Fast Fashion: How Can Brand Advantage Become A Competitive Advantage?

In recent years, more and more fast fashion brands have opened their stores to Guangzhou. Apart from the increasing number of ZARA, H&M, UNIQLO, UR and other brand stores, GAP and other brands have also been sacked in Guangzhou.

It can be seen from this.

We are stepping into the Chinese market to make progress.

Indeed, casual visits to several ShoppingMall in Tianhe business circle, the flow of these fast fashion brand stores is generally quite large, compared to the next domestic clothing brand stores will be deserted.

One of my girlfriends is ZARA and UR powder. The four seasons clothes are basically settled in the two areas, asking why she has a special feeling. She said that the fashion trends are being promoted by the fashion heroes. They can be found in fashion fast, fashionable, beautiful, and the key prices are still cheap. They can buy very decent clothes at two hundred or three hundred or three hundred and five hundred pieces. "The domestic brand is cheap and looks ugly. Better, the brand is a little decent clothes, and now it is often one thousand, where to buy it."

This brings sales impact to domestic garment enterprises, but also brings the impact of ideas.

So in recent years, many domestic brands have played the banner of "fast fashion", or even sports brand Lining began to produce 10% of the products last year.

They began to imitate the style of fast fashion brand stores, hoping to learn fast fashion brand rapid development, fast loading cycle and zero inventory mode, hoping to solve the high pressure of storage in the whole industry.

But from the current situation, some claim that they are

The domestic brand is only cheap.

But cheap price has always been one of the advantages of "fast fashion" brand. The "fast" in the whole process and the accurate grasp of fashion trend is the key to winning others.

From the communication with the apparel industry, we know that the traditional clothing industry chain can be divided into 7 parts, namely, manufacturing, design, raw material procurement, warehousing and pportation, order processing, wholesale operation and terminal retail. Generally speaking, the traditional garment production enterprises have to go through these links, the average cycle is 180 days.

Now many enterprises emphasize efficiency and optimize the speed of process upgrading, but often it takes about 3 months.

But we need to know that ZARA takes less than half a month from the design version, customization, shipment to the shelf cycle.

This requires strong supply chain support and fast market reaction to drive the high turnover of commodities.

Take ZARA as an example, it has a large number of fashion buyers to accurately capture the latest.

At the same time, stores will also timely feedback the sales report and customer demand information on that day.

By accessing real-time information in the database, the designer and the production and operation team decide on what fabric, how to tailor and how to price it.

Then 50% was produced by 22 factories owned by Spain itself, and 50% outsourced to more than 400 processing enterprises. The basic one produced only one style, and there was also a very developed logistics distribution system to ensure absolute speed.

So ZARA produces nearly 20 thousand items of clothing every year. Stores are updated every 3-4 days and always give people a sense of freshness. My girlfriend can find new styles and go home with them every time they visit.

In contrast, the imitators in China have only learned a little bit, but far from learning the gods. Improving their supply chain efficiency and improving their development capability is their top priority.