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Fast Fashion Brands Hit &Nbsp; Why Are Chengdu People Buying So Happy?

2010/12/3 13:44:00 119

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Fashion Brand

H&M shop South Town, ladies' evening dress is as low as 99 yuan.

2010 is a year of booming business in Chengdu.

Many new shopping malls are gathered to show up.

Chengdu

Consumption brings more shopping choices and different shopping experiences.

And with the appearance of new stores, it will also make Chengdu.

fashion

The long-awaited fashion brand has been brought here.

At the end of September this year, ZARA's first store in Chengdu appeared in Ito's Yang Hua Tang Chun Xi store. In November 24th, H&M Chengdu's first store was in Kai Dan.

square

Unveiled and opened the new store of ZARA and UNIQLO in Chengdu. At the same time, ZARA, Pull&Bear, Bershka and Stradivarius of the same group also appeared in Chengdu for the first time. In November 30th, second stores of H&M Chengdu came to the summit in Fuli Tian Hui MALL.

Since then, C&A is also on the stage.

The brand new appearance of this fast fashion brand in Chengdu not only brings a fashion whirlwind to Chengdu business, but also brings a refreshing fashion consumption culture to Chengdu.

And the challenge it will bring to traditional fashion brands is obvious.

How big is the charm of fast fashion? Look at the new ZARA or H&M in Chengdu. The long queues and the nearly hot scenes are enough to explain everything.

A new rush of buying by these brands in Chengdu will undoubtedly divide Chengdu's retail market, which will naturally bring a great impact on traditional fashion brands.

Why is fast fashion appearing in Chengdu this year? Why is it so popular in the retail market? In the face of the fast fashion brand's strong Lai Rong, where will the traditional fashion brand go? The Chengdu Commercial Daily reporter will start with the shopping malls, consumers and the traditional brand agents, and comprehensively analyze the PK drama of the clothing brand.

Asking consumers

Pursuit of fashion

Low price is the biggest temptation.

As we all know, the reason why fast fashion brands are widely sought after is "fast", that is, commodities are moving at the forefront of fashion, and the speed of renewal is fast.

In interviews with consumers in Chengdu, the vast majority of people expressed their preference for the affordable prices of such brands.

A consumer who bought the H&M counter at Fuli Tian Hui MALL said, "the brand itself is well-known and its style is also very fashionable.

The most important thing is that the price is moderate.

Some unnamed brands are always a few thousand, and are more willing to choose fast fashion brands.

How affordable is the price? The reporters went to UNIQLO, ZARA and SCOFIELD and Tommy men's brand counters in a shopping mall in Chunxi Road, and made a simple comparison of the prices of several brands.

For example, the price of cashmere products is higher than that of woolen sweaters of medium thickness, and there are also differences in prices due to weaving and raw materials.

In the ZARA counter, the reporter sees that the thinner sweater costs only about 299 yuan, and a cardigan with 10% alpaca and 20% woolen woolen sweaters cost only 559 yuan, and comes to UNIQLO. The cardigan is based on the basic pure color, and the price is more intimate. A super thin cardigan containing 70% Merino wool costs 199 yuan, and a slightly more expensive cardigan is sold for only 299 yuan.

Then, the reporter came to a shopping mall in Chunxi Road SCOFIELD men's clothes cabinet, pick a good sweater with ZARA and uniqo thick, a look at the price, 1080 yuan.

The shopper said that the clothing was specially woven, which can effectively prevent the deformation of clothes and use advanced Merino wool. It has excellent warmth and comfort.

In the Tommy men's clothing store, pick up a sweater of 92% cotton and 8% cashmere sweater, and the price is as high as 1280 yuan.

Reporter observation found that fast fashion brand price advantage is indeed quite obvious, but the quality assurance of traditional brands is also worth affirming.

Members of the public, Ms. Liang told reporters that brands like ZARA and H&M are indeed very affordable in terms of price.

But when you buy, you will take into account the type and quality.

Ms. Liang said that jeans, thin coats and leather clothing are very popular among brands.

"Other brands in the mall can't be taken up under one thousand. The fashion elements are changing year after year, and the pursuit of" fast "is therefore popular.

But he also praised the quality of traditional fashion brands in the mall.

"To tell you the truth, the quality of traditional brands in shopping malls is still useless. If it's a winter coat or a man's thick coat, I'd rather spend more money.

