How Does The Local Garment Industry Deal With The Threat Of "Fast Fashion"?

< p > combing the major news of this year's a target= "_blank" href= "http://www.91se91.com/" > clothing /a > industry, we can find that the competition between local brands and foreign brands has been going on continuously, and the most representative one is the market contention between "fast fashion" brands.

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Nowadays, local fashion brands are willing to upgrade their stores and value their experience, among which there are "quick fashion" brands' contributions from P.

Coveted the great potential of the Chinese market, more "fast fashion" brands are still in a large number of layout, and the competition faced by local brands is more intense.

Facing the strong "fast fashion" brand, it is the primary task for local brands to learn from them and break through from their encirclement and suppression.

This period explains the key words of garment industry 2013: breakthrough.

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< p > < strong > > fast fashion > market expansion > /strong > /p >

< p > in fact, the so-called "fast fashion" brand is only a general term for the outside world.

At present, "fast fashion" has brought a lot of pressure to China's local brands.

In the first half of this year, the layout of "fast fashion" brand stores was not large, but compared with other brands, there were still some signs of counter market expansion.

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< p > according to the statistics of union business, as of the three quarter of this year, UNIQLO reached 231 stores in China, 151 and 136 in H&M and ZARA respectively, 116 in Mango, 80 in MUJI (Muji), 63 in GAP.

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< p > in the past three quarters, H&M, UNIQLO, ZARA, MUJI, GAP, C&A and other "fast fashion" brands have opened more than 150 stores this year, of which four of the "fast fashion" brands (H&M, UNIQLO, ZARA, GAP) have opened two stores in China less than two days and a half.

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< p > at the same time, local brands have slowed down after opening their stores for a long time.

For example, according to the twenty-first Century economic report, last year, there were 176 new stores in the United States, less than half of that in 2011.

By the end of 2012, it had 5220 outlets and franchises in the country.

It is reported that in the first half of this year, the number of stores in the United States has dropped by more than 100, and the 100 outlets will be closed in the second half of this year.

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"P" to "go to stock" and "turn off the shop" have become the key words of most local brands this year, but this is not a matter of "fast fashion" brand.

As the first and second city brand is becoming more and more saturated, the recognition of the brand is not high in the three or four cities, and the cost of the shop is increasing only. The brand of "fast fashion" has begun to take a new way to share the market share of the brotherhood brand in the group.

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< p > in September this year, UNIQLO's eleventh flagship stores opened in Shanghai.

In addition to the brand of UNIQLO, the parent company's four major brands of fast selling group entered the Chinese market for the first time and joined the flagship store together.

The GAP, which has always been low-key, announced its expansion plan for 2013 in China at the beginning of this year. It said that there were about 35 new stores opened in 2013 in Greater China.

In August, GAP group announced that its OldNavy brand will be introduced into the Chinese market next year.

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< p > < strong > local brands begin to counterattack < /strong > < /p >.

< p > in the industry view, with the continuous entry and layout of these "fast fashion" brands, the pressure of local brands will gradually increase.

Against this background, many local brands began to fight back this year.

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< p > or take the United States as an example. This year, the "a href=" http://www.91se91.com/news/index_c.asp "Mei Bang" /a continues to upgrade the store, playing the main experience card.

It is reported that in the next three years, it will upgrade the experience shop mode in the whole country, including joining and direct operation.

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P is also a way to beat your opponent and learn from each other.

In October this year, AOKANG international proposed to speed up the promotion of direct business share, pushing "no a target=" _blank "href=" http://www.91se91.com/ "shoes" /a "shop" pformation "fast fashion".

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< p > as the old brand of fashion industry, Esprit of Si Jie universal has begun to actively pform "fast fashion".

In October, it appointed the former senior employee of ZARA parent company as president of group products.

However, in the industry's view, in the so-called "fast fashion" pformation, it is not comprehensive. First of all, its relatively high price is a big gap.

