The British "Guardian" coined a word out of thin air: "McFashion", with the prefix taken from "McDonald's", which means fast food fashion like McDonald's. The synonymous concept "FastFashion" put forward by WGSN, a famous American publishing house, has a wider influence, and they also predict that this will be the consumption trend in the future 10. ZARA, H&, four fashion giants in the world; M, C & ampA. GAP is undoubtedly the leader of this concept.
When H & ampM entered Hong Kong, hipsters dressed in avant-garde began to line up in the early hours of the morning. ZARA stores in Shanghai often have to wait 30 minutes to try on clothes in line; ZARA's single-store sales in Shanghai are said to be 800 thousand a day, while H & amp；; M's H& data claims to be 2 million ... Anyway, ZARA and H&; M will stage "Long Narrow Road" in Shenzhen and open at Yitian Holiday Plaza at the end of August. If you know a little about the concept of FastFashion, you may wish to visit and study it yourself.
Low price: carry forward in cheap.
Remember that classic long line in Prada's Devil? "You that dirty twist sweater is blue. It is called sky blue. Once "Runway" magazine took a cover photo and looked for a skirt of this color, so OscardelaRenta made a batch of sky-blue evening dresses, and then YSL also launched a sky-blue coat ... Then, it led to plagiarism in every department store, chain retail store and street vendor, which was carried forward in the low-priced market. Then, one day, you bought it in a chain store. "
Perhaps we can regard this passage as a "complaint" of luxury brands against fastform's fast fashion consumer brands. The FastFashion brand really perfectly interprets the above process, especially the core: "developing in a low-priced market".
Wang Yong, Chairman and General Manager of Eichier Brand, has talked about the concept of fast fashion consumption in many speeches. He believes that "small quantity, variety and fair price" is fastform's unshakable six-character policy. ZARA and H& are in fashion; M is undoubtedly the most typical representative, and IKEA is the representative of the home furnishing industry.
Of course, it is "parity". For example, the average selling price of clothes in H & ampm stores is only 18 USD; When there is a discount in Europe, even 1 euro can buy a pair of trousers and 8 euros can buy a suit!
Fast: Racing with fashion at shelf speed.
Among the basic elements of FastFashion, the core concept is of course "fast". Yan Jun, president of Guo Yi Fashion Management Consulting (Beijing) Co., Ltd. explained that the trend of clothing brands released from the catwalks of major fashion weeks continues, and it usually takes several months for products to reach specialty stores and counters, and even half a year for high-end brands; And ZARA and h &；; M this process is often completed in a few weeks, and the shortest is even 2-3 weeks!
ZARA and H&; M adopts central control system in logistics and distribution. New products from all over the world will be collected in the logistics center first and then distributed to branches in different countries. In other words, even if a garment is obviously produced in China, it will be shipped back to the European headquarters for concentration, and then sent back to China. Even so, in ZARA's European stores, the average time from the receipt of the order from the distribution center to the delivery of the goods is 24 hours, and in the Americas and Asia, it will not exceed 48 hours.
Therefore, the famous economist Lang Xianping pointed out with deep feelings: "Successful enterprises after 2000 rely not on innovation, but on quick response."
Qian Duo: The life span of a garment is no more than 3 weeks at most.
Yan Jun introduced ZARA and H & I insist that they are not creators of trends, but followers. ZARA H & amp； More than 200 designers; It is said that M has more than 80 designers. These young people keep shuttling around the fashion week show and some corners of fashion cities around the world, trying to collect all the captured fashion information, integrate the design, and then make it on the shelves. They don't predict the future trend, but keep pace with consumers.
Whether ZARA or H &；; M, the goods on the shelves will be adjusted at any time according to the market reaction and the preferences of local consumers. Yan Jun introduced that in the FastFashion system, the managers of retail stores are in the front line, directly representing the trend opinions, grasping the feedback of consumers and having the right to make orders. In ZARA, new models are fixed twice a week, and all products that are not sold after 2-3 weeks will be removed from the shelves.
According to ZARA's statistics, in 2006, 12000 products were launched, and in 2007, it exceeded this figure, which was enough for many big brands to sigh.
FastFashion leading brand
GAP USA
1969, when Fisher Sr. founded GAP in California, he shifted his brand focus to young people. T-shirts, short and thin cotton tops and jeans are the main products, which quickly occupied the American market. Now, GAP is one of the four fast fashion giants in the world. Reasonable price and simple style are highly sought after by the American public. There is always a constant flow of people in the shop. And often discounted, pants are generally about 20 yuan, and T-shirts are generally about 10 yuan. However, the sales of Gap outside the United States are not as good as those in China. It used to be stationed in Shanghai, but now it has withdrawn.
