Fast Fashion Industry Insight: Next Second Of Fashion

If you are a fast fashion crowd, you can always enjoy the fashionable and cheap clothes in any city, and you can always see new products in the window model. The trend index of the first tier cities is obviously higher than that of other cities. Among them, Beijing 134, Shanghai 125.5, Guangzhou 119.2, Shenzhen 132.7 four first tier cities have become the vane to lead the fashion trend.
The fast fashion brands originally locked only in the first tier cities, with the expansion of stores, the new tier cities are beginning to saturate. Now they are targeting the two or three tier cities. No matter the fashion element or the price, it is acceptable to the public. Naturally, it is more popular and popular than the big ones. The new generation CMMS fast fashion crowd urban change index, with the Mianyang 30.5, Wenzhou 22.5, Jinhua 14.5 as the representative city three years of change rate ahead, indicating that although the market has been relatively saturated, fast fashion brand still can not stop the pace of development, carefully planning for the rise of the mainland market.
Fashion consumption is related to economic strength. In the survey of the consumption performance of the new generation fast fashion generation, 00 showed outstanding performance, especially in central and Northeast China, and the change rates in 00 years after 3 years were 36.2 and 14.3, respectively. At this age, most of the consumer groups have only one child. The material wealth created by their parents makes the group comfortable. Their needs for life scenes change with the experience scene brought by the trend. In other words, "fast fashion" brand is to earn money after 90 and 00.
For fast fashion brands, "fast" is almost the gate of survival. For example, H&M, UNIQLO, one of the core competitive advantages of being able to sit fast and fast in the leading position of the fashion leader is to complete the product design from the top to the bottom of the store within 14 days.
The whole industry chain. CMMS survey data, fast fashion brand industry concentration C4 reached 66.2%, C8 reached 85.3%, industry barriers to entry are extremely high.
The CMMS survey also shows us the crowd characteristics of different brands. H&M and UNIQLO can always be popular wherever their stores are open. Consumers are mainly educated young women in the first tier cities. The brand new speed is definitely able to keep this group up to the trend; as the representative of the local clothing brand, Metersbonwe and Semir are also called the "two brothers of Wenzhou". Metersbonwe's user education is relatively low, and it is concentrated in three or four small cities in Southern China. Because of the large age gap, high income and high consumption power, Semir users can not only compete with international brands, but also plough three or four lines of cities and stabilize the market; consumers of NIKE and Adidas have high consumption and strong consumption. The most important factor in choosing sportswear is brand. Nike and Adi emphasize individuality and trend. The main consumer groups are those who are young, have purchasing power, enjoy sports, love fashion and pursue leisure.
From the lifestyle of different brands and fast fashion people, UNIQLO and H&M consumers focus on product quality, pursue high technology, love learning new knowledge, creativity, and like to buy brand-name products. NIKE and Adidas consumers are more likely to become opinion leaders. They have adventurous spirit, like to challenge new and changing life, like comfortable and quality products. JACKJONES consumers are more casual in personality, prefer to buy cheaper products, and prefer products that can relax themselves. Metersbonwe users live in small towns, and the comfort of small towns makes them more easily satisfied with the status quo, lack of initiative in the future, and lack of brand awareness.
"Fast food brand" and "main consumption crowd are younger" are the development trend of fast food industry. For those who like to take out most of the time, they are not 80 or 90. Moreover, these takeaway consumers are mainly concentrated in big cities, and the consumption scenario is mainly residential areas and office buildings. CMMS's three year data show that more and more fast fashion people are starting to chase after takeaway. The takeaway has become increasingly rich and the distribution is more and more convenient and convenient. The growth rate of the meal selection point takeaway is 20.9% in three years. Fast food, coffee bar, Chinese meal, bread and dessert are all the options for takeout.
Fast fashion young consumers are active and loving. They love playing sports such as swimming and swimming. They also like music, rock and other personal tastes. They enjoy the leisure of watching TV online and the excitement of all kinds of games. They increasingly like clothes that are comfortable and suitable for many occasions, including work, exercise and evening outings. Many fast fashion designs have insight into the characteristics of this group, so that sports can be superimposed on sports, and fashion in sports can become a new trend for fast fashion brands.
Fast fashion has been integrated into daily life, not only to reflect the sense of fashion and personal taste, but also to embody comfortable, casual and convenient needs to move at any time and place. The popularity of sports and recreation will continue to be maintained because it is consistent with the cultural transformation of health and happiness. In this context, fashion clothing crossover and mash into sportswear, sportswear will incorporate more fashion elements is the inevitable development. Fashion winds change rapidly, and every next moment is unknown.