Six Secrets Of Fast Fashion Brand Development

The Deputy line brand "Banana Republic" person in charge said that the younger consumers are becoming impatient and the product direction has to be tilted to the fast fashion.

Admittedly, those brands that are popular with fashion elites, such as KM,

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The CA, Forever21, UNIQLO and so on have taken the lead in the industry. The fashion trend of innovation has strong attraction for young people.

Since they are divided into fast fashion, they have similar characteristics.

Brand positioning

Fast fashion sells concepts first and then sells products. Psychological demand dominates clothing consumption. If you want me to buy your clothes, then tell me what lifestyle you represent? Popular consumption concept: low price fashion, fast style update, low selling price.

Design positioning accuracy

KM invites many designers to shuttle to various fashion conferences, enter various fashion venues or indirectly find photos of the show, then collect all kinds of trend information, pick the most popular styles from customers, and integrate into their own design elements to make revision designs.

Fashion is the soul, keep up with the fashion trend, take the consumer as the center, and establish a unique brand image.

The master of imitation and modification, though ZARA faces huge copyright penalties every year, can not even prevent ZARA from sticking to this design strategy unswervingly.

With the best design power, we always follow the trend, and speed up the new products to the shops to stimulate consumers' demand for fashion, but not those who often consume high-end luxury goods.

Trendy triangle: the bottom of the triangle is the largest customer demand product; the mid end represents the popular products of the season; the top products are products that reflect the latest fashion trends or products with top-level design.

Product positioning accuracy

Product positioning: the combination of the main line and the express line, the combination of lifestyle and fashion, to ensure that meet the individual needs of consumers, but also to provide customers with more choices.

When consumers choose goods, they must buy them without hesitation.

The most important thing is to cater to the sense of nobility of the consumer, to limit the clothing series, and to put it in theory and tactics: low inventory and limited edition.

To win the customer's word of mouth pmission by products, services and good terminal image is an effective means for retailers to build brand.

The shop assistant is not enthusiastic because selling is not his duty.

Speed and price: the balance between fashion and consumption power. The pursuit of mobile phone replacement is the same as the pursuit of clothing replacement.

Close to the market road, become a market, the attractiveness of style and update rate, the attraction of commodity prices.

Price positioning

Selling at a low price, selling and selling at a low price; the price is not as good as that of the international famous brand 1/10.

Sacrifice quality and lower prices - so that more people can afford to buy it.

The "lipstick effect" and low cost strategy in the downturn have pformed the latest global fashion trend into costumes with costumes and diverse styles. The target customers are men's and women's assembly and comprehensive area models, aiming at selling the target customers.

Channel positioning accuracy

Site selection is luxurious, and there is no cost to it.

Image positioning: first class image, second rate product, three price.

Never advertise, all rely on big money, near the popular business circle, use huge amounts of money to build high-end image in the shop location, shop design, store decoration and so on.

In the hottest business district, decorating style faces have more experience atmosphere, so that you can see clothes eager.

Proper brand building; let you always buy.

Visual merchandising, the introduction of new customers, price factors, the design of gifts, the maintenance of old customers.

Business model approval

Lock in personalized consumer demand; provide "distinctive" and "unique" product value.

Through the whole process of control supply chain, create the scarcity value of fast fashion: professional "buyer" designer; manage the whole supply chain; shorten the supply chain link; the value of the sensitive supply chain; and best at "fast" and "low cost" balance.

Compressed golden channel, fast fashion operation mode is a fast replication strategy, heavy gold to build information system, implement standardized and efficient barcode of fashion information.