Why are fast fashion clothes that have been popular among consumers?

H&M, ZARA, GAP... These “fast fashion” clothing, which has been popular among consumers, has been “slow” in the footsteps. The fast fashion clothing retail model originated in Europe and America, that is, to provide consumers with popular fashion at a low price and the fastest speed. More than a decade ago, a number of international fast fashion brands entered China, and with the rise of domestic shopping malls and shopping centers, they achieved rapid expansion. But nowadays, this "fast food" clothing sales model has encountered bottlenecks in development, and a number of stores have left the scene. In the face of changes in consumption patterns and more tidal cards, light luxury, and the squeezing of big-name brands to the market, how can fast fashion brands find a “light pace”?

Crisis: closing the store to sweep the fast fashion brand

H&M in Sweden, ZARA in Spain, GAP in the United States... The fast-fashion clothing brands that are everywhere in the malls have been all the rage, but now they will find that they are already slightly tired. In the face of changes in customer spending habits and the impact of more trendy brands, some of the former ace shops chose to leave.

As early as last summer, the H&M closed store in the prime location of the Xidan Joy City Street was closed. This is one of the two stores that H&M first entered in Beijing in 2009. Although H&M said that the reason for closing the store is that it needs to be renovated, but now half a year later, the store is still closed, there is no sign of renovation, the store has also been removed from the public comment. Some insiders said that this means that H&M has withdrawn from the Xidan business district.

At the beginning of January this year, many consumers found that the US fast fashion brand Forever21 located in Wangfujing APM's store also quietly closed, this is the clothing store to enter the mainland's first store, covering an area of ​​more than 2,000 square meters. Forever21 customer service staff said that the store lease has expired and will not be renewed. At present, there are only two stores in Beijing.

Lai Yang, vice president of the Beijing Business Economics Association, said that Wangfujing APM had a large number of popularity through the introduction of a series of fast fashion stores. Now consumers are showing higher pursuits, preferring luxury, personalized brands, shopping malls. It is also being upgraded according to consumer demand and increases rental income per square meter.

In fact, not only in Beijing, the fast fashion crisis is spreading in China and around the world. Last year, Forever21 closed the only stores in Tianjin and Hangzhou, and ZARA closed its largest flagship store in Chengdu. According to foreign media reports, H&M's global store closures are expected to reach 170 this year.

Retroactivity: the old model suffered multiple shocks

Around 2008, Beijing ushered in the entry of a number of international fast fashion apparel brands such as Uniqlo, ZARA and H&M. First-class design, second-rate quality, third-rate price, like fast food, fast fashion clothing has attracted young people to "early taste." But ten years later, this kind of consumption style that uses low prices for popular styles is no longer in line with the appetite of mainstream consumers. With the upgrade of consumption, people have more requirements for the quality of clothing, design style and even the uniqueness of clothing.

Read the public comments, and other sites to know almost difficult to find consumers on the evaluation of H & M, the "poor quality" almost the highest evaluation of frequency of occurrence. Ms. Shen said that she was also a customer of H&M, but she always fell into such a consumer cycle. “Buy cheap clothes home, because the material is poor, you can’t wear it if you wash it, you can only buy new ones. She said that nowadays, clothes are chosen, and quality and style are more important.

Previously, a number of fast fashion brands achieved rapid expansion, but in recent years, these stores have lost customers in the prevalence of online shopping. Uniqlo, ZARA, and GAP have expanded their sales channels by opening flagship stores on Tmall, but H&M seems to have just realized this crisis. It was announced at the end of last year that it will open its flagship store in Tmall in 2018.

"The popularity of the Internet allows consumers to compare the price, style and quality of goods in a wider range, which makes the competition of fast fashion brands more intense than before." Laiyang introduced that with the price of light luxury brands more and more Cheap, more creative brands to promote new, relatively first-line international brands continue to launch the youth version of the sub-brand, with big-name design, high-quality fabrics and the price of the people to win the favor of consumers, the traditional fast fashion brand has been greatly impacted.

Solution: The physical store should be the main experience

The reporter visited the Jingcheng Express Fashion Store and saw that the size of each store is generally large, but the traffic volume does not match the area. In a H&M store, goods are placed in a three-storey store, with the exception of cashiers and fitting rooms with staff on duty, and almost no other space for shoppers interacting with customers.

Laiyang said that in the future, retailers should transform to the "Internet + offline experience store" mode, and open more micro-stores in shopping centers, instead of opening a large-scale specialty store in each shopping center as before. “The rental cost and labor cost of the store are very high, and the price is difficult to be competitive.” In contrast, the cost of the micro store is lower, mainly selling explosive products, stimulating consumer enthusiasm, after the consumer experience You can place an order online. At the same time, the brand's large stores will not be retail-oriented, but the main experience.

At present, in the face of competition from all parties, some fast fashion brands are seeking a way out. It is reported that, H & M is preparing a major electricity supplier discount items, purchased at a discount of more than 60 apparel brands including H & M Group's brands, including. Many fast fashion brands have also launched their own sub-line products, such as ZARAHOME launched by ZARA, mainly selling household items and interior decorations, H&M has launched more expensive high-end clothing brands, and Forever21 has entered the beauty industry and opened Beauty collection store.

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