What Are The Fast Fashion Heroes Of Those Years?

In 2006, a group of fast fashion brands entered China, including ZARA, H&M and UNIQLO, but ten years later, they felt that they had come to an end.

2008 to 2012 is the craziest stage of fast fashion.

Many Chinese consumers pass through the shop and can't help itching. When the most exaggerated time, many of the 80's wardrobe 80% is fast fashion brand. Now many people only choose discount products occasionally, and feel the quality is general.

10 years later, in 2016, 30 year old "80 generation" people were right.

The demand has gradually surpassed the thirst for the new, while the "post-90s" have also patronized fast fashion, but obviously no fanaticism. The fast fashion brand also faces the new crisis and development inflection point in China.

The industry bottleneck of declining industry

The fast development of fast fashion brands is slowing down. In the case of luxury price reduction, overseas shopping, light luxury, fashionable brand counter attack and designer brand rising, the competitiveness of fast fashion brands and their competitiveness in the minds of consumers are gradually decreasing. This is the so-called decline of popularity.

Consumers' awakening and abandonment

Fast fashion has been relying on China's economic downturn.

Rapid and diversified products have been developing vigorously for a while, but the current market environment and consumer demand are changing. It is difficult to recover the trend of development several years ago.

The vicious mode of quickly satisfying, discarding and consuming again is the embodiment of fast fashion only focusing on profits, putting it to the best and reckless consequences, and making the majority of consumers more indulged and unrestrained. Too much greed has become the characteristics of the times.

But now consumers are beginning to change. This is the real dilemma of the fast fashion.

Consumers' new consumption concept 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.

With the rise of the new middle class in China, more consumers will choose to go out shopping or buy clothes with higher quality and higher design level.

Next, the fast fashion brand will suffer from the loss of customers and the weakening of core competitiveness.

Rent crisis and closing regulation pressure still exist.

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.

For example, in Chunxi Road, Chengdu, there were as many as 21 fast fashion brands in the heyday, leaving only about 15 now. Rent pressure is the key to the withdrawal.

Increased competition or collective slowdown in shops

Competition has suddenly increased. From 2015, fast fashion, especially in the Chinese market, is no longer good.

2016 all the fast fashion brands doing business in China do the same thing, that is, re explore.

。

Many brands are slowing down the pace of expansion, such as the leader ZARA, the growth rate in China is stuck between 6% and 8%, less than 10% in previous years.

You know, only ZARA, which slowed down shop in China last year, has seen a 15% profit growth.

Perhaps, in the next 2016 days, many fast fashion brands will reconsider the plan to open shop in China this year, at least the card will be more stringent.