Hangzhou'S Local Brands Enter The "Fast Fashion" 7 Days To Ship The New Products.

Monochrome shop Inside, the clothes on the rack and the models are all simple but fashionable clothes: 148 yuan white hollowed blouse, 198 yuan bud skirt, 248 yuan slim dress, 398 yuan bright yellow coat. If no one explains, it is hard for you to connect the brand of First View with the local brands in Hangzhou. But in fact, it belongs to the brand of Zhejiang impression industrial Limited by Share Ltd.

"Fast fashion consumers are very broad and are not easy to be influenced by the macro economy, and the market capacity is huge. So we also hope to seize the market quickly through this brand new fast fashion brand."

Zhejiang's impression industry Limited by Share Ltd, CEO Yao Yu Jian, who owns these two brands, has revealed that since July, First View has opened 20 stores in the whole country, and some shops' Ping efficiency (Ping efficiency = sales area) has even surpassed many mature women's clothing brands.

Aiming at "fast fashion" business Of course, not just this family, including Lining, MITEX Banwei, del Hui, Giordano, Baleno and other local clothing brands, in recent years have also played or clearly played the banner of "fast fashion". Faced with the high inventory pressure of traditional clothing brands, and the rapid progress of Zara, H&M and other international fast fashion giants, entering the "fast fashion" has become the "life-saving straw" for local brands to break the dilemma and spanform their lives.

The question is, is "fast fashion" so easy to learn? Can a fast fashion save so many enterprises?

It takes only 7 days to get from the style to the store.

Since the beginning of the trial of water, "fast fashion", Yao Yujian, who has been in the clothing business for more than ten years, has entered the pace of "accelerated run". He has been knocking at design, order, replenishment, new and supplementary money almost every moment. It is only a white hollowed short sleeved jacket. From July 11th to August 25th, in just one and a half months, he has at least made up more than twenty times.

"Fast fashion brand pays attention to quick response, First View." clothing Now the first one is only 30% of the total volume, then according to sales volume, every Monday, three, five, rolling replenishment. " And replenishment is as fast as there is a supplement. On the basis of a batch of new products every half a month, First View will also replenish new models according to the trend changes of international T station and consumers' preferences. And from deciding what kind of production to final shipment and store in store, Yao Yu Jian can only give himself and team 7 days at most, which is even shorter than that of fast fashion giant Zara.

Besides the speed, the price of the new brand has been cut down.

"Now, our products have simple and fashionable daily wear series and relaxed leisure holiday leisure series, the price range is controlled between 148 yuan and 598 yuan, the average unit price is around 300 yuan." Zhejiang impression industry Limited by Share Ltd CEO Yao Yujian admitted that the brand new fast fashion brand First View's low price, the fancy fast fashion brand has the broader consumer population, is not easy to receive the macroeconomic influence, has the very big market capacity.

Local fashion brands rush to "fast fashion".

As a matter of fact, the local fashion enterprises that have a fast fashion and huge market capacity are far from the impression industry.

They belong to the Hangzhou women's wear camp, and the brands such as NAT and seashell have recently launched a new brand like fast fashion, but the style is more differentiated. Earlier, mendas, Baleno, Giordano and other domestic leisure brands were also trying to spanform the concept of "fast fashion". The same way, Lining, del Hui and other domestic sports brands are also turning to "fast fashion". In the reform plan announced last year, Lining said it would introduce the "A+ best seller" and the rapid response product line based on market demand data. Del Hui also showed that in the future design products with sporty style will be less and less, fashion and lifestyle products will be more and more, and learn from the operation experience of foreign fast fashion brands to enhance product cycle and marketing mode.

The biggest incentive to attract local fashion brands is, of course, the good performance of foreign fast fashion brands in China in the past few years.

Since Zara opened its first store in Shanghai in 2006, international fast fashion giants such as Zara, H&M, GAP and UNIQLO have been opening new stores in all parts of China, and sales have maintained two digit growth for many years. Perhaps more attractive than performance, perhaps, is the inspiration of fast fashion brands to domestic brands in the entire supply chain management.

"Low price or quick response" is actually a way to control costs and reduce inventories in fast fashion. Many domestic brands spanformation is fast fashion is to solve the whole industry is currently facing high storage pressure. Without this burden, there is no need for frequent discounts to save goods, and brand image and consumer loyalty are also a virtuous circle. The head of a garment enterprise in Hangzhou said.

Can fast fashion become the "life-saving straw"?

However, it is easy to change the tune, but it is not easy to really become a "fast fashion" recognized by the consumer.

"No brand is suitable for spanformation and fast fashion. It is very difficult to make a real fast fashion brand. First of all, you need to have a very original design and buyer team, which can make the design internationalization and update quickly, and also have a whole production and supply system to ensure fast delivery and quick response. Insiders admit that for the vast majority of local enterprises, it is not easy to compete in these areas with the international giants and win.

Even the fast fashion international giants are not as well off this year as they did in the past few years.

According to the financial report, the sales volume of Inditex group belonging to ZARA fell by 7.3% as of April 30th this year, the biggest decline in five years. In the 2013 fiscal year, GAP's sales growth also dropped to 5% from its previous high growth rate.

"Fast fashion may be worth learning, but the problems of quality and so on have been gradually exposed. If everyone regards this spanformation as the" straws "of the traditional clothing enterprises in the face of difficulties, they will also lose their profits even if they are highly homogeneous. The industry pointed out.