Fast Fashion Brands Break Through The Threshold Of Home Furnishing

Here in the world Clothing shoes and hats What the editor of the website introduces is that fast fashion brands break through the threshold of home furnishing.

As more and more enterprises enter the fast fashion field, the fast fashion of clothing is no longer a blue ocean, and fast fashion giants are also beginning to seek new blue oceans. After Zara introduced Home series to China, H&M also started to introduce home series products to China from January this year, and introduced home series in Beijing, Shanghai, Shenyang and other six major cities in China. A few days ago, H&M opened another flagship store in Shenzhen Imperial Court Square, which opened the layout of H&MHOME household series in South China.

For so many fast fashion giants doing cross-border household brands, analysts believe that they can not only give full play to their experience in fashion and fabric development, but also cater to consumers' "affordable fashion" mentality. But whether they can grasp it depends on whether enterprises can continue to innovate and meet consumers' needs.

H&M household series introduced to South China for the first time

Generally speaking, the replacement of household items is not as fast as that of clothing, and there is no obvious seasonal distinction. The market capacity is not as impressive as that of clothing. But recently, more and more fast fashion giants in the clothing industry are optimistic about this market and accelerate their layout in the Chinese market.

On August 28, H&M, an internationally renowned fashion retail giant, entered Shenzhen's "Heart of Diamonds" Royal Plaza and opened its 10th store in Shenzhen. The new store has two floors, covering women's clothing, men's clothing, youth clothing, children's clothing and household products, including clothing, accessories, jeans and many other products. The reporter saw at the scene that on the opening day, H&M fans lined up at the door of the store early in the morning, waiting for the arrival of the opening ceremony.

The reporter learned that the opening event attracted so many consumers, on the one hand, because the Miss World Zhang Zilin came to cut the ribbon in person, and more importantly, because the Royal Plaza Store introduced the H&MHOME household series in South China for the first time.

Amy Fu, spokesperson of H&M brand in Greater China, told Nanfang Daily that the inspiration of H&M Home's autumn series came from the gentle Nordic autumn light and ancient English poetry, which mixed fresh style and poetic elements to design more detailed products for each room. Texture, contrast, richness and warmth are the key points of this H&M Home autumn series. H&MHome is targeted at young fashion people, who are concerned about design and materials, but also sensitive to price, which conforms to H&M's business philosophy of "providing fashion and quality at a preferential price."

She said that since January this year Home Furnishing After the series was officially introduced into the Chinese market, H&M has introduced home furnishing series in relevant stores in Shanghai, Beijing, Suzhou, Chengdu, Shenyang and Chongqing. Guangdong Province is a key market for H&M to expand in China, especially the livability, pace of life and the growing consumer interest in fashionable household products in southern China, which makes H&M full of confidence in the prospects of Guangdong household consumption market.

Magnus Olsson, general manager of H&M Greater China and Southeast Asia, said happily: "H&M has more than 3300 stores in 54 markets around the world. Surprisingly, Greater China is one of the strongest markets for H&M. In order to further expand the Chinese market, the official shopping website of H&M will enter China in the second half of this year to provide consumers with a more convenient shopping experience. With the official opening of the Royal Plaza store, the new H&MHOME household series will enter China for the first time Entering Shenzhen will be another milestone for H&M since it entered the Shenzhen market in 2010, and it is believed that it will set off a new wave of fashion. "

It is revealed that as of August 2014, H&M had more than 200 stores in mainland China, including 20 in Shanghai, 20 in Beijing and 25 in Guangdong.

The prospect of household FMCG is considerable

It is not uncommon for clothing brands to cross the border to do household series. As early as 2009, H&M launched household products, but they were only sold overseas, and only H&M, ZARA, CK, Esprit, and even the leading brands Giorgio Armani and Versace, have launched household products.

In 2011, Zara brought home series brand ZaraHome into China, providing bedding, tableware, sanitary fabrics, knives, glassware and household accessories. At present, Zara has nearly 20 stores in China. Although Zara did not disclose the recent store opening plan of Zara Home, the data previously released by Zara has shown the considerable prospect of home furnishing series. It is reported that the sales of Zara Home in the first half of last year increased by 30% year on year, much higher than the growth rate of the group's flagship brand Zara in the same period.

It was reported that the executives of Muji, a Japanese household life chain, also said recently that they hoped to expand the number of stores in China from 100 to 1000 in the future.

For so many fast fashion giants to accelerate the expansion of home series, some analysts believe that after the rapid expansion in recent years, fast fashion is not a game that everyone can easily profit from. Although at present, the competitive situation of Uniqlo, ZARA and other brands has gradually consolidated, the reshuffle of fast fashion in China is inevitable. The fast fashion brand's experience in fashion and fabric development is an important basis for its cross-border home furnishing industry. The design of its home furnishing series is largely influenced by its clothing design, such as candy colored cushions, dazzling striped sheets, etc., which echo the recent design of new clothing. Fast fashion as household goods caters to consumers' psychology of "affordable fashion". People can not only dress up themselves with fast fashion, but also dress up their homes. From another point of view, the depression of the great economic environment makes people eager to decorate their houses with less money, but still want to maintain fashion, which also happens to be a new sales growth point for fast fashion brands.

Tu Qi, director of the expert information department of China Furniture Association, said in an interview with the media that the proportion of household FMCG in people's lives is gradually increasing market The potential cannot be underestimated. Under the trend of export to domestic sales, more fashion cross industry brands will pay attention to the household consumption market. However, although fashion has promoted business opportunities, whether it can be grasped depends on whether enterprises can continue to innovate and meet the needs of consumers.