"Fast Fashion" Is A Tough Day.

Fast fashion, that is, "fast, ruthless, accurate" as the main feature of fast fashion, brand positioning for the 20-30 year old young group.

Since its entry into the Chinese market in 2006, fast fashion brands have rapidly occupied the Chinese market due to the three characteristics of parity, new product speed, and fashion trends.

In less than a year, H&M (Sweden), KM (Denmark), Zara (Spain), C&A (Holland), GAP (USA), E.LAND (Korea), MUJI (Japan), M&S (English), TOPSHOP (UK), FOREVER21 (USA) and many other foreign brands quickly entered the major cities of the country, and quickly started a "fast fashion" trend.

Up to now, half of 2019 has passed, and the reshuffle of the fast fashion industry has intensified. Many foreign brands have been "acclimatized" and "come and go quickly" into a fast fashion.

1 short four years, fast fashion from glory to "gloomy"

In the first half of 2016-2019, the 8 fast fashion brands added to the mainland in 2017. For the fast fashion brand, the golden age of the horse race enclosure has long been over, and the glory of "opening a fire home" has also become a history.

01

Fast fashion get together, "fall in China"

In the first half of 2019, the number of new stores in mainland China increased positively compared with that of last year, with only 12, 11 and 7 new products, including Muji, GAP and ZARA.

UNIQLO declined slightly, opened 28 new stores, still led a brand; H&M new store in the past three years in the same period of continuous "cut", from 21 to 6.

New Look and Forever 21 shut down one after another, and completely withdrew from the Chinese market.

02

The three giants are dead.

In addition to the brand that has withdrawn from the Chinese market, the other fast fashion brands that still exist in the Chinese market are not very comfortable at the same time, such as the development of the three major brands of Zara, H&M and UNIQLO.

According to fashion headline data monitoring, since the beginning of this year, H&M has opened three new stores in Hangzhou, Shenyang and Changchun, and Zara and UNIQLO haven't opened shop in China.

Over the past two years, the price of clothes sold by Zara in the Chinese market has fallen by 10% to 15% on average.

According to the preliminary performance data of the first three quarters of fiscal year 2018 issued by Zara parent Inditex SA group, sales growth of the group continued to slow down to 3% in the first nine months of 2018, which is quite different from the 10% growth rate in the same period last year.

2 "fast" fashion, why disappear?

01

"Seller's market" to "buyer's market"

Physical operation, cost pressure mountain

If there is inflow, there will be saturation. When the product itself is greater than the user's choice, competition will start and competition will cater for it. The sales promotion of flattering consumption has been exhausting for the Chinese people. Blindly following the trend has turned into a discount for you, and I will take my road.

Secondly, when the "fast fashion" rises, the audience is mostly 70 and 80. Now it has been in the past more than 10 years. After 90 and 00, this is two different classes. Consumption is transformed from brand marketing drive to consumer driven.

Consumers pay more attention to the novelty and price of the style, but whether I like it or not, can I highlight my characteristics and personality.

These brands can not survive without knowledge of the market and consumers.

Many people may have this experience: after buying a fast fashion brand, they often find that they often wear shirts with people, or, after a while, they find more or less quality problems.

As a result, the clothes that they liked very much were soon put on the shelf, and the cost performance was not as high as expected.

In addition, high operating costs are also one of the factors that affect profits. According to data monitoring, there is a Zara store in the store of a shopping mall, which accounts for the main location of the first floor, 1200 flat, and the sales volume is only 34 million in one year.

Because in any shopping mall, fast fashion brand stores require its location to be very beautiful and very large, but the rental effect and profit flat effect of shopping mall are relatively low. Shopping malls will not interact with their resources too much, so they will lose more and more customers.

02

Limited edition, tide trend

Personalized clothing is expanding against the trend.

While the fast fashion brands are getting cold, they are more in line with young people's pursuit of individuality. In recent years, tide brand consumption has maintained a two digit growth trend.

Some shopping malls are also trying to move the fast fashion brands like Zara and H&M from the most important ones to a secondary location, and introduce personalized designer style clothes or tide cards for young people's preferences.

Coupled with some fashion brands, the sale of joint and limited edition clothing, no matter what the form of its market performance is, young people are all fond of. Basically, when the mall opens, it will be robbed.