Germany C & ampA
One of the four fashion giants in the world. It is also famous for being suitable for many occasions and preparing clothes for the whole family. It is said that in Europe, a store of C& attracts 2 million consumers every day. By the end of 2007, C & ampa's retail business spanned Europe, Latin America and China, with more than 65,438+0,400 stores in 20 countries. At present, there is a specialty store in Shanghai, but some consumers report that it feels like a "hypermarket".
Topshop UK
It is also a world-famous FastFashion brand. 1964 originated from a small shop in a British department store and became an independent brand retailer after 10. Now there are more than 300 branches in Britain, and 65438+ 10,000 new products are put on the shelves every week. Topshop is the exclusive sponsor of the British Fashion Art Design Graduate Exhibition and the "New Generation" Award of London Fashion Week, so it can cooperate with a large number of outstanding people such as fashion designers, accessories designers, fabric and graphic designers, window displays and fashion buyers for a long time. It is said that Madonna, gwyneth paltrow, singer Beyonce and supermodel Kate Moss are all fans of Topshop.
Spain MNG
1984, MNG (Mango) opened its first store in Spain. 1992, officially entered the international market, and entered China in 2002. Every season, MNG will launch four series: Dress up for work series, leisure series, sports series and dinner series. MNG's global store windows are adjusted according to festivals, replenished every week, and new products are put on shelves every other week. MNG adopts the franchise mode, which is not strictly the concept of FastFashion.
Denmark only
Like VEROMODA, it is a brand owned by BEST-SELLER, a famous Danish fashion company. Only established in 1995. At present, it has spread all over the world in at least 15 countries and regions, with more than 500 specialty stores. Brand designers are all over major cities in Europe, capturing fashion trend information from Milan, Paris and other places, summarizing it to the headquarters, analyzing it and then designing it. This is similar to the FastFashion brand. But it also adopts the joining mode, which is not strictly the concept of FastFashion.
ZARA will launch new autumn and winter products in September. Asymmetric overcoats with sloping skirts, layered overcoats and knitted sweaters, long necklaces and wide bracelets full of street style ... There are indications that ZARA will get rid of the pink and sweetness in spring and summer, and the blooming flowers will be light and elegant again. These can be seen in the upcoming ZARA Shenzhen store.
Marketing means
H & ampm Idol Marketing
H & ampm's technology looks more like an "idol school". In addition to a large number of advertisements, he often invites stars, famous designers and celebrities from all walks of life to speak for him and even design his own fashion.
When the first store in Shanghai opened, kylie minogue's works were promoted, and she herself made a special trip to Shanghai to create momentum. Caused a great star effect.
ZARA Shilipai Marketing
In contrast, ZARA may be more like a "strength faction", never making any advertisements, nor playing the "tricks" designed by stars, and only relying on stores to spread and gather popularity. Therefore, we find that ZARA is always located in the city center with the largest traffic, such as Fifth Avenue in New York, Paris next to Galeries Lafayette, and Shanghai on Nanjing West Road, surrounded by top brands. Moreover, ZARA pays special attention to store design, window design, interior decoration and color display of goods, which they think is the best marketing method.
In addition, Jun Yan thinks ZARA's blue shopping bag is a good way of communication. It's not as flashy as a shopping bag like LV, and the quality is good. People are willing to use it. It can often be seen in subways, shopping malls and residential areas, which undoubtedly expands its influence.
development history
H & Sweden-Europe-China and Hongkong-entered Chinese mainland through Shanghai.
In contrast, H &；; M started early, but global expansion seems to be slow. H & ampM 1947 was founded in Sweden and currently has 1400 retail stores in 28 countries around the world. In February 2007, Hong Kong opened the first H & ampm, and then opened two in Shanghai. At the end of August, Shenzhen will also welcome the first H & ampm. No wonder the Japanese said sourly, "We didn't even open the H&; m！”
ZARA Spain-Europe-Tokyo-China-Hongkong-entered the mainland of China through Shanghai.
Take ZARA as an example. 1975 started in La Coruna, Spain, and now has more than 1400 stores in 70 countries. The first store in Asia opened in Shibuya, Tokyo1998; In May 2004, ZARA opened its first store in international finance centre. At present, six stores have been opened in Hong Kong. The first store in Chinese mainland opened on Nanjing West Road in February 2006. Now, including Beijing, Tianjin, Hangzhou and Macau, plus three stores in Harbin, Nanjing and Shenzhen that will open this month, ZARA will have 20 stores in China. According to informed sources, Dalian and Shanghai will open two more branches this year.
Fast fashion is in Shenzhen
They lost the advantage of low price in China.