cities.

The advantage of this sinking development is to expand the new market to be developed, and the "demographic dividend" of the three or four line cities is significant. The commercial real estate has larger operational space, and the attraction for fast fashion is gradually enhanced.

The rise of domestic fast fashion brands, lifestyle stores

In recent years, the local fast fashion apparel brand has begun to devote itself to upgrading brand image and store experience, and it has "understood" Chinese demand in product design, price positioning and marketing strategy, which to a certain extent reversed the declining trend of fast fashion apparel industry.

For example, MJstyle creates a lifestyle collection store. The shop area is usually above 1000m. The products include clothing, home, accessories, and many other aspects, so that consumers' multiple needs of experience can be met. Western meets open up leisure areas, enhancing comfort and pleasure, giving consumers enough time to experience and understand brands and products in depth.

There are also some domestic brands to play the national wind to the peak, with China's deep cultural accumulation as the design inspiration to convey fashion.

Hot air, La Natsu Bell, Taiping bird, Jiangnan Buyi, Yin man, Han Du clothing, and other domestic brands gradually become famous, and are also actively expanding overseas.

Zhang Jiangping, chairman of Taiping bird group, once said: "compared with Chinese consumers who blindly pursue western fashion trends in the past, the consumers are more rational today, and the demand for quality is gradually improving. They are more friendly and tolerant to some new-born brands with high cost performance and good quality."

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In addition, the emergence of social platforms and e-commerce platforms has accelerated the pmission of information, enabling consumers to have the opportunity to have a clear understanding of products, and consumers no longer blindly pursue foreign brands, but turn to "choose the right ones".

For those neglected domestic clothing brand enterprises, the growth of consumers' cognition and the increasing confidence in local brands make local brands wake up and rise suddenly.

Fast fashion combined with technology in the times

In the conventional impression, fast fashion industry and technology do not seem to take sides, but in fact, technology is making fast fashion better.

At present, technology like artificial intelligence and big data has been applied to the production and sale of fast fashion brands.

Last July, UNIQLO launched a "smart store" in 100 stores across the country. In addition to introducing the "smart buyer" screen with built-in induction system to enhance the conversion rate of shopping, it also used virtual fitting technology to bring new experience to clothing shopping.

By collecting data, from the sales data of each product, the feedback from consumers to the core competitors and the latest trend data, fast fashion brands can pform data into meaningful and operational insights, achieve closer to customers and clear real-time needs, and drive data driven fast fashion marketing.

"Beauty" is fashion.

For the present era, fashion is not only for decoration, but also has evolved into a sense of truth, goodness and beauty.

Many people have different understandings of fashion. Some people think that fashion is simply and not as simple and frugal as extravagant waste. Some people think that fashion is just for the sake of novelty and refreshing feeling.

Fast fashion brands, on the one hand, sell fashion to people, in fact, they express their attitude.

MUJI shows good things without labels; UNIQLO is known for its "simplicity and comfort" to convey "attitude towards life" to people; MANGO conveys the spirit of independence and independence of modern urban women in fashion, modern and metropolis sense of dress design, and creates national costume and ornaments, moves inward, and pursues authenticity;

Everyone can hide their character and philosophy of life in the fast fashion they choose to see or ornate or plain.

The current fashion will return to ancient times one day, and revival will be popular again.

No matter "fast fashion" or "slow fashion", fashion is only a relatively vague concept. No one can give a definite definition of fashion. Maybe you feel "beauty" in your heart. This is fashion.

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