Fast Fashion Brand, Made in China

Fast Fashion Brands, Made in China Opportunities Uniqlo is arguably the most successful fast fashion brand in Japan, beginning in the 1980s and developing in the 1990s. Japan entered a six-year economic recession period from the 1990s. At that time, the Japanese clothing market was flooded with two extremes: either very expensive high-end clothing or low-end clothing that was shoddy, and low-priced leisure and low prices. High-quality clothes become the consumer's preferred consumption orientation. Uniqlo brand is in line with this trend. First of all, it focuses the design fire on basic, unisex casual wear, such as shirts, jeans, sweaters, etc. These clothes are fashionable but do not keep up with fashion changes. Second, it moved the factory to a place where the cost was cheaper and reduced the price of the clothing, so that consumers could buy stylish clothing with a sense of design at a low price. This marketing strategy is primarily inspired by the warehouse-style sales approach on American university campuses. At the time, Yanai, who was then the company’s managing director, was studying in the United States. After returning home, he tried to sell clothes in a clothing store and self-service shopping. He introduced the hypermarket-style clothing sales method in Japan for the first time. Commodity planning, development and sales system to achieve the cost of shop operations. People shop in Uniqlo, just like the purchase of daily necessities. They don’t need to use their brains to push their shopping carts for free. Under the economic downturn, Uniqlo has grown in a contrarian direction, and the personal assets of Chairman and President Yanai Yang have also exploded. He has become the first person in the Japanese history to occupy the top position in Forbes.

Linking Fast Fashion Brands The term fast fashion brand originates from the English word “FAST FASHION”. In the fashion industry, the business logic of fast fashion brands is to quickly provide the latest popular styles in a relatively short period of time at a relatively low cost. Sales of goods, small profits but quick turnover. Today, brands such as ZARA, H&M, Uniqlo and GAP represent the “fast fashion brand” of the fashion industry. With their unique fashion tastes, they have quickly melted into the lives of fashionistas.

Be careful! In the 4 years since its establishment, with sales of 2 billion in 2010, Vanke Eslite founder's resolution has not concealed the determination to surpass ZARA and H&M. He even repeatedly made a remark that it reached 10 billion in 2013. (The fact is that this year's sales target Is 10 billion). One of the missions he gave to Vanke Eslite was to squeeze out the space for ZARA, H&M, and Uniqlo to use China to make huge profits.

Keke Eslite is an e-commerce company after all, it does not have "fast fashion genes." For example, the designer + buyer team. In ZARA, each piece of clothing is determined by the "designer", "market expert" and "receipt specialist" to determine the design style. Obviously there is no such group of people in the aging team.

Apart from that, the problems to be faced with aging are:

First, whether a huge advertising model can achieve a strong brand.

The reason why such fast fashion brands as ZARA, Uniqlo and H&M are so successful is because they have a strong brand. The most important form of supporting brand growth is advertising. Uniqlo's founder, Yanai Liu, said in his autobiography, "A defeat of nine wins," that in order to show respect to viewers, UNIQLO never imposes its will on consumers, but allows consumers to judge advertising content based on their own minds. This means that it is not a unilateral transmission of information, but rather that the audience should feel self-conscious after reading the advertisement. This is considered one of the secrets to the success of Uniqlo.

Although guest advertisements do bring “sense” to consumers, when mainstream portals, forums, subways, bus stops, and even when you use hotmail to compose emails, all kinds of advertisements will always appear on your computer. In front of the screen, the “objects” that were supplemented by spokespersons Han Han or Wang Haodan came into view, and it was a virus intrusion that lasted for three years. This actually caused aesthetic fatigue. Can a bombarded advertisement create a strong brand? Need a question mark.

Second, the user experience has not yet done its best compared to ZARA, Uniqlo, H&M and other fast fashion brands, as an online fast fashion brand, emphasizing experience and trust.

This is also why old age is always trying every means to “stripped all kinds of scruples that users have in online shopping”. For example, in addition to the introduction of cash on delivery, full 59 yuan free shipping, 30 days unconditional return policy, etc., where Eslite also creatively introduced the face-to-face inspection, the experience of try-on services.

All of these make the customer experience of Vanke Eslite very well in the e-commerce website. However, problems such as delays in the distribution of warehouses during last year’s large-scale outbreak of distribution delays, old apologies to consumers through open letters, and product quality issues make it easy to destroy such trust. How to achieve perfection in the establishment of a sense of trust is a test for all customers.

Third, the rapid reaction system to establish the reason why the time is called fast fashion, because all this is behind the entire product development, manufacturing, logistics and distribution, store direct sales integration of rapid response system, with ZARA as an example, it can do 15 days to complete the product from the design, procurement, production to the shelves around the world to sell sales (domestic clothing companies generally make up more than 30 days), within 24 hours to most stores in Europe, 48 hours to reach the United States, 48-72 hours Reached China and Japan.

This fast and powerful commercial chain system is the real support and guarantee for ZARA to earn “quick” money. How to build such a rapid response system is also a test for Vanguard Eslite.

In the “circumscribing” environment all over the world, Pierre Cardin could not buy the right to use the brand in China business. Starbucks reduced himself and pushed the ultra-low-cost breakfast to sell instant coffee, but formed it. In sharp contrast, fast fashion brands have risen against the trend. What are the Chinese manufacturing companies waiting for, what are the customers waiting for, action, and departure before others wake up!