Market Research: Failure Of Fast Fashion Industry May Have Long Been Doomed.

"Good can not afford to buy, the second can not see, these fast fashion is also a brand, wear out will not appear to be out of grade." At that time, fast fashion brands relied on their first-rate marketing methods and accurate control of consumers' psychology to conquer the Chinese market and kill local fashion brands.

However, when the local brands imitate the fast fashion mode and intend to fight with them, these exotic fast fashion brands seem to be experiencing a collective bottleneck. Not only are they losing their performance, they have to withdraw from the Chinese market, and some even go to the brink of bankruptcy.

This makes us wonder what has happened to consumers in China over the past decade and why fast fashion brands suddenly failed? How should they help themselves?

Fast fashion secret: catch the young people's consumption psychology

Fast fashion, as the name suggests, is "fast fashion". In just two weeks, the whole process of design, production and new development is completed. Every week, new products appear at the counter, attracting people to enter shops, which is different from the previous fresh mode of seasonal purchase, so that local brands can not resist the power. In a few years, they have opened up rapidly in China.

"Fast" is the advantage of fast fashion, but they can quickly open the market. The most important thing is to have a good understanding of the psychology of consumers.

First of all, the fast fashion consumers concentrate on the younger generation. They are sensitive to fashion, pursue the trend, and have limited economic conditions. Therefore, they are quick to pay and the price is not high. The fast fashion brand with some popularity is naturally favored by young people.

Moreover, fast fashion brands invite celebrity endorsements and street pads, whether they are advertisements or posters in the store. They all try to show "star money", which is a very good drainage for young people who are interested in entertainment. Plus the fast fashion store is always bright and spacious. Its area and product quantity are far more than the general non fast fashion brand. It allows people to spend less money and experience a more relaxed shopping environment, virtually creating a value for money.

On the other hand, the rapid development of fashion and fashion in recent years is the stage of the brutal growth of Chinese clothing brands. There are few local brands that are "competitive". The young people who are tired of the taste of the local flavor are hard to resist after seeing the design of ZARA and H&M.

Perhaps it is because the rise of the domestic market that is too easy and less catfish effect makes the fast fashion brand lose its vigilance, and they may not have thought that the decline will come so fast after all the way forward.

Where is the fast fashion leg lame?

At present, the four fast fashion brands have split up in China. UNIQLO continues to advance vigorously, opening up new revelry by UT joint name, ZARA is not as fast as it used to be, and H&M and GAP are gloomy and dull, and the development is blocked.

It is not that "China's fast fashion clothing is not good enough", nor is it fast fashion brand. It's just that China's fashion environment is changing too fast, and the learning ability and research ability of local brands are beyond the expectations of these foreign giants.

Common fast fashion brands

Once advertised "first-class design, second class quality, three price", but through these years of observation, not all fast fashion brands have done it. Take the "first-class design", plagiarism is a stain that fast fashion can not wipe out. The designers of fast fashion brands have been stationed in the "showcase learning" all over the world for two or three weeks. After the show, we can see the "learning results" that are similar to luxury brands in the major fast fashion stores. Although plagiarism has made the fast fashion get a more fashionable style, it is far from the "first class".

Besides, fast fashion brands are hard to tell. Although compared to other brands of clothing at thousands of prices, one hundred or two hundred of the price is not really expensive, but because of its fast turnover, quality is difficult to guarantee, many times spent one hundred or two hundred, but it is comparable to the quality of the goods stalls, how can such a cost-effective, how can it be called high?

A few years ago, the fashion of fast fashion was really popular. Although there were many controversies, consumers would still be willing to pay for it when there was no better choice. In recent years, on the one hand, on the one hand, with the upgrading of consumption, buyers have higher requirements for clothing quality, design style and uniqueness. "Gimmick" or "big name similar money" gimmick is obviously not enough to satisfy consumers' pursuit of personalized psychology; on the other hand, local brands are generally out of the adjustment period, whether it is commercial brands such as Taiping bird, Lining, or the rise of more and more original designer brands, which makes consumers face more choices and fast fashion advantages.

Why does UNIQLO outshine others?

UNIQLO can be regarded as a clean stream in fast fashion brands in a lot of bad mouthing. In the past few years, it also used the joint T-shirt screen with KAWS to screen the social network. In the annual Tmall double eleven shopping carnival, it often slaughtered the list. Whether it's topic level or performance, UNIQLO has become the leading brand among fast fashion brands. So why can UNIQLO outshine others?

In fact, from the positioning of UNIQLO, it was different from other fast fashion brands at the very beginning. When ZARA is equivalent to imitation big brand design, UNIQLO always adheres to basic funds and makes efforts in product quality. We should know that although the costumes of the seasonal trend are beautiful, they are also very outdated. Only a simple white T or shirt is always a consumer's must buy. Moreover, the quality of UNIQLO is the best among all fast fashion brands.

In addition, UNIQLO is very good at holding thighs. In addition to running its own official website, UNIQLO has also spotted the influence of Alibaba and other e-commerce giants in China, and it joined them early. Compared to ZARA and H&M, the focus of online channels is on their own official website, or simply refusing to enter Tmall (though they finally settled in, but missed the best year), UNIQLO undoubtedly won the first priority in winning online channels.

Not only that, UNIQLO has made the most effective strategy. Because of the intersection with the major fashion brands, the joint name has become the most common means of UNIQLO, and has become the most popular fast fashion brand. No matter it is the trend brand, fashion brand, animation and art, it has cooperated with it, and the price is consistent with the general price of clothing. How can anyone buy a joint product at such a low price?

Of course, if you play too much together, you will be tired. How long can you play this UNIQLO game? It is not known yet. I believe you will soon introduce a new gameplay to yourself.

Since 2017, China's clothing market has entered a new stage of more sophisticated differentiation and development. The past experience model has been hard to keep up with. Fast fashion brands must understand that products are fundamental, marketing means can only be icing on the cake, but can not be timely. If we want to continue to develop in the Chinese market, we must have a better understanding of the local consumption culture and further integrate ourselves into the Chinese mainland from the aspects of products, channels and marketing. If we fail to keep up with the brand of this reform train, we will be abandoned by the market.