• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Is The Myth Of Fast Fashion Really Entering The "Final Chapter"?

    2019/12/16 11:59:00 0

    Fast Fashion

    Rumors of Forever21's withdrawal from China have been fired for two months.

    This is just a silhouette.

    Over the past year, the word "fast fashion", the most darkest period in the history of business, has appeared frequently in terms of closures, bankruptcies and bankruptcies, and investors and consumers alike seem to have lost patience.

    For fast fashion brands, the myth of the past seems to have come to the final chapter.

    1. the collective defeat of fast fashion brands.

    Forever21's rumour of leaving China finally dropped the real hammer in April.

    All the Chinese websites were closed, and the flagship stores of Tmall and Jingdong were disappearing, leaving only a statement that the order before April 29th could be applied for refund before May 7th.

    The news came suddenly, and the process became apprehensive.

    Online dismal can be seen, consumption under the line is amazing.

    9.9 a color pure T, 5 yuan three pairs of style earrings, the original price of 399 basic boots 49 yuan to take home.

    There are also different styles of metal skirts, animal stripes, cross straps, PVC breast... All 20, 200 or 40.

    In fact, in the past year, the winning trend of fast fashion people represented by H&M and Zara is beginning to be rewritten.

    During the Christmas holidays last year, 486 of the clothes sold by the ultra fast fashion brand Boohoo sold for less than 5 pounds, which means that the shipping cost was higher than the product itself. Its competitor ASOS also sold 257 dresses and 2141 different styles of coat at a price of less than 10 pounds. H&M and Zara also started the biggest discount season in the whole year.

    Prior to that, Topshop, the "fast fashion" brand that has been in the UK for 50 years, announced its early termination of cooperation with Chinese franchise partners. In November 2018, another British fast fashion brand New Look, who fought for four years in the Chinese market, announced its withdrawal from overburden and plans to close its more than 120 remaining stores in China within the next year.

    In the first half of this year, gap's performance was also relatively passive. From the frequent closes at the beginning of the year to many executives, the acquisition of children's clothing, and the split group catalysis, it was committed to sustainable development and did not make any success in any single sector. It even failed to put Old Navy into a "core engine" strategy.

    Even the most successful UNIQLO in China has slowed down. Since last December, UNIQLO did not open new stores, and it is expected that 18 stores will be closed by the end of August this year.

    Once upon a time, fast fashion was able to support half the sky of the shopping malls. The newly built shopping malls should attract consumers, and the entry of fast fashion brands is essential. However, the fact that fast fashion brands have to face is that consumers are gradually "abandoning" fast fashion. More and more fast fashion brands join the "defeated" camp, discounting, clearing, closing stores, and evacuate China.

    2. fast fashion is being abandoned by young people.

    McKinsey's latest report is interesting. According to the survey, more than half of the fast fashion clothes will be abandoned in less than a year.

    It also puts forward a view that the new generation, such as post-90s and 00, will become the main consumer of clothing. They are no longer satisfied with buying clothes made from mass production at low prices, but hope to gain a unique experience and innovative products.

    According to the latest report released by fashion agency Thredup, 25% of female consumers said they would no longer buy fast fashion clothes from 2019, most of them young consumers. Of the more than 1000 women surveyed by Thredup, 58% thought that waste should be reduced this year. Another 42% said they would reduce waste by buying second-hand goods.

    The advantage of fast fashion is cheap, fast and low price, and behind this huge demand industry, there are many unbearable "secrets". With the popularity of the Internet, the dark side of fast fashion has been gradually uncovered. Such as the butterfly effect generally, for the fashion industry's criticism is coming in a rush, these criticisms are not only a single problem, but a chronic disease involving all aspects of the industrial chain.

    Brand aging has not penetrated into the new generation.

    When the "fast fashion" rises, the audience is mostly 70 and 80. Now, over the past more than 10 years, the 90 and 00 generation are completely different classes. They focus more on product and experience rather than brand effect. Fast fashion brands can not survive on the new market situation, new consumption forces, and lack of corresponding business upgrading mechanism.

    Product positioning is neither too high nor too low.

    From the perspective of brand positioning, fast fashion has been in a state of high and low. Fast fashion brands, in essence, are driven by price rather than high-end brands. In the fast fashion focus of the layout of the northern Guangzhou Shenzhen and other first tier cities, fast fashion has not been able to keep up with the pace of user consumption upgrading.

    "Cheap fashion", the quality of products is not up to standard.

    With the upgrading of consumption, consumers who used to pursue cheap goods now value quality, which makes "fast fashion" no longer fashionable. According to the information released by relevant departments, "fast fashion" has become the worst quality disaster area in recent years. Forever 21 brands have been punished for "adulteration, adulteration, adulteration, or disguised products as unqualified products" in products. H&M also has frequent quality problems in China. Since last year, it has been punished 5 times for quality problems.

    In addition, a large number of media exposure about fast fashion, people began to realize that the fashion industry, which is famous for its popularity, has hidden a lot of loopholes, not only the well-known environmental pollution, labor rights and interests, but also the secret supply chain and women's rights and interests.

