Zara For Logo? If You Want To Save Yourself, You Should Learn To Do It Yourself.

Fast fashion is no longer a good day, largely due to structural changes in the fashion industry. This change is often irreversible and unsolvable.

The replacement of Logo, Zara can save themselves?

Fast fashion is precarious, even the powerful Zara can't escape.

Recently, Spain's fast fashion giant Zara changed its brand Logo, reducing the original subtitle spacing. This is the second time since the establishment of Zara to replace Logo, and it is the first change in nearly 8 years.

So far, Zara official spokesman has not responded to the new Logo.

It is reported that Zara official mall, Tmall flagship store and Instagram, micro-blog, including social media accounts have all updated Logo.

Change means turbulence. Zara's replacement of Logo coincides with the cold winter of brand performance.

In the first quarter of 2018, the revenue growth of Zara parent Inditex group was 2%, a sharp decrease of 12% compared to the same period last year. In the first half of last year, group performance was the worst performance in three years. Sales grew by 2.2% compared with the same period last year, down 8.8% from 2017.

As of Friday's closing, Inditex group's share price fell 1.23% to 24.15 euros per share, and its stock price fell 22% in 2018, according to fashion business express.

As for the behavior of Zara suddenly changing Logo, social media has mixed opinions. Twitter users say: "Zara's new Logo is wrong in many ways, such as absurd spacing adjustment and lack of creativity.

"Besides, there are fashion people who believe that Zara's two Logo change is clearly following the same design direction, that is, to advance to luxury and luxury brands.

The past two years are the new year of fashion changing Logo.

According to statistics, in 2018, Fendi, Berluti, Rimowa and Burberry were replaced by new Logo. According to the analysis of interface fashion, these Logo had a very similar appearance: discard the original calligraphy and painting with a brand story, sans serif typeface, and more compact subtitle spacing.

In order to adapt to the preferences of the millennial consumer group, we should move towards a simple sense of superiority.

In fact, Zara's pformation over the past year is much more than that.

According to the interface fashion information, Zara aims to enhance product mix and technology applications in the past year, seek new growth points and enhance consumer experience.

Zara launched a AR application in April 2018. Then, in order to enhance the digitalization process, Zara increased 106 new line markets at one breath and launched into the global coverage target. During the period, Zara opened the first concept store in Shanghai, China and invited the ambassador for the first time. At the end of the year, Zara launched the multicolored lipstick and formally entered the make-up industry.

But can a series of changes really save Zara?

In fact, the crisis is much more than Zara.

H&M, a fast fashion giant, declined in the first quarter of last year, and its financial data plummeted by 62%. Topshop, Newlook and other fast fashion brands in Britain were also gloomy.

According to incomplete statistics, last year, the number of new stores in the ten fast fashion brands decreased by 17% compared with the previous year. The expansion of Newlook, MJstyle, H&M and Forever21 was in a "stagnation" state.

Fast fashion can get consumers' favor because fast fashion operation mode can provide rich and diversified products. On the other hand, fast fashion is cheaper than other fashion brands, and the brand premium is low.

However, in recent years, with the change of consumption concept and the diversification of consumption mode, the fast fashion advantage is no longer.

The main reason is the change of consumption concept of the new generation consumption main force.

The US News website "Skift" reported that Chinese consumers accounted for 1/3 of the global luxury consumption, and they were younger and richer than ever before.

The Reuters reported that they are less sensitive to price and are more willing to spend money on luxury goods.

This also means that despite the economic downturn, the consumption concept of young people is becoming more and more high quality.

This change is indeed consistent with the trend of today's fashion industry. The luxury brand led by LV and Gucci continues to grow, and the luxury brands such as CK and MichaelKors are not hot.

In contrast, the fast fashion people who always rely on people's price to fight the world are running against the concept of youth consumption because of fabric and other quality problems.

At the same time, the emergence of new fashion business models, such as second-hand market and shared economy, is also reducing the survival space of fast fashion.

Second hand market has become a new outlet for fashion industry.

A more open minded young generation has a more friendly attitude towards secondhand goods.

According to a report released by fashion agency Tredup, 42% of the interviewees said they would reduce waste by buying second-hand goods.

In addition, the tide of shared economy permeates all aspects of life day by day, and the concept of "use instead of possession" is becoming a new fashion concept.

Data show that the fashion rental industry is expected to reach US $40 billion 200 million in 2020.

AdrielDarvish, co-founder of jewelry leasing company Switch, told WWD that the rise of the leasing model stems from consumers' fear and self accusation of being happy and old.

The biggest attraction of fast fashion is low price can be purchased in large quantities. When people's consumption psychology changes, the attractiveness of fast fashion decreases.

