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fast fashion, apparel areas of the overall campaign
(3) build their design strength, enhanced localization

supply chain: low-volume, multi-batch, because it is the end of a single foreign trade in general just a few items for each style. In order to maintain the store business, they will stop to search for new models (usually these stores should have a fixed partner).
Chinese clothing brand unwilling to sit still, so Metersbonwe launched confrontation. However, to date, most obviously at a disadvantage or, Why?
• small batch, out of stock - so you always have the
(4) terminal and the channel model innovation
Many people believe that consumption patterns in fast fashion, the main concern is the consumer product, the brand does not matter, this idea is wrong. Currently, most of the fast fashion brand in the commercial street near the store the way to class there, or even most directly in the department store, consumers in the purchase, the brand will be considered as factors. ZARA, H & M and Uniqlo first major cities to quickly take root in China, with its brand appeal, or a great relationship. Such as the first in Shanghai, is a relatively ZARA wear status symbol, because the initial consumption of their many people have had overseas experience, they are more familiar with its brand in itself, lead to unconscious consumption and branding.
fast fashion brand in China to explore
In addition, compared to large cities, urban communities and the second and third-line market is still relatively empty fast fashion brand competition, domestic brands should take advantage of opportunities to cut as soon as possible. In these places, the operation can be more flexible operation in these areas is the long-term Chinese enterprises. Innovative channel mode of operation, using a variety of ways to channel expansion, which is local enterprises can take advantage of the advantage. This regard, such as ME & KAR, ME & CITY and other fast fashion
Explore Chinese-style fast fashion
make full use of the network, so that networks and fast fashion a perfect fit. Analyze Taobao can be seen, the network is entirely based on fashion apparel consumer spending. Internet apparel fast fashion mainstream consumer groups are consumer groups, they care about is fashion. Because access to fashion information on the network more and more convenient, so the network is more sensitive to consumer fashion. Online shopping more convenient and easier to form a high frequency of contact and consumption.
(1) footwear Taobao
In recent years, Taobao Mall emerged a group of fast fashion footwear brands. They operate on the fast fashion model takes advantage of some of the elements, and full use of the advantages of the network, and achieved relatively good development, worth learning from. We step all the costumes (maizhongfs.mall.taobao.com) as an example to analyze. Its advocacy of In addition, these enterprises have successfully used
(3) integration of the foreign trade shop model
the concept of change is fundamental, as mentioned above, fast fashion model is no longer selling products, but the fashion sense, fashion rhythm. So want to transition to the fast fashion business, the concept of change must be thoroughly carried out, can bring about profound changes in the enterprise.
not all of the fast fashion Or to pinpoint their location, have their own brand of style and image.
• Fast supply chain models are updated every day - so you always feel left behind.
value network is an integrated, but the general sense and the simple integration would have very different value network members in the business community of interests between the firm can ensure faster response to market, but Also do not worry about the disintegration of the League. China is the world's major textile manufacturing countries, a lot of production design, and other resources, so fast fashion apparel industry must consider the value of network integration model. Of course, establishing the value of the network is also a great challenge.
However, domestic brands also continue to explore suitable for Chinese enterprises fast fashion way. Such as promoting a new brand of fast fashion - City eighth day (URBAN EIGTHDAY) general manager said in an interview, China's domestic brands may be better than H & M who know foreign brands did not match the third and fourth tier cities, are more likely to
local
The reason why is fast fashion
In addition, product design should give more consideration to a number of localized factors, rather than blindly copy foreign styles. Of copying foreign models, many are not suitable for Chinese people's size and aesthetics, into the lower end of the market this disadvantage would be more obvious, therefore, localization should be the key to winning local brands.
line manner, such as Some will take the line manner, or a combination of both, such as wheat Mecoxlane network and its line shop.
here, The real operation of network-based fast fashion, the operation should have all the network as the core, is to use the network to For example, the full use of the network, real-time understanding of customer needs and feedback; full use of the network, grasp the latest trends; use of information feedback network implementation, optimization of supply chain systems; allow customers to participate in the design; use the Internet to increase customer experience. Now, with the Uniqlo brand to speed up network process and any other domestic e-commerce customer Eslite garment enterprises transition to fast fashion, it is foreseeable in the near future, the field of fast fashion may be the main battlefield of competition from cable under the steering line.
From luxury to the general brand clothing, are permeated with fast fashion. This shows that fast fashion is not just the garment industry garment industry a business model in some field, but should be the apparel of a new consumer concept of revolution is the new concept of revolution in consumer-driven, may be spread in a the apparel business model changes.
As mentioned above some of the local According to these
(1) to enter the field of fast fashion, from the market segments to find a breakthrough
Iwasaki
What
such as imitation retail easy to get into. Another example is a simple service can be white-collar crowd, or, more in-depth segments, such as the focus on
such models to single-service restaurants, similar to the expanded version of the trade shop, Of course, all products are non-owned brand, is to integrate some of the general marginalization of brands, such as taking some of the wholesale market brands, there are many brands, such as foreign trade enterprises.
