Interpreting The Price Performance Behind Fast Fashion Brands

< p > "which brand of clothes do you think is more cost-effective, recommend me a chant."

This is a friend who has just known that I am a journalist after a journalist in the clothing industry.

Faced with this problem, the author is full of "black line", because this friend is an exclusive brand enthusiast, from the brand mentioned in his mouth and from head to toe, it is easy to see his slightly affectation of petty bourgeois consumption.

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< p > it is not difficult for the writer who is a journalist in the industry but also a senior failure girl. The key is that the brand that the friend likes does not seem to be related to the word "a href=" //www.sjfzxm.com/news/index_c.asp "cost-effective /a /a". So the author gives an answer with embarrassment and rationality: "H&M is cost-effective, but this is not your dish."

In a more awkward "hey hey", we ended this topic.

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The answer to < p > is nonsense, but it is also true.

In the past few years, people will pay more attention to "goods than three" when buying clothes.

But in recent years, the concept seems to have gone far away.

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< p > first of all, luxury brands will consider brand culture when buying, consider the material and style, or consider the vanity that will soon be satisfied, but no one will consider adding price to himself at this time.

Besides, the international two or three line brand, which is a huge team, has also occupied a large field in China's clothing market. Among them, many of the popular brands are distinctive styles and avant-garde brands. Although they are calm in posture, they are willing to cater for consumers to make some changes, but prices will never be included.

Therefore, the consumers of these brands can only console themselves by the fact that "a thousand gold is hard to buy."

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< p > some people may say that they have hurt their hearts in the international brand, and find some comfort in their products.

Heh heh, sorry, please be prepared to be injured again. Now, "support for domestic products" is not supported by anyone.

In recent years, international brands have continuously entered the Chinese market, and our local brands are constantly improving.

In addition to Mertes Bonwe, YISHION and other yuan foreigners, a group of Chinese power hidden under the English name has grown stronger. They have got rid of the local flavor and succeeded in integrating with the international trend.

Fabrics, styles and colors have reached the "high-end atmosphere" level, of course, there are price.

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< p > with a sigh, now only the fast fashion area can be separated from the cost performance.

From veteran ZARA, H&M, UNIQLO to GAP, C&A, F21 and so on, these fast fashion brands take advantage of many tentacles, such as low prices, many patterns, new styles, large discounts and so on, and firmly grasp the hearts of young consumers in a short time.

A series of reports on the evolution of China's retail industry published by CBRE today showed that as of June 2013, the number of 4 international fast fashion brands UNIQLO, ZARA, H&M and C&A had reached 523 in China, and 40% of them were newly opened shops after 2012, meaning that these brands opened a new store in less than 3 days in the latest six months.

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< p > although fast fashion brand develops fast, its weakness and hard injury are exposed to the public.

Recently, a children's clothing of H&M has been stopped for sale on suspicion of plagiarizing another swedish clothing brand named Littlephant.

In addition to plagiarism, these brands are frequently listed for quality problems. According to incomplete statistics, since the entry into the Chinese market, < a href= "//www.sjfzxm.com/news/index_c.asp" > ZARA < /a > at least 13 times on the quality blacklist, UNIQLO in more than 6 times, H&M is also a frequent visitor on the black list.

In fact, quality problem is the inherent defect of fast fashion mode in gene. Based on the consideration of cost control, these fast fashion brands have excluded high quality and long service life as early as design stage. In order to pursue low-cost and frequent replacement of lower cost raw materials and foundries, it has become the norm.

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< p > the author has done a small area survey. Among the investigated groups, there are < a href= "//www.sjfzxm.com/news/index_c.asp > > fast fashion /a >" fever powder ".

Perhaps this is the advantage of high cost performance, so that some "thick and thick" cock silk ignores the problems observed under microscope.

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< p > although UNIQLO, ZARA, H&M and C&A are always known as fast fashion, but careful observation is not difficult to find that this force has been bifurcated.

Compared to just entering China, ZARA prices are getting higher and higher, while H&M has dropped slightly.

According to H&M's latest performance report, the same store sales in November increased by 10% over the same period, much higher than 3% expected by the market.

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< p >, however, the ZARA parent company Inditex has earlier reported that the net profit of 2~10 2~10 has increased by only 1% over the same period last year.

Such figures are contrasted, and one can not help but guess that the problem is still on the price.

But recently, there is news that H&M group said that because of the textile workers to increase treatment, the future of its products may increase prices.

When the news came out, I laughed. The reason and result of this news involves two terminals of the industrial chain, and the front line is long drawn out.

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< p > to observe the trend of these brands, it is not difficult to find that they are all in pition gradually. They have even begun to dismiss the identity of "fast fashion".

Therefore, compared to the price increase, the author is more worried that in this field, the poor "cost performance" is also going to be lost? Is it possible that in the near future, we can only feel the price performance ratio in some small shops on Taobao? < /p >