Why Don'T You Like Fast Fashion After 90 Or 00?

At the beginning of last year, the US fast fashion brand Forever 21 closed its store on Wangfujing street in Beijing, the first landmark store to enter the Chinese mainland market.

In more than 1 years, Forever 21 has shut down stores in Tianjin, Hangzhou, Beijing and Chongqing, and recently closed Xi'an stores less than 2 years old.

There are only branches in Shanghai and Beijing, and large scale promotional activities are also taking place this month.

In fact, this is not a mistake made by Forever 21, but the whole fast fashion industry is having a headache.

Before them, ASOS has stopped operation, GAP decided to close nearly 1/4 stores, MANGO stores only had the peak 1/4, TOPSHOP completely withdrew from the market, and after that, the two big Zara and H&M of the industry had already threatened the crisis.

The proportion of fast fashion brands that had been running around the world declined, and a large part of the reasons for closing down stores were related to their consumers.

With the 1990s and 00 becoming the main force of consumption, fast fashion also ushered in the cold winter.

A 90 year old has expressed her attitude to fast fashion in the previous media interviews: "I prefer to choose some net red and young designer brands, maybe you have never heard of self created brands after 80."

In this period, the economist will focus on "why don't you like fast fashion after 90 and 00"?

When we discussed the question of "why not like fast fashion after 00," we invited several senior practitioners in the fashion design industry, who have long known that the vane of fashion industry has changed. Let's listen to their views on the relationship between post-90s, 00 and fast fashion.

"We believe that the reasons behind fast fashion after the 90's 00 are:

1. electricity supplier impact: fast fashion is the most powerful way of rapid expansion of offline stores, but in the face of the powerful attack of the Chinese electricity supplier era, fast fashion brands have not kept up with the situation, and can not adapt to the national conditions.

2, the original sin of brand nature: poor clothing quality, low price, clothing eliminated after a season, resulting in great waste of environmental resources, not to mention the enormous environmental pollution caused by production links to ecological resources.

The fashion industry is the second largest polluting industry in the country, after oil and gas. Only in the United States, it produces 13 million tons of waste every year, which is equivalent to the waste of 200 T-shirts per person per year.

3, the birth of new consumer groups: the new generation of consumers, especially after 90/00, may be more called millennials and Z generations abroad, paying more attention to individuality and self expression.

Fast fashion designers are not able to grasp the needs of the new generation of consumers, but the development of independent designer brands is getting better and better in recent years.

Many independent designers around us soon have their own fans circle, and are gradually moving from the minority to the public.

The new generation of consumption concept determines that the new fashion market is bound to be the world of talented and talented designers.

4, consumers tend to be rational consumption: after 1990 and after 00, consumption is more rational. "Fast" consumption is no longer a driving force for consumption. People are no longer willing to spend a high price to buy a garment that is easy to crash or can only be discarded several times.

5, the original clothing is more in line with the current consumer preferences of young people: with the fading of the fast fashion, rational consumers are more in pursuit of price performance and uniqueness. In the 90 and 00 groups with obvious personality, they want to show themselves through clothing, and pursue the uniqueness of clothing and the pursuit of quality.

At the same time, in recent years, China is constantly promoting "independent innovation", and there are more and more original designer brands in China.

"2018 China's original design, entrepreneurship and consumption report" accounted for 55% of the original clothing products in online original products, and the opening index of the industry in 3 years is increasing year by year.

In Shenzhen, clothing design is also included in the support policy of cultural and creative industries. Whether it is the development orientation of the whole society or the demand of the main consumer now, the original design has a very good development trend.

Blindly pursuing the pleasure of speed and price makes consumers tired, and at the same time, some drawbacks of commodities are becoming increasingly obvious. After sober and rational thinking, consumption will eventually return to some essential pursuit such as "cost-effective", "strong wear", "unique personality" and so on.

Light and shadow global fashion design

There are many reasons why we don't like fast fashion after 00.

