Fast Fashion Is Developing Rapidly And Brand Is Under Pressure.

"P", with fast, accurate and ruthless "fast" fashion brands sweeping the world, not only makes the traditional luxury magnates feel pressured, even the traditional < a href= "//www.sjfzxm.com/news/index_c.asp" > sports brand < /a > and < a href= "//www.sjfzxm.com/ news/index_c.asp" > campus brand < /a > also under the pressure of fast fashion, it has to write articles on "fast" and fast fashion.

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< p > under the impact of fast fashion brands such as Zara and H&M, the three largest campus brands of 3As, Abercrombie & Fitch, Aeropostale and American Eagle, no longer exist.

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In the two quarter ended August 3, 2013, the net profit of American Eagle was 19 million 600 thousand US dollars, up 3% from the same period last year, and the net income decreased by 1.7% to 727 million 300 thousand US dollars, compared with 739 million 700 thousand US dollars in the same period last year, and the same store sales decreased by 7% over the same period last year. The performance of P & amp; Abercrombie has gone back sharply, and the performance of Abercrombie & Fitch has been even worse. In the first quarter of May 4, 2013, the sales volume of Abercrombie & Fitch was 838 million 800 thousand dollars, which was lower than that of last year's 921 million 200 thousand dollars, and also far lower than that of analysts.

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< p > Alpine Global Consumer Growth Fund investment manager Bryan Keane said that the "3As" brand is usually far from the fast fashion fast fashion brand because it faces young people who usually do not pay attention to fashion and trends. This is also the reason why "3As" is facing a "fierce retail environment".

Besides, the target consumers of "3As" are single, basically young people, and the consumers of fast fashion brands are much older.

Brean Capital analyst Eric Beder says young consumers want fashion and do not want to spend too much money. Choosing fast fashion is a natural choice.

"P" and "3As" continue to shrink the North American stores. On the contrary, the international "a href=" //www.sjfzxm.com/news/index_c.asp "fast fashion" /a "brand continues to expand in the United States. At present, the US has 269 stores H&M in the first half of the year, the US fashion sales increase by 10%; the Spanish fast fashion Zara Zara has increased two times in the US market from 2007 to 2012 in five years; while UNIQLO stores in the United States are not many at present, but the on-line business website has been launched early, and at the same time, the plan to expand to 200 stores in 2020 has been released.

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< p > relative to sports brand, the days of "3As" are still better. Under the impact of fast fashion, the negative news of sports brands can be seen one after another.

The growth of performance has been down, and the major brands have been involved in the crisis of store closing and serious inventory.

Not only do domestic brands frequently crack down on closed stores, but even foreign brands have to shut down unprofitable shops in due course.

Against this background, the major sports brand enterprises begin to explore the road of change and pformation.

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< p > it is reported that "traditional sports products company, a product from design to put on the shelf takes 15 months.

The first 9 months are product design, and then the dealer will take part in 4 orders annually. After receiving the order, the brand outsourcing factory will start production, and the consumer will be able to buy this product after 6 months.

This is the regular order pattern of sporting goods brands.

The disadvantages of the traditional ordering mode are obvious. It is far behind the pace of modern young people to introduce new ideas in more than a year.

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< p > under the circumstances of "fast consumption" concept becoming more and more popular, sports brands have already started action, launching fashion brands and increasing the proportion of fashion products.

Take Adidas as an example, at present, the number of stores in China's sports fashion series and sports performance series has reached more than 7000, while sports fashion leisure sub brand NEO also has about 1200 stores.

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< p > in the layout of the channel, Gao Jiali, managing director of Adidas group Greater China, told reporters: "in the past 3 years, our" 2015 way "strategy has guided us. We have focused on improving our sales rate and strengthening our position in important categories, and expanding our retail footprint in two or three tier cities.

Our goal is to expand to 1400 two or three line cities by 2015. "

Up to now, Adidas has operated in more than 900 two or three line cities.

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"P" has recently been said to be more news, in order to pursue faster market speed, Adidas has been "dug" from fast fashion brands such as H&M and ZARA to some people, hoping to speed up the design and update speed of the product in the future.

In 2012, Adidas achieved a 15% growth in the Chinese market, and contributed greatly to the pformation of fashion.

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< p > and the impact of Chinese sports brand Lining is more obvious.

Under the double squeeze of other domestic and international sports brands and "fast fashion", Lining's position is particularly difficult. In 2012, he lost 1 billion 979 million. In the middle of this year's "fortune" released the top 500 Chinese enterprises, Lining even dropped out of the list.

The difficult situation forced Lining to turn his attention to fast fashion. In July 2012, Li Ning Co launched the development strategy from wholesale mode to retail oriented and sports marketing oriented.

By focusing on the needs of terminal consumers, the products can be effectively launched.

Li Ning Co has produced 10% of its products to test the "fast fashion" supply chain, reducing the speed of product updates to 60 days.

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