The Anxiety Of Fast Fashion Market Is Why TOPSHOP Is So Much Worse Than ZARA In China?

Face

This huge cake is becoming more and more competitive among the fast fashion giants.

A month ago, TOPSHOP, the UK's high street brand, announced that it would terminate its cooperation with the only authorized partner of China.

The news was somewhat unprepared.

At the beginning of this year, TOPSHOP also announced that it would open the first flagship store in the mainland of China in the three floors and over 3400 square meters in the center of Shanghai in September.

The store will even be built as one of TOPSHOP's largest stores in the world.

Over half a year's time, the first flagship store in China is still missing, but TOPSHOP will temporarily withdraw from the Chinese market.

This also means that TOPSHOP is operated by Shang pin network.

The flagship store is about to go offline.

Domestic TOPSHOP enthusiasts will only buy and buy through the sea after November 30th of this year.

Although the brand side says it will not abandon China, it is looking for new partners. However, in the increasingly competitive fast fashion market in China, how many cakes can TOPSHOP still stall, and have the opportunity to compete with other fast fashion brands that are already at the same stage as PK? DT Jun can not help pinching the slow Street's high street brand.

Anxiety in fast fashion market

Often say seven years itch, fast

It has been more than ten years since China has entered China, and Chinese consumers with aesthetic fatigue are becoming more and more difficult to please.

When ZARA, H&M, GAP and other fast fashion giants have to slow down the pace of store expansion, more and more domestic fast fashion brands are on the rise.

In the twinkling of an eye, the big cake of fast fashion has already become a situation that separates the male and the male. But the international fast fashion giant, which is famous for its large scale, is not necessarily dominant.

With the fast opening mode, H&M and UNIQLO are still leading the store.

While ZARA and GAP are paying more attention to online channels, the scale of stores under the line has already been catch-up by emerging fast fashion brands such as Urban Revivo, MJStyle, and NEW LOOK.

In addition, MUJI, which owns more than 200 stores, has only received a slice of the price after 8 price cuts.

However, Forever 21 and C&A, which had entered the Chinese market earlier, are not in a position to protect themselves. Even the scale of their stores is too small.

From the perspective of store development, fast fashion brands accelerated the development of offline stores before 2017, but in 2018, the number of new stores in different brands declined in addition to C&A's 3 stores.

In fact, the downward trend of fast fashion is visible in 2017.

When the local brand MJStyle opened up 37 stores last year, foreign brands, which were "fast breaking", are slowing down their growth and opening up shop with poor performance.

UNIQLO closed 4 stores at the beginning of 2017, and C&A closed the first flagship store in Chengdu.

Similar shops also occur in H&M, GAP, ZARA and other fast fashion giants.

When the market entered a period of weakness, fast fashion imports in China's good business has long gone.

If TOPSHOP wants to re-enter China, it will face the over saturation situation of the whole industry and its local brand.

The offline market is filled with peer anxiety. What about online markets?

The giants who are under the pressure of expansion have found that the expansion of physical stores is no longer a steady business, so they are looking at the line.

For some consumers, emerging brands are not yet able to compete with them. Fast fashion still equates them to these giants.

Online channels can give greater popularity to big brands in terms of ZARA, H&M, UNIQLO and other fast fashion brands that first entered China.

With the world's four fast fashion brands H&M, ZARA, UNIQLO and GAP as representatives, let's take a look at whether fast fashion brands can still be favored by consumers.

According to the paction index obtained from the payment amount on the fitting line, UNIQLO and ZARA online channels are more popular than H&M and GAP.

The top four fast fashion brands in the world have been divided into different levels.

UNIQLO's performance is quite eye-catching. When the U series was released on flagship store in October last year, the trading index significantly exceeded that of ZARA in the same period.

However, after all, UNIQLO's style is limited, its style and fashion are not as good as ZARA, and its trading index has gradually declined in the late stage.

Does TOPSHOP have the opportunity to "PK" with the "predecessors"?

TOPSHOP, the brand known as the originator of the British high street, was founded in 1964, 11 years earlier than the ZARA from Spain. But it was a few years ago that China was in a bad fashion, and missed the best time to enter the Chinese market.

In the expansion of the Chinese market, "ZARA" came into China as early as 2004, and is indeed a "senior" member of TOPSHOP.

Interestingly, TOPSHOP's online store is far behind ZARA, but almost simultaneously with ZARA at the same time in 2014, it opened online Tmall flagship store.

We might as well

Let's start with a look at the competition between TOPSHOP and its predecessors.

First of all, let's take a look at popularity.

At present, the number of fans of ZARA official flagship store is currently 14 million 90 thousand, while the number of fans of TOPSHOP and menswear brand TOPMAN is only 3 million 300 thousand, even less than ZARA.