One is the change of people's consumption concept. After 90 and 00, they pursue individuality. They want to be fashion leaders instead of fashion pursuers. They prefer original and personalized clothes.

Two, fast fashion because version is similar, too common, for young people, its brand is not cost-effective, and wearing a fast fashion brand clothes out, people can not identify it is H&M or Zara family.

Low recognition can not meet the desire to pursue individual independence after 90 and 00.

Three, the development of the market has its specific cycle rule. When the fast fashion just appeared, the rapid imitation and cheap price imitation design attracted people's realization quickly.

But after several years of development, clothing design has begun to return to the original pursuit of originality and design. The market volume of the original clothing brand is rising, and the total volume of the market remains unchanged, which means that the volume of fast fashion market is bound to decrease.

Chung Peng fashion design training school

"After 90, 00, after entering the workplace, there is a fixed income. They are curious about new things, work hard and pursue their own image. Most of the post-90s and 00 are in the stage of creating their own personalities. They want others to feel that they are special and tasteful. In order to show their individuality, they will focus more on the independent designer brand which is different from the general design and the niche brands at home and abroad.

At the same time, more and more young people are paying attention to the daily wear and personal sharing of "Red Star".

With its huge fans effect, net red can quickly respond to the crowd and quickly occupy the market through the Internet advantage.

In addition, many young people began to pursue the so-called tide card: the American tide, the Japanese tide, the Korean tide and the national tide. The movement wind became more and more popular. Many international top brands also began to develop in the light of sports and sports in the past. Their design was also catering to the taste after 00.

Fast fashion is too popular for the current fashion trend, so it is also more outdated, and the style design is not classic.

The sense of design is relatively weak. In order to control costs, simple printing and small area embroidery are usually used. Besides the price advantage, fast fashion has become increasingly difficult to attract young people.

In addition, there are more and more independent designer brands, and there are many buyers, Vintage stores and clothing custom shops. They will also impact the volume of fast fashion market.

LaraWang hand-painted design

From the above answers, we can conclude that the reasons why we don't like fast fashion after 90's 00 are:

1, the shortcoming of fast fashion itself is poor quality, weak design, serious homogenization and pollution.

Young consumers are concerned about social and environmental problems. Many people think that this is a decisive issue in our era.

From the activities of #metoo, #blacklivesmatter and #timesup in recent years, we can see that 9/10 of the Z generation consumers are more concerned about the environment. They think that fashion companies have the responsibility to solve environmental and social problems, and those fast fashion brands that are inconsistent with their values are doomed to be abandoned by them.

Even Luo Yufeng, the Internet red man, once said on micro-blog, "fast fashion clothes wear once," and "H&M's clothes are the ugliest".

2, the upgrading of consumption and the change of people's consumption concept.

As Wu Xiaobo said, "the so-called upgrading of consumption is that people begin to pursue their aesthetic pursuits besides the practicality of commodities."

The fast fashion monotonous design style obviously can not continue to occupy the market under the general trend of consumption upgrading.

3, the rise of the fast fashion mode with Chinese characteristics also constitutes a "dimension reduction attack" on the traditional fast fashion brands.

In the Internet + mode of social networking platform, some shops can update 2 rounds of products every month, and more importantly, they can release previews before the shelves, receive reservations and collections.

According to the feedback of customers, stores predict sales volume to factory order, and even more accurate than fast fashion in targeting the needs of target customers.

4, the same fast fashion design does not conform to the pursuit of individuality after the 90's 00, and has unique personality characteristics. After 90's 00, it prefers to pursue the design group that fits itself.

5, the rise of original and personalized designers, and the support of local government departments.

In the capital of Shenzhen, the government's support to the design industry in economy and policy is an important reason for the rapid development of original design.

The big name design is classic, timeless, but the fast fashion of imitation big design has obviously lost the preference of young group. After fast fashion, we hope to see more original and personalized design appearance and lead a new trend.

The above is the answer to the question "why do we not like fast fashion after 90's 00"?

The industry's information, spectrum questions and answers, more "ask questions", is looking ahead to economists.