The millennial generation and younger Z generation are the main players in the fashion industry. They value the products themselves and their demands for values. The survey by consulting firm DDT shows that quality and uniqueness are important factors for the younger generation's shopping. This is undoubtedly a fatal blow to the fast fashion people who have been developing the idea of copying quickly.

In last year's Gucci and Forever 21 trademark infringement cases, the plagiarized Forever21 opposed the Gucci one army and sent it to court. When the news came out, the industry criticism continued. Fashion people said that it was better to understand how to crawl out of the vortex of plagiarism than to send the Gucci to the dock first.

It is easy to see from the confrontation between luxury and fast fashion that consumers attach importance to originality.

In addition, many years of tireless educational achievements have been made by environmental conservationists. With the popularity of the Internet, the dark side of fast fashion is gradually emerging.

People gradually realize that every link of the huge demand chain is full of dirty dark side.

Doorway help fashion business news statistics: H&M, a garment factory located in the outskirts of Dhaka suddenly collapsed, with a death toll of over 1000 people. The Hongkong NGO organization Students andScholars against CorporateMisbehavior (university student and teacher monitoring unscrupulous enterprise action) survey found that the CSR promotion and OEM factories of ZARA, H&M, UNIQLO and other fast fashion brands differ greatly in their living environment.

H&M said that the inventory should be recycled, but in fact, there was a problem of incineration.

HSBC analysts show that, with the upgrading of consumption, more and more young people are starting to pursue quality and environmental consumption mode. According to McKinsey's data, 72% of the younger generation is more willing to buy sustainable products.

Fast fashion grabs huge profits, ignores workers' rights and interests, and environmental protection.

Fast fashion mode has come to the crossroads. Both Zara and H&M are faced with the problem of abandoning the original business mode and exploring new paths.

Looking at the fast fashion three giants Zara, H&M and UNIQLO, actually follow three different development modes.

Zara is the most conservative way to carry out the business model of fast fashion.

Industry analysts pointed out that the biggest advantage of zara is the agile supply chain. Zara has more than 400 designers, often appearing in fashion centers such as Milan and Paris, to summarize and observe the latest design concepts and fashion trends, and strive to synchronize its design with the forefront of fashion.

The success of the Zara business model also benefits from the excellent supply chain management of the excellent apparel industry, as well as the application of IT system to support the rapid response of the supply chain.

Zara takes the "fast, small, multi" brand management mode, from design to production, and then to new stores to the stores around the world, in just 15 days.

Zara does not rely on external partners for design, warehousing, distribution and logistics. Instead, it keeps its entire supply chain in full control.

Zara's supply chain management can quickly pfer information from shoppers to designers and production managers.

It is not hard to see that under the business mode of Zara, plagiarism and environmental problems seem to be unsolved problems. This is also a direct fuse for Zara's good life in recent years.

Similarly, it is not optimistic to choose the H&M financial data that will continue to cooperate with the big brands to launch joint funds. The more general question is whether consumers will pay the bill if the fast fashion goes to luxury and loses the original cost performance advantage.

At present, the three giants, only UNIQLO continue to grow in the cold winter.

The 2018 9-11 month earnings report released by XXX group in January showed that although the group's sales increased by 4% under the influence of warm winter, on the other hand, UNIQLO's overseas business revenue increased by 13%. In China, it benefited from the new product effect and controlled price reduction, and finally ensured the two digit profit growth.

The previous analysis of doorway pointed out that the success of UNIQLO's business mode was mainly that its development followed two clear lines, and walked down to the main comfort and cost performance.

McKinsey analysis used the word "Lao Dao" to describe two young consumers. In other words, despite the importance of fashion and personality, they had not compromised on their performance.

The concept of "comfortable life" dominated by UNIQLO clothing can arouse their recognition.

Consumers say that most of the foundation of UNIQLO is very common, but the upper body is very comfortable.

This is exactly the advantage that most fast fashion brands do not have.

In addition, UNIQLO regularly fixed the big name cooperation funds to avoid the impression of fast fashion plagiarism.

The list of cross border cooperation of UNIQLO is not only the luxury designer, such as ChristopheLemaire, the former creative director of Hermes, but also Kaws, Murakami Takashi and other street culture masters who are very popular with young people.

On the basis of comfort and cost-effective, luxury clothing and original pformation will undoubtedly go farther than other fast fashion.

It is foreseeable that the pformation of Zara and even the fast fashion industry will continue. UNIQLO may be a model for reference, but now UNIQLO has firmly occupied the leading position of this model, and the reproduction of UNIQLO may not be the next UNIQLO.

What's more, the change of fast fashion seems to come from the fundamental pformation of fashion industry's business mode and consumer's concept.

Once the industry is undergoing structural change, many struggles may be futile.