On August 8, the flagship store of Forever21, the most famous fast fashion brand in the United States, was officially opened in Beijing apm. ZARA, Uniqlo, H&M, C&A, GAP... Nowadays, there are more and more fast fashion brands in Beijing shopping malls. The mall introduces fast fashion brands because it can bring a steady flow of passengers. Consumers favor fast fashion brands because they are inexpensive. In the case of most of the prices of clothing brands soaring, while being affected by the impact of online shopping, fast fashion brands how to control costs and channels?
Fast fashion brands gradually spread across shopping malls
On August 8th, the Forever21 flagship store opened in Beijing apm, and fans had already queued up before 8 o'clock. More than 500 customers had queued at the door before the 10 o'clock opening.
Forever21, synonymous with "American fast fashion," features low prices, a wide range of styles, and fast product updates.
In the United States, there are two kinds of yellow things on the streets: the United States' "Yellow Taxi" and the Forever21's shopping bag. In numerous American dramas, Forever21 is often seen.
In recent years, Forever21 has increased the pace of expansion in Asia. Currently in Japan, South Korea and Hong Kong, China is also very popular, and domestic consumers are no strangers to this brand.
Forever21 executive vice president Mr. Larry Meyer said that at present, Forever21 has more than 480 stores worldwide, its products include women's, men's, children's wear, accessories and footwear. Located in Beijing, APM's new shop is a four-storey building with an area of ​​2,500 square meters, mainly women's wear, accessories, shoes, bags and underwear. Men's and children's wear are not yet available. Commodity prices basically remain the same as overseas, starting from RMB 10 for accessories and RMB 40 for clothing.
Cai Zhiqiang, general manager of Beijing APM Shopping Center, introduced the rebranding of “New Dong’an Market†to “Beijing APMâ€, which is to create a young and fashionable shopping center. Therefore, ZARA, Uniqlo, GAP and other fast fashion brands have been introduced in recent years. As each fashion brand has its own unique brand and design style and corresponding customer base, their arrival brings consumers a more complete and three-dimensional consumer experience.
"The advantage of the fast fashion brand is to transform the fashion life, so that consumers can easily experience the world trend, and its high cost-effectiveness is also an important reason to attract consumers." Cai Zhiqiang said that these advantages of fast fashion brands, but also Beijing apm and fast fashion The reason why brands often marry.
The combination of fast fashion brands and other shopping centers has also become increasingly close, such as Xidan Joy City, Europe and the United States, Blue Harbor, Grand Canyon, etc., have introduced fast fashion brands to the main store.
At present, Europe and the United States have H & M, C & A, UNIQLO, MC JEANS TOWN, etc.; Blue Harbor has H & M, ZARA series of brands, Uniqlo, MANGO, etc.; First Valley Grand Canyon has H & M, GAP, ASOBIO and so on.
Fast fashion price stability, full cost performance
Wang Suping, deputy director of the Euramerican shopping center's leased property, introduced that the biggest features of the fast fashion brand are moderate prices, ordinary fabrics, stylish designs, diversified styles, and rapid updates. They are popular with consumers and fast-fashion products are quickly available. The reason for higher market share.
According to Wang Xiaoyu, a fashionista, fast fashion brands such as Uniqlo have long existed, but in recent years they have become so popular because the price of their products has not changed so much, unlike some ladies or menswear brands, which have risen in recent years. Too much, and there are thousands of prices in the mall. The people cannot afford it. But the price of fast fashion brands has barely risen. In comparison, it has become very cheap.
Forever21 executive vice president Mr. Larry Meyer believes that the combination of fast fashion brands and shopping centers is a win-win approach. Fast fashion brands can achieve their goal of accelerating their expansion. Shopping centers use fast fashion brands to attract more people and increase the efficiency of shopping malls.
Director of Marketing, Blue Bay Song Daddy, Daddy, Food, Weapons, Weapons, Embroidery, Embroidery High-end customers such as urban white-collar workers, these target customers showed high sensitivity to fashion and new things, high education, most of them have foreign life or work experience, adapting to foreign consumption habits. Therefore, in the brand ratio of Blue Harbor, fast fashion brands occupy a certain percentage.
