Can The Wedding Products Really Give A "Strong Heart" To The Fast Fashion Brand That Is Caught In The Cold Wave?

Short term marketing gimmick, or the mainstream of consumption, we will wait and see.

According to the world clothing and shoe net, two years ago, star Hsu Chi was dressed.

Wedding dress announces marriage, let

Brand H&M is a big fire.

Nowadays, more and more fast fashion brands are joining in the expansion of wedding dress products.

Recently,

It is announced that it will enter the wedding market next year. The first wedding dress series will be released in C&A stores and online in April next year.

It is reported that its product positioning mid end market, wedding dress price range from 29.9 euros to 179.9 euros.

The first 6 wedding dresses are classic white, with traditional long, medium long, short and trouser trousers.

"The brand is very optimistic about the wedding dress series, but because the series is not yet on sale, the company has not yet decided whether it will continue to launch the wedding dress series in the future."

From C&A spokesperson Sabrina Shairzay's acceptance of FashionNetwork interview, the performance continued to decline, so that the launch of the wedding dress series by the C&A was somewhat urgent and indiscriminate.

In the past two years, sales of C&A have dropped sharply, so C&A has to take the way of closing down stores and layoffs to reduce operating costs.

In February last year, C&A announced the closure of the first flagship store in Chunxi Road, Chengdu. After a few months, it withdrew from the Russian market in full. In January of this year, the news of C&A's takeover went on again. In October, 4 of the 7 members of the European Board had left.

However, the fast fashion brand caught in the cold wave is not the C&A family.

In the first half of the year, the ZARA parent company INDITEX Group sales increased 3% year on year, and the growth rate was significantly slower than the 11.5% in the same period of the previous fiscal year; H&M group's pre tax profit decreased sharply to 4 billion 12 million Swedish KRAS in the three months to August 31st, and New Look group 2017 - 2018 reported a significant decline in performance, sales revenue of 1 billion 348 million, a year-on-year decrease of 7.4%, and a basic operating profit loss of 74 million 300 thousand pounds.

Along with the sharp decline in performance growth, the store has become the choice of all fast fashion brands.

Last February, ZARA closed the biggest flagship store in China. In December last year, Forever 21 shut down the only store in Tianjin and Hangzhou. In December of this year, NEW LOOK announced that it would close its shops in China and withdraw from the Chinese market. Even Topshop, who originally planned to open shop in Shanghai, gave up its original plan and closed its flagship store, the only sales channel in China.

According to CBNData's report, with the escalation of consumption, young consumers in China after 1990 and 00 have become less interested in international fast fashion brands such as ZARA and H&M.

Besides, the fast fashion brand must face the same kind of competition and face the impact of domestic products.

Now, many Chinese brands have already got rid of the ugly and ugly image.

Hot air, MJstyle and a number of Chinese local fast fashion brands are rising, and prices can be higher than those of "fast fashion".

Facing the fierce market competition, how to break the fast fashion brand becomes the focus.

According to Global Industry Analysts's forecast, the global wedding market in 2020 will reach US $80 billion.

According to incomplete statistics, in Spain, 50% of brides are willing to spend as much as 1750 euros to buy bridal veil, while in Britain, this number is between 750 and 1250 euros, and 40% of Italy's bride is willing to spend more than 2250 euros.

So, in recent years, we can see that Dior, Chanel, Vera Wang, Valentino and other top-grade or high-end wedding brand turn around.

Like Dior, these two years have frequently appeared on celebrities' wedding. Angelababy, Song Hye Kyo and Miranda have chosen Dior's wedding dress.

However, luxury brand wedding dress often takes a long time and costs a lot of money. Not all young consumers can afford it.

Therefore, the fast fashion brand began to develop the wedding dress market with a faster and lower cost wedding dress series.

In 2016, ASOS launched 13 simple wedding dresses and accessories, footwear series, and the price of the wedding dress was only $200, which sold 3 yuan in one month.

In 2017, TOPSHOP also launched wedding series, including wedding dresses, bridesmaids, underwear, headwear, wedding shoes and so on.

But what the market is questioning is that because of the low price of fast fashion wedding products, it may not be able to guarantee the quality and quality of clothing. Although the style may be more personalized to attract some young consumers, this may be just a novelty, not a continuous demand, and trying to boost performance by adding wedding dress series is more likely to be a short-term marketing gimmick, which may not become the mainstream of consumption.

So, can these wedding products really give the fast fashion brand performance a "strong heart"? We will wait and see.

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