03

Brand power of the "national tide" movement

Sustainable reform of garment industry

In the past two years, some local fast fashion brands have ushered in a chance. Lining is one of them.

In February 2018, Lining was the first Chinese sports brand to appear in the fashion week of New York. With the theme of "Enlightenment" as the theme, the Chinese traditional culture's "Tiger Crane double shape" and "cloud and white crane" image were introduced into the Chinese fashion brand.

In June 2018, Lining presented the 2019 spring and summer series to Paris fashion week. With the theme of "China Lining", he interpreted the trend of the 90s classic movement from the perspective of future.

There is also a women's clothing brand, Jiangnan Buyi, and its "popularity" experience is also commendable: inviting designers to design clothes, launching brands in a short time with "Sports" and "environmental protection" and other themes, and participating in the internationally famous fashion week.

The domestic brands represented by Lining and Jiangnan Buyi have become popular, giving the outside world a great boost to Chinese brand confidence. Although Lining's success has some contingency, the design of restoring ancient times and tidal waves has indeed made some efforts.

In addition, young people feel more and more highly aware of the country, so integrating Chinese culture into the design, or integrating environmental elements, will make products more and more popular in this circle.

3 what is "hunting" after 90, after 00?

01

Borrowing from the media, multi-channel interoperability

The white paper, which is released by Tencent data lab "2018 clothing consumer groups," shows that people living in the first and second tier cities, who love the beauty and love social work under the age of 30, are the main consumers of fast fashion. Needless to say, "fast fashion" brands mainly earn money after the 90s and Millennials.

This age group is the only child of the consumer group. After 60 and 70, the material wealth created by the parents makes the user group comfortable and comfortable. Their demand for life scenes has the characteristics of consumption uncertainty, brand preference and no easy persistence.

Celebrities such as idol stars and KOL are particularly influential in "fast fashion" consumers. The former has strong ability to carry goods, and the latter recommends that products are more likely to be trusted. At the same time, more than 50% of young people will understand the brand related knowledge of fashion and luxury trends through social media channels.

Therefore, the brand needs to open up all platforms, perfect combination of official public number, electronic business platform and brand line stores to boost traffic and expand the market.

02

Create seamless shopping experience

Taking customer preferences as the core

When shopping online, consumers need "convenience" and "multiple choice"; while online shop needs more experience.

For brands, how to really provide consumers with a seamless multi-channel shopping experience is also a factor that can win young consumers.

Now there is no online consumer or offline consumer concept. What consumers want is "get the product whenever they want and wherever they are": clear target consumer groups, fully understand and cater to their preferences.

03

Grasp the new three or four line cities

Marching into multi industry product market

Over the past few years, shifting the focus of development to the three or four line market has become a major development strategy for major retailers. More and more fast fashion brands have also turned their sights on the three or four tier cities and begun to make a difference.

H&M, the world's leading fashion retailer, made its debut in Lanzhou in June 6th. This is the first time that HM has entered the Gansu market. The average daily traffic volume has reached nearly 1000 times on the opening day, and the scene is more popular.

The commercial development of these cities is developing rapidly. The fast fashion industry is relatively blank. Therefore, for fast fashion, it will not be entangled in the first and second tier markets, putting down the international brand value and sinking to the three or four or five tier cities.

In addition, this year's fast fashion brands are becoming more and more bold. Especially the fast fashion of the international brand, they are busy betting on their superior products and developing new businesses.

As early as the end of 2018, C&A announced that it would enter the wedding market this year and face the high-end customers. At the beginning of the new year, ZARA, who had always been very cold and cautious, announced that it would replace the brand LOGO, and then bring the brand-new parity makeup series to the exclusive sale in China.

Although wedding, make-up, children's clothing and other businesses in the fast fashion industry is no longer rare, but for these "latecomers", it is also a bold and challenging decision.

Written in the end

The "fast fashion" is still in progress. Ultimately, who can dominate martial arts is unpredictable.

But only by seizing the preferences of consumers can we go further. What is the future of fast fashion in China? Let's wait and see.

At the same time, we also wish that more high-quality domestic brands can seize the opportunity of consumption gap and quickly lead the trend to a larger international market.