Wang Suping, deputy director of the Euramerican shopping center's leased property, introduced the market positioning of Europe and the United States is young and fashionable, there are many young people in Zhongguancun, there are many white-collar workers in office buildings, there are many students in tertiary institutions, and they constitute a solid force for European and American foreign exchange consumer groups. Fashion brands can just excite this part of the guests' "momentary purchase."
Song daddy, father, son, father, father, son, daughter, sister, father, sister, father, son, father, son, father, son, father Yuan-Shan Retorts κ Harmony (17) Gully
â– Observation
Fast fashion brands are less affected by online shopping
Lai Yang, Secretary-General of Beijing Business Economics Association
Each commodity has a life cycle, from design and production, to the sale of the market, to the seasonal discount. The design and sales of traditional brands are generally based on quarters, and the input and losses are very large. After the cost is calculated, the fixed price is relatively high.
Fast fashion brands keep up with the latest fashion trends. They generally use the latest big international conferences and other channels to collect fashion information for integrated design, and then use a large number of designers to launch a large number of models for customized production and marketing. Only 12 days.
Different from the huge production volume of traditional brand single items, the production volume of fast fashion brand's single product is very low, not to say that a single product does tens of thousands of pieces, but only a very small amount, and then quickly to market, so not only reduce the single The display of money, at the same time artificially created scarcity, driving the desire to purchase.
It can be said that the sales cycle of fast fashion products is based on the week. Basically, there is a big difference between the weekly goods and the goods will not be duplicated. Because sales are fast and capital is being repatriated quickly, it saves a lot of costs and pricing is not excessive.
It is also because the price is cheap, the turnover is fast, and the number of single items is small, so the impact of online shopping on fast fashion brands is relatively small. If the online price is similar to that of a physical store, and the physical store can be tried on, consumers will not buy online. In addition, fast fashion brand products are sold only in their own retail channels, and there are few on the Internet. Although some claim to be selling off-sell products or selling originals, they are basically not genuine products.
In order to ensure that products continue to sell well, fast fashion often follows the principle of following the trend instead of creating a trend. In other words, the product design of fast fashion brands is generally not original, but according to the latest popular ideas, so the technical content of designers is far lower than the top big, the cost is much lower.
It is understood that the plagiarism of other fashion brand designs has become one of the “illnesses†of fast fashion brands. Zara, Forever21, Guess and other fast fashion brands have allegedly been accused of plagiarism.
On August 8th, the Forever21 flagship store opened in Beijing apm, and fans had already queued up before 8 o'clock. More than 500 customers had queued at the door before the 10 o'clock opening.
Forever21, synonymous with "American fast fashion," features low prices, a wide range of styles, and fast product updates.
In the United States, there are two kinds of yellow things on the streets: the United States' "Yellow Taxi" and the Forever21's shopping bag. In numerous American dramas, Forever21 is often seen.
In recent years, Forever21 has increased the pace of expansion in Asia. Currently in Japan, South Korea and Hong Kong, China is also very popular, and domestic consumers are no strangers to this brand.
Forever21 executive vice president Mr. Larry Meyer said that at present, Forever21 has more than 480 stores worldwide, its products include women's, men's, children's wear, accessories and footwear. Located in Beijing, APM's new shop is a four-storey building with an area of ​​2,500 square meters, mainly women's wear, accessories, shoes, bags and underwear. Men's and children's wear are not yet available. Commodity prices basically remain the same as overseas, starting from RMB 10 for accessories and RMB 40 for clothing.
Cai Zhiqiang, general manager of Beijing APM Shopping Center, introduced the rebranding of “New Dong’an Market†to “Beijing APMâ€, which is to create a young and fashionable shopping center. Therefore, ZARA, Uniqlo, GAP and other fast fashion brands have been introduced in recent years. As each fashion brand has its own unique brand and design style and corresponding customer base, their arrival brings consumers a more complete and three-dimensional consumer experience.
"The advantage of the fast fashion brand is to transform the fashion life, so that consumers can easily experience the world trend, and its high cost-effectiveness is also an important reason to attract consumers." Cai Zhiqiang said that these advantages of fast fashion brands, but also Beijing apm and fast fashion The reason why brands often marry.
