The Retail Industry Is In A Slump, Fast Fashion Brand Joint Cooperation "Big Card"

In the second half of this year, H&M national gold center opened its doors to welcome customers. This is the ninth store opened by the brand in Changsha. Since the first fast fashion brand entered the Star City in 2011, Changsha has gathered a group of mainstream fast fashion brands such as H&M, Zara, GAP and so on. Sanxiang Metropolis Daily reporter statistics, at present, the fast fashion camp has nearly 60 stores in Changsha.

However, after entering 2018, fast fashion. industry The overall expansion is slowing down. Faced with the downturn in the retail industry, and the impact of electricity suppliers and fierce competition, fast fashion brands have resorted to their own solutions.

[advantage] fast fashion brands converge on shopping centers.

On September 24th, on the first floor of H&M Yuet Fang store, the reporter saw that customers waiting for checkout to pay the bill had been discharged from the cashier area to the shopping area. And there were long queues in front of the UNIQLO stores and two stores.

"It's very similar to those luxury brands, and the price is much cheaper. There's a discount on holidays and holidays." Miss Wang, who is shopping with H&M, opened the "buy and buy" mode.

The store salesman told reporters that fast fashion brands are popular, and their speed of change is not related, "from design, production to shop sales as long as 20 days, almost every few days the store will be on the new model."

According to the information statistics provided by the respective official website of the Sanxiang Metropolis Daily, the fast fashion camp, including H&M, ZARA, UNIQLO, Muji, etc., now has nearly 60 stores in Changsha.

"For Changsha, in the first two years, fast fashion brands enter and shop very fast." According to a department store that has worked for many years Retail Insiders said, "many brands have shifted from the original layout of the first tier cities to the two or three tier cities."

At the same time, more and more shopping centers and large department stores have been built on the mainland. It is not hard to find that in recent years, shopping centers such as Yue Fang ID Mall, Pok Fu square and IFS national gold center have appeared in Changsha, and fast fashion brands have been placed in a prominent position.

[development] overall slowdown, brand withdrawal from Changsha

Although there are many fast fashion brands in Changsha's newly opened shopping centers, they occupy the golden belt of every inch of land. But in a gradually saturated market, it is not hard to see the departure of many brands.

As one of the first fast fashion brands to be stationed in Changsha, the Spanish brand Mango was quietly removed from the first floor of Lok Ho City in the middle of last year. In addition, the brand in Apollo commercial center, Yue Fang IDmall stores have long been nowhere to be found.

It is easy to see that since entering 2018, fast fashion. industry The overall expansion is slowing down. According to the statistics of win business network, in the first quarter of this year, the ten fast fashion brands including ZARA, UNIQLO, Muji, UR, C&A and GAP had only 25 new outlets in the mainland (excluding upgrading and reopening stores). Compared with 2017 and 2016, the number of new stores was greatly reduced, with a decrease of about 40% and 38% respectively.

　 [outlets] have joined hands to "big cards".

Facing the market downturn, many are fast. fashion Brands have resorted to their own solutions. Unlike the luxury brands that are reluctant to attack online, it is undoubtedly the most effective way to win over customers.

In March of this year, H&M and H&M Home were formally launched in Tmall. In less than a day, about 1000000 fans were harvested, and the sales of women's clothing industry ranked first in that day. The strategy of "Heaven Cat" has been interpreted by many media as "H&M's symbol of spanformation". In addition, ZARA and UNIQLO were stationed in Tmall in 2014 and 2009 respectively.

In addition to seeking a way out of the line, "Big Bang" seems to be an effective marketing for fast fashion. Previously, UNIQLO and Hermes creative director had worked together to launch a new series. "UNIQLO UT's joint name is very hot. With the constant updating and upgrading of IP, the joint IP of UNIQLO will generate more selling points." Baidu customer experience engineer Wang Zeming is the analysis.