2018: Fast Fashion Brands Are Generally "Ugly".

From design to sale, only two weeks, a shirt hundred yuan, a T-shirt more than 40 yuan, dressed in seconds to become fashionable.

The fast fashion brand, once popular, is now in Wuhan's "wind" mutation: it is at the end of the year-end discount season, but there is a full line of brand withdrawal from Wuhan.

1, there are few customers in the store. Fast fashion brands are generally "ugly".

The first Spanish fast fashion brand Mango, which has entered Wuhan, has been evacuated from Jianghan Road central department store and Wuhan Business Asia Trade in the past two years.

Not long ago, Mango's last "single seedling" in Wuhan, the International Plaza store, was also evacuated.

The author noted that the official NEW of the British fast fashion brand "NEW LOOK" released the information that is about to withdraw from China.

Then we call "NEW LOOK" in Wuhan's dream shop, Golden Bridge shop.

The other side said that the relevant store plan is based on the unified arrangement of the company.

On the 6 day, in the H&M store of the Star City, the "SALE" listing was prominently posted in the window, and the "encircle" situation was no longer in the discount season, and there were few customers in the shop.

In chestnut lake, Wanda, Han street and other places, the fast fashion brands enter the discount season. The situation is almost the same. Customers can pay the bill without waiting.

On the 9 day, at Han street UR shop, I observed that most of the customers who checked out were only one or two pieces of clothing.

"The style is almost the same, so many clothes and trousers are not worn before buying cheap." after 80 years, Cheng Xiao and Min Xuan had a short coat of more than 200 yuan. "Before I went to the discount season, I bought more than ten pieces, but now I'm not that crazy."

"When I was on sale, I saw twenty or thirty yuan one T-shirt and suspenders vest, and I would store a lot of them."

Girl Yuan Li said, "later, I found that cheap is cheap, but washing water is deformed.

Now, my enthusiasm for sweeping goods is not that high. "

In the past few days, I have visited the business circles in Jiangcheng and found that although many fast fashion brands still occupy the gold position of the land, such as the atrium on the first floor and the conspicuous place on the street, there are obviously some cold spots in comparison with the previous years.

A group of related personages in Wuchang Star City revealed that the fast fashion brand usually enters the field of "five years, one sign". Now it's almost time node.

He said that the mall will introduce some niche designer brands to replace some fast fashion brands according to consumer preferences.

Another shopping center in Wuchang also said that the first floor provided a large area for the fast fashion brand, but the benefits in recent years were general. "Now it is considering halving the area".

According to the rough statistics, H&M, ZARA, C&A, GAP and other leading fast fashion brands entered Wuhan for the first 8 years, with the rapid expansion of the initial stage, with more than 80 stores in the city.

Today, the number is reduced by more than 20%.

The so-called fast fashion, that is, new fast, parity and keep up with fashion trends.

Wuhan clothing company Li surname head analysis, from design to terminal, in the domestic, Guangdong garment enterprises finished 7 links, the average cycle is 180 days, and fast fashion brand generally less than 20 days.

Fast fashion brand "disgrace" is closely related to the popularity of the market.

A shopper in Wuchang said the mall needs popular brands to keep up appearances or attract customers.

A few years ago, when the fast fashion brand just appeared, the shopping center would give various preferential policies to attract them to enter, such as subsidized decoration, giving the best location and larger sites, etc., and would rather rewind several merchants to make room for them.

If the market performance is not good, the fast fashion brand will not be able to run fast. The shopping mall will adopt the way of cutting the brand area and shuffling the brand to improve the popularity. It may not be willing to continue to give large dividends.

From the national market perspective, after entering 2018, the fast fashion industry's overall expansion slowed down obviously.

According to statistics, in the first quarter of this year, there were only ten new fast fashion brands including ZARA, UNIQLO, UR, C&A and GAP in the domestic market, which were 40% and 38% lower than those in 2017 and 2016 respectively.

2, "quality door" destroyed the brand image, fast fashion did not catch up with the consumption upgrade car

The endless "quality gate" also let the fast fashion brand image sink again and again.

Consumer Li Cheng complained: "in less than a year, only 1 of 3 shirts can be worn."

Wear and wear on the "collapse", and some also opened the line.

Many details don't flatter, for example, the glue on the edge of the shoe is "grin", the soles are hard and the comfort is not high.

The author consulted the original "unqualified information on imported industrial products" issued by the General Administration of quality supervision, inspection and quarantine in November 2017, showing that 1000 clothing products of UNIQLO and ZARA were notified of quality problems.

It is understood that this is not the first time that fast fashion brands have boarded the quality blacklist.

In the "unqualified information on imported industrial products" in May 2017, GUESS, H&M, TOPSHOP, Levi, s, GAP and many other fast fashion brand clothes were returned or destroyed due to unqualified color fastness, unqualified pH value and excessive formaldehyde content.

"Now that Internet information is too developed and the trend message is within reach, fast fashion brands have become" past tense "when they are" fashion mentors ".

Wuhan fashion giant Xiao Xiao said, "nowadays, traveling abroad is also a matter of walking away. It can reach more international light luxury brands. The quality and price choices are quite numerous, and the fast fashion brand loses its unique charm."

Despite the "haze" many, but fast fashion brands still have breakout moves.

For example, H&M announced the launch of a new brand, focusing on the design of limited money, not to take the fast fashion route.

UNIQLO and New York street artists jointly launched a joint name, while at the same time opened a concept store in Shenzhen, selling "healthy life gas station" and other lifestyle.

Li Guowei, senior brand consultant of China Research International, believes that in recent years, the trend of consumption upgrading in China is obvious. A large number of international fashion brands are entering the Chinese market with the price and style of people close to the market, thus intensifying the competition of fashion industry.

As for fast fashion brands, people's demand for new products and fast growing products will not change, but at the same time, quality and cost performance should be taken into account.

He thinks that fast fashion brands should "slow down", adhering to the "step by step" attitude, do research and development design, quality control and steadfast goal groups to create products that make them happy and satisfied.