Fashion, Luxury, Brand, Enemies, Taking Care Of Their Needs.

Fast fashion and

How can we achieve a narrow road?

Recently, the Herm s's creative director Christophe Lemaire and UNIQLO's cooperation series will be launched in early October to detonate the fashion industry.

In fact, this is a luxury brand of "enemy" and cooperation with fast fashion brands is no longer a novelty.

Prior to this, H&M has also launched a series of works with Alexander Wang, Maison Martin Margiela and other large brands, and has been vigorously pursued by young consumers.

Some people say that the cooperation between luxury brands and fast fashion brands has undoubtedly created a "King's Feast".

However, in the context of today's market change and the new concept of Internet consumption, which brings a great impact on the fashion brands that are mainly retailing, will the combination of fast fashion and luxury goods become a trend? Who has helped anyone in the end?

"Enemy" is holding hands.

In addition to the upcoming Lemaire series, UNIQLO has worked with Prada former designer Jil Sander to launch the "+J" series for 3 years.

I must admit that the combination of luxury goods and fast fashion has become more and more frequent.

In the autumn and winter of 2014, Alexander Wang and H&M joined hands again, the design of clothing was completed by designers, and H&M was responsible for production and processing.

Compared to the exquisite tailoring of Alexander Wang clothing, the cost of this cooperation series has been compressed a lot, and the design has also received many evils. However, apart from individual accessories, all the relevant products of the stores are sold out in two hours.

This is not the first time that H&M has joined hands with big brands. Since 2004, H&M has launched 1 to 3 designer collaboration series every year.

On its bright designer list, there are many famous brands such as Karl Lagerfled, Versace, Lavin and Jimmy Choo, all of which have been affirmed by the market without exception.

Valentino, once known for its advanced customization, is also not to be outdone. It has launched a joint series with GAP. It is designed by Valentino's creative director Maria Grazia Chiuri and Pier Paolo Picciol. After the launch of the two major fashion brands respectively, the collaboration between Jimmy Choo and Picciol has attracted a lot of attention.

Besides launching new products, luxury brands are active and fast fashion brands.

"In the past, luxury brands were against the same fashion as fast fashion, but today they are not."

A person in charge of a high-end department store who declined to be named told reporters.

Such a situation is unthinkable in the past. Luxury brands usually have absolute right to speak for shopping malls, especially new shopping centers.

Luxury brands are very strict with the environment and the surrounding brands. They usually demand their own style.

There have been shopping malls in order to attract luxury brands to enter the nearby fast-food restaurants.

Now, whether in the traditional European and American markets or in emerging markets, luxury goods, even the rich class, have shifted from the "show off mentality" to the "self consumption".

It is worth mentioning that the major luxury brands in 2015 were all negative.

Investment management company Jones Lang LaSalle pointed out that "now they may ask for closer to fast fashion brands" to attract more customers.

"In 2014, the total amount of online consumption reached 11% of the total retail sales. For the traditional shopping centres strongly affected by the Internet, they could only hope for fast fashion brands.

In fact, this is also the result of mutual benefit. For example, the brand development of Zara is so good because it has a favorable development environment and the right to speak in fashion circles is also growing.

The head of the department store told reporters that although luxury brands and fast fashion were not able to be achieved in the short term in the existing top shopping centers, the first floor, two floors and third floors of the shopping mall were still sorted according to the brand hierarchy, and it was difficult to adjust, but it was not ruled out that more luxury brands and fast fashion brands would be built in the future.

Each takes what he needs

Luxury brands need popularity of fast fashion brands.

You also need to have luxury brand thighs.

According to the performance report, although fast fashion is better than luxury luxury in performance, it also shows signs of decline.

The growth of UNIQLO, Zara and H&M continued to grow, but GAP's same store sales in July showed a 7% decline, far exceeding the 2% decline in the same period last year, which is the 15 consecutive month of decline in GAP's same store sales.

Behind these figures, more or less, the crisis is revealed.

Designer Oriole told reporters that with the luxury brand cooperation, it is clear that fast fashion brands look closer to the big brands, and successfully pition from "parity fashion" to "big parity", attracting some high-end consumers.

Fast fashion itself does not want to always be a low-end consumer business. To cooperate with these big brands can increase the high-end blood for itself and expand the high-end market.

For big brands, this combination can increase sales volume in the short term, attract a large number of consumers' attention and expand the clothing market.

Even the "high cold" bee Sao also expressed his intention to cooperate with H&M in an interview in 2015.

According to Altagamma statistics, after Italy's luxury brand Fendi cooperated with the American fashion retailing giant Target, the media reported the value equivalent to hundreds of millions of dollars in advertising.

The cooperation between high-end brands and fast fashion is more a marketing tool.

For high-end brands, this is a free publicity opportunity.

According to the spread speed of the Internet age, the news has been passed through, and has attracted more attention than advertising stars or shows.

At the same time, coupled with the trend of younger high-end market, this is also a marketing opportunity for the new generation of consumers.

"At present, the two sides are still in a win-win situation, and the society is making progress.

Mode and sales mode also need innovation and progress.

The head of the department store said.

The combination of luxury goods and fast fashion under the crisis is actually a mutually needed mutual help.

As for how much performance this combination can bring, how long will this momentum last? Let's wait and see.