It seems that even if Tmall flagship stores are opened at the same time, the influence of the online market will still be affected by the offline market.

ZARA has been working in the domestic market for more than ten years, making it unable to be challenged physically.

Secondly, the shipping cycle and product mix also affect the competitiveness of TOPSHOP online.

ZARA has 15-20 new series of products and a quick copy mode, and the number of products online has reached more than 9000. The product mix of women's wear and men's wear is more balanced.

It is also a very important product line, thus covering a wider consumption group.

TOPSHOP's shipping cycle is no longer ZARA, and the new model of online flagship store is not synchronized with the British official website. The number of styles is much lower than that of ZARA.

In terms of product structure, TOPSHOP's main dress and brand TOPMAN are much lower than that of women's clothing. Sales and popularity obviously can't keep pace with women's wear.

For fast fashion, the shipping cycle is important.

But price is also an important factor affecting sales volume and consumer expectations.

On the price side, the TOPSHOP online flagship store is about to officially go offline.

Even so, when we choose the top 100 commodities of the selected brand as the reference, the "discount" TOPSHOP price is still higher than ZARA.

In terms of commodity evaluation, the average number of goods sold in the top 100 of TOPSHOP sales is about 1/4 of ZARA under the overwhelming amount of ZARA fans.

But its sales of the first jeans single product has gained a higher popularity, and the cumulative evaluation is higher than that of the ZARA online sales T-shirt.

Since the advantage of the best seller is outstanding.

It looks as if it is necessary to pay attention to the "fist class" of the two brands.

Although it is a fast fashion brand, we collected two brands of popular brand evaluation data, and found that TA consumers were most concerned about the different categories.

According to the evaluation data, we find that ZARA consumers pay more attention to the "clothes" including T-shirts and shirts than trousers and other bottoms.

Among them, vests, T-shirts and other cheaper basic products account for 40% of the purchase.

For TOPSHOP consumers, pants are their favorite.

For a long time, TOPSHOP jeans have a fine classification according to different versions and fabrics, corresponding to different styles and dress requirements.

Jeans and humanized size design and adjustable length are also sought after by many pig girls. You can even see them in the red street of star network.

A lot of word-of-mouth and popularity of jeans accounted for half of the 100 sales, and many of them were fans of TOPSHOP jeans.

I love TOPSHOP Joni series, all kinds of colors.

On average, every two years will buy a pair of jeans, super comfortable, elastic, super thick and thick.

Trousers that like TOPSHOP can be long and short, and cheaper than many big ones.

Relative ZARA can only go through a basic season. TOPSHOP jeans can work harder in quality, and can also become a more popular product.

By observing the total of more than 30 thousand brands of two brands, we found that Tucao's voice is also quite a lot.

The quality of fast fashion brands has always been criticized by others.

In ZARA's reference to the "quality" evaluation data, 37% of consumers did not know the quality of Tucao, while TOPSHOP's slightly worse quality was about 27%.

Keyword customer service is frequently mentioned in user evaluation of TOPSHOP.

In the evaluation of customer service, nearly 40% of users complain that customer service is often unanswered and nominal.

As a proxy for TOPSHOP in China, it seems that some of them are not interested in the online services of Tmall flagship store.

Call customer service phone, Shang pin net is only agent, not responsible for the difference, can only contact online Wangwang customer service.

Seriously suspected that his family had no customer service. No change was made in a size for a week. Customer service was always automatic reply.

The brand has not yet fully penetrated into the market, and service has been said to be unreliable. It is no wonder that some of the TOPSHOP are more attractive than ZARA.

Fast fashion trend no longer, TOPSHOP how to make a comeback?

When consumers are tired of winning disposable products that lose quality and quality, fast fashion giants are undergoing great changes and challenges, boosting the positioning of a more high-end brand line.

In mid August this year, Uterque, a more elegant and cool sister brand than ZARA, officially appeared in Tmall flagship store.

In such a market changing situation, H&M also launched a new high-end brand ARKET last year. Its positioning and style are similar to those of its COS.

In fact, since TOPSHOP was founded, it has stronger brand personality and design DNA than ZARA, H&M and other fast fashion brands.

Madonna, Beyonce, the famous model Kate Moss and Mizuhara Kiko and other fashion icon are all on its fans list.

The designer series TOPSHOP Unique, released annually on the British official website of TOPSHOP, also highlights the vitality of brand design.

The golden age of fast fashion brand pursuit of short and fast is over. Perhaps, in the face of domestic consumers who pursue quality and consumption upgrading, TOPSHOP should focus on their own superior products, so as to differentiate themselves from the positioning of traditional fast fashion brands and to return to China market with more mature services.