The Development Trend Of Fast Fashion Brands Should Be Emphasized Online And Offline.

In this market What kind of things do fast fashion brands want to develop?

A few days ago, a Korean family will cooperate with Gucci design director to explode friends circle. Han Du Yi house did not respond positively to the "business school" reporter's interview about the authenticity of the news, but what this message reflects is the determination of the Korean brand to upgrade its brand.

In the field of fast fashion, China's local fast fashion brands are gradually rising, which makes the competition in this field more and more intense. With the change of consumers' requirements for clothing gradually from functional requirements to aesthetic pursuit, and from mass fashion to small boutique, fast fashion are also following the footsteps of consumers and constantly upgrading their brands. It is worth noting that China has become the most significant market growth of H&M group last year, up 3% to 11 billion 30 million kronor, or 8 billion 850 million yuan.

China has become an important market for fast fashion brands. In this market, fast fashion brands want to develop rapidly and what are they doing?

Brand building should catch young people.

Electricity providers not only bring great changes to enterprises, but also make consumers' consumption behavior change. According to the data of Tmall costumes, the flagship store brand set up by Tmall is far below the line of age. With the younger generation entering the society, their consumption power is increasing. Brand upgrading needs to catch the eye of young people.

The Internet's fast fashion brand, Han Du Yi house, has a daily update rate of 100. But in 2016, after the 17 signing of Cui Fanxi, designer of the New York fashion week, the update speed slowed down significantly. The Korean designer spent the whole year developing and designing products for the Korean home. In response to the business school reporter's interview, Cui Fanxi, director of the Korean home office, said that signing the contract was an important part of the upgrading of the brand of Han Du Yi house.

He said he hoped to catch the young people's consumption demand through Cui fan Xi, and provide the Chinese young consumers with the pure Hanfeng fashion. The sale of related products soon sold out, which verified the correctness of the decision made by Han Du Yi house.

In Korea's clothing house, the key to fast fashion is fashion. The fast fashion "fast" can only be an advantage, not the core competitiveness. Han Du she believes that the development of brand will be driven by the demand of consumers, so that the brand can be more widely accepted by the audience.

In an interview with the business school reporter, Anna Rathsmann, director of human resources at H&M, said that in order to catch more young people, H&M2018 plans to recruit 6000 employees in mainland China. H&M will focus on the younger Z generation in recruitment, mainly referring to the generation born between 1996 and 2010. Anna believes that H&M is very compatible with the values of Z generation. On the outside, H&M hired Wang Yuan to become a spokesman for H&M's new generation in China to attract younger consumers. The effect is remarkable. In March 2018, the number of visitors to the H&M Tmall flagship store was over 3 million.

Fast fashion to high-end spanformation

With the continuous expansion of the middle income group, Chinese young consumers are no longer satisfied with the short pleasures brought by cheap fast fashion, and begin to "break off" too many consumer goods and choose "small but fine". More and more fast fashion has begun to weaken the "fast fashion" in brand building and emphasize the "lifestyle" brand tonal. Whether H&M's COS's minimalist design or Lifewear of UNIQLO is conveying its brand values to consumers. The spanformation to high-end is the way for fast fashion people to embark on a spanformation.

The upgrading of the brand of Han Du Yi house started with the long-term operation idea of making fans, entertainment and IP as the brand, and the signing of Cui fan Xi is an important part of brand upgrading. In 2017, the men in the legend of the blue sea and ghosts were created by Cui fan tin, and many fans who paid close attention to the joint venture were also attracted by their fame. Therefore, the entertainment brand strategy is an important bridge connecting the demand of the top fashion and the general public. Han Du Yi believes that cooperation with Cui fan tin can bring more top spots into fast fashion. fashion The gene also provides more possibilities for the upgrading of the brand.

As the high-end brand of H&M, COS attracts many young people's attention with its minimalist style. Data show that COS has become a new growth point of H&M group. According to the financial report, the sales volume of COS increased from $132 million to $625 million in the 6 years from 2009 to 2017. In August 2017, H&M officially released its brand new ARKET, which is similar to COS. In the context of COS's success, why does H&M create a high-end brand? In the eyes of the industry, COS's success proves that the potential of the middle-income group has not yet been fully excavated, and the market potential is huge. By expanding the high-end brand, it can enrich its brand matrix.

If the spanformation of H&M is achieved through the reinvention of a high-end brand, the high-end way of Korea's clothes house is through the selection of high-end designers and brand spokesmen. In 2017, Nazha signed a contract with Soojoopark. Han Du she told reporters that the strategic purpose of signing the supermodel SooJooPark is in common with the signing designer Cui Fanxi. The difference is that Cui fan Xi focuses on creating the product itself, while SooJooPark is the spiritual communication that the visual system brings. Using fashion blockbuster to show brand attitude is a common way of thinking about traditional high-end luxury goods in shooting blockbuster fashion, but Han Du Yi believes that this method is applicable to a wider audience of fast fashion brands.

Since 2016, the Korean fashion house has entered the fashion heights of Milan, New York, Seoul and Paris with the international fashion group "fashion bazaar". Through a series of international activities, Han Du Yi House hopes to change the original "Tao" brand positioning.

Brand upgrading requires online and offline access.

Tmall Clothes & Accessories Liu Xiuyun, President of business group, has publicly stated that clothing brands often have four kinds of difficulties when facing brand upgrading: brand positioning is not clear; planning ability can not keep up with brand positioning; brand strength is weak, bargaining power is low; online and offline have not been opened.

With the coming of the new retail wave in 2018, the combination of online and offline traffic is an inevitable trend. Han Du Yi began to try to lay down the smart flash store online, to open up online and offline channels and spanform from pure Internet brand to "new retail" brand. H&M chose to cooperate with Tmall. In March 2018, H&M joined H&M HOME as a whole in Tmall. This is a further expansion of China's e-commerce market, and will continue to deepen the exploration of digital and socialized marketing strategy. The opening of H&M Tmall flagship store is a brand new response to Alibaba group's retail strategy, which further caters to the digital spanformation of Chinese consumers, and opens up innovative initiatives for online and offline shopping experiences and CRM systems.

Under the influence of the new retail wave, consumer demand for experience is gradually higher than the demand for products. Under this premise, how to achieve the full access and performance of the online and offline businesses is the focus of the future development of the brand.

At the Alibaba world wide conference in 2018, Liu Xiuyun said Tmall clothing will upgrade from 2018 aspects: resources, data empowerment, commodity operation, new retail and service, and boost the digital upgrading of the brand. The company will upgrade its brand in the five place.

Under the background of consumption upgrading, simple online or offline businesses no longer adapt to the growing demand for consumption. fashion We need to embrace the trend and upgrade our brands to attract more young people.