Li Kailuo: Clothing Moves Between Fast Fashion And Slow Life.

The fast fashion (Fastfashion) brand, represented by ZARA and H&M, has been holding the fair and fast javelin. It has swept the globe and created another commercial miracle. It has also created a fashion of fast fashion.

For a while, as long as in a little prosperous city, you will see ZARA, H&M, C&A and so on.

In China, a large number of local brands, represented by the United States and the ME&CITY of the United States, have begun to test the water fast fashion.

Fast fashion makes people who are chasing fashion rush to get the pleasure of parity, but pursuing the trend and shopping crazily after all will cause fatigue and boredom.

The "slow life" corresponding to "fast fashion" has become popular.

Limitless business opportunities

According to the study on the Chinese urban residents' fashion index, 39.2% of the middle and high - and middle - and high - income residents in 10 large and medium cities in China will buy clothing every other month, and the use rate in the following year falls to about 10% in the following year, of course winter clothes are excepted.

Durable consumer goods, once considered long term, are now fast changing consumer goods.

16.5% of consumers will replace their phones in less than a year, and 26.1% will replace MP3 in about a year.

In addition, durable consumer goods such as digital cameras, notebook computers, private cars and so on have also been rapidly updated, and the frequency of replacement is much higher than that of other countries.

The frequency of consumption has accelerated, but people's income has increased very slowly.

Although most of the target consumers are eager for fashion, they do not have the ability to consume high-end luxury brands frequently. This determines that fast fashion must be priced in order to become popular.

ZARA and H&M have been able to see this point. They adopt the strategy of accurately identifying and rapidly launching corresponding clothing styles when the fashion trend is just emerging. They can quickly collect their best ideas for their own use, borrow the design power of luxury products, sacrifice some quality, fast speed and high frequency fashion to meet the needs of consumers to follow the trend.

Fast fashion makes people who are chasing fashion rush to get the pleasure of parity, but pursuing the trend and shopping crazily after all will cause fatigue and boredom.

The "slow life" corresponding to fast fashion has become popular.

Slow life originated from Europe and gradually spread all over the world, and also spread to China.

Moreover, in China, those who advocate slow life have a new name, "leisurely visitors".

As the name suggests, the image of this word points out the essence of slow life, that is, to let people feel leisurely and carefree, to slow down in work and life, and to feel the people and things around them in an open-minded and appreciative manner.

Once a trend becomes fashionable, it is possible to breed new business opportunities and generate new economic growth points.

When others are beg for speed, you will slow down, and you will find another new world. The most sensitive businesses will be able to feel the opportunities in the subtle changes of the social form.

In recent years, slow travel and slow restaurant are undoubtedly representative of business opportunities in slow life.

From "get on the bus to sleep, get off the urine, go to the scenic spot to take pictures" of fast tourism, go to the casual travel, advocate slow travel on the road to slow down and enjoy life; from the OFFICE clothes that are easy to match with the rules and regulations, to the WEEKEND clothing specially for weekend leisure sports; from fast-moving fast food restaurants to slow time restaurants that kill time; from slow food, slow writing, slow love to slow reading, slow design.

It can be said that every daily life style has been given a new "slow" interpretation.

Of course, the "slow" here does not mean the absolute slowness of speed, not to say that everything should be slow but relative to the fast pace of life.

The essence of slow life is not to support laziness, to slow down, but not to procrastinate, but to advocate a healthy and happy way of life, so that people can try to taste and enjoy life in detail, so that their life can be relaxed and calm, so that the mind can be calmed down.

Hold fast and slow

On the other hand, it is a fast fashion to catch up with "panting", while the other is a leisurely slow life.

It seems a bit confused whether it should be fast or slow.

In fact, fast or slow, can produce unlimited business opportunities.

The business mode of "fast fashion" brand is "fast, small amount, multiple", artificially short of goods, and "fast" is its most prominent characteristics: rapid design, rapid production, quick sale and quick update.

The goal of ZARA is to complete products in 15 days, from design, purchase, production to the sale of stores on the global stores (the domestic garment enterprises generally need more than 30 days'), and distribute them to most shops in Europe at 24, 48 hours to the United States, and 48~72 hours to Shanghai, China and Japan.

Fast fashion "fast" allows ZARA sales of over 10 billion euros, and behind all this is a rapid response system for the integration of product development, production, logistics, and direct selling of stores. This fast and powerful commercial chain system is the real support and guarantee for ZARA to make "quick" money.

In China, fast fashion is still very blind and superficial.

The high frequency of fashion consumption leads to a lack of awareness of brand connotation and a low brand loyalty.

This tests the knowledge system and operation ability of many enterprises.

If there is a slight lack of updating capability, it will soon be abandoned by fast fashion consumers.

In addition, fashion and fashion industry chain drives the rapid development of fashion media, and active media communication brings the latest fashion information to China at the first time, thus promoting the rapid change of Chinese fashion trend.

The rapid development of Internet plays an important role in the process of interpersonal communication of fashion information, which seriously affects Chinese people's cognition of fashion and the construction of fashion knowledge system.

In many cases, the media often tell the fashion labels to people frequently, continuously, quickly and conveniently, giving the masses strong stimulation, prompting them to have the desire of rapid renewal, rather than from personalized behavior and deliberation.

It can be seen that the Chinese people's understanding and cognition of fast fashion are mostly from the mass media's commercial propaganda, which is a typical commercial fashion.

This characteristic determines that the people who operate it have excellent business operation skills, and the outcome is often business and business.

The so-called "quick" is good, fast and fast.

Enterprises have to be cautious.

Unlike fast fashion, people with slow lives seem much more rational.

But reason does not mean coping well.

These slow people pursue quality and personality, and are more picky from another perspective.

They are more loyal to their favorite brands, but if they want to capture their hearts, they will not be able to do advertising or ask a celebrity endorsement.

Therefore, to do "slow" people's business, on the one hand, they should have enough taste and connotation; on the other hand, they must have more perseverance and patience to improve the quality of products and cultivate a hundred years brand.

Once the "slow" consumer market is occupied, it may not be able to achieve rapid expansion in scale, but there is definitely a substantial return.

"Time is life, time is money", the famous saying of American Franklin inspired several generations, and the busy pace of life has been recognized by most people.

John Lennon said: "when we are struggling for life, life has already left us."

It is "fast" that has quick reason, "slow" has a slow way.

In fact, neither fast nor slow is in line with the balance of yin and Yang. Sooner or later, slow, slow and fast, the combination of speed and speed may be able to better understand the true taste of life in a systematic society.

Put forward:

On the other hand, it is a fast fashion to catch up with "panting", while the other is a leisurely slow life.

It seems a bit confused whether it should be fast or slow.

In fact, fast or slow, can produce unlimited business opportunities.

Karol Lee

China's leading fashion industry economic research expert, China's famous regional economic, industrial, business planning strategy expert, currently the head of the Blue International Institute of industrial economics, and President of Bi LAN International Investment Consulting Co., Ltd.

Over the years, he has devoted himself to the research of China's commercial form and the law of economic development of the international fashion industry, and is a practical scholar focusing on the research of fashion industry's economy.