Why Does The Trend Of Consumption Upgrading Have Little Effect On Fast Fashion?

These years

Although the commercial media are not optimistic about the development of fast fashion, staring at the single quarterly sales data in a single month can hardly make sense for the future.

No matter the king of fast fashion.

Or a new shop monster.

No matter whether sales are up or down, there is no denying that they are still active in the public view.

As long as it's still on the stage, it's still a protagonist, or there's a chance to turn over.

Just think about how many brands have been forgotten in these years.

In recent years, the criticism of fast fashion has not stopped. One is the plagiarism of style, the homogenization of design, and the instability of product quality.

The sound of fading voice never stops.

But I am sorry, the future of retail industry is still fast fashion.

The double 11 UNIQLO is on fire again, but the ultimate secret of his winning is not complicated: low price!

UNIQLO has won another win in the first two years.

After 11 pairs of UNIQLO tactical analysis of all kinds of amazing, some people say that the promotion of service experience, that is, "online order, 24 hours shop quickly mention", it is said that the long-term benefits of deep ploughing brand, some people say that product quality technology......

But isn't the core price low?

The rise of the Internet benefited from low prices. The rapid growth of double eleven was due to the early "full court half off". Now, when UNIQLO implements the online and offline pricing strategy, it will certainly trigger consumers' buying enthusiasm.

When the outside world is still guessing how fast fashion falls into crisis, don't forget that low price is always a great temptation. This natural gene is the absolute advantage of fast fashion to win the future.

What blue ocean is only found in the red sea?

The conflict between the Internet and traditional retail channels has long been falsified.

What brands can do is to think clearly about what cards they have on their hands, to play well in this hand, and to give up the unnecessary risk of following the trend.

This is the reason why most fast fashion brands choose to touch the net cautiously. When all kinds of brands rush into the Internet, fast fashion is slow.

After a few years of delay, ZARA, H&M, UNIQLO and so on finally began to exert their strength. UNIQLO, whether APP or WeChat public, has made brilliant performances in the new media.

At the end of this year, the new media interactive operation has already won many fans. Despite the continuous noise, it seems to be "slow" for the electricity supplier business. What's behind it? What's behind it? In the fast fashion development history, speed is the most fast fashion brand without the need to be questioned. Behind all walks of life, there are numbers and businesses. For this unconventional KM, no matter what happens next, it is worth watching in the industry. But even so, KM, known for its rapid expansion, is still sticking to the line.

With the sharp increase of overseas shopping channels on line and offline, it has facilitated consumers' need to get material, but has not cut down the demand for shopping, boring, killing time and finding pleasure. In the final analysis, people still love shopping and the charm of the real economy is not diminished.

So physical shops are still retail, and also the main battleground of fast fashion.

At present, the main expansion mode of fast fashion is no more than two kinds: 1, 2 stores and more shops.

ZARA, H&M always adhere to the fast fashion early style, all expand in the big store mode.

Multi store mode such as KM, in the shop area than the old fast fashion has reduced, the peak layout, seize the big shop can not cover, the big brands can not sink the market crazy expansion, although at present, compared with the previous single store 60 shops slow growth, but according to the industry rumors, 2017 is KM's strategic expansion year, threatening.

As for desperately trying to get rid of the "fast fashion" name of UNIQLO, and the MUJI with the iron core of life style, the former has begun some awkward attempts: including a small and stiff advertising slogan, or a dialect advertisement which is completely invisible to people, so that products and services are still guaranteed.

And when MUJI is on the way to building a lifestyle, in the face of the age of Internet, where the wisdom of people is greatly open, will consumers in the future continue to pay for the impact of surging aesthetic and cultural brands?

Why does the trend of consumption upgrading have little effect on fast fashion?

Before being widely disseminated: "over the age of 30, the demand for quality has gradually surpassed the thirst for freshness".

However, the consumption audience has always been hierarchical, and the core consumer of fast fashion is always young people. After growing up, the 80's have more consumption power and mature values, and also have higher social demands. Of course, they will put forward higher requirements for clothing products, but don't neglect that they are no longer young.

Paying close attention to the future of fast fashion is not to tie in with old consumer groups but to focus on new consumer groups. Yes, after 90, after 95, these young and active individuals are in the grip of fast fashion lifeline.

Don't forget the common predicament of young people -- poor.

"The new consumption concept of consumers is beginning to awaken, and the choice of personality and practicality becomes more and more tired of poor quality and cheap goods.

More and more people are withdrawing from this cycle of consumption of mediocrity and no longer buying cheap, mass produced clothing.

Is that so?

Talk about consumption escalation, parrot, that is gradually getting old people forget the embarrassment of youth.

What are the characteristics of young people?

Enthusiasm, not yet established family, social passion, dressing is an important social need; for dressing up, most of them belong to groping stage, digging their own style stage; at the same time, there is no money.

At this stage, young people want to spend less money to dress appropriately and to explore more personal styles within their capabilities. Fast fashion is the perfect choice.

Many, rich, fashionable, low price, since it is exploration, the requirements for quality will not be so high, and fashion design is the pursuit of every generation of young people.

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There is nothing in the world after 70, after 80, after 90, after 00. Every generation has the same characteristics as young people.

Don't go all the way. Don't be old because you think you are old.

The past crisis still exists, but this does not affect fast fashion and occupy the future.

For the mall side, the fast fashion brand is the panacea for the absolute absorption of powder.

But today there are many choices, and the rise of fast fashion restaurants, new entertainment formats, scene business and lifestyle ecosystem has made it more and more important for shopping malls to charge higher rents to fast fashion brands that once used to be cheap.

Even though some of the fast fashion brands have received 1-1.5 million yuan / square repair, but in the current period of low fashion retailing, the blind expansion of shops, large shops and expensive rents are bringing serious crises.

The speed of fast fashion brands is slowing down. In the case of luxury price reduction, overseas shopping, light luxury, fashion brand counter attack and designer brand rising, the existence of fast fashion brand and its competitiveness in the eyes of consumers seem to be gradually decreasing. Some people say that this is a decline in popularity, and I think this is just a natural development law, and after entering the peak, it will enter a temporary adjustment period and a stable period.

Young people are still young, the gap between online and offline is gradually disappearing, and the fast fashion in the future still has immeasurable imagination.