, of course, such enterprises, generally we do not call it fast fashion, but as they are born out of individual trade shops, even though they have not reached the new update rate the speed of fast fashion brand, but with a lot of potential elements of fast fashion. For example, as long as the buyers of these stores sound system, establishing the perfect product sourcing network, take advantage of the power of partnerships, rapid integration of world (also parts of China) and personalized products, and gradually strengthen its brand image of the terminal (and increasingly explicit its positioning, branding conscious manner), then this model also has some potential. In fact, many brands are also super in this direction.
shop here refers to the street trade is the more personalized the women's clothing store. General managers are women, generally in the community around the shop, clothes in general would be more personality, is the owner came from all over the search, the general stock of each style are few, so clothes and styles are updated frequently. Such stores are common, but most people do not regard it linked to fast fashion, in fact, these stores have a lot of fast fashion rules.
brand: the owner is generally fashion enthusiasts, generally choose their own clothes, the shop owner will naturally develop a personal style with the style, giving a natural feeling.
fast fashion clothing? fast fashion , design, production rapidly, faster replacement. this concept there are several core elements: fashion, update speed, the price is not too high.
Some of these enterprises will take
fast fashion clothing style sweeping the globe, the trend of its violent and even luxury brands can not resist. Discover Chinese clothing brand in the foot on the road at the same time began direct confrontation with the international brand. Fast fashion business logic behind what? ZARA whether their business model is the only choice for fast fashion?
• fashion buyers, quickly copy the big board - so you have to be tempted.
explore the
when it comes to fast fashion, we immediately think of ZARA. In fact, the Chinese garment industry is no shortage of examples of fast fashion, but the relatively small size, we often ignore them, but these examples may be the
• appropriate to the brand - so you always go to ZARA buy.
in a subdivision area, consider the integration of clothing, or clothing, and some combination of creative home to increase the accessories, the accessories (such as scarves, ornaments, etc.) and clothing and promote each other to increase the frequency of customers into the store ( or network click-through rate). Because when you serve the market segments,coach high heels, into the store itself will reduce the frequency and consumption frequency, and therefore increase the frequency of new factors into the store promotion.
(2) individual trade shop street
and domestic brands face of these international brands, beginning at a disadvantage on the brand,asics trail Mosquitoes love, so the result of competition as also currently the case. So, for those wishing to enter the field of fast fashion companies, we must correct the errors, and strengthen brand building. In other words, the field of fast fashion, product important, but the brand is also key.
not selling clothes, but the fashion sense. FMCG consumption and the difference is, where the basic functional properties of clothing was completely abandoned, only concerned about the added value of clothing - that is fashion sense. One thinks, to the impulse, the impulse is the driving force of consumer clothing frequently. For businesses, is no longer selling products, but the rhythm of young, fast fashion is constantly on the customer value to the customer experience to create this fashion.
financial crisis to ZARA and H & M fast fashion, represented by the wind swept the globe, in many places, even those classic goods in the world, but now seems to be Potential of Chinese market is the largest regional consumer, Over the past few years, the major addition to the layout of fast fashion brand tier cities, it is also foresight to spread its tentacles into the second and third tier cities, it shows great attempt.
(2) use of domestic resources, innovation, supply chain
fast fashion clothing business logic behind what?
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• sacrificing quality, lower prices - so more people can afford,air jordans shoes, always buy.
should say, fast fashion business model for many companies, more of a concept, as long as the core around the concept of fast fashion to do, there should be a lot of implementation. Such as poor quality low-cost fashion is a choice, then the stylish and high-quality low-cost choice is not a bad idea (as in China, poor thing is no shortage of cheap fashion, cheap fashion is very lack of quality.) As another example, a large commercial street shops is a choice, the community it might be an option for small and medium sized terminal, because there may have higher customer loyalty.
from the global trend, this trend seems to have been irresistible. So, China's garment enterprises ready? In the We may be concerned about in the new round of
slow fashion era, competition is the brand. Fast fashion era, competition for resources and integration of resource efficiency. China, as the global apparel manufacturing country,狗的眼中，主人比天堂还要好, the fashion world gathered in China, as long as we can make full use of the advantages of local enterprises to shape China's own fast fashion model, rather than blindly follow the logic of the operation of Western brands, we have every reason in the new round of the competition take place.

ZARA type of fast fashion is operating according to this logic:
should be said that the road is in the exploration, but China is not really a To understand this problem, you must figure out the logic behind the fast fashion.
fast fashion model now a core element is quickly copied by the big brands to follow international trends. Imagine if all our brands are copied, resulting in no personality differences between the brand, then we talk about fashion also? Therefore, local brands in the fast fashion journey, we must gradually build their own copying the design of network strength ( If ZARA their international alliances, like the power of the designer.)
terminal areas: general walking routes community, business a long time, will form their own regular customer base.
reference model street shop trade, through the integration of resources, to strengthen the product supply chain. In particular, to learn from the experience of Li & Fung Group, to establish the value of open networks. That is where the integration can not simply be limited to the simple style of foreign trade products store purchases or OEM, but should learn from the experience of Li & Fung, the value by building a strong network of members through the network together, to protect the market's rapid response, thus speeding up the supply chain.
​​famous Japanese bamboo clothing consultant, said: will still remain strong. durable, but require frequent replacement products.
for this phenomenon, the world's second-largest seller of luxury handbags COACH producing in China Ghosn, president and chief executive officer, said a problem is not a luxury, but the concept of people's consumption is a problem. Ghosn said that they also penetrate this fast fashion concept.
The logic
(5) can not be ignored branding
fast fashion clothing
• Commercial Street, large stores - feel that shopping will go to the Department.
because the ME & CITY are entirely in order to ZARA and H & M model in the expansion - the . In full accordance with the rules of the game to the operation of their circumstances, face the same consumer groups, as they are our brand strength, the price is a lack of advantage, it is difficult to go beyond product design, supply chain speed is not satisfactory, consumer How will those who pay the bill?
products: search a number of foreign trade from various parts of the original single product, generally the most popular styles.
fast fashion clothing is the logic behind the Of consumer goods through the fast, resulting in
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