Fast Fashion Children'S Rally, Why Did Not Break Through?

In the face of increasingly fierce competition, fast fashion brands are facing bottlenecks in their adult business and weak sales.

Especially in 2018, everyone was talking about the fast fashion brand entering the "Twilight age".

Fast fashion suddenly "unhappy", but also many people in the industry feel anxious.

On the contrary, these fast fashion brand children's clothing category has been very warm. Now the main brand is weak. What is the situation of their children's clothes?

From the data, we can see that many fast fashion brand children entered the top ten of online sales, only UNIQLO came on the list, and accounted for only 1.1%, ranking sixth.

Other fast fashion brand children's clothing is even more famous. How can fashion fast fashion go to children's clothing?

"Fast fashion" style into children's wear

When the major clothing brands have stepped up their children's clothing market, the fast fashion brands also feel the pressure. They see the potential of children's clothing market.

The main reason for children's clothing to continue the "fast fashion" style lies in the consumption characteristics of children's clothing. Users and consumers are out of touch. Most of the time, parents are the ultimate purchasing decision makers, and their personalized aesthetics will also be projected on children.

Today's consumer groups are mainly 90 and 95. Young Bao Bao Bao mothers love fashion, and consumer decision-making power is in the hands of their parents. Some fast fashion brands value this point, and are fighting for the extension of children's clothing market.

So fast fashion children's clothing is still entering the children's clothing industry with the trend of adult wear, will it be acclimatized? Will it lose the pure style of children's clothing after attracting 90/95's young parents? Is it fast enough to be able to stand in the field of children's clothing with fashion?

Fast fashion children's clothing without special features

The strategy of Zara children's clothing market, first attached to Zara's original women's clothing store, and then became independent after its independence. However, Zara obviously did not have the intention to create it in the children's wear section.

Before the children's clothing observed and analyzed the situation of Zara children's clothing (see "Zara farewell to the golden age, children's clothing can continue to counter the trend"), children's clothing has the shortcomings of adult wear and has no own characteristics at the same time.

In the more than 4000 brand children's clothing market, there is no distinctive children's clothing brand, even if there is mature adult suit's holdings, it is also very difficult to have a breakthrough.

Fast fashion children's clothing without deliberate marketing

UNIQLO is regarded as a "clean stream" in last year's and fast fashion brands this year. In the era of fast fashion's overall retreat, UNIQLO and parent company Xun sell group still maintained a relatively normal growth rate.

H&M and UNIQLO have similar strategies in dealing with children's clothing development. They do not have independent children's clothing stores and display them with adult wear.

Needless to say, there is not much publicity in marketing.

Sometimes with mature adult wear display can be immature children's clothing brand drainage, but relatively easy to let consumers ignore fast fashion brands have children's clothing products.

Fast fashion makes children's wear "not professional enough".

Whether the fast fashion brand or sportswear brand enters the early stage of children's wear, it is the brand of adult clothing extension, so consumers may subconsciously think that children's clothing is not standard enough.

Coupled with the particularity of children's clothing, there is a higher demand for quality.

Because the baby's skin is more sensitive and its physical development is not perfect, the inspection standard of baby clothing is totally different from that of adults. If we continue to use the standard of adult dress to produce baby clothes, there will be many hidden dangers.

Chinese parents usually choose cotton products for their children, and many fast fashion brands lose some "stereotypes" to their children.

Any brand is worth learning. Besides, these fast fashion brands, which have gone through nearly a hundred years, are still regarded as "myths" in the clothing industry.

This observation of children's wear only speaks of the shortcoming of fast fashion brand children's clothing. The fashionable fashion brands that are popular all over the world have shortcomings in the management of children's wear, and hope that these shortcomings can provide reference for everyone in running the brand.