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One of the advantages of < p > < a href= "http://www.91se91.com/news/index_h.asp > fast fashion > /a" lies in the strong supply chain support and the high turnover of goods brought by the rapid market reaction speed. ZARA's rapid response to the market has formed a culture, which launches more than 20 thousand new designs in one year.

Even if local brands actively imitate, on this point, the difference between the two sides is not only "a short distance".

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< p > the reason is that many domestic brands did not invest enough in the early stage of innovation and did not establish a complete industrial chain. Two, in order to seek expansion, the local fashion brands went to the franchisee mode and tended to extensive growth, while the "fast fashion" brand was directly operated and had strong control over the whole channel.

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< p > with the gradual saturation of the clothing market of the first tier cities in China, the "fast fashion" brand is sinking to the two or three line city.

This also means that the competition in the two or three tier cities will become more intense, and Chinese brands will face severe pressure to survive.

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< p > < strong > sports area was invaded < /strong > /p >

< p > in fact, the "fast fashion" brand threatens not only the casual fashion clothes, but also the sports brand which has been in an awkward position.

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< p > in March of this year, Nike Beijing, which was the largest flagship store in Beijing, was located in the shopping mall of Wangfujing shopping center in Wangfujing, Beijing.

After the expiration of the lease, Nike replaced its "fast fashion" brand H&M.

And just four or five years ago, these sports brands were still competing for commercial real estate projects.

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< p > consumers may have begun to notice that in some shopping centers or department stores, some sports big names are hard to see.

Because in the first tier cities, the "fast fashion" flat effect (which means the efficiency of the terminal store is 1 square meters) is even higher.

From a certain point of view, sports brand and "fast fashion" are not entirely brand competition, but also a battle for channel.

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< p > the number of stores has been regarded as a barometer of retail industry.

Over the past year, the major sporting goods companies have paid for the extensive expansion.

Public information shows that in the first half of this year, PEAK closed 289 stores, closed 256 stores at 331 degrees, closed 241 stores in Anta, and closed 75 stores in XTEP.

Even the world-renowned sports brand PUMA (Puma) announced this year that it will close more than 90 unprofitable shops as part of its pformation and cost reduction plan.

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Up to now, the so-called sports industry recovery has not yet arrived. When the sports brand is still struggling to recover, fashion brands are already eyeing this area. P

In November this year, the Swedish fashion retailer H&M applied for a new LOGO "S" in Europe.

It is reported that the "S" concept series will be launched in 15 countries next year.

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< p > < strong > sports brand pformation: < /strong > /p >

< p > under such circumstances, change and pformation become the key words of sports brand.

In pursuit of faster response speed, this year, Adidas, a sports giant, has already dug up some of its talents from "fast fashion" brand such as H&M and ZARA.

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< p > in the industry view, from the "fast fashion" brand such as H&M and ZARA, it means that Adidas hopes for faster product design and speed.

For sports brands that have certain development potential in the fashion industry, learning from the experience of fast fashion design and production is undoubtedly a quick way.

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< p > in addition to the introduction of fast fashion talents, innovation in products and other negative aspects is another big move.

Domestic sports brand "big brother" Lining subversive style, after pformation, the first product is only spent 60 days to the market to launch a modified design of low price sneakers; Hongxing Erke "V collar T" also brings consumers a brand new lively, light and fashionable feeling.

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< p > however, it is still unknown whether sports brand pformation can be as fast as "fast fashion" brand.

For the sports brand, especially the local sports brand, to achieve the "fast fashion" high-speed operation cycle, the supply chain and distribution mode have to make great changes.

Drawing on the fast fashion model in business strategy, we need not only solve the problem of time limitation, but also need structural change.

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< p > "fast fashion" has entered the sports brand < a href= "http://www.91se91.com/news/index_s.asp" > market /a > momentum is really fierce, but in the professional sports field, they have not yet high-profile invasion.

Although "fast fashion" has the natural advantages of stores and supply chains, the higher the threshold of sports brand is, the higher the threshold for professional development, the accumulation of technology and even the precipitation of brand. "Fast fashion" brand is not professional in sports field, and it is also difficult to break through in the later stage.

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