The combination of fast fashion brands and other shopping centers has also become increasingly close, such as Xidan Joy City, Europe and the United States, Blue Harbor, Grand Canyon, etc., have introduced fast fashion brands to the main store.
At present, Europe and the United States have H & M, C & A, UNIQLO, MC JEANS TOWN, etc.; Blue Harbor has H & M, ZARA series of brands, Uniqlo, MANGO, etc.; First Valley Grand Canyon has H & M, GAP, ASOBIO and so on.
Fast fashion price stability, full cost performance
Wang Suping, deputy director of the Euramerican shopping center's leased property, introduced that the biggest features of the fast fashion brand are moderate prices, ordinary fabrics, stylish designs, diversified styles, and rapid updates. They are popular with consumers and fast-fashion products are quickly available. The reason for higher market share.
According to Wang Xiaoyu, a fashionista, fast fashion brands such as Uniqlo have long existed, but in recent years they have become so popular because the price of their products has not changed so much, unlike some ladies or menswear brands, which have risen in recent years. Too much, and there are thousands of prices in the mall. The people cannot afford it. But the price of fast fashion brands has barely risen. In comparison, it has become very cheap.
Forever21 executive vice president Mr. Larry Meyer believes that the combination of fast fashion brands and shopping centers is a win-win approach. Fast fashion brands can achieve their goal of accelerating their expansion. Shopping centers use fast fashion brands to attract more people and increase the efficiency of shopping malls.
Director of Marketing, Blue Bay Song Daddy, Daddy, Food, Weapons, Weapons, Embroidery, Embroidery High-end customers such as urban white-collar workers, these target customers showed high sensitivity to fashion and new things, high education, most of them have foreign life or work experience, adapting to foreign consumption habits. Therefore, in the brand ratio of Blue Harbor, fast fashion brands occupy a certain percentage.
Wang Suping, deputy director of the Euramerican shopping center's leased property, introduced the market positioning of Europe and the United States is young and fashionable, there are many young people in Zhongguancun, there are many white-collar workers in office buildings, there are many students in tertiary institutions, and they constitute a solid force for European and American foreign exchange consumer groups. Fashion brands can just excite this part of the guests' "momentary purchase."
Song daddy, father, son, father, father, son, daughter, sister, father, sister, father, son, father, son, father, son, father Yuan-Shan Retorts κ Harmony (17) Gully
â– Observation
Fast fashion brands are less affected by online shopping
Lai Yang, Secretary-General of Beijing Business Economics Association
Each commodity has a life cycle, from design and production, to the sale of the market, to the seasonal discount. The design and sales of traditional brands are generally based on quarters, and the input and losses are very large. After the cost is calculated, the fixed price is relatively high.
Fast fashion brands keep up with the latest fashion trends. They generally use the latest big international conferences and other channels to collect fashion information for integrated design, and then use a large number of designers to launch a large number of models for customized production and marketing. Only 12 days.
Different from the huge production volume of traditional brand single items, the production volume of fast fashion brand's single product is very low, not to say that a single product does tens of thousands of pieces, but only a very small amount, and then quickly to market, so not only reduce the single The display of money, at the same time artificially created scarcity, driving the desire to purchase.
It can be said that the sales cycle of fast fashion products is based on the week. Basically, there is a big difference between the weekly goods and the goods will not be duplicated. Because sales are fast and capital is being repatriated quickly, it saves a lot of costs and pricing is not excessive.
It is also because the price is cheap, the turnover is fast, and the number of single items is small, so the impact of online shopping on fast fashion brands is relatively small. If the online price is similar to that of a physical store, and the physical store can be tried on, consumers will not buy online. In addition, fast fashion brand products are sold only in their own retail channels, and there are few on the Internet. Although some claim to be selling off-sell products or selling originals, they are basically not genuine products.
In order to ensure that products continue to sell well, fast fashion often follows the principle of following the trend instead of creating a trend. In other words, the product design of fast fashion brands is generally not original, but according to the latest popular ideas, so the technical content of designers is far lower than the top big, the cost is much lower.
It is understood that the plagiarism of other fashion brand designs has become one of the “illnesses†of fast fashion brands. Zara, Forever21, Guess and other fast fashion brands have allegedly been accused of plagiarism.
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