Lack Of Interest In Frequent Fashion Among Consumers

H&M x ERDEM series, photo source: H&M

According to the world clothing shoes and hats net,

It is no longer a rare thing to mix in the circles. In this year, almost all of the limelight was robbed by Louis Vuittonx Supreme's "luxurious unification".

For example, launched 2 months ago.

A joint name with J.W. Anderson.

J.W. Anderson is the current creative director of Loewe, UK.

Jonathan William Anderson's personal brand.

J.W. Anderson, originally established in 2008, was originally a Menswear brand. Because Jonathan herself was very good at the integration of men's dress elements, his design was considered to be very good in interpreting "the aesthetics of hardness and flexibility", which soon gained considerable praise in the industry. Similarly, the women's clothing series introduced later was also well received.

Perhaps, it is just the design ability and business talent of Jonathan. In 2013, LVMH invited it to be the creative director of Loewe.

This year's big red Puzzle series is his work.

And in the joint venture with fast fashion brands, J.W.Anderson himself was familiar with his own way. In 2012 and 2013, he had two times with TOPSHOP, which is said to be basically the rhythm of selling on empty shelves.

So it's not hard to understand that when the new joint venture was announced in March this year, many media eagerly hoped that it would be the most desirable joint venture in autumn and winter in 2017.

However, it is embarrassing that this year has not been able to repeat the popularity of previous years.

This is probably unexpected for UNIQLO.

After all, since 2007, they have been collaborating with international designers and big names.

Of course, on the day of sale, it was still a "ceremonial" event with a small long queue. At least in Sanlitun, popularity could flourish when iPhone 8 sent new apples.

But as far as sales volume is concerned, let's not rush to sell, but now we have to go for a leisurely stroll.

Some people attributed it to clothes "too picky."

Oh, yes, the so-called British style is so long:

The article of the ideal living laboratory is very euphemistic, "relative test drive ability", "the basic money is too basic, the characteristic money is too English gorgeous, seems to many people is also curious, is also a challenge."

However, it seems that the joint defeat is not just the UNIQLO family.

Another fast fashion brand H&M, keen on joint venture, has also announced the launch of a series of H&M x ERDEM with British designer ERDEM.

This year, H&M reduced the number of designated outlets in the country from 14 stores last year to 5.

Insiders say that this move may be due to poor performance of KENZO x H&M last year, so the company decided to recruit hunger marketing this year.

However, the actual situation from the offline purchase, even if substantially reduced the number of offline stores, the heat of a single store still seems far less than in previous years.

According to the Beijing business daily, in November 2nd, the H&M Blue Bay store found that only 30 consumers were queuing up, many of whom were purchasing agents.

Consumers at the scene also said they did not expect that this year's numbers were small, and security personnel who maintained order also said that this year was relatively cold compared with previous years.

However, the online situation is optimistic. It is reported that in November 2nd, the official website was paralyzed.

Of course, at present, there is no clear data to show that the joint name of fast fashion is fading. However, compared to previous years, you can still feel that you are losing interest in this routine event. After all, in 2004, H&M launched a joint series with Chanel and Fendi creative director Karl Lagerfeld, which has been sold out within an hour.

Now, you hardly need to worry too much about going empty.

In addition to the lack of interest in the frequent joint fashion of fast fashion, it is also a question to share with others.

For many people who love the joint fund, one big demand is to experience the design of the big brand with the fast fashion price. Or the big name itself.

Therefore, on the choice of the joint object, the loud and loud luxury card is much better than the personal designer. After all, in this impetuous age of "fast", consumers can hardly take the time to learn too many stories behind them.

For fast fashion brands, perhaps with the way that luxury brands have more low cost in the presence of mass consumers, the threshold for joint cooperation is also relatively high. UNIQLO has to throw their olive branches to talented designers who are not yet known by consumers, but this has greatly discounted the "combustibility" of the joint venture.

Industry experts also said that now, for the joint name, consumers have entered the observation period, and the design that only achieves the psychological expectation of consumers will continue to succeed in the future.

More interesting reports, please pay attention to the world clothing shoes and hats net.