The Fashion C Is Not Guaranteed, So The ZARA Has To Change.

Sales are slowing down, performance is declining, and stores are being shut down frequently and withdrawn from the Chinese market.

At the beginning of 2019, the statement that "fast fashion brand was falling down" was rampant.

It is said that flowers do not have a hundred days of red. Is this really the fast fashion brand?

Antipyretic

As one of the most popular shopping centers in the capital city in recent years, the Beijing Hui poly shopping center almost integrates the mainstream fast fashion brands such as ZARA, H&M, UNIQLO, GAP, C&A, FOREVER 21, NEW LOOK and so on. Especially Inditex group has a very strong brand, and 8 brands account for six seats, including well-known brand ZARA, high-end brand Massimo Dutti, younger brand, brand, and brand.

This is also consistent with the Inditex group's shopping strategy in shopping malls: the best known ZARA is open, followed by other sister brands.

In the clustered shopping center, next to ZARA is Stradivarius, Pull&Bear and OYSHO. The opposite side is Massimo Dutti, only Bershka is slightly apart, but also adjacent to FOREVER 21 and NEW LOOK.

From the perspective of the shop area, the large space of 100 square meters is the standard of these fast fashion brands.

Shops like ZARA, H&M, UNIQLO, GAP, OLD NAVY, FOREVER 21 and so on are all up and down two stories, with the largest area of five hundred or six hundred square meters.

This makes the product display or brand vision very good from customers' entry.

Reporters noted that fast fashion brands have launched their own New Year Limited clothing in a window or shop.

At the same time, at the end of the year, the big promotion is also in full swing, and some brands are very discounted. The highest discount such as FOREVER 21, Stradivarius and Pull&Bear can reach eighty percent off and seventy percent off. FOREVER 21 also gives out notices for clearance sale and buy one get one.

Reporters at the scene, in these fast fashion brand stores, the minimum 29 yuan can buy a T-shirt, such as sweater, sweater, skirt, flannel shirt, etc. most of the discount price is less than 100 yuan.

This naturally attracts many customers.

For example, UNIQLO and ZARA have the most customers and hundreds of customers.

Even after eight p.m., most of the fast fashion brand stores also have twenty or thirty customers who have significantly more traffic than other brands.

Over the years, the major shopping centres like to introduce these international fast fashion brands. One of the most important considerations is the drainage capacity of ZARA, H&M and UNIQLO.

According to the reporter's observation, even in the current fashion, its drainage capacity is still ahead of the same clothing brand.

Similar to the seasonal discount or catch up with weekend holidays, the waiting teams will still queue up before the fast fashion brands' fitting rooms and cash registers.

But when compared to the fast fashion trend, customers are still less prosperous than others. It has to be recognized that today, a rich and diversified commodity selection has gradually diluted the single drainage function of ZARA.

Net red restaurant, bookstore, entertainment items, people will no longer just go shopping to buy a ZARA dress.

Differentiation

"Now the network information is very developed, the trend message is within reach, and once the fashion brand has become" fashion tutor ", the era has long been a past tense.

In the "post-90s" Xiao Xiao, it seems that the convenience of "Hai Tao" and the "going abroad" trip will enable us to get to know more international brands. Whether they are personalized small clothing or high quality light extravagant consumption, we can choose a lot of products, and the fast fashion brand will naturally lose its unique charm.

What is more criticized is that the price is superior but the quality is low.

During the interview, the reporter learned that the problems such as rough workmanship and unsatisfactory fabric quality were the focus of consumers' frequent Tucao fashion brands.

"An autumn winter coat with a hair collar is less than 300 yuan after the discount, and the price is cheap, but the quality is really unsatisfactory."

Wang Fang had just bought a jacket at the discount, but the clothes were very easy to take static electricity and absorb dust, and the workmanship was rough. The necklines and cuffs had thread heads, and the pins were not aligned.

Xiao Xiao told reporters that in the past few years, she was still a fan of fast fashion brands. She would buy several pieces every time when she was new or coming out of the list of famous brands.

But these clothes are cheap, but they don't last long enough to open, fade and deform...

Slowly, she was less enthusiastic about buying.

"Low price should not be a pretext for ignoring product quality. There are many fashion brands at home and abroad that are fashionable nowadays. Instead of buying fast fashion brand clothes for a few dozen items a year, it is better to buy some quality clothing selectively, which is more cost-effective."

Xiao Xiao said.

According to the reporter's observation, this is also more obvious among a fast fashion brand.

It is also a discount sale, followed by the most fashionable ZARA with the largest volume of passenger traffic, the fashionable and unwearable H&M. The relatively moderate GAP, C&A, FOREVER 21 and the NEW LOOK discount that are being withdrawn are the biggest, most of which are about 100 yuan, but many people look at the two empty hands.

In the view of the industry, as an early fashion brand that entered the Chinese market earlier, ZARA and H&M were inevitably affected by the market impact. However, compared with the later C&A, FOREVER 21, etc., a large number of brand users have accumulated, and still have a certain advantage.

And the only winner of this round of attack, UNIQLO, has already surpassed ZARA and H&M.

What is interesting is that when visiting ZARA and H&M, few customers will see senior customers in the store. But in UNIQLO, a large proportion of young and old shoppers are visiting the shop. Many uncle and aunt choose their own clothes to match the fitting before the fitting mirror.

The reporter interviewed an aunt randomly.

At first, she bought a UNIQLO fleece jacket from her daughter. It was very warm when she put on her body, and her style was very simple.

Later, accompanied by her daughter, she found that UNIQLO's clothes were suitable and of good quality.

The daughter also selected clothes also said that the winter elderly people are afraid of cold, every year she will buy several sets of HEATTECH fever technology underwear for parents, and the summer is AIRism dry underwear.

You can also pick up the right OL wind in UNIQLO, and you can choose the Dry-EX fast drying technology series when you exercise. She thinks UNIQLO is especially suitable for buying a full family dress at a stop.

A few years ago, the founder of UNIQLO Liu said that UNIQLO was not a fast fashion brand, but a technology company.

Now, over the past few years, UNIQLO has been attracting and retaining many customers with its technology rich content.

Among the customers who only paid for the survey, only 1/3 of those who bought the relevant technology products were paid.

In the current trend of increasing consumption of Chinese consumers, the rise of international fashion brands and the rise of local fashion brands have intensified the market competition of China's fashion industry.

As for fast fashion brands, people's demand for trendy fashion has not changed, but at the same time, quality and cost performance also need to be taken into account.

Perhaps fast fashion brands can also slow down their pace, do research and development design, control product quality, and create more products that make the target customers happy and satisfied.

Author: LAN LAN