Fast fashion brands want to grow fast To seize the "Z generation"

A few days ago, a Korean clothing store broke the circle of friends with news of Gucci's design director. Han Douyi did not respond positively to the “Business School” reporter’s interview on the authenticity of the news, but this news reflected Han’s determination to upgrade the brand.


In the fast-fast and fast fashion field, China’s domestic fast fashion brands have gradually emerged, making the competition in this field increasingly fierce. As consumers’ demands for clothing AliExpress Promo Codes gradually shift from functional requirements to aesthetic pursuits, from popular fashion to niche With the transformation of boutiques, fast fashioners are following the footsteps of consumers and constantly upgrading their brands. It is worth noting that China has become the most significant market for H&M Group's sales growth last year, recording a 3% rise to SEK 11.03 billion, or about 8.85 billion renminbi.


China has become an important market for fast fashion brands. In this market, fast fashion brands want to grow and do what?


Branding to seize young people


E-commerce not only brings great changes to the company, but also changes the consumer's consumer behavior. According to the data of Tmall apparel, the flagship store brand opened by Tmall, the consumer age structure is far below the line. As younger generations enter the society, their spending power is increasing, and brand escalation needs to catch the eye of young people.


The fast-fashion brand Handu clothes house, which is originated from the Internet, is updated at a rate of 100 models a day. However, after Han Dousha signed the contract with Cui Fanxi, the designer of New York Fashion Week, for 17 times in 2016, the update speed has slowed down significantly. The Korean designer spent a whole year developing R&D products for Handu Clothes. In response to an interview with the “School of Business” reporter, the relevant person in charge of the Korean clothing store said that the signing of Cui Fanxi is an important part of the promotion of the Handu clothing house brand.


Han Dushe said that he hopes to use Cui Fanxi to seize the young people's consumer demand and provide Chinese young consumers with pure Korean fashion that is in line with international standards. Shortly after the related products were put on the shelves, they were sold out to verify the correctness of this decision.


In the Korean clothing store, the key to fast fashion is "fashion." The "fast" of fast fashion can only serve as an advantage, not the core competitiveness. Han Du clothing house believes that the development of the brand is driven by consumer demand as the center, so that the brand can be more widely accepted by the audience.


In an interview with the “Business School” reporter, Anna Rathsmann, Human Resources Director of H&M, said that in order to capture more young people, H&M plans to recruit 6,000 employees in mainland China in 2018. H&M focuses on the younger Generation Z generation in recruitment, mainly referring to a generation born between 1996 and 2010. Anna thinks that H&M is very consistent with the values of Generation Z. Externally, H&M attracts younger consumers by hiring Wang Yuan to become a new generation of spokespersons for H&M China. The effect of this is significant. In March 2018, more than 3 million visitors visited the H&M Tmall flagship store on the opening day.


Fast fashion transitions to high-end


With the continuous expansion of middle-income groups, young Chinese consumers are no longer satisfied with the short-lived pleasure brought by cheap fast fashion, and they have begun to “shut off” excessive MiniInTheBox Coupons consumer goods and choose “small and refined”. More and more fast fashion, when the brand is built, begins to weaken the "fast fashion" and instead emphasizes the "lifestyle" brand tone. Whether it is the minimalist design of H&M's COS, or Uniqlo's Lifewear, they are communicating their values to consumers.


The transition to the high-end is a transformation that fast fashion has begun to take.

The brand upgrade of Handu clothing house started from the idea of long-term operation of fans, entertainment, and IP. The signing of Cui Fanxi is an important part of brand upgrading. The heroes of the “Blue Sea Legend” and “Phantom” hitting in 2017 are all created by Cui Fanxi, and many fans who pay attention to the joint money are also attracted. Therefore, an entertaining brand strategy is an important bridge connecting top fashion and general public needs. Han Dui She thinks that the cooperation with Cui Fanxi can inject more top-notch fashion genes into fast fashion, and at the same time provide more possibilities for the upgrading of Handu clothing store brands.


As the high-end brand of H&M, COS attracts the eyes of many young people with its minimalist style. Data shows that COS has become a new growth point for H&M Group. The financial report shows that during the six years from 2009 to 2017, COS sales increased from US$132 million to US$625 million. In August 2017, H&M officially released its new brand ARKET, which is similar to COS. In the context of COS' success, why did H&M rebuild a high-end brand? In the eyes of people in the industry, the success of COS proves that the potential of middle-income people has not yet been fully tapped, and the market has great potential. By expanding high-end brands, it can enrich its own brand matrix.


If H&M's transformation is through the reengineering of a high-end brand, the high-end advanced road of Handu clothing house is through selecting high-end designers and brand spokespersons. In 2017, Naza and Soojoopark signed a contract for Handu clothes. Han Dousha told reporters that the strategic goal of super-model SooJooPark contracted with contracted designer Cui Fanxi has the same place, the difference being that Cui Fanxi focused on creating the product itself, and SooJooPark was the spirit conveyed by the visual system. The use of fashion blockbusters to show brand attitudes is a common idea for traditional high-end luxury brands when photographing fashion movies, but Handu clothing believes that this approach is fully applicable to a wider range of fast-fashion brands.


Since 2016, Handu clothes store has entered fashion highlands such as Milan, New York, Seoul and Paris together with the international fashion group “Stylish Bazaar”. Through a series of international activities, Handu clothing store hopes to change the original "Amoy" brand positioning.


Brand upgrade requires online and offline communication


Liu Xiuyun, president of Tmall Costumes Group, publicly stated that clothing brands often face four difficulties in the face of brand upgrading: brand positioning is not clear; planning ability can not keep up with brand positioning; brand strength is weak, bargaining power is low; online and offline do not get through .


In 2018, with the new retail wave struck, the combination of online and offline traffic is an inevitable trend. Handuyishe began to attempt to lay out smart flash stores online and open up online and offline channels to transform from pure internet brands to “new retail” brands. H&M chose to cooperate with Tmall. In March 2018, H&M and H&M HOME joined Tmall. This is a further expansion of the e-commerce landscape in the Chinese market and will continue to deepen the exploration of digital and social marketing strategies. The opening of the H&M Tmall flagship store is the brand's response to Alibaba Group's new retail strategy, which further caters to the digital transformation of Chinese consumers and opens up online and offline shopping experiences and CRM system innovations.


According to Han Dusha, under the Promo Codes influence of the new retail wave, consumers’ demand for experience is gradually higher than the demand for products. Under this premise, how to achieve online and offline omnichannel customer acquisition and performance is the future Handu clothing store. The focus of brand development.

At the Alibaba Global Operators Conference in 2018, Liu Xiuyun said that Tmall apparel will upgrade from resources, data creation, product operations, new retail, and services in 2018, boosting the brand's digital upgrade.


In the context of consumer upgrades, simply online or offline is no longer adapted to the growing consumer demand. Fast fashioners need to embrace the trend and do a good brand upgrade to attract more young people.