    3. transformation and upgrading aimed at social grass platforms

    In the face of its own predicament, fast fashion launched a self help movement.

    The most striking thing is the joint trick of trying hard.

    In the first half of the year, UNIQLO could be said to have been scouring the Chinese market, and the cooperation with KAWS had produced a panic buying rush in China. The KAWS x UNIQLO joint on the counter was sold out, and the clothes on the model were also picked up. H&M, who is also a fast fashion brand, is also unable to sit on its feet. On the eve of the 618 launch of the most conscientious cooperation Series in the history, H&M Giambattista Valli fairy dress, fought the UNIQLO KAWS joint name, and plans to introduce another high-end brand &Other Stories into China.

    As a matter of fact, the impact of e-commerce on fast fashion is also greater, and the number of passengers on line is less and less. With the popularity of short videos, live broadcast, little red books, and the popularity of double micro and jitter, the capacity of net red KOL is constantly increasing, and the market competition is more fragmented.

    The fast fashion target group is relatively young, low purchasing power, and unstable style of dressing, it is more likely to receive Taobao brand impact.

    In such a situation, the new image and new field has become the target of fast fashion. For example, the zara2019 Spring advertising came online, and moved towards a simple sense of high quality, complying with the preferences of the millennial consumer groups. Even never invited the spokesperson, it started appointing 90 star Dongyu Zhou and Wu Lei as the Greater China brand image ambassador, and pre sold the stars in the Tmall flagship store. In the first half of the year, the company regarded cosmetics as a new growth point.

    In addition, in order to have a better understanding of consumers' views on the trend of Instagram, Zara hired designers of all ages to analyze this. At the same time, the online business platform provides designers with inspiration for design. Background data can help designers understand the keywords of consumers when shopping, so as to infer the trend of fashion.

    Of course, the last joint venture between UNIQLO and KAWS has caused users to rush frantically to get away from the announcement video and the success of a big wave of star network red.

    Recently, the joint chattering has set off a trend of fashion. Users wear their favorite UT to create different creative short videos. In video content, more Cosplayer put on UT, recreate the animated character, and set off a wave of classic animation memories killing it. The ultimate goal of the challenge is to train the new generation of young consumers in the world to brand awareness and purchase intention of UT.

    Source: where is the opportunity?

    • Related reading

    Why Do Young People Obsessed With UNIQLO? From Beijing To Vietnam Are Queuing Up.

    Instant news
    |
    2019/12/16 11:55:00
    0

    Nike Sports Shoes Block Chain Patent Technology Approved, Able To Generate Digital Version For Each Pair Of Sports Shoes.

    Instant news
    |
    2019/12/16 9:30:00
    219

    To Open The Cloud, We Need To Pay A Total Of About 21000000 Euros Compensation To Hedi Slimane.

    Instant news
    |
    2019/12/16 9:30:00
    18

    The Women'S Wear Industry Report: The Conversion Rate Of Live Broadcast To 21.2% Is Higher Than That Of Other Categories.

    Instant news
    |
    2019/12/13 17:04:00
    0

    Decryption Net Red Live With Goods: Is The Brand Side Oxygen Inhalation Or Drug Abuse?

    Instant news
    |
    2019/12/13 17:03:00
    0
    Read the next article

    The Sino US Trade Negotiations Are Delicate And Sensitive. The 2019 China Cotton (Zhangjiagang) Forum Explores The Trend Of Next Year.

    Since the beginning of this year, China's cotton industry has also experienced ups and downs as the situation of international trade has been unpredictable. Especially after May, the cotton market has been in a low position for a long time.

    主站蜘蛛池模板: 日韩欧美色视频在线观看| 欧美丰满熟妇BBB久久久| 黄瓜视频入口在线播放| 亚洲制服欧美自拍另类| 5g影讯5g探花多人运视频 | 午夜福利啪啪片| 国产九九久久99精品影院| 国产亚州精品女人久久久久久| 国产亚洲精品无码成人| 国产乱子伦视频在线观看| 免费看特级淫片日本| 人妖互交videossex| 亚洲人av高清无码| 中文国产成人精品久久下载| 91麻豆精品福利在线观看| 69性欧美高清影院| 露脸国产自产拍在线观看| 男人天堂手机在线版| 最近中字视频在线观看| 日本高清无卡码一区二区久久| 日本欧美大码aⅴ在线播放| 成年人免费观看视频网站| 宝贝乖女好紧好深好爽老师| 天使萌一区二区在线观看| 国产放荡对白视频在线观看 | 一级午夜a毛片免费视频| 2021日产国产麻豆| 又粗又硬又爽的三级视频| 成Av免费大片黄在线观看| 国产精品永久免费| 国产AV无码专区亚洲AV手机麻豆| 免费福利视频导航| 亚洲AV成人噜噜无码网站| 久久伊人中文字幕| 99久久精彩视频| 苏玥马强百文择| 欧美国产激情二区三区| 日韩精品免费一区二区三区| 日本三级韩国三级在线观看a级| 成人妇女免费播放久久久| 大香人蕉免费视频75|