After all, quality is guaranteed. "

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The concept of big designer makes more ordinary people feel the fashion trend.

Two ask stores

Fashion trends drive ordinary consumption

In an interview with shopping malls, the reporter replied unanimously that "the introduction of any brand is based on the needs of the target consumers".

Therefore, in the eyes of shopping malls, whether it is fast fading brands or traditional fashion brands, it is based on whether they can meet the needs of consumers and whether they are in line with the positioning of shopping malls.

The new shopping center, represented by Kai Dan square and Fuli Tian Hui MLL, brings together a crowd of fast fashion brands such as H&M, ZARA and C&A to Chengdu.

This is a surprise that new stores offer to consumers in Chengdu. Of course, this is also a big weight for new stores to attract high popularity.

As for the original intention of introducing these brands, the best view is the Grand View of the long queue shopping of each shop.

Of course, old stores are not idle.

Ito, who likes to pform and constantly introduce fresh elements, is his representative. He first introduced the first shop in the southwest of UNIQLO to Chengdu, and then brought ZARA's first store in Chengdu.

It also opened up a 1500 square meter store for ZARA in Chun Xi store, and brought the brand of Chengdu fashion people to the front of everyone.

Ito, chairman of Yang Hua Tang, Saegusa Fuhiro repeatedly stressed: "stores can not wait for customers to tell you what they need. What we need to do is to consider the customers in advance and provide them with what they want."

Saegusa Fuhiro said the introduction of ZARA to attract huge popularity is on the one hand, and the more important reason is that the brand that fascinates young people all over the world is in line with the orientation of young customers in this year.

In addition, such as Wangfujing, Pacific, Parkson and other old stores first affirmed the appeal of fast fashion brands, followed by the fact that different brands have different customer base, traditional fashion brands also have their own characteristics, and there are still loyal customers.

The relevant person in charge of Wangfujing told reporters that, like MANGO and Promod, representatives of fast fashion brands also formed a perfect complement with other brands in the store to attract different customer groups.

"When shopping centers introduce brands, the first consideration is the overall positioning of the shopping malls and the needs of customers. The aim is to enable every customer to find their own brand."

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Whether it is business philosophy or positioning mode, fast fashion brand will always let young people follow.

Three ask traditional brands

Fast fashion influence should not be underestimated.

Positioning has different advantages.

When the fast fashion brands such as UNIQLO, ZARA, H&M and so on came to Lai Rong, the panic buying rush was really shocking.

In the face of the strong segmentation of the clothing market, what are the views of the traditional brand dealers on the future development?

In this regard, the Chengdu Commercial Daily reporter interviewed several traditional clothing brand dealers.

They agreed on the success of brand management such as ZARA and H&M, and said their influence in the world should not be underestimated.

However, when asked whether the traditional brands are facing enormous pressure, they all indicated that different brands are facing different challenges.

In recent years, the pressure on young women's clothing and brand oriented young white collar workers is certainly not small.

But for the mature men's clothing brand, because of the difference of positioning, the competition is relatively small.

As an agent of a well-known brand in Italy, Mr. Li said: "from the point of view of the current sales of our brands in Wangfujing stores, we are not affected by these brands.

After all, the customer groups are different, and there is a difference in the demand for clothing.

In his view, ZARA and H&M are featured by fast fashion and attractive to young consumers.

Fashion apparel occupies more than 60% of the total goods, blending the most fashionable elements at the moment.

The traditional fashion brand is characterized by "Zhang Yangzhong's conservatism", which covers a wider range of customers, and becomes the biggest competitive advantage with excellent quality.

Huang Lin, general manager of the Southwest District of CAI Xuan, said in an interview with reporters that ZARA and H&M can be popular all over the world.

At the same time, it is also closely related to changes in the global economy.

Advocating the "fast fading" culture and pursuing the rapid replication and dissemination of the trend, many people who are fashionable but do not want to spend too much money have the opportunity to contact with the trend.

But "fast" and cheap also limit the selection of materials and technology.

In Huang Lin's view, the new shopping experience brought by ZARA and H&M will continue to heat up in Chengdu.

However, there is almost no brand impact on the market.

"For mature women who pursue quality of life, they are concerned not only with their styles but also with their quality when choosing clothes.

Therefore, they will be willing to spend thousands of yuan to find clothes that reflect their identity, rather than to pursue the trend.