How To Stand Out In The Fierce Competition Becomes A Topic That Must Be Directly Faced By Fast Fashion.

"Husband, H&M now has a big sale and it's" 300 yuan to send 50 yuan coupons. "Come on. Zhao Yun is pursuing fashion. H&M In the shop, he was holding a pile of clothes and calling to tell his sweetheart.

Actually, this is not the first time that H&M has done the "full delivery" activity. In fact, it has tried this way last year. However, this year has been particularly frequent. In February, the headquarters had just issued a notice of "full delivery" activities, and announced that it should do it again in April 4th.

Analysis of the industry, Fast fashion It is "fast" to play, while other brands in department stores are reluctant to make discounts, they do activities for new products, that is, to speed up the circulation of new goods and to catch guests by sending tickets.

But some people just like to be trapped. "I also like ZARA. Every year in January and July is the ZARA discount season. In the month of discount, the cheaper it is, the more scarce it is. " Zhao Yun said that it is "a kind of happiness" to buy products that are desirable during the discount period of fast fashion brands.

　 Cheap luxury

With the development of society and economy, many consumers are hungry for fashion, but they do not have the ability to consume luxury luxury brands frequently. The frequently updated fashionable low priced products can meet the needs of this group of people.

ZARA designers often go to the forefront of fashion cities in New York, London, Paris, Milan and Tokyo to understand the latest fashion and consumption trends of women's clothing and accessories, and to keep track of first-hand information such as merchandise sales and customer response.

Generally speaking, after the release of the latest international style, ZARA and other fast fashion will be imitated and integrated. The production of the clothes on the retail stores will take about a few weeks at the fastest time, and consumers can buy similar styles like Giorgio Armani and other international brands at less than half or even 1/10 of the price.

It is reported that in Europe, ZARA pays tens of millions of euros to the top brands every year because most of their styles are copied. The fast fashion brand Forever 21 has also become the focus of plagiarism accusation. Anna Sui (Anna Sui) in the spring and summer last year, a red print dress of over 200 dollars was priced at $17.8 in a similar product Forever 21.

Original design is not the selling point of fast fashion, so plagiarize others. Fashion brand The design has become one of the "hidden rules" of fast fashion brands. Cheap "Shanzhai" clothing benefits consumers, but infringes the intellectual property rights of other brands, and the lack of unique original design will become the biggest obstacle to fast fashion brands.

The design of plagiarism has been criticized by many people in the industry. Some fast fashion brands are seeking changes.

In November 17, 2011, Versace's clothing series for H&M was launched. Donatella, Donatella, the head of Versace, appeared in H&M store in London on the same day, Donatella Versace.

A few days later, H&M also announced a high-profile collaboration with Marni, famous for its African style of print design. This year, it will sell the clothing, shoes, jewelry, handbags and other accessories of the Italy fashion brand Marni founder on 260 H&M stores and networks worldwide.

The Japanese brand UNIQLO (UNIQLO) also started working with designer JilSander very early. The design of the latter was famous for its simple lines. After leaving the old PRADA, Jil Sander's +J series designed by UNIQLO lasted 3 years.

While actively engaging with luxury designer, consumers are no longer a fashion taboo when they want to cut down on clothing purchases.

Luxury goods targeted at high-end markets all year round find the "new world" for Mashup, and explore the potential of middle-income consumers. Many luxury group chief executives recently expressed their willingness to cooperate with fashion, small profits and quick turnover fashion brands to "luxurious populace".

　　 Domestic brand protuberance

This is exactly the same as "speed seeking" in the fast food era. The fast fashion of fashion industry, which is characterized by "fast, ruthless and accurate", is rising rapidly, driving the fashion trend of the whole consumption.

Fast fashion clothes are incredibly fast. Their outstanding characteristics are fast delivery time, fair price and keeping up with fashion trends. Fast fashion, super high frequency update fashion, always follow the trend of the characteristics, let the fashionable pursuit of people.

Recently, aldun held the ceremony and press conference of the "China fast fashion brand focus construction demonstration base" at Beijing International Hotel. This time, the Ministry of industry and commerce can award the "China fast fashion brand focus construction demonstration base", which fully demonstrates the industry's affirmation of the development of China's fast fashion brand.

The SPA model represented by alstonton has made rapid breakthroughs in recent years, and has been widely promoted in China's garment industry dominated by production. As a pioneer and successful practitioner of the SPA business model in China, Alton was reelected in 2011 as the ten brand of the brand China Gold spectrum Award for men's clothing industry, and won the honor of "Jiangsu clothing (Home Textiles) own brand 30 strong enterprises" and "2011 most investment value brands".

It is also an early adopter of SPA in China. The company takes "fast fashion, benefit the masses" as the brand proposition. The product is located in the "young and middle-aged fashion", mainly for three or four line cities 25-45 years old middle income and fashion loving men to provide clothing and clothing products.

Through the control of the retail terminal channel, the company acquired the market demand information in time, and fully integrated and utilized the supply chain resources to integrate, control, and manage the product's planning, design, production and sales. With the characteristics of production outsourcing and "member database marketing", the company has been developing rapidly in recent years, combined with the effective application of SPA mode.

When Metersbonwe came out of fashion, Baleno and JEANSWEST and Giordano were needed to compete, but it was not an easy task to accomplish. But in the past few years, the company has done pretty well. After the listing, the new competitors of the United States dress are no longer the brands that originate from the mainland. It will be targeted at the leaders of the international fast fashion industry such as H&M and ZARA.

