Versace&Nbsp; For&Nbsp; H&M Now Returns &Nbsp; European "Wild" Is Difficult To Control.

The Versace for H&M series, which has just triggered overnight queues and frantically snapped up, suddenly appeared in a large-scale withdrawal this week. This is Fast fashion brand H&M For the first time since the launch of the design series. Why do we fail this year?

　　 I didn't try it on when I bought it.

A large number of new orders appear in the new series.

Shopping malls are like battlefields. The Versace for H&M, which has just been linked to luxury brands, triggered a worldwide rush to buy fans, and this week it encountered large-scale returns in China's Shanghai, Hangzhou and Beijing. Reporters found that many consumers in micro-blog "sun alone" when they expressed willingness to transfer clothes that do not fit or upper body effect is not good. In addition, on Taobao's Internet, people have already transferred clothes seized in the idle goods trading area.

A customer who successfully snapped up "Versace for H&M" clothing complained on micro-blog: "how did the fashion models of European and American models wear in advertising? How could they go to their bodies? But I had to return all my clothes, leaving only a few accessories, and it was my Versace (Versace) support."

"On the 17 day of the new sale site, we only allow 15 minutes for each customer to try on clothes, and 1 pieces of clothing have only 1 pieces per number. Many customers simply do not try it on in order to grab the style they like and rush to pay directly." H&M the clerk said, "if you can buy the right clothes, then what else is the fitting room?"

　　 Good looks and bad wear

Asians can't control European style.

In the past, H&M has been holding hands with international designers or designers. "Versace for H&M" clothing conference, the beautiful clothes on the model, why all of the customers have changed their taste?

Kang Lanxin, Dean of Vocational Education in Chinese collocic division and Dean of dress and collocation school, said that the "Versace for H&M" series is specially designed for Europeans and Americans. Asians' body and color are hard to control such a high style and high saturation color. Moreover, the design style is very "wild", which is not suitable for Chinese consumers' daily clothing needs.

Not only ordinary consumers are unable to manage part of the "Versace for H&M" new model, but also some stars are hard to control the "Versace for H&M" series. Netizens joked that Zhou Bichang's image after wearing a black rivet leather skirt was just like "Terracotta Army".

Zhou Ting, executive director of the luxury research center of the University of foreign trade and economics, said that the time of "Versace for H&M" listing is also a problem. Many summer wear styles may not be fashionable when they wear them next year. This is also one of the reasons for the large number of withdrawal orders.

Previously, Ye Haifeng, the international packaging designer and designer of the packaging brand, said that cooperation with international brands could make the products more international and stylish, but they should also take into account consumers' preferences, otherwise they would be self defeating. {page_break}

　　 Follow the example

Two design proposals for Asia Europe

Novelty, change and speed have always been the law of fast fashion brand, but these are not enough to attract consumers' attention. Consumers like clothes that show their individuality, rather than copy the styles of European and American design. If you want to have a place in the Chinese market, you should cater to the Chinese consumers' preferences and design the right style. In this regard, Zhou Ting said that H&M's excessive pursuit of luxury effects, such as "limited edition" and "restricted shop offering", is a move from luxury brand to school. However, as a fast fashion brand, its market positioning and customer base are different from that of luxury brands. Fast fashion brands are linked to luxury brands, not just a way to cater for changing psychology. They should consider more ways to shorten the distance between luxury goods and fast fashion, and bring consumers something of value. Kang Lan Xin said that in the past, the sales performance of H&M cooperation with big brands was good, proving that this method is worth promoting. Future cooperation should create two routes: Europe, America and Asia. Asian lines can consider holding hands with famous designers in China so that they can continue "..." The concept of for H&M can also better satisfy the preferences and needs of Chinese consumers.

In this regard, Ye Haifeng also said that the brand in the design of clothing can not blindly pursue internationalization, we must consider the details of consumers' body shape, skin color and other factors, so as to design fashion and sales clothing. This is the most effective way to enhance brand influence and performance.