Fast Fashion Brands Crush Home Threshold

With more and more enterprises entering the fast fashion field, the fast fashion of clothing is no longer blue ocean, and the fast fashion giants are also seeking new blue ocean.

Following the introduction of Home series into China after Zara, H&M began to introduce home products into China in January this year, and in China's Beijing, Shanghai,

And other 6 cities to introduce home series.

A few days ago, H&M opened another flagship store in Shenzhen imperial court, and the H&MHOME home series opened the layout in Southern China.

For so many fast fashion tycoons across the border to make home brands, analysts believe that they can not only bring their experience in fashion and fabric development into play, but also cater to consumers' psychology of "parity fashion", but whether they can grasp it depends on whether enterprises can continuously innovate and meet consumers' needs without interruption.

H&M home series

Introducing Southern China

Generally speaking, the replacement of household items is not as fast as the replacement of clothing, and there is no obvious seasonal distinction.

Recently, however, more and more fast fashion giants in the apparel industry are looking at this market and accelerating its layout in the Chinese market.

In August 28th, H&M, a leading international fashion retailer, entered Shenzhen's Diamond Heart Plaza and opened its tenth store in Shenzhen.

The new store has two floors, including women's wear, men's wear, teenage wear, children's wear and household products, including clothing, accessories, cowboys, and many other products.

Reporter in

On the day of its opening, H&M fans lined up at the front door of the shop, waiting for the opening ceremony.

Reporters learned that the opening activity attracted so many consumers. On the one hand, miss Zhang Zilin was in the ribbon cutting ceremony, and the most important reason was that the Royal Plaza store first introduced the H&MHOME home series in the Southern China area.

H&M's Greater China brand spokesman AmyFu told Nanfang Daily that H&MHome's autumn series is inspired by the soft Nordic autumn light and ancient English poetry, blending fresh style and poetic elements to design more detailed products for each room.

Texture, contrast, abundance and warmth are the key to this H&MHome fall series.

H&MHome is positioned in the young and fashionable crowd. They are concerned about design, material and price sensitivity. They conform to the business philosophy of H&M "providing fashion and quality at preferential prices."

She said that since the introduction of the home series in China in January this year, H&M has introduced home series in stores in Shanghai, Beijing, Suzhou, Chengdu, Shenyang and Chongqing.

Guangdong is a key market for H&M to expand in China. Especially in the southern region, the livability, pace of life and the increasing consumer characteristics of fashion home products make H&M confident of Guangdong's home consumption market prospects.

MagnusOlsson, general manager of H&M Greater China and Southeast Asia, is pleased to say: "H&M has more than 3300 stores in 54 markets worldwide, and what is pleasantly surprised is that the Greater China region is one of the most powerful markets for H&M development.

In order to further expand the Chinese market, H&M official shopping website will enter China in the second half of this year to provide consumers with a more convenient shopping experience.

With the official opening of the Royal Plaza store, the new H&MHOME home series entered Shenzhen for the first time. It will be another milestone for H&M to enter the Shenzhen market since 2010. It is sure that a new round of fashion craze will be launched.

According to the disclosure, by the year August 2014, H&M already had more than 200 stores in mainland China, including 20 in Shanghai, 20 in Beijing and 25 in Guangdong.

Promising home appliances

It is not a rare thing that clothing brand crossover is the home series.

As early as 2009, H&M launched a series of household products, but sold only overseas, while the clothing brands crossed the border to make home products and only one H&M family. ZARA, CK, Esprit, and even the top tier GiorgioArmani and Versace have launched the home series.

In 2011, Zara brought home series brand ZaraHome to China, providing bedding, tableware and bathroom fabrics, as well as knives, glassware and home accessories. At present, there are nearly 20 stores in China.

Although the Zara has not disclosed the ZaraHome's recent shop plan, the data that has been published earlier has shown a good outlook for the home series.

It is reported that ZaraHome sales increased 30% in the first half of last year, which is much higher than that of group flagship brand Zara during the same period.

According to sources, Japanese home life chain Muji executives also expressed their hope that the number of stores in China could expand from 100 to 1000.

For so many fast fashion giants to accelerate the development of home series, some analysts believe that after rapid expansion in recent years, fast fashion is no longer a game that allows everyone to make easy profits.

Although at present, the competitive situation of the brand separation mountain such as UNIQLO, ZARA and so on is stronger and stronger, the reshuffle of fast fashion in China is inevitable.

The experience of fast fashion brands in fashion and fabric development is an important foundation for their crossover in the home industry. The design of its home series is largely influenced by its clothing design, such as candy color cushion, dazzling streak sheets, etc., which are echoed with the latest fashion design.

Fast fashion makes home products. It caters to the psychology of consumers' "parity fashion". People can not only dress themselves up in fast fashion, but also dress up their homes.

From another point of view, the depression of the big economic environment makes people crave to decorate houses with less money, but still wants to maintain fashion. This has just become a new sales growth point for fast fashion brands.

In an interview with the media, Tu Qi, director of the China Furniture Association's expert information department, said that the proportion of household products in people's daily life was gradually increasing, and the market potential in the future could not be underestimated. In the general trend of export to domestic sales, there will be more fashion brands across the industry to pay attention to the household consumption market.

However, although fashion promotes business opportunities, the key to whether or not to grasp them depends on whether enterprises can continuously innovate and constantly meet the needs of consumers.