Consumers'enthusiasm for fast fashion brands has dropped sharply. ZARA are afraid of C-position inse
The time has come for the fast fashion ZARA to change.
Sales slowed down, performance declined, frequent shop closures and withdrawal from the Chinese Market & hellip; < br />.
In early 2019, there was a lot of talk about the fall of fast fashion brands. It is said that there are no hundred sunshine flowers. Is it really the turn of fast fashion brand this time?
Antipyretic
As one of the popular shopping centers in Beijing in recent years, Beijing Yiju Shopping Center has almost gathered ZARA, H&, M, Uniqlo, GAP, C&, A, FOREVER 21, NEW LOOK and other mainstream fast fashion brands in the market, especially Inditex Group's brand is very complete, with eight brands occupying six seats, including the well-known brand ZARA, Massimo Dutti and younger. Style brands Bershka, Pull & amp; Bear, Stradivarius and Underwear Home Brand OYSHO.
This is also in line with Inditex Group's consistent packaging strategy of opening stores in shopping malls: opening the way by the most well-known ZARA, then appearing with other sister brands. In the Yiju shopping mall, next to ZARA are Stradivarius, Pull & amp; Bear, OYSHO, opposite Massimo Dutti obliquely, only Bershka is a little far away, but also adjacent to FOREVER 21 and NEW LOOK.
From the shop area, the spacious hundreds of square meters of large stores can be said to be the symbol of these fast fashion brands. Stores such as ZARA, H&, M, Uniqlo, GAP, OLD NAVY, FOREVER 21 are on the upper and lower floors, with the largest area of about 5600 square meters. This makes both product display and brand vision appear well from the customer's entry.
Reporters have noticed that fast fashion brands have launched their own New Year's dresses in prominent locations in windows or shops. At the same time, the end of the year is also in full swing, and some brands discount a lot, such as FOREVER 21, Stradivarius, Pull & amp; Bear's maximum discount can be up to two or three discounts, FOREVER 21 also offers clearance sales, buy one-for-one notice. Reporters saw on the spot, in these fast fashion brand stores, the lowest 29 yuan can buy a T-shirt, such as sweaters, sweaters, skirts, flannel shirts, etc., most of the discount price is less than 100 yuan.
This naturally attracts many customers. For example, when Uniqlo and ZARA have the most traffic, there are hundreds of customers in the store. Even after 8 p.m., most fast fashion stores have twenty or thirty customers, and the passenger flow is obviously more than that of other brands.
Over the years, the major shopping malls prefer to introduce these international fast fashion brands, one of the most important considerations is the drainage capacity of ZARA, H& M, Uniqlo. According to the reporter's observation, even in the current era of fading fast fashion, its drainage capacity is still ahead of similar clothing brands. Like seasonal discounts or weekend holidays, these fast fashion brands still queue up in fitting rooms and checkout counters.
However, compared with the fast fashion, customers are still flourishing. We have to admit that today, the rich and diversified choice of goods has gradually diluted the single drainage function of ZARA. Netred restaurants, bookstores, entertainment projects and so on, people will no longer just chase to buy a ZARA people's clothes and enter the shopping mall.
Differentiation
& ldquo; Now the network information is very developed, the trend information is within reach, once fast fashion brand as & lsquo; fashion mentor & rsquo; the era has long become the past. & From Xiaoxiao's point of view, convenient & ldquo; Haitao & rdquo; and just going abroad all enable us to get in touch with more international brands, whether it is personalized small-scale clothing or high-quality luxury consumption, there are many products to choose. Fast fashion brands naturally lose their unique charm.
What is more criticized is the high price but low quality. 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.
& ldquo; An autumn and winter coat with a wool collar, less than 300 yuan after the discount, is cheap, but the quality is really unsatisfactory. & Wang Fang had just bought a coat at a discount, but the clothes were particularly easy to generate static electricity and absorb dust, and the workmanship was rough, the collar and cuffs had thread ends, and the pins and pins were not aligned.
Xiaoxiao told reporters that in the past few years, she was still a fan of fast fashion brands, and when new or joint money came out every season, she would come to buy a few pieces, catch up with the discount and store a lot of clothes. But these clothes are cheap, but they don't last long. They open, fade, and deform - hellip; & hellip; slowly she's less enthusiastic about buying.
& Low price should not be used as a pretext to ignore the quality of products. There are many fashionable domestic and foreign clothing brands. Instead of buying dozens of fast fashion brand clothes a year that have to be thrown away in one season, it is better to selectively buy some quality clothes, which is more cost-effective. & rdquo; Xiaoxiao said.
According to the reporter's observation, this point is also obvious in the differentiation between a number of fast fashion brands. The same is discount promotions. ZARA, which is well-trained in fashion design, has the largest volume of passengers, followed by H&, M, GAP, C&, A, FOREVER 21 and NEW LOOK, which are withdrawing from stores. Most of the discounts are about 100 yuan, but many people see that the latter two are empty-handed.
In the view of industry insidersZARA, H& and M, as fast fashion brands that entered the Chinese market earlier, are inevitably impacted by the market, but compared with C&, A, FOREVER 21 and so on, they have accumulated a large number of brand users and still have some early advantages.
Uniqlo, the only survivor of this round of shocks, has surpassed ZARA, H& M in the flow of customers. It's interesting to note that when you visit ZARA, H& and M, you seldom see older customers in the store, but in Uniqlo, a large proportion of young and old people come to the store together. Many grandparents choose their clothes and try them on before the fitting mirror.
The reporter interviewed an aunt at random. At first, she said, her daughter bought her a Uniqlo velvet coat, which kept her warm behind her and had a concise design. Later, after accompanying her daughter to visit, found that Uniqlo clothes price is appropriate and good quality, often come to see.
Daughters who are also choosing clothes also say that the elderly are cold-scared in winter. Every year, she buys her parents several sets of HEATTECH thermal underwear, and in summer, AIRism quick-drying underwear. She can also choose the right OL style in Uniqlo. There are also Dry-EX Fast-drying Technology Series for sports clothes. She thinks Uniqlo is especially suitable for buying all the family's clothes at one stop.
A few years ago, Uniqlo founder Liu Jing said publicly that Uniqlo is not a fast fashion brand but a technology company. Over the past few years, Uniqlo, which has continued to work hard in this area, has attracted and retained many customers with its technology-rich products. Only one-third of the customers who paid for the research period purchased technology-related products.
At the present time when the trend of national consumption upgrading is obvious, the succession of a large number of international fashion brands and the rise of local fashion brands aggravate the market competition of China's fashion industry.
As far as fast fashion brands are concerned, people's demand for pursuing fashion trends has not changed, but at the same time, they also need to consider both quality and cost performance. Maybe Fast Fashion Brands can slow down their pace properly, do a good job in R&D and design, and control product quality.Create more products that make the target audience happy and satisfied.
