Accurate Positioning Can Make Fast Fashion Develop For A Long Time.

"Fast fashion is the time to slow down".

The industry is circulating this sentence.

Recently, UNIQLO announced on the official website that it will be in Italy.

Bottega Veneta's creative director, Tomas Maier, launched a summer vacation Series in early summer.

According to the industry, this is after the launch of the U series by former creative director of Hermes.

Another attempt at the big road shows that UNIQLO has gradually positioned itself in the fast fashion field instead of pursuing it fast.

In addition to UNIQLO, H&M also said in the latest earnings report that we should speed up the development of e-commerce and continue to expand the road of e-commerce.

And NEW LOOK blindly spread in China, resulting in "selling" rumors.

Analysis shows that in the fast fashion field, speed is not the only requirement for brand pursuit. Only precise positioning can develop for a long time.

Joint name design

In the fast fashion field, Japanese brand UNIQLO has been using the "high-profile brand and low-key design" in recent years to get consumers' favor.

Recently, Global official website said that UNIQLO will work with the creative director of Italy luxury brand Bottega Veneta Tomas Maier to launch a new joint holiday series.

It is understood that the series is expected to start in early summer this year.

According to the insiders, UNIQLO is looking at the low-key design style of Tomas Maier. Taking the design of Bottega Veneta as an example, the contracted breeze is not a popular design style, and this cooperation with UNIQLO is also the best holiday style of Tomas Maier.

According to the world clothing and shoe net, previously, the launch of UNIQLO U series was well received. 2018 spring and summer new models were put on sale at three designated stores in three locations in Shanghai, Beijing and Guangzhou. Some of the styles were stolen on the same day, and some styles were broken.

Consumers generally believe that it is rare to buy the design of Hermes at the price of UNIQLO.

The U series is designed by the designer Christopher Lemaire, who is currently the artistic director of Paris research and development center in UNIQLO.

Previously, Christopher Lemaire had been the creative director of Hermes.

In 2015, she first released a joint venture with UNIQLO, which also sparked panic buying.

Then in 2016, she joined UNIQLO.

Analysis said that the cooperation between UNIQLO and Tomas Maier is also intended to take advantage of the potential marketing and brand name.

Scattered locations

On the other hand, Sweden's fast fashion brand H&M will also officially enter the third party e-commerce platform in March this year.

In addition, H&M will increase and accelerate the digital pformation in 2018, and launch a new multi-channel discount platform project Afound.

Analysts believe that this series of actions have indicated that H&M 2018 will enter a year of digital pformation.

Before H&M and Tmall joined hands, Tmall has gathered many fast fashion giants.

In 2009, Youiku took the lead in Tmall. In 2011, the flagship store of Tmall officially opened in GAP, and ZARA set up flagship store in 2014.

H&M group CEO Karl. Johan Persson said that Tmall is an important complement to H&M outside the store, and there will be great potential for growth in the future. Tmall is an important part.

H&M said that in 2018, the company will accelerate its expansion in the digital field and push digital services to new markets.

However, compared with the above brands, the British fast fashion brand NEW LOOK has recently fallen into a "sell out" rumor. The Times reported that Alchemy Partners, a private equity fund specializing in investing in troubled enterprises, is now considering rebuying the fast fashion brand NEW LOOK of the UK. Some analysts believe this is due to the radical action of its entry into the Chinese market.

It is understood that NEW LOOK put forward 500 stores in China in three years, but in 2016, NEW LOOK opened 35 new stores in mainland China, and the number of new outlets opened in 2017 was 53, which is far from the previous target in 2016.

Analysts believe that for late entry into the Chinese market NEW LOOK, expand stores is a good thing, but blind expansion can not clearly locate, may lead to decline.

Should I slow down?

Zhang Peiying, a clothing industry expert, believes that the core competitiveness of fast fashion in the past is the contest between design, style and speed. They have narrowed the distance from consumers. This is also the reason for the explosive growth of fast fashion for many years.

With the intensification of competition between brands and businesses, the whole fast fashion industry begins to disperse and locate new focal points and breakthroughs.

For example, cooperation with famous designers, launching concept products.

But Zhang Peiying said that the core of fast fashion "fast" will continue to develop, and it will not waver in a short time. Before the release of new products, from product to design may take several months. If the core of fast fashion shifts, the industry will regress.

The difference between fast fashion products and luxury goods is standardization and standardization. In order to meet the aesthetic needs of consumers, fast fashion brands can cooperate with big brands in a short time, or launch different products to attract consumers, but they can not be regarded as core competition.

But some Chinese private entrepreneurs will enter this misunderstanding. They believe that experiential services can be combined with fast fashion, but this is only a niche market, and it is difficult to be bigger and stronger.

So the future fast fashion brand's consideration is mainly in brand innovation and consumer acceptance.

He also said that the action of these brands can only show that fast fashion brands have different layout in different stages, and the real positioning will not change.

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