In the scramble for fast fashion market in the United States, American Apparel is not only referring to H&M and ZARA. In addition to Beijing, Shanghai and provincial capital cities, the "ME&CITY" outlets also penetrate into the two or three line cities such as Guangxi and Baise. While H&M and ZARA are powerful in the first tier cities such as Beijing and Shanghai, they are almost empty in the remote two or three line cities.

According to the analysis of the industry, the consumption power of the two or three tier cities is not weak. Many domestic clothing brands have successfully excavated the two or three line market successfully. They hope to set up a feasible profit model through setting up a direct store in the two or three line cities, so as to prepare for the strategy of starting franchisees in other parts of the country soon.

At the same time, international brands are also accelerating the layout of the Chinese market. In addition to sticking to the main line, the next destination of international fashion giants is moving to China.

Recently, H&M has opened eighty-eighth stores in China, and in 2011, it added 24 new stores in China. Data from the Swedish Commercial Bank show that the number of H&M stores in China will increase three times in 3 years.

According to statistics from UNIQLO's official website, as of March 13, 2012, UNIQLO stores reached 116 stores nationwide. Pan Ning, general manager of UNIQLO Greater China, said in an interview that he will increase investment in China in the future. He hopes to open 100 direct stores every year before 2020, and speed up access to the two or three tier cities.

How to stand out in the fierce competition and become a fast facing fashion brand must be faced directly.

"Fast fashion products compare with slow fashion products with high cost performance and low brand premium. There are many things that domestic fast fashion brands need to learn and improve. An insider has spoken frankly.

From the point of view of market competition, fast fashion can be favored by consumers because the brand operated by fast fashion mode can provide rich and diversified products and improve the fashion selectivity of consumers. On the other hand, fast fashion brands are cheaper than slow fashion. How to balance the two and catch the hearts of consumers, the domestic fast fashion brands need to learn from international brands. {page_break}

　　 Quick shortage

"Pants have just worn for a month, and the crotch has been worn away, and when my colleagues told me at work, I lost my hair this time, and more than 400 of my trousers are useless in a month." Mr. Wang said angrily.

Mr. Wang from Beijing bought a pair of overalls in the ZARA shop. At first, he was excited by buying his favorite style, but he began to complain about it after a month.

Although the speed of expansion of all fast fashion brands is alarming, brand development is also a crisis.

In August 2009 and December, Shanghai industrial and commercial bureau and Beijing Consumers Association found out that the quality of ZARA lady's sandals was not qualified, and the overcoat was 10%.

In January 2010, Shanghai city commerce and Industry Bureau found that a ZARA baby coat product color fastness is not up to standard. In the same month, the monitoring results released by Harbin industry and Commerce Bureau showed that the quality of ZARA products was not qualified and the pH value exceeded the standard.

In March 2010, some products such as "moisture resistance rubbing fastness" and "instructions for use" were not found to meet the requirements of ZARA in Zhejiang Provincial Bureau of industry and commerce. In December 2010, the Beijing Consumers Association once again found that the ZARA coat label contained 70% down coats and the actual cashmere content was only 51%.

In April 2011, the Consumer Association of Beijing detected the quality problems of ZARA for the third time. The "color fastness to moisture and rubbing" and "instructions for use" were once again unqualified.

...

The first thing to sacrifice is the quality of products. Poor fabrics and rough workmanship are embarrassments that some fast fashion brands can't avoid.

When the stores adjust the supply with the tide changing, the "quick response" becomes the key to winning the competition. Clothing factories emphasize quality rather than speed. Every retailer is eager to get the fastest supply chain, and the production cycle is continuously compressed, which is shortened from several weeks to days or even hours.

A dealer told reporters that a few years ago, a single order of a large retailer usually agreed to produce 4 styles of clothing in 40 thousand weeks in 20 weeks. Nowadays, it is difficult for garment processing factories to receive large orders such a long production cycle.

As the first fast reaction force in the fashion industry, Topshop successfully reduced the production cycle from 9 weeks to 6 weeks. The record was quickly refreshed, and H&M took only 3 weeks to complete the whole process from design to merchandise.

H&M, ZARA and other "fast fashion" mode is the most keen learning direction of Chinese clothing companies in the past few years. But a number of garment enterprises recently found themselves tired of "fast", because "fast" slowed down.

"Many domestic enterprises only stay in one aspect of ZARA learning, such as its buyer model, and have a smattering of knowledge, and there are bad management patterns in the procurement and supply chain." Zhang Dali, senior consultant in management consulting, told reporters.

Recently, Metersbonwe, a casual wear brand, has been beset by the stock crisis. According to the three quarterly report of 2011, the company has a total current assets of 6 billion 18 million yuan, of which inventory has reached 2 billion 982 million yuan, accounting for 49.55%, accounting for nearly half of the current assets.

As an excellent representative of local garment enterprises, Metersbonwe seems to have gone bad luck. Because of the SCM (Supply Chain Management) capability problem, the long-term loss of Bong network, the impact on the earnings of listed companies and the high inventory were exposed by the media. Recently, the ME&CITY brand Shanghai Huaihai Middle Road shop was also closed because of the high rental pressure.

To pursue "fast" blindly, there must be a mistake in busy schedule. How to reduce the probability of error is a test of the wisdom of fast fashion brand management.

In addition, the principle of "fast fashion" depends on the principle of low price and speed, which challenges the limits of workers. In developing countries, garment processing factories earn little profit from each order. Shortening the supply cycle will undoubtedly aggravate the pressure of garment factories. Workers will probably work for more than ten hours in order to rush orders, and the pressure will increase significantly and overtime pay will be very limited.

After all, how to better protect the rights and interests of workers and fulfill their social responsibilities is also the responsibility of successful fast fashion brands.