Chinese Fashion Brands Take The Fast Fashion &Nbsp; Play A Gimmick? Earn Popularity?

　　 financial crisis After that, fashion trends swept across the globe, and even the luxury brands could not resist. The fast fashion brands, represented by ZARA and H&M, are not only planning the first tier cities, but also have the foresight to extend their tentacles to the two or three tier cities. The Chinese market is the largest area of consumption potential, and "fast fashion" is more popular.

These features are closely followed by fashion pulse, high frequency and low price. brand Constantly refresh the number of stores. They are more concerned about how to open more stores so that more consumers can pay for their products faster. With the awakening of domestic brand awareness, "fast fashion" has become widely accepted as a business mode.

Domestic clothing brands see that these strong funds and strong competitors will be a big shop around their own, and also not to be outdone. Many local brands have embarked on a fast fashion trip, and began a real game. These brands include the ME&CITY brand of the United States, the old men's clothing brand, Luo Meng, fan Ke Cheng pin, Mcglaughlin, Taiping bird, Alston, Li Guo, the Korean fashion dress, the fast fashion brand JP, which is launched by Yiwen. No matter the famous and nameless clothing enterprise is optimistic about the "fast fashion" mode, fast fashion and fast marketing has become the typical business strategy of the clothing industry.

Is it playing gimmick or making money? Is it possible to attract the crowd of consumers by hanging up the name of "fast fashion"? Or advocating the concept of "fast fashion" and gaining popularity to pay attention to it?

Some domestic brands are "at first sight". Foreign visitors It is quite dangerous to earn a full pot of envy and prepare for it immediately. In particular, those who do not understand the true profit connotation blindly are either hyping the concept or thinking of rushing themselves into "fast fashion" brand. They may be aware of "fast" and "fashion" and forget that they really want to be a decent brand. In other words, the reason why ZARA is successful and H&M is successful is because they already have a strong brand foundation and brand culture, and the design is recognized by the public.

Talking about the mode of passing the brand first

At the beginning of UNIQLO, it was not really accepted by local consumers. Some consumers were attracted by the quality and low price of UNIQLO, but after they bought them, they threw out the uniqe bags and put them in GAP's bags. This is the problem of brands. Consumers may have accepted UNIQLO at the product level, but they are not fully accepted at the brand level.

In order to enhance its brand image, UNIQLO implemented two major strategies to change its image in 1998: first, to open up the UNIQLO store in Harbin, a thriving place in Tokyo, and the second is to change its image through media publicity. Through a series of initiatives, UNIQLO's strategy of changing its image has been a great success. In this way, UNIQLO is being accepted by Japanese consumers step by step, becoming the national costume of Japan. In 2001, sales of UNIQLO amounted to about about 400000000000 yen, and about 80% of its sales came from the local market. A world-class retail giant has had such an experience at the beginning of our business. Our brand needs to be more tolerant.