How Does The Clothing Enterprise Change The Way Of Consumption?

There are many indications that the consumption concept of this young people has really changed. So, as a clothing enterprise, should we follow the trend?

In 1993, boutique store What Goes Around Comes Around (WGACA) opened in the most prosperous SoHo area of New York, selling only first-rate brand clothing.

At that time, there was no appreciation of the old style in the market, and second-hand luxury goods were not even a particularly reliable business. Surprisingly, WGACA opened for 26 years and opened five new stores. To this day, the ancient custom has evolved into a unique style of wearing and dressing. The rare single products that were once famous were hot in the market.

In many people's concepts, old and secondhand clothing are easily confused, and their meanings are slightly different. The old word comes from Japanese vocabulary. It refers to the clothes that are bought in the secondary market and are no longer produced. Although it sounds both small and high-end, actually it can be sold very expensive and expensive.

In Japan, ancient shops can be roughly classified into three categories: parity ancient shops, luxury middle stores and contemporary second-hand stores. The price of the clothes in the ancient price shop is relatively close to the people. An ordinary shirt is only RMB one hundred yuan. From the data point of view, the second-hand economy represented by ancient times has been growing for several decades in developed countries.

According to the research report released by ThredUP, the largest consignment resale website in the United States, around 56 million female consumers bought second-hand clothing in 2018, and the size of the second-hand clothing market was as high as 24 billion dollars. This figure is expected to soar to $51 billion by 2023.

According to TredUP analysis, the growth of secondhand clothing is so fast that it is mainly due to the circulation of commodities (Resale). Under the new consumption trend, the Z generation born 95 years later has become the core supporter of the second-hand economy. On average, one out of every three or 95 years is willing to pay real gold and silver.

Recycled, recycled and used products are not only clothes, but also old books, old magazines, used lenses, black tape and second-hand refitted cars now have prosperous circulation market and numerous fans.

Leica and Nikon, a century old shop in the imaging industry, recorded precious images in the war years for photographers. In the era of peace, many photographers were born. Photographic works have memories, rotating ring rings, half pressing shutter keys fingers also have memories.

For beginners who are beginners at the beginner, a good quality lens installed on the secondary market can be added to the camera to practice. The classic word-of-mouth classic lens can be circulated in the market for many years and is not out of date. That's why many photographic equipment stores now support the second-hand lens recovery and replacement.

From the perspective of industry chain, there is a need to have a complete division of labor mechanism for the recovery, repair and circulation of second-hand goods in order to operate more efficiently. Different kinds of second-hand goods should be disposed of separately. For example, second-hand booksellers should be responsible for quality inspection, warehousing, pricing, logistics and distribution, and so on. For example, secondary lenses need to be tested and repaired before they can be circulated again. This is a process of converting non-standard goods into standard goods. By improving the utilization rate of idle articles, the ideal state of "less production, reuse and recycling" is finally achieved.

In academia, this kind of economic organization with some utopian colors is called the "circular economy". It was first proposed in the 60s of last century. Accenture also expressed recognition of the concept. In the book "turning waste into treasure", the consulting firm pointed out that the global economy is facing a tremendous opportunity and Transformation: transforming to a circular economy. That is, from the "acquisition, manufacturing, abandonment" of traditional business to "acquisition - Manufacturing - re acquisition - remanufacturing - repeated acquisition - duplication of manufacturing" form.

The larger scale circular economy can not become a reality in the short term, because the infrastructure in the industrial chain is not perfect enough, and there are many obstacles to cooperation and the cost is high. Many domestic start-ups are making efforts in this direction.

From the lowest threshold of second-hand books, reading neighbors first collected books from users, unqualified books were sent to local processing plants, and effective books were packaged and sold to B partners. At present, the category of reading coverage has expanded from books to 3C digital and daily necessities, trying to provide a set of mature and easy used commodity management and circulation solutions for partners to improve the utilization rate of "old goods" and satisfy the needs of consumers at the same time.

If the infrastructure of circular economy can be further improved, the data related to supply and demand can be more freely regulated in accordance with regulations. Theoretically, it will help to prevent overproduction and reduce wastage of social consumer goods enterprises, thereby reducing the impact of economic growth on the environment.

As if not long ago, mainstream public opinion was still discussing how to save the traditional culture. Now, such a discussion seems to have lost its meaning. However, a new situation has brought new concerns: Why did traditional culture break through the plight of the past? Why did the revival of traditional culture come so fast? Why do young people nowadays love traditional culture so much?

Obviously, the answer to this series of "why" will never be any single factor, but it must be the joint action of various social and environmental factors. In many factors that influence the "re popularity" of traditional culture, there are two key points: the demand for social development and the flow of industrial capital. Only by finding out its specific influence on the revival of traditional culture can we have a deeper understanding of the essence of this trend, so as to better understand, integrate and guide this trend.

The driving force of social demand for the trend is crucial, but it is not enough to allow a trend to sweep so quickly. In this process, the flow of industrial capital plays an important role in catalysis and acceleration. It is not difficult to find that the more popular industrial capital is and the more mobile it is, the more popular trends and trends are. The new trend will hardly arise in those areas where capital is hard to flow, and even if it is difficult to produce a wider impact. The trend of "re popularity" of traditional culture has just caught up with the vigorous development of China's market economy, the shift of investment hot spots from second industries to third industries, and from the people's livelihood to the cultural orientation.

For many non-traditional communicators of traditional culture, the influx of industrial capital "subsidized" their personal hobbies, and even maintained them. For large enterprises in the fashion and Internet field, capital gave them strong strength to produce related products, and promoted the popularity of traditional culture. Many Internet UP owners are almost half full and full-time in traditional culture communication, and a large number of national brands are springing up in the market. All these phenomena are inseparable from the promotion of industrial capital. How to make good use of these capitals so as to maximize their positive effects and guard against their negative effects is a question that the disseminators of traditional culture need to study.