Fast Fashion Is No Longer "Fast", GAP And Other Brands Have Entered The Outlets!

Under the environment of recession, the fast fashion pattern in China has also changed. The words such as discounts, closes, clearance and so on are linked with fast fashion. "Chinese version ZARA" La Natsu Bell has "exploded thunder" and "Forever 21 quit China" this summer. ZARA and H&M have gained a little breathing space through a large number of closed stores.

Fast fashion group brake, UNIQLO is unique.

Influenced by the market, the fast fashion industry has entered the "cold winter". Many brands choose to close stores or slow down the establishment of new stores. UNIQLO does not seem to be affected too much, and even opened 22 stores in the third quarter. What does UNIQLO rely on to maintain the banner of fast fashion in this economic winter?

KAWS X UNIQLO joint

As early as 2016, UNIQLO launched the KAWS joint T-shirt, which sold a total of 500 thousand units a week and sold nearly a million copies in a month. This is absolutely an amazing achievement. KAWS and UNIQLO's own fans groups have achieved good results.

More than a month before the KAWS series was released, UNIQLO began to instills "who is KAWS" through the Internet, and "why his works are popular and treasured". At the time of sale, the store experience is enhanced, and large-scale displays are displayed in windows, walls and flagship stores.

Price advantage

In the large number of KAWS cooperation brands, it covers high school and low-end brands, high-end luxury show such as Dior and other luxury brands, and the middle end, such as Japan's toy factory Medicom Toy, has launched plastic dolls. UNIQLO is located in the low-end brand. It can be said that this is the cheapest one among all the products of KAWS. In addition to the joint name of KAWS, UNIQLO and Gundam, One Piece and man Wei have achieved good results every time. UT, a trial product originally used to explore the low price strategy, has become a cultural symbol in cross boundary cooperation with movies, comics, games, animation, branding classics, art, and outdoor elements. It has achieved a successful crossover from selling t-shirts to selling culture, which has also helped to consolidate the fans of Japanese brands.

Online and offline two-way drainage

UNIQLO takes the same line and the same price mode to conduct two-way drainage. After online ordering, it supports the store itself, and the online fitting can also be sent to the home online. UNIQLO will integrate the electricity supplier with the traditional fast fashion industry. Through efficient supply chain, the online and offline channels can be unified and become a retail channel as a whole to improve market share. During the double eleven period, UNIQLO's online inventory quotas led to a good sale of online traffic to offline stores.

　　 Excavating sinking Market

The three quarter growth of new stores is mainly in Jiangsu, Zhejiang and Shandong. Among them, there are 6 newly built UNIQLO stores and 2 GAP MUJI products. The three quarter is still a second tier city as the main expansion area, the second tier city accounts for 50% in the new store, it is worth mentioning that the four line cities are accelerating expansion, and 16 cities in Zhenjiang, Huaian and Qingyuan have attracted new fashion shops. Almost every new new shopping center is added, and new fast fashion brands are entering.

UNIQLO and H&M are sinking below four and four lines. 7 of the 22 new stores in UNIQLO are located here. MJstyle has 3 new stores located in Xingtai, Puyang and Yichang, and 2 of H&M are in Hengyang and Huaian respectively.

　　 Location OLE

Fast fashion brands have made adjustments not only in the addition of new stores, but also in the location of their stores. GAP is different from the past shopping centers in downtown areas. This year's GAP is closely related to outlets. Oteri J has become the main location for GAP expansion. In the three quarter of GAP, 8 new outlets have reached 6 outlets.

　　 Diversified market

MUJI has enriched its brand structure on the basis of fast fashion. In September this year, the first flower, fruit and vegetable market was introduced into Yunnan, and the various elements of Yunnan were fully integrated into the channels of various shopping districts, so that there was correlation between shopping districts and districts. At the same time, it also cleverly connects local characteristics, and selects local flowers in Kunming for sale, so that every living person can experience "feel good life" in an all-round way. At the same time, there are also Caf e &Meal MUJI and Drink Corner (tea drink).

Fast fashion brands use their own ways to resist this "economic cold winter". Xiaobian believes that those who are left behind by the market are winners.