The Retail Market Is Changing Constantly. The Fashion Industry Is In Urgent Need Of Digital Pformation.

In recent years, GAP has not only failed to develop in the US market, but also somewhat unsatisfactory in the Chinese market. Brand stores began to sink to the second tier cities. Recently, GAP opened its first store in Urumqi, Xinjiang, and once again entered the Northwest market after entering Xi'an.

It is understood that GAP in order to get out of the mire of performance as soon as possible, its group has many times

Make a big move, hoping to break the decline to improve the performance.

In July 2017, GAP and WeChat jointly launched a series of joint designs. In August of the same year, they opened the largest flagship store in Shanghai, and set up mobile phone filling stations, children's playground and LED model fitting screen to attract young people. In September, the first independent baby was set up in Hangzhou.

Shop; also launched the GAP Fit sports series to improve product mix.

Despite the frequent action of GAP, there has been no effect of a complete recovery. Data show that in the 2017 fiscal year, GAP sales in Asia fell 18.2% to 1 billion 263 million US dollars from the first quarter to the four quarter.

Sales grew by -20.5%, -23.2%, -17% and -13% respectively.

As a matter of fact, since the beginning of 2016, the number of fast fashion brands in the world has been showing a trend of growth. The most valued profit growth has experienced varying degrees of decline.

Data show that the first quarter of this year, including Zara, UNIQLO, Muji, UR, C&A, GAP, including the ten fast fashion brands in the mainland only 25 new stores (excluding upgrading to re open stores), compared with 2017 and 2016, the number of new stores has greatly reduced, the decline is about 40%, 38%.

Fast

Facing the situation of the full recovery of luxury goods market and the acceleration of catching up with super fast fashion.

When the middle class gradually becomes the main consumer, the millennial generation is no longer satisfied with the short pleasure of fast fashion. Only the fast fashion and low price fast fashion brands have to face pformation and upgrading.

In terms of innovation and speed, Zara can be called a leader.

Since 2016, the mobile payment method of Inwallet has been realized. At the same time, the group has launched innovative services such as interactive dressing rooms, self-help checkout areas in some stores in Spain, Germany and the United States.

Inditex group said in its earnings report that at present, ZARA has set up electricity supplier channels in 45 regions of the world, and will further expand the scale of its brand e-commerce business in the future.

UNIQLO is also in

The digital marketing strategy of water is launched. In China's stores, UNIQLO digital experience Museum, which combines AR virtual digital experience and integration of goods and shop experience services, is launched. Consumers can sweep the poster with smart phones in the store, and can experience AR interaction including clothing scenes, merchandise information display, etc.

In addition, H&M, a fast fashion giant group from Sweden, is in pition. It is also opening up new retail battlefields, exploring the digitalization of stores and optimizing the innovation of stores.

Perhaps GAP is also aware of the importance of digital pformation and upgrading. At the beginning of this month, it announced that it had established strategic cooperation with Microsoft Corp to accelerate its digital pformation strategy and move hundreds of applications to Azure, focusing on providing seamless personalized experience for customers when shopping in physical stores, online and mobile stores.

The retail market is changing constantly and the future development is even more difficult to predict.

But what is invariable is that the business mode is always driven by consumers' pursuit of freshness.

With the acceleration and innovation of market demand, digitalization is accelerating the pformation and arousing people's new thinking. Fast fashion is exploring more possibilities and expanding new boundaries.