From The Perspective Of Industry Development, Why Is Fast Fashion Not Popular?

The phenomenon of fast fashion differentiation is becoming more and more obvious.

What is the definition of fast fashion?

It originated from the fast fashion concept of Europe in the middle of the last century, and it is the main element of fast imitation, fast fashion, low price and so on.

Such a "buyer" economy, along with the awakening of some sectors and the buying shop, has been popular for several years. It has promoted the myth of Zara's rapid growth in recent years.

The traditional T platform is released to the sample clothing products, then to the order shop, the exclusive store, the time line for several months or even half a year, but the fastest fashion only takes two weeks, which means that the fast fashion is just an integrated production line process, and it is not based on the long market response survey. It is all based on the buyer's first "change" and "market try", because there are a large number of "free" styles, plus the compression of production and process costs, they have the "test" market's bottom line.

But it is inevitable that, like the big brands, the faster delivery speed, or the first fast fashion has become a "vanity" paradise in a few years. This pattern is very early in China. It is only limited by the national conditions. We have not packaged it, which is called the wholesale market of small commodities affectionately.

Today's wholesale market is no longer a cheap imitation product in the early years, and their renewal speed is even faster than that of the fast fashion brand. It is worth noting that it is being copied from pure copy into design.

Of course, with the development of the first barrel of gold, the fast fashion industry has begun to "wash the white" to varying degrees, and has also joined a lot of good brands that learn from the fast fashion delivery mode. It does not mean that a bar is "killing" fast fashion, and the existence is reasonable.

It is undeniable that buyers and fast fashion have changed the fashion circle too fast, and creativity is too late.

But "plagiarism" is also the first step in learning and writing. The question is whether it will only continue to copy homework, or will it continue to move forward.

Britain's fast fashion

According to Altus, British real estate research firm, since last Christmas, there are 400 unemployed people in the fast fashion industry in Britain, including Topshop, NewLook and so on. So far, 14 thousand people have lost their jobs and 4345 jobs are still in danger.

The fast fashion industry in Britain, as a typical industry, is mainly affected by rising operating costs and weakening consumer confidence.

There are quite a few fast fashion brands in Britain that exit the Chinese market, such as Marks&Spencer Marsha, selling its franchise in Hongkong and Macao to partner Al-Futtaim, closing 30 clothing stores in the UK and 53 shops outside the UK.

ASOS, a British fashion dealer, announced its stop operation in China in early April 2016. Its Chinese version has been closed.

From a high-profile announcement to China to go out of nowhere, ASOS's survival time in China is only two and a half years.

The trouble is that the British fashion brand TOPSHOP also issued a statement last year that the brand and its Chinese franchise partner Shang pin net will terminate the cooperation agreement ahead of time, and will continue to look for new partners in China.

Subsequently, TOPSHOP Tmall flagship store officially released closed shop announcements.

NewLook, one of the fashion retailers in Britain, has officially withdrawn from the Chinese market.

All 130 stores will be closed to focus on the restructuring and pformation of the brand itself.

It also decided to sign the CVA voluntary bankruptcy agreement with the owners, planned to close 60 stores in the UK market, and expected to lay off 980 people, and the other 6 branches or sub leased to third parties might also be closed, thereby reducing rental costs.

Why is fast fashion not popular?

Fast fashion is a quick feedback and imitation of fashion show design. When the famous brand's self rescue road is gradually put on the agenda, it is similar to buying and improving the new time process.

In addition, more and more people begin to pay attention to the environmental problems behind the consumption pattern of "fast food fashion". Zara's winning situation is being disintegrated.

The life expectancy of fashion is being shortened, and a large number of abandoned environmental problems are followed. The shortening of life span is being washed away by waves of "popularity" in addition to its own fashions. The quality problems caused by cost reduction are also emerging.

Many of the fast fashion factories are set up in the developing countries with low manpower prices, which hide a lot of harm loopholes. Child care workers, labor contracts, fires, pollution and so on, the ill conditioned supply chain ecological environment behind them has been highly concerned and questioned.

The rapid replacement of fashion makes the waste of production more difficult to deal with, the waste of resources increases, and the neglect of clothing recycling work also makes the harmful substances of brand products exceed the standard. Even the unsalable products are burned and bring many social and environmental problems.

When young people begin to see these and have more good brand products, the myth of fast fashion will not continue naturally.

Fast fashion self rescue

While fast fashion is in trouble, there is an exception that UNIQLO has become a dark horse, leading the sales in double eleven Shopping Festival. This confirms that there are different ways of coping with the slowdown. The fast fashion camp has begun to split up, and the effect has been gradually revealed.

Ryui Masa, President of the fast selling group of the parent company of UNIQLO, has repeatedly stressed that it will draw a clear line with the fast fashion and advocate the use of high quality basic funds for fashion.

He said, "we are not fast fashion. The clothes we want to do are just the opposite of fast fashion. Fast fashion is beginning to see the products themselves.

In the face of increasingly fierce competition, the performance of children's clothing in recent years has become a new competitive point in fast fashion brands.

Zara, Gap and H&M's high-end brands COS have launched children's wear.

More and more fast fashion tycoons are involved in children's clothing business. Children's clothing market is self-evident to the brand's strategic significance.

But how to "capture the hearts of people" for a long time, in the increasingly fierce competition in the big industry, it is time and market to test whether the fashionable children's wear brands can remain elegant.

The era of rapid production that only relies on Chao (XI) has passed. Whether it focuses on product and store design or widening the product line, it is a way to return to the brand itself. The sustainable development of fast fashion is also continuously concerned, while the emphasis on product streamlining is also reducing the conflict between fast fashion and sustainability.